What can advertising accomplish - Copy

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white paper Back to Basics Series: What Can Advertising Accomplish SUMMARY • Product advertising differentiates product

• Promotional

advertising communicates a compelling reason to buy now

All too often advertising is created without a clear understanding of what it is supposed to accomplish. As a result, the creative can be stifled and the campaign can lose its effectiveness. But the key to deciding what the role of the advertising should be lies in an understanding of the what the advertising can do. A review of these principles from time to time can be helpful even though we've all heard it a thousand times before.

• Brand

advertising communicates brand attributes

All too often advertising is created

portant to tell consumers about su-

without a clear understanding of

perior features or attributes of one

what it is supposed to accomplish. As

product versus another. As products

a result, the creative can be stifled

became more homogeneous it be-

and the campaign can lose its effec-

came harder to differentiate on the

tiveness. But the key to deciding

basis of features and attributes, and

what the role of the advertising

advertisers were forced to uncover

should be lies in an understanding of

subtle "benefit" differentiators.

the what the advertising can do. A review of these principles from time to time can be helpful - even though we've all heard it a thousand times before. It is useful to think of advertising in

tween a feature, an attribute and a benefit is important because they are hierarchical in terms of their ability to communicate. A feature is something about the product (e.g. twin

terms of three broad categories:

rear-view mirrors; a price of $100;

Product, Promotional and Brand.

Teflon coated). An attribute is the

Product Advertising Historically, this is why advertising

functional result of the feature

was invented - to inform consumers about a product. As competition 416.967.3337 www.proteanstrategies.com

Understanding the difference be-

grew, so it became increasingly im-

(unobstructed rear view, priced lower than the competition, easy to clean) and a benefit clarifies how this is important to the consumer (safer driv-


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