Advertising and Marketing
- Created by: Abigail
- Created on: 15-03-15 18:23
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- there are two approaches to advertising
- HARD SELL;
- this is a simple and direct message about the products unique features and advantages over competition
- this is known as Unique Selling Proposition (USP)
- sometimes used for functional products
- for instance, outdoor products like tents - controversial advertising is part of hard sell
- the Italian company Benetton has used controversial advertising in the form of a priest and nun kissing or a dying aids victim - they aim to highlight the social, moral or ethical issues
- SOFT SELL;
- this is the most common method for advertisements as it's a softer approach
- promotes image and style
- focuses on creating a positive product image combined with the beneficial advantages
- aims to promote brand loyalty
- works best with expensive, high end designer clothing
- many ads feature sports personalities - MARKETING FIBRES;
- …
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