Advertising and Marketing

  • Created by: Abigail
  • Created on: 15-03-15 18:23
  • there are two approaches to advertising
    - 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
    - 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


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