The Art of Differentiation in Advertising
Companies use many tactics to prove their product is the best and advertising has proven to be the most effective way to do so. There are only two functions of an ad – to raise brand awareness and to persuade the consumer to buy. Advertisers have tried many creative methods, exploring how their rhetoric and content can successfully complete this task. Below are a few of the most successful appeals in advertising.
You vs. Your Competitor
Placing your product directly against your competitor is the easiest way to identify the distinct qualities of your merchandise. Through this technique, companies find ways to advance their products in any way – from taste to faster delivery times. Beverage companies and cleaning products use this method often. They will often have consumers do blind tests and choose their favorite brand between the two. This, of course, is displayed from a bias, but its been used time and time again.
Companies attract new business by claiming their service or product will save consumers more money than their competitors. This method is huge with cellphone and insurance providers, who often directly address their industry counterparts in ads. We even see cash or product incentives for switching over services, exhibiting extreme confidence from brands and their commodities.
Nothing puts your customer more at ease than a guarantee. Not only is there minimal risk but there is certainty from the brand that you will love their product. This method is popular amongst products advertised through infomercials and mattress companies. Studies show that once people purchase an item, they’re not likely to return it. This could be sense of ownership or not wanting to deal with the return hassle, but whatever it is, it works.
Though there are many ways to approach a campaign, these have proven their place in the ad world. Even with the rise of new media, these techniques have stood their ground through the test of time.
Bernie Levi, the author, is Project Coordinator of Marketing Keys. When she shops, she LOVES to compare.