Characteristics of Products or Services
Benefits offered
This involves the advertiser focusing on the positive benefits of using the product or service, regardless of whether competitors offer exactly the same service.
This involves the advertiser focusing on the positive benefits of using the product or service, regardless of whether competitors offer exactly the same service.
Advantages Over Other Similar Products
The advertiser compares the promoted product to rivals to demonstrate why they are better. This technique is very useful when dealing with everyday products.
Unique Selling Proposition (USP)
This involves the advertiser making unique propositions to the customer that convinces them to switch brands. Today, the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects.
Lifestyle Appeal
This appeals to the consumer in the way it connects the product or service with a life-choice or style of living that is highly attractive.
Brand Identity
Brand identity is usually projected through the visual representation of a company or a product via its logo. However, slogans and strap-lines can also be as powerful, along with the accompanying music. Once established, the advertisers can use a short-hand to point the consumers to a product or service.
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