Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

16. Advertising and Sales
    Promotion

Text © The McGraw−Hill

Companies, 2002

468 Chapter 16

persuade a consumer that other people with similar needs like the product. Product

comparisons may highlight the advantages of a particular brand.

Although products may satisfy certain emotional needs, many consumers find it

necessary to justify their purchases on some logical basis. Snickers candy bar ads

helped ease the guilt of calorie-conscious snackers by assuring them that “Snickers

satisfies you when you need an afternoon energy break.”

An ad should usually focus on a unique selling proposition that aims at an impor-

tant unsatisfied need. This can help differentiate the firm’s marketing mix and

position its brand as offering superior value to the target market. For example,

Altoids’ ads use humor to highlight the “curiously strong” flavor of its mints. Too

many advertisers ignore the idea of a unique selling proposition. Rather than using

an integrated blend of communications to tell the whole story, they cram too much

into each ad—and then none of it has any impact.

Getting action is the final requirement—and not an easy one. From communi-

cation research, we now know that prospective customers must be led beyond

considering how the product mightfit into their lives—to actually trying it or letting

the company’s sales rep demonstrate it.

Direct-response ads and interactive media can sometimes help promote action by

encouraging interested consumers to do somethingthat is less risky or demanding

than actually making a purchase. For example, an ad that includes a toll-free tele-

phone number might prompt some consumers who are not yet ready to buy to at

least call for more information. Then follow-up brochures or a telephone salesper-

son can provide additional information and attempt to prompt another

action—perhaps a visit to a store or a “satisfaction guaranteed” trial period. This

approach seeks to get action one step at a time, where the first action suggested

provides a “foot in the door” for subsequent communication efforts.

Whether or not some direct-response approach is used, to communicate more

effectively ads might emphasize strongly felt customer needs. Careful research on

Ads that feature a unique selling
proposition help consumers focus
on what is different and better
about a firm’s marketing mix. LU
wants health-conscious European
consumers to know that its
cookie has as much vitamin B1
as an apricot.

Obtaining action