Assessment of Advertisement, USP and Brand Image & Advertising Appeal (A&BM 4 Sept 2020)

 (e) Assessment of Advertisement:

The ultimate purpose of advertising is to sell the product, service or idea.

However, advertising is only one element of marketing-mix. There are at least seven factors beginning with the letter ‘P’ that influence actual sale.

1. Product itself.

2. Point of Purchase.

3. Package design.

4. Personal selling.

5. Promotion or Sales Promotion-aids.

6. Publicity and Advertising.

7. Price.

 

Advertising alone cannot achieve sales target, though it is a very vital element in our total marketing effort.

 

If advertising is regarded as a sales tool in our advertising campaign, the effectiveness of that campaign should be measured in terms of sales results. If advertisings goal is to achieve a specific change in consumer or behaviour, then the measurement of the advertising effects should be in terms of changing consumer attitudes.

 

(f) USP and Brand Image:

Unique Selling Proposition (USP) makes the brand stand out in the crowd and shows its prominence. The concept of USP came from Rosser Reeves of the Ted Bates agency, who advocated that an advertisement needs to sell itself.

A small Indian company Balsara’s “Promise” tooth-paste made a successful entry into the oligopolistic tooth-paste market dominated by MNC like Colgate-Palmolive due to wise use of “USP” concept through the advertisement showing that “Promise contained clove oil traditionally recognised as an effective medicine for toothaches.” The strong USP “The Clove Oil” was combined with well planned powerful integrated promotional tools.

The market share within 2/3 years was improved to 15-16%. Most of the tooth pastes contain clove oil but “Promise” advertisement came out with distinctive claim for the first time. “Colgate Totals” advertisement of “Total Protection of Teeth” is also one such USP advertisement. Similarly, another small producer “Anchor tooth paste”. USP advertisement for “Strong Teeth” is also a successful ad for creating brand image.

 

Following three factors are responsible for the development of USP:

1. USP should relate to a specific Product benefit.

2. It is unique in the sense, no other company has claimed before.

3. Product sales must improve.

 

Any brand cannot create an “USP” image since, in to-day’s technological advancement, product homogenisation and standardisation, the concept of USP as a brand building may pose a challenging strategy.

 

(g) Advertising Appeal:

The advertising appeal is the central idea around which the advertisement is created. This is unique sales proposition. It represents a specific point of view to be stretched in the advertisement. It can arouse desire and induce action on the part of customers. The appeal is the heart and soul of advertising copy message. Various appeals are used in advertisement for selling product or service. Selection of appeal is made by means of consumer research. Beauty, health, comfort, economy, love and affection etc. are used as common appeals. The appeal becomes the driving force leading to purchase of a product/service. It arouses the desire for purchase.

 

Advertising Copy:

The term copy covers all items appearing in an advertisement. It is prepared by an expert copy writer. It is written or spoken material of advertising communication and includes the headline, advertiser’s name and main text of message.

Well designed advertising copy uses four basic steps in selling:

1. Attracting attention

2. Developing interest

3. Arousing desire

4. Finally generating action the so called AIDA principle (Attention, Interest, Desire & Action).

 

Advertising copies should be simple, easy to understand, attractive and persuasive language.