olidate the brand-consumer relationship in respect of competitors. Therefore a website, call centres and direct mail that can offer product advice, product guarantees and efficient after sales service can prove to be the persuading element for consumers looking for a reliable and secure purchase and allows the brand to linger for a longer period in the consumers’ memory.

In some instances the brand’s history and reputation may be the most effective avenue to pursue, as a reliable, efficient and historically quality brand can sell the product through their brand personality. Hitachi may produce a DVD player more capable than a Sony DVD, however highlighting the consist

There’s nothing different about my product. How am I going to sell it?

Between the product and the consumer exists the vital differentiating element; the advertising agency and its creative and commercialising ability. The product, as uniform as it may be, can be managed and propelled into the consumer market from the expert hand of the agency. If the market is extremely well researched and there is a considered and inquisitive approach from the agency, certain insights and intricacies about the product and the market can be discovered. Essentially the agency deepens their knowledge of the product and its environment and then can explore for a differentiating characteristic that can be exploited; even twins have different fingerprints so a good agency can find a Unique Selling Point. With the knowledge comes the ability to concertedly create communications that have not been previously done and hence can be original, engaging and have a lingering after-taste on the consumers. For example in the car market where many products are similar on price and quality, people recognise and desire certain cars due to the effectiveness and creativity of the advertising. VW, Toyota, Alfa Romeo, Honda and Mitsubishi are similar in price and in their advertising activity yet VW are far the more recognised and popular.

Through having a very motivated and inspired approach other avenues and markets that produce great results can become apparent. For example if competitors are marketing a product to a certain market it may be fruitful looking to other potential markets and categories of people. Looking at the deodorant market, Lynx/Axe have clearly identified and executed ads that have exhausted certain markets. However sports brands like Physio Sport and Adidas that sell a similar product, have focused attention towards the sports-minded market and attack their consumers via men’s lifestyle and health magazines e.g. Men’s Health.

Consequently it is clear that the possibilities of reaching the consumers are innumerable, and thus other forms of media that competitors are not using should also be explored. If the competitor only uses a few forms of media such as TV and print, then pursuing poster, radio, sponsorship and promotion may create greater recognition. For example the N-Power Cricket coverage and Ford Super Sunday Sky football allow product and brands to enter people’s homes and lifestyles directly. These different approaches can rapidly differentiate a product from similar competitors and make it more salient and desirable and thus increase sales.

Creating a more integrated solution such as having a website and developing good customer relationship marketing can consolidate the brand-consumer relationship in respect of competitors. Therefore a website, call centres and direct mail that can offer product advice, product guarantees and efficient after sales service can prove to be the persuading element for consumers looking for a reliable and secure purchase and allows the brand to linger for a longer period in the consumers’ memory.

In some instances the brand’s history and reputation may be the most effective avenue to pursue, as a reliable, efficient and historically quality brand can sell the product through their brand personality. Hitachi may produce a DVD player more capable than a Sony DVD, however highlighting the consiste

ristic that can be exploited; even twins have different fingerprints so a good agency can find a Unique Selling Point. With the knowledge comes the ability to concertedly create communications that have not been previously done and hence can be original, engaging and have a lingering after-taste on the consumers. For example in the car market where many products are similar on price and quality, people recognise and desire certain cars due to the effectiveness and creativity of the advertising. VW, Toyota, Alfa Romeo, Honda and Mitsubishi are similar in price and in their advertising activity yet VW are far the more recognised and popular.

Through having a very motivated and inspired approach other avenues and markets that produce great results can become apparent. For example if competitors are marketing a product to a certain market it may be fruitful looking to other potential markets and categories of people. Looking at the deodorant market, Lynx/Axe have clearly identified and executed ads that have exhausted certain markets. However sports brands like Physio Sport and Adidas that sell a similar product, have focused attention towards the sports-minded market and attack their consumers via men’s lifestyle and health magazines e.g. Men’s Health.

Consequently it is clear that the possibilities of reaching the consumers are innumerable, and thus other forms of media that competitors are not using should also be explored. If the competitor only uses a few forms of media such as TV and print, then pursuing poster, radio, sponsorship and promotion may create greater recognition. For example the N-Power Cricket coverage and Ford Super Sunday Sky football allow product and brands to enter people’s homes and lifestyles directly. These different approaches can rapidly differentiate a product from similar competitors and make it more salient and desirable and thus increase sales.

Creating a more integrated solution such as having a website and developing good customer relationship marketing can consolidate the brand-consumer relationship in respect of competitors. Therefore a website, call centres and direct mail that can offer product advice, product guarantees and efficient after sales service can prove to be the persuading element for consumers looking for a reliable and secure purchase and allows the brand to linger for a longer period in the consumers’ memory.

In some instances the brand’s history and reputation may be the most effective avenue to pursue, as a reliable, efficient and historically quality brand can sell the product through their brand personality. Hitachi may produce a DVD player more capable than a Sony DVD, however highlighting the consist

ted and inspired approach other avenues and markets that produce great results can become apparent. For example if competitors are marketing a product to a certain market it may be fruitful looking to other potential markets and categories of people. Looking at the deodorant market, Lynx/Axe have clearly identified and executed ads that have exhausted certain markets. However sports brands like Physio Sport and Adidas that sell a similar product, have focused attention towards the sports-minded market and attack their consumers via men’s lifestyle and health magazines e.g. Men’s Health.

Consequently it is clear that the possibilities of reaching the consumers are innumerable, and thus other forms of media that competitors are not using should also be explored. If the competitor only uses a few forms of media such as TV and print, then pursuing poster, radio, sponsorship and promotion may create greater recognition. For example the N-Power Cricket coverage and Ford Super Sunday Sky football allow product and brands to enter people’s homes and lifestyles directly. These different approaches can rapidly differentiate a product from similar competitors and make it more salient and desirable and thus increase sales.

Creating a more integrated solution such as having a website and developing good customer relationship marketing can consolidate the brand-consumer relationship in respect of competitors. Therefore a website, call centres and direct mail that can offer product advice, product guarantees and efficient after sales service can prove to be the persuading element for consumers looking for a reliable and secure purchase and allows the brand to linger for a longer period in the consumers’ memory.

In some instances the brand’s history and reputation may be the most effective avenue to pursue, as a reliable, efficient and historically quality brand can sell the product through their brand personality. Hitachi may produce a DVD player more capable than a Sony DVD, however highlighting the consist

merable, and thus other forms of media that competitors are not using should also be explored. If the competitor only uses a few forms of media such as TV and print, then pursuing poster, radio, sponsorship and promotion may create greater recognition. For example the N-Power Cricket coverage and Ford Super Sunday Sky football allow product and brands to enter people’s homes and lifestyles directly. These different approaches can rapidly differentiate a product from similar competitors and make it more salient and desirable and thus increase sales.

Creating a more integrated solution such as having a website and developing good customer relationship marketing can consolidate the brand-consumer relationship in respect of competitors. Therefore a website, call centres and direct mail that can offer product advice, product guarantees and efficient after sales service can prove to be the persuading element for consumers looking for a reliable and secure purchase and allows the brand to linger for a longer period in the consumers’ memory.

In some instances the brand’s history and reputation may be the most effective avenue to pursue, as a reliable, efficient and historically quality brand can sell the product through their brand personality. Hitachi may produce a DVD player more capable than a Sony DVD, however highlighting the consist

olidate the brand-consumer relationship in respect of competitors. Therefore a website, call centres and direct mail that can offer product advice, product guarantees and efficient after sales service can prove to be the persuading element for consumers looking for a reliable and secure purchase and allows the brand to linger for a longer period in the consumers’ memory.

In some instances the brand’s history and reputation may be the most effective avenue to pursue, as a reliable, efficient and historically quality brand can sell the product through their brand personality. Hitachi may produce a DVD player more capable than a Sony DVD, however highlighting the consistent reliability of Sony’s products can sway consumers.

Certain advertising techniques using creative ideas such as Coca-Cola insistently pursuing colour, logo and word association through semiotics where red and white and ‘enjoy’ are Coca-Cola have set them apart from Pepsi-Cola and allowed them to dominate the market and sales. Also using famous personalities can increase the saturation of the product image into the market, this has proved very successful for instant brand identification and popularity, e.g. Vinny Jones and Bacardi, David Beckham and Vodafone and Michael Jackson/Britney Spears for Pepsi.

Finally the most integral element in selling such a product is the manner in which the agency utilises their full creative arsenal and potential. If the agency creates a campaign that understands the product and communicates it in an original, imaginative, considerate and thoroughly engaging execution that inspires and persuades consumers and is also considerably better than the competitors’ communication, then selling the product becomes not so difficult.