Reason
to Believe
Once we
have chosen the key benefit of our product for our advertising campaign,
we have to think of ways to make the consumers
believe us. In advertising, we are not only trying to carry
our message to the consumers, we also have to
convince them.
If we are
going to spread a basic benefit we need to have reasons or tests to
help the consumers believe us. For example, if our toothpaste whitens
teeth or our soap makes hands softer, we should explain the reason
why our product can make this claim.
If our
product has a difference which has an advantage over our competitors,
it is usually not enough simply stating this, you have to
give reasons /evidence that support our claim. For example,
Dove soap claims as its key benefit that it looks after your skin.
To show this they claim that the soap is made up of 25% cream. A magnificent
advert created by David Ogilvy shows a photo of the cream that they
pour into the soap. In the following example you can see that Dove
is a lot more than a simple soap thanks to its composition for a quarter
part cream.
A toothpaste
which was successful in the USA claimed that it was an excellent toothpaste
which protected against cavities and it was supported ty the Dentist
Association. As the advert was supported by Dentists its promise to
fight cavities was more credible.
Sometimes
a visual demonstration can be used. A
tv advert can show how a washing powder is more efficient than that
of their competitors. Other products base their advantage on a characteristic
which is difficult to visualize.
Using a
famous person to give a product credibility
is another way to make a product credible. However, if we use a famous
person in an advert, it is essential to analize if the public would
consider this source trustworthy in relation to the type of product.
For example, a successful Italian actress can be considered credible
in an advert for a certain pasta brand, however she wouldn't be considered
very credible advertisign a brand of car oil.
