The
Product
Publicity
requires a deep knowledge of the product from different perspectives.
The product is not only a group of physical and technical characteristics.
For the consumer the product has a series of psycological attributes.
The perception of the product, generates a certain image in the mind
of the consumer.
The technical
characteristics are important for marketing and publicity. But not
as important as the consumer's perception and this perception is organized
in the consumer's brain giving way to an image and a product personality.
Therefore we should distinguish the product from a technical point
of view and the consumer's point of view.
The product
from the technical point of view.
The technical attributes, its physical characteristics and its composition.
The relative law and restrictions information that effects the product
will also be relevant.
The
product from the consumer's point of view.
We will analyze:
The
image. A group of attributes organized in the consumer's mind.
The
product's personality. An aspect of this image constitutes to
the product's personality. Human beings assign human charcteristics
to products. For example, we say if a product is masculine or feminine,
young or old, conservatve or progressive. The consumer's see a certain
model of car not only as metal and plastic but with a personality.
We see certain models of cars as being friendly and others as feminine.
The
positioning. This is to say the position of the product in the
mind of the consumer. The positioning reduces one's image or a few
key attributes that the consumer uses when it decides between one
brand and another.
We will
study these different aspects of the product in the following pages
on this course.
For example,
an optician's advertises its services as something more than just
buying glasses. They advertise as fashion accessories. This advert
comes from Revista Anuncios.com.
Agency:
BSB Rodergas & Asociados
Advertiser : General Óptica
The following
example is from a pizza chain that delivers. The new natural pizza
from Telepizza tries to differentiate itself from its competitors
through its compotision. This pizza is made with vegetables and natural
products. The Telepizza consumers are usually young. With this product
and this publicity campaign they are trying to increase sales with
an older audience.
Agency:
Publicis
Advertiser: Telepizza
Product: Pizza base integral
Brand : Telepizza Natura
