Product Introduction: Xerox
Lois believed that most new products do not succeed, even the ones that are unique or offer a distinct advantage to consumers (Lois and Pitts, 1977, p.168). Because too many products are being made and advertised, an advertiser needs to hold a consumeršs attention quickly. Humor and surprise are great attention grabbers.
The marketing problem: In the mid-1960s, Xerox was an unknown company, advertising in the print media (Lois and Pitts, 1991, p.64). It had developed a superb new copier, the Xerox 914, which one could easily operate without getting smudged. With a very small advertising budget, Xerox needed to find the best way to introduce this new product.
The Big Idea: Lois answer to Xerox was to show the 914 on television so that it would become better known among consumers (Lois and Pitts, 1977, p.175). He wanted secretaries nationwide to see how the Xerox 914 worked so they would persuade their bosses to get one quickly. Lois' thinking went against traditional advertising for office supplies which appeared in trade magazines to reach a few thousand purchasing agents. He convinced Xerox to do television advertising, and made a spot showing a girl photocopying a letter for her father. After making the photocopy, she handed her father the original and the Xerox copy and asked him which was the original. This question indicated the superior quality of the Xerox 914.
| Xerox Continued... |