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4 Out Of 5 Dentists Agree
Once a consumer has attended to and processed an advertiser's message, the question then becomes "How does an ad contribute to brand purchase desire?". It is not my supposition that advertising itself can create desire for a product where none exists. Even the most creative ads will not make someone purchase a product for which they have no use. Therefore, it is important for advertisers to interact with their consumers as well as their competitors' consumers to discover what attributes determine their brand choice.
Consumers hold within them a wealth of valuable information concerning when and how they use the brand/product, insights that the advertiser should be aware of to create campaigns that resonate with the consumer and/or potential consumer. From knowledge of the consumer comes an understanding of the brand's unique selling proposition (USP). While many brands are not yet aware of exactly what their actual USP is (due in large part to a lack of consumer understanding), every brand has one. It's the fundamental reason for the success of every brand. Discovering the USP is the key to speaking to the consumer in a manner that creates desire for the brand. Advertising that creates desire is based upon a match between the brand claim being made and the consumer's affiliation with the brand.
Advertising that creates desire is based upon a match between the brand claim and the consumer's affiliation with the brand. |
USP is a single concept and should be treated as such in strategy-driven advertising. Attempts to convey more than one or two main ideas in a single ad invariably result in disaster. When a number of ideas are presented, none of them tends to make a lasting impression among viewers. The old adage, "less is more" definitely rings true in this case.
While simplicity in strategy is called for in USP, complexity reigns in creative development. How creatives go about developing desire based on a consumer-focused strategy should not, and rarely does, follow strict guidelines. Beside the obvious purpose of asking for your dollars, advertisers are first asking for your time, another valuable commodity. With a dizzying array of vehicles to choose from, both within each medium and in general, every ad is a little battle in the war to create brand desire. Therefore, advertisers should use almost any means they choose to insure that their message emerges victorious from the battlefield.
A few simple ideals do persist, laying the groundwork for
advertisers as they attempt to enhance the desirability of their brands. First, and most
importantly, be honest. It is obvious that it is in the best interest of a brand to
promote it's greatest benefits. However, these claims should not be made in such a way
that they appear to be overblown or duplicitous. Consumers are persuadable, but not
gullible. If they discover an advertiser's claims to be false, not only will the
government intervene, but customers will disregard the advertisers' other messages and
likely discontinue purchase. Second, regardless of who or what the perceived source of the
message is, 
it is very important that they appear credible in the eye of the consumer.
This credibility can be a function of the source's trustworthiness or expertise. Either
way it is an important function of any effective message. Consumers are so often unsure of
their own opinions that they look to others for validation. For example, for many years
Trident chewing gum promoted their brand by telling consumers that "4 out of 5
dentists agree" that Trident was the best brand in the chewing gum category. Once
again, finding the source with the greatest credibility comes from knowing the consumer
and who they consider to be opinion leaders or authorities in the product category.