In the article “What We Are to Advertisers”, James B. Twitchell argues that “advertising is not just to brand parity objects but also to brand consumers” (182). Rosser Reeves, a skilled advertiser, tried to convince different groups of people that quarters had meaning and value. The consumer’s view of products is called positioning. The consumer must feel like the product they are buying has value and is better than competing products. I have had experience of witnessing many competing companies that are trying to convince buyers that they have the superior product. For example, Pepsi and Coke both create commercials that present their soda in the best way possible by using average, everyday people to allow the customer to see themselves drinking
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“Once you realize that in taste tests consumers cannot tell one brand of cigarettes from another...it is clear that the product must be overlooked and the audience isolated and sold” (186). In many occasions, the product itself isn’t what causes people to buy it; the advertising is what matters. Two similar products that might not be much different in quality may have completely opposite sales records. Oreos, for example, yield plenty of profits. There are many cookies out there like oreos, but they likely don’t produce as much revenue as Oreos do because they are not advertised. This is not to say that those cookies aren’t delicious, but not as many people are aware of the off-brand cookies. Also, when looking at two competing restaurants, like McDonald’s and Burger King, I find myself going to those places because of what I saw in advertisements. After eating those $1.50 chicken nuggets at Burger King, am I thinking entirely about the quality of the food? Unless they were absolutely terrible, than the answer is no. What I am thinking is, “Wow! I just got ten chicken nuggets for $1.50!” Without advertising, I might not have even known about that deal on the chicken. In a world today where technology is advancing with so many gadgets and devices, advertising is extremely important for a business to be
“Once you realize that in taste tests consumers cannot tell one brand of cigarettes from another...it is clear that the product must be overlooked and the audience isolated and sold” (186). In many occasions, the product itself isn’t what causes people to buy it; the advertising is what matters. Two similar products that might not be much different in quality may have completely opposite sales records. Oreos, for example, yield plenty of profits. There are many cookies out there like oreos, but they likely don’t produce as much revenue as Oreos do because they are not advertised. This is not to say that those cookies aren’t delicious, but not as many people are aware of the off-brand cookies. Also, when looking at two competing restaurants, like McDonald’s and Burger King, I find myself going to those places because of what I saw in advertisements. After eating those $1.50 chicken nuggets at Burger King, am I thinking entirely about the quality of the food? Unless they were absolutely terrible, than the answer is no. What I am thinking is, “Wow! I just got ten chicken nuggets for $1.50!” Without advertising, I might not have even known about that deal on the chicken. In a world today where technology is advancing with so many gadgets and devices, advertising is extremely important for a business to be