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Articulate the functional advantages of the product

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Reference no: EM132297913

Discussion: This discussion response must be a minimum of 125 words of substantive content with references cited in APA format. Do not write a whole page. No copying and pasting of work previously done for someone else.

Being able to articulate the functional advantages of the product is vital if traction is to be gained in the market. In a crowded arena like cooking oil, these distinctions will be enhanced with the feeling, finances, freedom and future value to customers as well (Abrams, 2017, p. 215). Many used to marvel how products like sugar-packed soda and candy were marketed to make us feel vibrant, sexy, and active. Given our recent research, it makes perfect sense. The marketing team wants us to have good feelings about the product, even if the feeling is illogical and counter-intuitive. By contrast, ads making the viewer feel sluggish and fat after consuming soda and candy, would not yield the needed results, despite the authenticity in the attempt.

The perfect marketing storm seems to be when the product is high-quality, good for the target market and marketed to highlight these actual features and benefits.

In marketing venues, the use of traditional means to market to older folks may be short-sighted. It has been suggested that conventional advertising methods are evolving because consumers, regardless of age, no longer read a newspaper delivered to the house or picked up on a stand, most households do not get phone books or printed magazines, and many local smaller publications are no longer in business (Lavinsky, 2013). The traditional vehicle of radio advertising is still bringing solid results, especially in the younger market, as they are more station-loyal, thus more likely to listen through the ad. TV ads geared for millennials are thriving on local and national networks.

For you and the class, are there ad venues that are more effective with the older population? And are there methods that do not reach the younger audience?

References: Abrams, R. (2017). Entrepreneurship: A Real-World Approach (2nd ed.). Palo Alto, CA: PlanningShop.

Lavinsky, D. (2013, October 3). Is Traditional Marketing Still Alive?

Reference no: EM132297913

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