Paper Example on 4 Rational Selling Premises for Strategic Communications

Question One

There are four rational selling premises used in strategic communications. The benefit; on this premise, the focus is on the interests that the customer will gain by using the product. The promise; this focuses on the future and projects that something positive will happen to you if you use the product. The reason why; this is a premise that tries to give the customer an idea of why they should use the product. The reason may not be real but just an assumption. Unique Selling Proposition (USP); this premise is unique to the particular product. It is essential to the user of the product in that it assures them that a unique benefit will be accrued only if they use the specific product.

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Question Two

To get attention from the target audience, ads must have stopping power. In achieving stopping power, the message of the advertisement must be strong enough to make people take notice of their publication (Hiam 2014). An ad can implement the following to gain stopping power. Use humor in the ad. Fun is likely to capture people, and as they enjoy the joke, they can achieve the message of the advertisement. Using celebrity endorsements in the ads also acts as a great tool in gaining stopping power. Most people are crazy about commercials, and they view them as idols. Something that is connected to a celebrity will capture the attention of many people. The advertisement should also be able to resonate with the user. For example, by giving a story of a situation, they can relate to, which sparks an interest in them to want to try out the product. (Pieters, Wedel & Batra, 2010).

An example of an award-winning print was the 'Just do it campaign' by Nike, which earned it a competitive image over Reebok company. The ad had a stopping power by its words, which were very significant to athletes who form the most massive target audience for Nike products. The advertisement was a push to people, especially to athletes that they should strive to achieve whatever they perceive, and it was victorious all over the world. This significantly boosted Nike's sales.

Question Three

This campaign used a soft-sell strategy. This is not just a statement but a statement that reaches into the emotion of the consumer by strongly reinstating the uniqueness of cotton, and its dominance in the fabric market.

The words, "Cotton the fabric of our lives." They are known as slogans. They summarize the message of an advertisement in a memorable way that sticks in the users' minds. The words, "Cotton the fabric of our lives." They are unique to the cotton advertisement, and therefore a consumer easily relates them to that particular product.

Message formats are very vital for the development of an effective advertisement campaign (Moriarty et al., 2017). The perfect message format to describe the ad made by the American cotton trade group is the headline format in advertising. The message grabbed the readers' and audience's attention in the television, and it acted as the initially copies the potential customer reads.

References

Hwang, J. S., McMillan, S. J., & Lee, G. (2003). Corporate web sites as advertising: An analysis of function, audience, and message strategy. Journal of Interactive Advertising, 3(2), 10-23.

Moriarty, S. E., Mitchell, N., Wells, W., & Moriarty, S. E. (2017). Advertising & IMC: principles & practice. Upper Saddle River, NJ: Pearson. 3(9), 184-186.

Nelson, B., & Tyson, E. (2019). Starting a Business All-in-one for Dummies. John Wiley & Sons.