Posted by pilky9o at cache.csolve.net on July 30, 2003 at 10:15:50:
In Reply to: i wanna see posted by Drunken Man Whore on July 30, 2003 at 10:10:34:
from what I've read, that makes sense to me.
The problem with some marketers however is that they tend to focus on what they feel will be the real draw. They forget what actually make people want to spend their money.
For the most part, people need to know the benefit, not the feature. Lopez is the feature. Oh look a car with mag wwheels, goody.
But the story, the event, the feelings and emotions that a movie stirs up, that is the real benefit to the consumer.
Truely effective advertising takes into account the benefit, not the feature.
Let us hope that the advertisers in the case figure that out and make a truely inspiring campaign. I really want Kevin to do well with this one, he needs the money so he can throw it all away on me, my girlfriend and a really kick ass month of partying!