chapter  15
35 Pages

Promotion strategies: Advertising

The water and beer examples in the marketing illustration above emphasize the need to communicate with buyers and to endow a product with a distinct image. A product must not only be physically superior but also psychologically desirable. Frequently, a product’s psychological attributes are even more important than its physical characteristics. To convince consumers that a product is psychologically superior, a company uses advertising. A product has to be differentiated from competitive brands, and the differences can be either real or imagined.