Importance of Focusing on Customer Benefits, Not Product or Service Features
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Is is any wonder this man had difficulty finding work? Imagine if — rather than focusing on himself and his qualifications — he had listed (or, better yet, demonstrated) the many ways he could help employers be more successful today.
Randy is a print designer, web developer, graphic illustrator, copywriter, and advertising fanatic based in Asheville, NC. Have ad-related questions, comments or possible projects you'd like to discuss? Email [email protected]
ADVERTISING TERMS: Strategy: general message about the brand to a particular group of consumers. Communication goals, agreed upon by client and agency.
Concepting: brainstorming ways to best communicate strategy message to the intended audience.
Research considerations: How current customers use the brand. What’s the current opinion […]
In order to break through the clutter, Bill Bernbach inspired Helmut Krone to create a completely new looking page, using the same old elements, with every campaign. Includes example ads from their classic Polaroid, VW, Avis, Scotts, Porsche, Chanel and other campaigns.