Ads are about emotion... not competitive features... - Saab General Bulletin Board - Saabnet.com


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Ads are about emotion... not competitive features...
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Posted by bRAD [Email] (more from bRAD) on Tue, 10 Jun 2003 05:48:50 Share Post by Email
In Reply to: Saab Advertising, Mike 9-3 SS, Mon, 9 Jun 2003 19:53:49
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Everyone's a competitor. Everyone's got their own hook with regards to what their particular car offers over the competition. I think emotional ads do more to get people into the dealerships where the technically minded will see that Saab can stand its own against the competition. The people who were brought in strictly by emotion and plan to purchase on this basis will also be pleased that they can get the same shade of blue they saw in the ad- everyone wins!

Think of the best commercials you've seen- did they appeal to your emotions or your rational thought? Those shopping for a car by rational means will come across Saab's reputation for safe, unique cars in short order so the ads aren't really necessary for them. You gotta sell a feeling- After I saw the ad for the Turbo PT cruiser I was ready to call all of my family long distance to tell them about it, and of course, just to tell them that I love them...

On a similar note- has anyone seen the ad for Cottonelle toilet paper where the guy is standing there in the grocery store looking confused about which one to buy and then he "remembers what his wife told him" Great ad LOL.



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