The Great Ideazine
     August 05, 2009Volume 8   Number 19   Issue 231     
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Introduction

This week, I've done something different. By filling in the following matrix, you can determine what type of advertising will be required for your product/


Advertising Matrix

by Jim Green

How To Analyse Your

Advertising Problems











Chief Factors In Determining the Strongest Sales Appeal

Buying Action Required

Class
A
B C D
Character

of

Product

Unfamiliar and without Ready Demand Unfamiliar but Matching Unexpressed Demand Familiar but Offered in an Unusual Way Similar to Goods Prospect Regularly Buys in the Same Way
Attitude

of

Prospect

Buyer thinks is Doing Well Enough without it Will Realize the Need When Informed of the Product Habitually Buys Similar Brand in Another Way Now Does Equivalent Buying
Task of

Sales Campaign

and Advertising

Must Make Buyer Feel Disadvantage Must Teach Buyer What Product Is Must Lead Buyer to Change This Habit Must Emphasize Brand to Get
Dominant Tone of

Copy to

Fill Task

Persuasive and Impelling Analytical and Descriptive "Reason Why" Suggest or "Publicity"
Buying Motives to Appeal To Money
Utility
Caution
Pride
Self-Indulgence
Different Sales and advertising problems require different kinds of copy and emphasis on different selling points. This chart has show advertisers how to develop the essentials of any advertising problem and score unusual success.

Final Notes
from Your Faithful Editor
You can download a pdf copy of the matrix that you can mark up to determine what your next advertising campaign demands - Advertising Matrix

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