The global market, in which everyone competes for everyone else's business, everywhere, has resulted in an amazing proliferation of product choices in almost every category imaginable-from food, to cars, to healthcare. According to Trout and Rivkin, the existence of so many good alternatives means that if a company ignores its uniqueness and tries to be everything to everybody, it quickly undermines what makes it different in the minds of its customers.
Still, many advertisers don't understand the need to offer a unique selling proposition. They believe that selling isn't cool. They also believe that there aren't enough differences among products to warrant talking about them. However, whether or not people like to be sold, they still must decide what to buy, or not to buy, among the sea of available choices. In addition, anything can be differentiated-even commodities.

Unfortunately, however, differentiating with quality, customer service, creativity, price, and breadth of line is rarely effective. Today, quality and loving the customer are givens, not differences. Thus, a company's marketing campaign must involve holding on to its customers while, at the same time, attempting to take customers away from the competition.

Advertising has become so “creative” that it's vague to the point of incomprehensibility. Many advertisers don't understand that emotions depend substantially on reason. If an ad presents emotion, but leaves out a reason for the consumer to buy the product, the emotion is a waste of money.

If you have more query about magazine please send mail to

May 12	April 12	March 12	Feb 12