Find the Key Product Benefit for the User From a Product’s Many Attributes
Advertising books rarely start with an assessment of the product. To holistically understand the entire advertising development process, we should start with what the advertising is going to offer. Otherwise, we are jumping ahead of ourselves by assuming too many factors that could have major effects on the resulting advertising. It might not be the most exciting part of the process, but it is necessary as a foundation for everything that comes next.
Every branded product or service (we usually call all offerings products to keep it simple) is more than it appears to be at first glance. There is a depth to it. There is a physical description; ...
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