Agency: Bates UK | Author: Catriona Tate |
BRONZE AWARD
How The Soft Sell Sold Harder
Pfizer Consumer Healthcare (Benedryl)
Background
How does advertising work? Privately and publicly the debate continues around this critical question. There are several different models, but two main ones persist:
- Persuasion using rational product-based USPs (as championed by John Philip Jones in the US)
- Involvement/saliency (as supported by Millward Brown and Hall and...