The essential support for consumer conviction of the worth and value of benefits and claims -
to create dissonance with her current product and thereby, stimulate trial.
Inspires: trust / confidence / security, (the higher the authority - the better).
Consumer insight: "I won't make a mistake" - (read: time-money-self-Image.)
Medical-type visualization: white coat, "clinical"
name, package design, color, display, ads
Visualization/impressions of …
Shea Butter-vs. private blend of African butters
Application-driven benefits convey satisfaction
When the real person or group is not identified,
their authority is borrowed: as with, "created for
pros," "professional," or - "the #1 choice of skin
care professionals," etc., or illusion to; i.e., visual
setting (salon) - with no real support.
Notable persona/group: Designer, Reach setting of prestige, status, luxury,
Celebrity (Variety of), Blogger, other athletic aura, attractive/desirable group, place
TRUST / CONFIDENCE
Inspires consumers' expectation of benefit satisfaction and belief in the value of
the product or brand, reduces her expectation of risk.
Visible results-photographs Company-Brand Heritage
Money-back guarantee Testimonials
All of the above - as consistently expressed in brand image in all communication, via: product, name,
positioning, package design/color, display/in-store, advertising, promotion, PR, and service.
Copyright: Grayson Associates, 2010
their skin feeling soft.”Awesome, as noted
in the diagram.
L’Oréal go 360° Clean. The headline,
“The #1 New Cleanser”targets with power,
as are the diagrams showing the clever pop-out scrublet, nice technology authority, too.
Strivectin-SD (Ad prior to re-launch).
Over 5. 9 Million Tubes Sold! The proof factor is part of the headline.
New Strivectin-SD. The re-launch
stopper headline, “Kill crow’s feet,” will
surely make waves (even without an exclamation point!). The crow’s claw-y feet
dominate the visual and make the point.
And when did you ever smile when viewing an anti-aging ad? Brava! However, from
a PTB point of view, not much. The science
story is in the text, but you have to find it.
Vaseline Clinical Therapy. Uses Borrowed Authority via the product name, plus
a strong Trust/Confidence factor via the
with and without photographs of a male
consumer in Alaska—not to mention the
brand’s own trust heritage.
Almay intense i-color.
Headline,“Amer-ica’s #1 and mine too.” Kate Hudson. Read
the support in mice type: *”Almay’s calculation and conclusion are based on
Nielsen’s customized Scantrack database
for Color Cosmetics for 52 weeks ending
5/29/10 in Food+Combo, Drug, Kmart, Target (excluding Walmart). Guess if you narrow the parameters of the data search, it’s
easy to be #1! Some clever people at Almay.
Kinerase C8 Peptide Under Eye Treatment. Before and after photographs, plus
very effective benefit call-outs, but hindered
by mice type reference to the clinical study.
Now, have some fun as you do your
own evaluations of PTB in advertising as
the clincher for conviction in communicating benefits—or not.
There’s not enough space to show all
the ads we have, but if you send a note to
firstname.lastname@example.org, you can
take a look at the following ads with comments on PTB: Aveeno, Positively Nourishing line; Bare Escentuals, Bare Minerals;
Garnier, Moisture Rescue, Jane Iredale, Lip
Fixations; Lancôme, Génefique; Neutro-gena, Healthy Skin Liquid Makeup and
Revlon, Grow Luscious Mascara. •