The reason why some products are so difficult to advertise is because there is not much to advertise in them. This is true in the case of bottled water. Realistically speaking, there is no scientific evidence to date that has proven that either mineral or distilled water is any safer than regular tap water (SFPUC, 2004).
What’s worse, the cost of bottling water is so much so that bottled water costs at least 300 times more than tap water (SFPUC, 2004).In these situations, the best advertising strategy is to create an image of the product outside of its internal qualities (Benson, 2003). One advertising scheme would be to associate the product with a particular icon who is known for being healthy and clean. One can select any of the popular fitness experts or celebrity health
...buffs. The icon selected will be able to lend his or her reputation for being clean and healthy to the product.
The advertising media can vary from print to broadcast.For print media, posters can be used featuring the icon holding a bottle of the product and drinking it. A notably refreshed expression should be clearly visible on the icon’s face. In addition to this, some short lines should be placed close to the icon detailing his or her name, occupation, and below the second line, the words “Health Buff”. In the case of broadcast media, it would be better to use very brief airtime and maximize impact since there is not much content that can be included. The same icon could be shown at the end of his or her exercise regimen.
Tired and thirsty, he or she grabs a bottle
of the product and chugs it down, with some trickles falling down his or her body for effect and emphasis on his or her physical fitness. The icon doesn’t need to say anything. His name, occupation, and the words “Health Buff” just appear followed by the name of the product.ReferencesBenson, A. (2003).
Business Advertising 3rd Ed. N. Y. : Doubleday. SFPUC. (2004).
Bottled Water vs. Tap Water: Making a healthy choice. Retrieved April 1, 2008 from: http://dphwww. sfdph. org/phes/water/FactSheets/bottled_water.
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