Universal Marketing Appeals:The New

Universal Marketing Appeals:
The New, the€First, the Only, and
the New and Improved
The appeal is part of the marketer’s tactical toolkit. Usually the appeal is based
on the unique selling proposition (USP), an offer to a consumer segment that ties
together product features and consumer benefits in such a way that only one
product meets the criteria – it is unique. The feature/benefit pair for each segment
is at the heart of most marketing messages.
There are four classic appeals that are effective in selling almost any product,
including content, usually presented with great excitement, as depicted in
Figures 8-4a and b and 8-5a and b. “New” is one of the most universal and
effective words to get attention. “First” is like “new,” and may also add an
innovative dimension or competitive advantage that increases the value of the
product. For example, a first-run film describes a motion picture that is being
released for the first time. Because most movies attract the majority of their
viewers in the first few weeks following release, theaters often pay more for
them. Second-run films command a lower price and theater owners may be able