Finance and Business

Salt Lake City jobs now hiring

If you’re looking to snag a job in Salt Lake City, you may have some competition. According the BLS (Bureau of Labor Statistics), the unemployment rate in Salt Lake City is on the rise. Between September and October, the unemployment rate rose 0.3 percent to 6.3 percent. That’s still far below the national unemployment rate of 10 percent, however

If you are looking for a job in Salt Lake City, consider getting a cashier job and you could be making up to $12.02 an hour.

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Advertising Platform and Proposition

The basis of advertising platform must logically be a combination of the characteristics of the product, i.e., what it is and what it does, with the particular factors of the product that make it stand out from all others of its kind, namely the unique selling proposition.

It is clear no use merely to concrete on the genaral features of the product (though these must be included) without making as much as possible of a selling-point of the special merits the product possesses -or which you will build into it for merchandising purposes- that distinguish it from all likely competitors. SOmetimes, as already discussed in earlier chapters, the nature of the product renders it especially difficult to isolate any of its physical or operational properties and constitute them into a unique selling proposition. Here, advertising skill must come to the aid of the marketing plan to create the impression of a unique selling proposition.

Cigarette and alcohol provide perhaps the most outstanding examples of products where the advertiser function plays the key role in creating a unique selling proposition. One has only has to review whisky advertising and reflect on the fairly regular appeals to (a) connoisseurship, (b) traditional skills, (c) aristocratic associations, to realize that the advertising itself by implication pays tribute to the difficulty of giving such a product clearly distinguishable unique selling proposition. Menchandising efforts to achieve individually by means of the appearence of the product or the pack, for instance in the shape  of the bottle, have helped to some extend, but in vew of the high element of “service-dispensing- that is, buying liquor in less than a bottle in bars or restaurant than in other of container-toiletries for instance. Nevertheless a great deal can be accomplished even in such difficult product fields.

Fixing the Advertising Platform

These are the basic aims of the advertising platform. There will be other subsidiary themes, of course, tacked on to the main one -and these will depend on the particular needs of each product. One aim may be, for instance, to shift the product on to a higher social level, and this may involved changing the image of the product in the consumer`s mind.

In fixing the advertising platform, a good advertising agency will be able to help the client by bringing to bear expert knowledge and a background of experience will in many product fields. This experience will be especially important in two aspects of the task.

a) Firstly to ensure that the advertising platform is appropiate to the client company`s  long-term development plans. For clearly, if the company intends to diversify in the future into certain indicated product fields, the resulting “product mix” may cut across the advertising platform for one of the products. For example, a company with a well-established image in the toiletries field, might have to re-cast its advertising platform for these products if it diversified into, say, the pet-food business, or the shoe-cleaning business!

Obviously, the “family image” of the company constitutes a valueable goodwill, and it could be unwise to have to discard it, or radically shake confidence in it, in order to achieve recognition for the new interests of the company concerned. Such damage can be avoided, or at least minimized, by the creative skill of a good agency, if brough into consultation at an early stage in planning.

b) The agency can also help at this stage by drawing upon its knowledge of trends in selling and promotion methods in other fields. Advertising agency are very much on the alert to sense changing trends in ideas and techniques in promotion and in the selling impact of various methods. It is part of their business to be in a position to provide this kind of comparative thinking, in working out a client`s approach to promoting his company and his products.

The agency can, therefore, help the client to hammer out an advertising selling platform that is progressive, does not conflict with other advertising themes, does not blur the image of the company or product in the consumer`s mind and -extremely important- fits into all the methods of promotion and selling likely to be used in the future.