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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.

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.

• Inform the potential consumers of the product`s existence;
• Convey its special identity, its brand name, recognition features, such as distinctive name, shape, and color of pack;
• Obtain acceptance for its unique selling proposition -in this case the “X factor”, and the particular properties and features- in short to give the product a distinct identity (to `personalize` it) with consumers can associate their own ideas in a sympathetic way. It`s for this reason that the advertising for some products deliberately creates an actual figure to “represent” the product  for example the many other animated cartoon figures that `speak` for the product on television, are featured in the printed advertising, and appear on the pack or label of the product itself, thereby assisting in obtaining product-recognition and a sympathetic response at the point-of-sale. Incidentally, the figure or symbol on the pack helps to continue the selling message by repeated impact on the consumer and his family and friends, inside the home, or wherever the product is used;
• Obtain the maximum acceptance for the advertising platform (the advertiser selling theme) as the basis for all merchandising, selling, and for the building of brand loyalty.

The “advertising platform”, or theme, needs particular emphasis, since it is the point of reference, so to speak, for all the activities concerned with the marketing operation, culminating in selling the product to the customers and, of course, aiming at repeat sales in the future. The advertising platform sets the tone for all the variations in the advertising and merchandising that will be carried out; it establishes the product`s personality, which, one fixed or formulated, is difficult to alter later on.

The advertising platform for a certain make of car is a compound of -unassailable quality, high social class, top rank business success, and luxury. The advertising platform for a certain brand of women cosmetics is -beauty compound it is- complete versatility of service. In every instance the advertising platform -in fact, also the basic selling theme- is compound of three aims:

• to embrace all the variations of attitudes (or the majority of them) to be found in the costumer group aimed at’
• to convey a tempting idea that attracts purchase;
• to “sell” a theme  in that product field and preferably completely different from them.

To return then to the company launching the car shampoo, we will assume that an advertising agency is brough into the discussions on the marketing plan at an early stage. The agency will appoint and `account executive` as the liaison between the agency and the client. His is the rensponsibility to handle all the detail of the account, and to bring into the discussions, as required, specialist agency staff to hammer out particular points with the client, such as marketing policy generally, packaging, point-of-sale display, etc., as these points become relevant in working out the advertising programme as an integral part of the marketing plan.

Let us suppose that it is considered advisable to formulate the advertising platform so as to make the product -the car shampoo- appeal to the feminime members of the car-owning househould and that, accordingly, the intention was to give the car shampoo an attractive scent. The advertising agency having been in the discussions at a very early stage might suggest that the package, and not the shampoo itself should be scented (on the grounds that, while the women might influence the choice of the car shampoo and therefore be attracted by the scented package, it was the man who usually it, and he might feel it unmasculine to use a scented car shampoo; therefore to scent the package only would attract the woman and not deter the man).

Clearly the whole production planning would have to be adjusted to fit in with this merchandising change. If it had only been adopted after all the planning had been done, the change might have had to be ruled out or perhaps dangerously delayed, on the grounds of the cost of altering the production and packaging process.

This point is made merely by way of background, and as guide to making the best use of advertising agency services early as possible in the formulation of marketing planning. One further point might be added, as a warning of a different kind. Glasser Ralph was once told by the chairman of a leading advertising agency, “I am not just interested in creating good advertising.” He said this with a perfectly straight face, and every appearance on conviction.

Now, advertising is a business and people are in business to make money -no doubt to make it in a way they enjoy, but to make money nevertheless. The advertising business no doubt is endowed with its fair share of hypocrites just as any other business -and any businessman who tells you he is not interested in making money but only in offering good service is either deluding himself, in which case he is unreliable, or deliberrately insulting his client`s intelligent, in which case he is even less to be trusted! An advertising agency, like any other business, must compete by offering to promote clients` products (with certain exceptions) better than anyone  else can, and in return for this service it must aim -and quite naturally so- to make money. Neither side, client or agency, should be misled into thinking of the relationship in other than these clear business terms.

One difficulty must be mentioned here. Advertising agency obtain their income from commisions paid by media-owners on space or time booked by agencies on behalf of their client-company. The percentage of commisions varies from 15 per cent to 10 per cent. (there is also a `series discount` -for a number of spaces (or `spot` on the air) booked in advance, but this discount goes to the clients).

The result of this arrangement in that agencies are forced to think in terms of maximizing their `billings` (as their turnover is called) as a basic necessity of the business they are in. Naturally, advertising agencies, in the interests of the building client-goodwill, are anxious to give as much servise as possible -such as marketing and market research advice, packaging and design advice- but all these, unless they are paid for on a service-fee basis, are non-revenue earning. The result is that present system of payment by media commision aften leads to the accusation that agency`s advice tend to be biased in favour of marketing plan including high expenditure on paid advertising.

This is certainly a problem confronting the advertising agencies as an industry and probably prevents many companies with low advertising budgets from getting access to enough highly-skilled advertising advice. There is a growing feeling that the sysem whereby agencies are paid for their service by media-commisions should be replaced by an outright service-fee paid as such by the client.

After all, it is argued, the so-called `media commision` is in reality paid by the client anyway, since the agency, submitted by the media-owner (e.g. newspaper, television station, etc) for the space or time booked.

It has been estimated that the average rate of expenditure on advertising is about 2 1/2 per cent of turnover. This cannot necessarily be taken as a guiding principle, since the product circumstances obviously vary so widely. It is better to approach the problem of advertising expenditure as a necessary cost element in the production price, assessing what specific promotional needs are, and how they are to be best achieved at thye most economic price.

It is here that the specialist experience of the advertising agency can make a valuable contribution to marketing plan, in helping to decide on the best methods and media to be used to achieved the marketing targets for the product, and how to construct an advertising programme tailored to its specific requirements.