In their advertising, businesses nowadays usually emphasise that their products are new in some way.

Why is this? Do you think it is a positive or negative development?

 

Model Answer:

Businesses often have to endure the cut-throat competition in order to attract customers and increase sales and profit. As a means to attract more customers, they have a tool called “advertisement” which emphasises how their products stand out from the crowd and how uniquely novel they are. I believe advertising new and unique features of a product is a marketing and branding strategy to boost sales, and in my opinion, it is mostly a negative development.

Every brand claims that they have the best product in the market, and their goods have fascinating new features. They do so to create a positive impression to the consumers to increase their sales and profitability while also staying ahead of their competitors. Take the advertisements that we watch on TV for consumer products like shampoo, soaps or body lotion – all of which proclaim that their products have the best ingredients and something new that their counterparts do not have. Even they beat their old versions by adding a new vitamin or flavour (which is often ridiculed by scientists) and claiming that this is the best ever product! Clearly, this is a marketing strategy to boost sales and profitability while also creating a craving among the consumers for their products.

It is mostly a negative trend because the new features that the businesses advertise are nothing novel in the true sense. They are just another version of the same product with a change in look, flavour or ingredients. It is true that industries like car manufacturers and electronic device manufacturers sometimes do extensive research to revamp their products and truly add new features for their customers. But most often consumer products and even the famous hardware brands add more creativity to their advertisements than the real products, thus making a false sense that people need their new products.

In conclusion, novelty and innovation in products come through research and development, not through marketing and advertising tricks – which is often the case in the adverts we are exposed to. It is expected that advertisements by brands would reflect the true features of goods rather than claiming something new and innovative every now and then.

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