The heightened appreciation model helps the marketer to arrive at an advertising strategy.The model suggests that an important attribute of the product category should be identified and the advertisement should convey the link between the brand and that particular attribute.The consumer should be convinced about the importance of the attribute and the benefits derived from it.Advertising campaigns based on the heightened appreciation model are said to be successful if they result in increased usage and positive image of the brand.
Example:-Traditionally,in India,toothpaste was advertised highlighting two attributes:strength of teeth and prevention of decay of gums(advertising Strategy of Colgate).Hindustan Lever Limited launched two brands of toothpaste- Close Up Pepsodent.The Close Up toothpaste with mouthwash was targeted at youth and focused on freshness.The Pepsodent brand was targeted at kids and the attribute used in advertisements was its ability to fight germs for long periods.These attributes of toothpaste,though important,had never been highlighted or given importance till then.After the launch of Close Up and Pepsodent,the market share of Colgate decreased significantly.
Example:-Traditionally,in India,toothpaste was advertised highlighting two attributes:strength of teeth and prevention of decay of gums(advertising Strategy of Colgate).Hindustan Lever Limited launched two brands of toothpaste- Close Up Pepsodent.The Close Up toothpaste with mouthwash was targeted at youth and focused on freshness.The Pepsodent brand was targeted at kids and the attribute used in advertisements was its ability to fight germs for long periods.These attributes of toothpaste,though important,had never been highlighted or given importance till then.After the launch of Close Up and Pepsodent,the market share of Colgate decreased significantly.
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