A well-known rule of thumb in the advertising industry is "Sell the sizzle, not the steak." Described in our textbook, in advertising, the goal is to sell the benefits of the product, not its attributes.
Like I mention before, one of Uniqlo's most advertised product was their Heat Tech shirts. Ads throughout New York City's public transportation advertised the upcoming opening of two Uniqlo stores, one in 5th Avenue, and the other in Herald Square. Both openings were set to be in October of 2011. Aside from seeing "Grand Opening" signs there were Ads that displayed a normal, regular shirt with the words "Heat Tech" next to it. There was no information as to whether this 'shirt' came in different colors or if its packaging set this particular shirt aside from other shirts. Nonetheless, its benefits were highlighted to keep you warm during the upcoming winter. More importantly, its price stood out as equal or as more than its benefits.
In the opening date of the Fifth Avenue Uniqlo Store, the big fuzz was about the "Heat Teach Shirt." I know, because I was there. Most people waiting online talk among each other, saying things such as, "Do you imagine not having to wear a jacket this winter? I really want to check this heat tech shirt!" Promoted as "Japan technology" this 'shirt' definitely caught peoples attention. Further evidence was when I lined up to pay for my selected items and saw that most people online had bags of shirts that display the words "Heat Tech."
This shirt might have not come in different variation of colors- but its benefits stood out perfectly enough for people to see them, more than its attributes.
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