Non Price Competition - 23

If your product is, in reality, not much different from that offered by your competitors, how can you increase your sales? As the saying goes, ''It pays to advertise''. How do you remember one competing good from another? Each producer has probably spent a large amount of money on a brand name and a trade mark and on an ''image'' for their product. Most advertisements on television are less than thirty seconds long, yet in that time you may have heard a small musical theme. (Complete the following - "Ooh what a feeling!" ... hint, this company manufactures cars).

Many firms have ''slogans'' or ''catch phrases'' associated with their advertising, which, through constant repetition, is remembered for a long time. (Complete the following '' ... Always .... - da da da daa'' .. hint, this is a soft drink).

Many firms in the clothing industry print their brand names on their goods. You become a walking advertisement! Different manufacturers have carefully developed an ''image'' for their product: youth, rebellion, sport, counter culture, sophistication; the list is long. By wearing the clothes, you are declaring an aspect of your personality to others. It's a form of non-verbal communication, and it's very effective.