Stopping Power: Catching the customer's eye - Essay Example

When the stopping power has played its part at gaining the attention of the potential customer, the different aspects and features of the advertising and the brand itself come under close scrutiny. These aspects are studied upon in detail by the customer as he tries to understand and come to terms with the similar offerings presented by the rival competitors. He is in a constant comprehension of different facets presented by the brand and the advertising which is there for his understanding is in essence making or breaking the sale so to speak.

After stopping power has been achieved, the next step is of persuading the customer through the different offerings which are presented by the brand/service. Consumers connect with what is there on the electronic and/or print media for them in the form of a message that says a lot about their preferred brand and lists down the details as to how it could benefit the same person if he or she uses it. This is all the art of selling and it comes under the heading of marketing and for marketing to happen in the first place, advertising is of fundamental importance.

Without advertising, marketers can only think of their product lying on the retail outlets waiting for angels to come and satisfy themselves. People need to be told the plus points of their brands (by the company) so that they actually go out and make the eventual purchase which in all fairness, not an easy job for the company, say that is producing a shoe polish which does not stick on to the shoes as much as do the other competitor shoe polishes already available in the market. If the customers do not know or are not given the liberty to comprehend the different features of the brand which is being advertised by the company, they would not make that valued effort on their part and hence the company will be the one to suffer in the end and no one else.

For the company to see their brand thriving big time in the market with competitors having little