Advertisement of the Purell Brand Hand Sanitizer - Essay Example

In marketing theory, certain product brands focus on the tangible benefits of the product to gain consumer following and interest. Purell sells its products in a very saturated environment where there are many competing brands such as Johnson and Johnson sanitizers and even many store brands from companies such as Walmart and Walgreens Pharmacy. Because there are so many different products available that provide similar benefits, Purell must use interesting and eye-catching promotional advertising to make their product stand out. There is a marketing concept known as differentiation which is an effort to show consumers how one product can be more effective than another when they have very similar functions and benefits. Purell is making its product seem more attractive and exciting using cartoons and clever advertising messages as a means of accomplishing this differentiation.

What the company is also attempting to do is remind consumers of the importance of making sure that they are healthy and safe. By making the Purell product seem more menacing, it gives consumers a psychologically-based impression that this brand can accomplish more in their lifestyles. By showing germs that are terrified of being anywhere near the product, it makes it so that they will recall this brand name more quickly over competing brands and, ultimately, reach for Purell. This advertisement also reinforces a belief in effectiveness, even though it maintains many benefits similar to competing products so that buyers are given the impression that this is a superior product.

The clever messages being used in the advertisement also create humor with the consumer. It is usually those that are concerned with health and well-being for themselves and their families that will be buying hand sanitizer products. By using cartoon characters that are fearful of the power of Purell, it also creates psychological connections with those who value family and children so that they are reminded of how Purell, over competing products, can bring enhanced value to their lives. Because the advertisement was in Good Housekeeping, a very family-oriented magazine publication, Purell is making effective use of what is known as psychographic targeting that is aligned with the everyday life and routine of mothers and children. It is a very effective advertisement that is properly associated with consumer characteristics and the ad should be recognized for its accuracy in making emotional connections with its intended buyer audiences.