Advertisements of Toyota Yaris car communicates its benefits enabling the audience to understand and consider buying it. The selling benefit attempts to persuade the customer by emphasizing the positive side of the product. It makes the audience realize that a reputable multinational company that offers nothing less than quality products to the market manufactured the car. The advertisement process aims to educate the audience and ensure that all the necessary information is provided.
The key selling benefit makes it possible for Toyota Company to charge higher prices and earn greater returns on investment. It facilitates the differentiation of the car by creating a positive story that motivates the audience to prefer the product to those of the competing companies. The strategy enables the company to justify higher prices for this car than other similar cars in the market resulting in better profits. Since the brand has a good reputation and is recognized around the globe, many consumers could be willing to pay higher prices for their preferred cars. Moreover, selling benefits creates room for the company to emphasize the intangible benefits.
The selling strategy facilitates the expansion of the target market and makes it easier for the audience to develop complicated purchasing decisions. It becomes possible for consumers to make informed decisions since the details of benefits are provided. This implies that selling benefits would promote consumer knowledge and understanding to influencing the purchasing decision. The method also enables the company to benefit from powerful psychological motivators based on the consumers’ purchasing behavior. Focusing on the benefits of the car enables its marketers to satisfy the desires and needs of the consumer. It also supports product differentiation to satisfy customers through meeting their diverse needs. Toyota has achieved the objective by presenting the car model with a hatchback and another one with a sedan shape to meet the requirements of all customers.
Advertisement Targeting the Audience Appropriately Verbally and Non-Verbally
Non-verbal advertisement played a great role in the establishment of a good impact on consumers and included eye contact, gestures, facial expressions, and body postures. The facial expression created a beneficial impact by supporting contradicting or complementing statements. The use of body language facilitated the creation of a long-lasting impression and reinforced the verbally communicated message. The audience was targeted appropriately verbally by ensuring effective persuasion and provision of beneficial information. Toyota Company applied various persuasion tricks to influence customers’ decisions and create a fruitful relationship. Communicating with customers offers clarity making sure that they access all the necessary information. Both verbal and non-verbal advertisements promoted the satisfaction of customers following a better flow of information and response to feedback.
The Positive/Negative Aspects of the Advertisement
The positive aspect of the advertisement is that it explains the benefits of the car to customers, and its ability to solve their problems. Defining the benefits in a quantifiable manner is likely to attract more customers than offering the basic description. The selling approach highlights all the benefits of the car including public perception and attitude towards it. Moreover, the approach facilitates the identification of unique needs in the market and presents the product as an effective solution. It also helps maintain a low cost of production while maintaining the high profitability of the company products.
The negative aspect of the selling approach is that it does not inform consumers about possible problems with the car. It only concentrates on the positive side while ignoring issues that buyers are likely to experience while driving the car. Moreover, the approach takes the advantage of intangible services such as the reputation of the company and public perception to charge higher prices than the value of the product. For instance, Toyota uses its strong brand and reputation to maintain exaggerated prices regardless of the quality of the product they are selling. This implies that large organizations may not realize the need of offering quality products since their recognition and reputation will support the market. The approach frustrates new entrants in the market since they do not have loyal customers who would come for their products based on the history. Important features such as the quality, interior space, durability, fuel efficiency, acceleration rate, and stability on the road that should determine the price become irrelevant.
Improvements/Changes for the Advertisement
The advertisement should incorporate specific features of the product that are relevant to consumers. Apart from focusing on increasing profitability, the approach should consider the customers’ value for money by ensuring that their needs are satisfied. Customers are always interested in the buying of products meeting their needs and solving their problems. This means that it is important for the approach to avoid misleading consumers to buy recognized brands even when they are not meeting their minimum requirements. Improvements should be focused on ensuring that customers receive the necessary information regarding specific features of the product. This would play a role in the satisfaction of customers while facilitating the development of a long-lasting relationship. Moreover, it should provide information regarding the available models in the market, engine size, body size, capacity, as well as, the number of seats.