Cutter : A Return to Consumer Oriented Advertising
Green, William F.
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This study focuses on Cutter insect repellent commercials and how these commercials are exemplary of consumer oriented advertising. Cutter advertising based its creative strategy on qualitative research. Walter's and Schultz and Tannenbaum's consumer behavior models outline the consumer buying process, thus somewhat explaining why consumers behave the way they do. The four “p”s: product, price, place, and promotion need to work in unison in order to increase profits. Shultz and Tannenbaum wrote that advertising can be implemented to solve three types of marketing problems. Cutter is a cut above image advertising because it also relies heavily on product attributes, something modern day consumers want. The creative strategy should be written from the view of the consumer and includes: Source of business, Support, Brand Personality, Positioning, and Target audience. "My Buddy" and "Pleasant Protection" meet the criteria for the creative strategy because the commercials directly address the strategy both in appearance and in the copy (text).