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Model Answer: Advertising New Features (Mixed Essay)

In their advertising, businesses nowadays usually emphasize that their products are new in some way.
Why is this? Do you think it is a positive or negative development? (Cambridge 16 Academic)

 

In todays competitive world, businesses try to attract customers through different means, the most important of which is advertising. A new strategy these companies employ in their campaigns is highlighting the new features their products can offer. 

The reason behind this technique is twofold. They want to attract the customers who need that particular feature. For instance, one smartphone manufacturer may emphasize how precise their phones new camera is in comparison to other models. This can grab the attention of those users who need a better camera on the go. Another reason can be having a higher price tag. When a product claims to have a characteristic that its rivals lack, customers are willing to pay a higher price. This strategy can help businesses to generate more income.

This method is mainly a positive development. Putting the spotlight on a products new features can make choosing that product from a wide range of available items and services on the market far more effortless. Most of these products and services can offer almost the same range of features to customers or clients. The distinguishing and innovative futures can make a particular business stand out and create a certain niche in the market. However, sometimes it is only a ploy, and that feature may not really come in handy or set the product apart from the competition. As a result, buyers should certainly be careful not to base their decisions only on these advertising campaigns.

In conclusion, while the strategy to make new features bolder in a product can be very effective in shifting the focus of customers to a corner of the market and help the buyers in choosing a product from a myriad of choices, it can sometimes deceive them. Consequently, the buyer should be vigilant no to be beguiled into buying something he or she does not need.

 

List of Useful Vocabulary

means

ابزار

on the go

در حرکت

(advertising) campaign

برنامه (تبلیغاتی)

a higher price tag

قیمت بالاتر

Twofold

دارای دو دلیل یا وجه

generate income

درآمدزایی کردن

precise

دقیق

stand out

به چشم آمدن، متمایز شدن

grab sb’s attention

توجه کسی را جلب کردن

ploy

حقه، کلک

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