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Hightened Appreciation Model

The heightened appreciation model helps marketers identify an important product attribute and convey the link between that attribute and the brand in advertisements. The ads should convince consumers of the attribute's importance and the benefits it provides. Campaigns using this model are successful if they increase brand usage and create a positive image by highlighting previously overlooked attributes. For example, toothpaste brands highlighted fresh breath and fighting germs rather than just strength and decay prevention, capturing market share from the leading brand.

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Susmita Kayal
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462 views1 page

Hightened Appreciation Model

The heightened appreciation model helps marketers identify an important product attribute and convey the link between that attribute and the brand in advertisements. The ads should convince consumers of the attribute's importance and the benefits it provides. Campaigns using this model are successful if they increase brand usage and create a positive image by highlighting previously overlooked attributes. For example, toothpaste brands highlighted fresh breath and fighting germs rather than just strength and decay prevention, capturing market share from the leading brand.

Uploaded by

Susmita Kayal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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The Heightened Appreciation Model

The heightened appreciation model helps the marketer to arrive at an advertising strategy. The model
suggests that an important attribute of the product category should be identified and the advertisement
should convey the link between the brand and that particular attribute. The consumer should be
convinced about the importance of the attribute and the benefits derived from it. Advertising campaigns
based on the heightened appreciation model are said to be successful if they result in increased usage
and positive image of the brand.

Example:-Traditionally, in India, toothpaste was advertised highlighting two attributes: strength of teeth
and prevention of decay of gums(advertising Strategy of Colgate).Hindustan Lever Limited launched two
brands of toothpaste- Close Up Pepsodent. The Close Up toothpaste with mouthwash was targeted at
youth and focused on freshness. The Pepsodent brand was targeted at kids and the attribute used in
advertisements was its ability to fight germs for long periods. These attributes of toothpaste, though
important, had never been highlighted or given importance till then. After the launch of Close Up and
Pepsodent, the market share of Colgate decreased significantly.

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