É isso aí

Connecting with Consumers

A summary of BAV analysis

of 4Cs Groups in BAV™ Wave 2

averaged across UK, France, Italy,

Spain, Germany, Switzerland

and the Netherlands.

Charlotte Mordin

The Point of Connection

Among the millions of advertisements that have been created all over the world during the past century, you will find that there are several classic themes, each with its typical range of styles and motifs.

The reason for this is that each one of these classic themes has, as its point of connection with the consumer, an appeal to a specific enduring human value.

❑ Probably the one that springs to mind first is the STATUS oriented advertisement – a glamorous, glitzy appeal to the need to be noticed and admired. You are Special, in with the in-crowd, having fun. The brand will give you charisma, others will admire and desire. This is the message that dominates advertising for fashion, cosmetics and accessories – the Rolex & Rayban idea.

❑ Status brands make high profit margins. Massively more important - in terms of volume – is appeal to SECURITY. These advertisements feature homes and kitchens, mums dads and kids, babies and grannies, value for money, a nest-egg for the future. The brand expresses how you love and care for those close to you. Heart-warming, heartstring-tugging advertisements for baked beans, coffee, household cleaners and savings schemes, and increasingly these days, the home computer.

❑ Another well-known advertising genre is the Prestige advertisement. Only the best, the very best – for the man who has everything. Servitors open car doors, smile down over airplane seats wishing only to please and pamper, spend years or decades maturing his drink in accordance with age-old tradition. This is actually an appeal to the need to CONTROL – the need to be the captain of your ship. The aura of prestige feeds back the achievement of success. The brand sets a person