Fresh Step Scope able Kitty Litter

Blog Assignment #2

Nina Martin

Advertisement: Fresh Step Scope able Kitty Litter

Visual Description of Ad: Background very plain. You can tell it’s supposed to be inside a house. The cat is standing on top of a carpet and in the background is a wood-paneled wall. The only real visual element in the ad is the main character, the cat.

Meaning of the Ad: Your cat, like you, has bodily functions. But unlike you they cannot flush the odors their feces make down the toilet; instead you can use Fresh Step to erase the odor. Main Message: It works so well your cat won’t even be able to smell it.

This item is a low involvement product. It involves little thought, and no emotional feelings as well. But through creative advertising, like Fresh step, a customer is more likely to remember their brand.

Target Market: Cat owner, who uses an indoor cat box

Strategy: Address the issues of a smelly cat box by promising to dismiss odors. Fresh Step has though t about their product in practical terms. It catches the attention and interest of the person reading a magazine, hopefully leading the customer to take action, by purchasing the product. A litter box is a place for a cat to deposit bodily fluids. The actual purpose of the kitty litter is to mask odors and smells while being up to scoop up feces in one clump, erasing the cause of a mess.

Product Benefit & Consumer Benefit: The Product benefit becomes the consumer benefit. No mess, no odor.

Tone: A comical way to look a purchasing an uneventful, everyday product, like kitty litter.