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Essay Details:
Essay text:
Unique value effect
There main value emphasized throughout this ad is the fact that it's a hybrid car, with all advantages thereof: cleaner exhaust, contributing to personal (though not stated clearly) and national economy. Although Toyota is not the only hybrid car manufactured (there are others by Honda and Ford), this ad doesn't mention it and presents it as a unique value inherent to Toyota Camry. The fact that a hybrid car is not a widespread phenomenon boosts the influence of this factor. We rank its influence as high (decreasing PS).
2. Substitute awareness effect
It's difficult to compare car prices and benefits just when reading this add, though most of the information is readily available for those interested, on the internet, for example...
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