Advertising strategies and objectives.

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A value addition can either increase the product's price or value. For example, offering one year of free support on a new computer would be a value-added feature. This offering of free support would be the USP; that means that only the product the company sells can fulfill or satisfy the needs described by the USP (since the other competitors are not offering the same).

In the digital age, when consumers can have access to any product they want and have it delivered in record time, companies are struggling to find a competitive advantage. Companies are constantly challenged to find a way to add value to justify their pricing to a more discerning market and to motivate customers to make the purchase. Companies are learning that consumers are less focused on the product, and more focused on what the product will do for them. Motivation of the customer is vital because if the product does not do enough for them, customers will just buy products from the competition.

It's also vital to find out what the customer truly values. This is critical to how the company produces, packages, markets and delivers its products. The image of the product (including all visual, physical and advantage elements) is key in the process of decision making for customers. It's not only about what the product does, or what it can do for you; you need to like and "feel” the image it has in order to make the purchasing decision.

The value added is the difference between the price of product or service and the cost of producing it. The price is determined by what customers are willing to pay based on their perceived value. Value is added or created during the execution of the creative process. That means that even if you have an amazing concept, it needs to be properly executed (regarding the target audience) or it won't be successful. For example, a company may sell a great computer, but if the advertising execution fails, no one will know how great the product is; it can also mean that they could target said computer to the wrong market (if it was created for young people, the advertising execution needs to be carried out with that in mind, using words and imagery they understand and relate to).

Question 2: How can purchasing be a risk for advertisers viewed from dissatisfaction?

In advertising, the main goal is to make the product look the best it can. An advertising strategy is essential for creating brand recognition, increasing sales, and helping make consumers and the public aware of a product, brand, or service.

Nevertheless, advertising may lead to dissatisfaction if the product doesn't deliver what was promised in the advertisement. This creates a dissatisfied customer.

A dissatisfied customer is one who feels a business did not provide a product or service as expected. Dissatisfied customers' emotions tend to be short-lived and result in passive, if any, action, such as not returning to the business. However, dissatisfied customers usually don't let the company know they're unhappy. But they sometimes spread the word about their experience to others and these others might be dissuaded from being a customer. Business owners are left not knowing there's a problem.

It's vital for advertisers to be able to find a middle ground when portraying the product in the media. If the product looks too good to be true, customers won't buy it; the same happens if the product doesn't look good enough. An advertisement may be the best possible (with great execution and delivering the message in a great way), but if the product itself is not good, or does not deliver what customers want, customers will be dissatisfied.

BIBLIOGRAFÍA

- http://www.investopedia.com/

- https://www.ama.org/resources/

- http://www.businessdictionary.com/

- The New Roget’s Thesaurus (edited by Norman Lewis). Published by G. P. Putnam’s Sons, Inc. New York, 1972.