The Advertising Message: Precise Placement Every Time

The Advertising Message: ˜˜Precise Placement Every Time

A number of alternatives were evaluated as potential advertising slogans for EZ Change. The research showed that seniors dont want to hear about negatives like dropping batteries or fumbling. They resist this because they are sensitive about the insinuation that they have a problem. ˜˜Precise placement every time tested out to be the best message for clear communication. This statement clearly tells the consumer about the benefits of the new product without getting into any sensitive areas. This slogan was to be used in all advertisements and on the packaging.

A secondary point to be made in the advertising was that EZ Change batteries work in all styles of hearing aids. That was a very difficult point to communicate because there are a lot of different hearing aid styles and designs, and it is very difficult to demonstrate all of them in a thirty-second television commercial. The advertising agency developed five different ways to communicate the EZ Change message in storyboards. The winning commercial ended up demonstrating the use of the product in three different hearing aid styles at the same time. The hope was that the consumer would see something that matched the product that he or she used. The final point in the advertising was to reinforce the Energizer name because the research showed that branding is important.