Commercials are products too. They provide consumers with brand awareness and the price is one’s time and attention. Consequently, good advertisements must also possess the same ingredients – points of difference, points of parity, and frame of reference that govern the success of the products they promote. Sauderite Katrina’s post “I Don’t Care What It Is, But Please Take My Money,” illustrates one such advertisement:

As Katrina pointed out in her post, Fantastic DeLite succeeded because the campaign voiced the FoR, PoP, and PoD that the brand possesses. Yet if we look even closer, we can see that the campaign itself possesses the these elements too.

Firstly, the commercial can be quickly identified as a snack commercial (frame of reference). In contrast, some exotic ads confuse the viewers because they aren’t perceived as real advertisements. Secondly, it does what other commercials of its kind do – attest that the snack is delicious (point of parity). Thirdly, the advertisement possesses a compelling point of difference – it shows how consumers think about the product through their spontaneous actions instead of testimonials or a celebrity endorsement. A successful marketing campaign not only must consider the FoR, PoP, and PoD of the brand it is promoting but also create ones for itself.