Hard Vs.

Soft Sell
Auna Allen
Hard Sell
Brand: All-round Cold Relief
Focused on the Cold and Allergy remedy Market this hard sell
will describe the uses of this “all-round” product. In a
commercial we will open with an adult 18+ waking up in the
middle of the night from a clogged nose. They will then reach
for their nightstand knocking down a glass of water. Frustrated
the actor will get up and go to the kitchen and turn on the lights,
opening the drug cabinet where there will be a spotlight on the
all-round product. Then another spotlight will focus on a talk
show host describing all the benefits of the product. This will be
displayed as a jeopardy game where the actor has to choose
which purpose the product has (which is a trick question because
its all of the above) Displayed such as its 4-hour multi-symptom
cold liquid, symptoms include relief for aches and pains, even
fever. Also, reducing runny nose, and water eyes, reducing the
nasal congestion, as well as cough. The host will also explain the
ingredients, and side effects. After, the contestant will win the
product and fall peacefully back to sleep knowing he is taken
care of all-round.
Hard Sell • Campaign Slogan
“Stop playing the game for which product to buy for
Continued
cold and allergy season, trust the all-round product
for your all-round needs"
Soft Sell
• A commercial where a mother must go pick up her
daughter form school because she is sick goes home and
realizes she does not have medicine to help. We will see
the gloominess by the filter the cameras will use (blue
to make it a colder tone) The weather will also be
dreary, and rainy emphasizing on the sad sick girl.
When the mother gets home, she will reach in the back
of the cabinet where she will find all-round a product
that the child can take in reduced doses. After she gives
the child the medicine a huge wave of relief passes over
her. This is represented by warm colors, sun shining,
and laughter, by which the relationship between the
mother and child evokes an emotional response.
 Soft Sell
Continued
• Campaign Slogan
“Take the dreariness out of your
day, let the sunshine all-round,
when you use all-round”
Conclusion
• Both hard, and soft sell campaigns can be effective uses of marketing. In my opinion I would choose
hard sell over soft sell, when we are dealing with medicines, I think it is very important to know what
the product is, what is in it, what I does, and also the side effects. Therefore, the first commercial with
jeopardy explaining the product in depth will help consumers understand the underlying ingredients,
and overall purpose of the brand. On the contrary, there is a ton of brand competition in this market,
therefore a soft-sell commercial where there is an emotional response invoked could potentially
increase the chances of the consumer remembering the product while shopping in the store for
cold/allergy medicines, this is simply explained by psychology and the fact that we remember things
better when they are associated with an emotional response.