Features Still Effective
This is a 1999 Chrysler Sebring Convertible magazine ad.
The strategy for this ad is to sell the benefits and features of the new convertible. The Sebring has an advanced seal system roof that will keep out the harsh elements, which took on a new position in the market as a convertible to be driven year-round. The Sebring also won the 1998 Total Quality Award for “Best Ownership Experience” in its class. The text in the ad shows that the consumer can drive a sporty and usually seen summer car around in any weather because Chrysler is reliable and quality built for any day of the year.
This type of benefit driven strategy is still very prevalent today. Many products, not just cars, rely on what their product as to offer and positions itself to seem better or to seen as if you need their product versus the leading competitor.
The advertising world has become so competitive that a strategy that is product orientated is very effective. As long as it is positioned correctly among the right target audience with a powerful execution, then it will most likely resonate with the audience.