Reason Why

The title of this article is ambiguous. For the album of the same name by the band Angelic Upstarts see Reason Why?

In an advertising concept , the reason why specifies what the reason for buying the product to be advertised is.

In the field of marketing communication, the reason why is the justification of an advertising statement or the proof of a value proposition made. It puts the main "reason to buy" or the reasoning behind it in the foreground. The purpose of the Reason Why is to confirm the consumer's purchase decision by actual or subjectively perceived facts and to give him a good feeling that he has decided on the product in question, which goes beyond the pure purchase process.

For example, if a new detergent is advertised that has a new chemical composition that washes much cleaner, the chemical composition corresponds to the Reason Why . In the case of a new lemonade that is advertised as particularly modern, for example, a special design of the bottles can be the reason why .

See also

• positioning

literature

• Rainer HG Großklaus: Positioning and USP: How to find and implement a unique position for your products . Gabler, Wiesbaden 2006, ISBN 3-8349-0073-7 .