In their advertising, businesses nowadays usually emphasize that their products are new in some way. Why is this? Do you think it is a positive or negative development?

Nowadays, advertising plays a vital role in promoting the

products

and services of the business. We can clearly see these days that

businesses

try to attract the

consumers

’ attention by focusing on the

products

’ new

features

.

This

can possibly be

due to

advertising trends and I personally believe that

this

is a positive trend. In

this

contemporary era,

consumers

can access a wide variety of choices through different channels.

Businesses

are under pressure to increase their market share and

thus

they put a substantial effort into highlighting what makes their product different from the rest and why the

consumers

choose it.

For example

, whenever Apple introduces new

products

, they highlight the new and improved

features

of the

products

.

Also

,

businesses

are exploiting human behaviour in their marketing strategy which is the customers tend to have an interest in only new

features

that they can’t find

elsewhere

.

Consumers

can greatly benefit from

this

advertising trend as advertisements provide the necessary info on

products

.

Therefore

, customers can make an informed decision before their purchase.

In addition

to

consumers

’ advantage,

this

trend requires

businesses

to continuously research and improve their

products

which in turn makes a positive impact on the business industry as a whole. To illustrate, in the mobile phone industry once the business can’t introduce new

features

to their

products

every year, they will lose a competitive advantage over their rival. In conclusion, an intervention of advertising strategy to give focus on product differentiation can bring advantages to the

consumers

and industry.