Rejoice money back guarantee

Quality is about consumer perception and perception is reality. Perception is more feeling than science. Building a perception is the job of every marketer. Like Rejoice is talking about smooth hair, what is smooth hair in the first place ? Your definition could be different from mine. That's how advertising comes into the play : using visual cues to educate consumers what smooth means so that consumers can feel it. To increase credibility, we offer samples for consumers to try or even provide money back guarantee. At the end, is it true that Rejoice makes your hair smoother than other shampoos ? No one knows and consumers are not able to tell anyway. A good initiative of Rejoice but why don't they put it up on TV ? It deserves bigger backups to build that smoothness perception.

Comments

Unknown said…
I agree there would be greater impact if they would mention the guarantee in their TVC. But I think one of the reasons they not do this may be such message can not be accepted by censorship, unless they could provide substantiation to support their product really could make any hair more smooth. (which i think it would be impossible)
12:24 am
Louis Lau said…
If it's about money back gauarntee, I guess this should get through by managing the copies. My experinece with censorship is that everything is negotiable ...
11:22 am
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