Sensodyne Dental Care Advertisement Analysis: Consumer Behavior Study

This report analyzes a dental care advertisement, specifically focusing on Sensodyne's marketing strategies. It examines how the advertisement targets consumers, highlighting the competitive advantage of being the number one brand recommended by dentists worldwide. The report explores the impact of the advertisement on consumer behavior, including how it influences decision-making and persuades consumers through emotional appeals and the perceived benefits of the product. The analysis also considers the role of influencers in the consumer decision unit and how Sensodyne aims to sway potential customers, stakeholders, and decision-makers. Furthermore, the report discusses how the advertisement leverages factors such as competitive advantage and the potential benefits of the products to influence consumer choices, even in the face of higher prices. The report references relevant literature to support its findings and conclusions regarding the effectiveness of the marketing strategies employed.

RUNNING HEAD: DENTAL CARE 1
Dental care advert
Student’s name
Institutional affiliation
Due date

Dental care 2
Dental health problems have increased in the recent past among the United States
population. This has prompted increase in dental related clinics, hospitals and services. Increase
in such services has resulted to competition and it is through this competition that the sensodyne
dental company started advertising their services and products. Sensodyne markets itself as the
number one brand recommended by dentists worldwide. In addition, sensodyne also advertises
their toothpaste as offering relief from common dental problems such as sensitivity and bleeding
gums.
The consumer decision unit affected by this advert is influencers. The company seeks to
influence potential decision makers, stakeholders and customers towards making a decision to
choose their products and services. Based on the fact that there are many competing and similar
products and services in the market, rational choice is often a big challenge for many
stakeholders. Competitive advantage is one of the main things that decision makers look for
(Krush, Sohi, & Saini, 2015). Sensodyne is keen at giving the influencer the competitive
advantage by the assertion that it is the number one brand recommended by dentists worldwide.
Consumer behavior is affected by the advert in various ways. For instance, it is
convincing and consumers therefore are made to believe in the competitive advantage of the
advert. The mention of diseases that can be prevented or cured by the products also appeals to
the emotion of consumers and also persuades them more. Lastly, Baryshnikova, (2017) argues
that the potential benefits of the products also carry away customers from focusing on cost as the
benefits outweigh the cost. This helps the company to do well in the market even if they have
high prices.

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References
Baryshnikova, E. (2017). Persuasive techniques used in marketing and advertising based on
psychological factors.
Krush, M. T., Sohi, R. S., & Saini, A. (2015). Dispersion of marketing capabilities: impact on
marketing’s influence and business unit outcomes. Journal of the Academy of Marketing
Science, 43(1), 32-51.