Sony banking $2 million on multimedia message for PS3

[Kasz216]

ssj12 said:

Kasz216 said:
When will Sony learn that it's better to focus on one feature per add and focus many adds where the people who are most interested in that feature will see it.

That way the people who are interested in two or three features are likely to see those two or three features.

If you throw out all the features in one add... most people end up thinking "So i'd be paying for these features i'm not even going to use?"

 well some might think that its a better deal to have a bunch of features even if they wont use them. 

You'd think... but they suggest quite the opposite in Consumer Psychology. 

It's all about perceived value.  For example.  Say what you are most intersted in on the PS3 is that it plays videogames.

If you mostly see adds about it as a videogame system, and a few other adds about the other features.  This builds up the value mostly as a videogame system as it's what you are exposed to the most.

Therefore, the rest seem like extras.  If you mostly see adds about it as a Blue-ray player or it's other multimedia devices... most of it's "value" is going to appear in other things.

If you show commercials that show all aspects, it builds up all value equally.  Which means the features you have no interest in hold as much value as the aspects you do.

How the system is presented to the consumer is going to end up altering his perception of what he is paying for.  That's why some good research into what aspects are going to be the most people would pay combined with a media usage study followed by specifically tailored adds are the best way to market devices with many uses.

If you don't get it let me know and i'll try and think of a more detailed example.