The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to

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The advertising message admonition suggests that advertising messages should focus on solving the problems of the consumers instead of emphasizing technology, quality, opportunities, or mild puffery. The message emphasizes that consumers are looking for a solution to their problem of needing a quarter-inch hole, not just a fancy quarter-inch drill bit. Therefore, the advertising message should focus on providing a solution to consumer problems.

The Advertising Message Admonition, "People Are Not Looking for Quarter-Inch