Differences exist in how marketing communications are applied for different product classes. FMCG products tend to use moral appeals more than goods or services to differentiate themselves. Services rely more on testimonials than other classes to build credibility given their intangible nature. The AIDA model and communicating a unique selling proposition are applied more successfully for FMCG, as their features are easier to communicate compared to goods and services. Durable goods use less above-the-line advertising activities.