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Persuasion
Advertising is about selling. By nature, advertising is neither neutral nor objective. Pleading its case through the strongest, most persuasive means, advertising informs, entertains and sells. Occasionally, it even inspires. If advertising is about selling, then persuasion is how we get there.
BACKGROUND
Consumers are not persuaded by illogical or irrational promises and can see through ill-conceived ideas. You might be surprised to learn that 80 to 90 percent of new products launched FAIL. Smart marketers hold the utmost respect for their consumers in two ways: 1) delivering product quality and 2) using honest advertising. Think about yourself as a consumer for a moment. How do you respond to the advertising you are exposed to each day? Do you run out and buy everything you see and hear advertised? Are you easily convinced that you absolutely need to buy a product?
You may be starting to get a sense of how difficult it is to persuade someone. Before looking at some of advertising's greatest attempts, let's try to understand just what an advertiser's challenge is.
Although our society is fortunate to have a proliferation of products and services, consumers must somehow wade through millions of products crammed on retail shelves and sort through thousands of marketing messages that fight for their attention every day. Commercial messages appear just about everywhere - - on TV, in magazines, newspapers, billboards, on the radio, on buses, in phone booths, sports arenas, on the Internet, even in public toilets. The average American is exposed to over 3,000 ads a day.
Considering this, and today's hi-tech electronic environment, advertisers are challenged as ...