Let us create a 3d Digital eBook for you! DigyCat.com
|
||
|
||
|
Information About Advertising and Marketing | Let us create a 3d Digital eBook for you! DigyCat.com |
|
|
|
The Not-So-Hidden Persuaders: The Power of The Media Upon Us All
In 1957, a perspicacious young journalist from Pennsylvania named Vance Packard wrote a book called The Hidden Persuaders. It was meant to explain to the public at large why they buy the products they do and to warn them about the psychological aspects of consumer appeal that lie beneath the levels of consciousness. A red car, for example, has hidden stimuli, for red is a color that makes people angry. If you think I'm nuts, (I am, but not about this), check with some insurance companies. I was dumbfounded to learn that the collision rate was slightly higher for a red car! Packard's premise was mind-boggling and insightful for its day. Even he, however, under-estimated the full extent to which modern advertising has penetrated our psyches. The next time you need a "kleenex" or "xerox" stop and think for a moment. Don't you really mean a tissue or a copy of a piece of paper? And when someone walking in front of you "shakes like Jell-O," do you realize that you have created a metaphor using a brand name in vain? I myself used Q-tips for years before I realized they were really cotton swabs incognito, and that by any other name they cost at least $1.50 less per box! How and why did these brands become synonyms for the things that are so much a part of our every day lives? Sometimes I feel like that little kid in the movie, Invaders From Mars, who was the only one his block who didn't have a strange little mark at the base of his neck which meant he wasn't "one of them." Who is "they" anyway? And worse, how did "they" get from our necks to our brains and become a part of us? The answer to these and other not so penetrating questions lies in the arrogance of the media. Their influence is like a giant, intimidating shadow that sneaks into our brains when we sleep and tells us which products to buy. Lets look at how this works. My child needs aspirin. Am I going to buy some generic brand that I have never heard of or am I going to get the product whose name has been shoved into my memory so consistently that when I think of aspirin only that brand comes to mind? This is true even if the contents in both of the bottles are exactly the same. I want the very best for my sick child that my hard earned money can buy and how could something that costs less be the answer? Well, the very best product is not necessarily the one you have heard the most about. That may just be the brand produced by advertisers who can afford to saturate the media with Saran promises and DiGiorno delivery. There are other makers of blue jeans besides Levis and other tampons besides Tampax, but who ever thinks about them when the others has been so indelibly implanted (like that little black mark at the base of the neck) into our consciousness? The other side to that coin is that familiarity can and often does breed contempt. The media today seems to believe as PT Barnum did; "there's a sucker born every minute." The only difference is that their influence is far more widespread and millions and millions of suckers comprise their sideshow. Unfortunately, that includes me and everyone I know, even though the old adage that you can't "fool all of the people all of the time" is still floating around somewhere (probably in a pool of the most effective detergent.) The unmitigated pomposity of the media is a travesty of human intelligence. It is as if they say to us whether we want to hear it or not: You will buy our product because we made it and because you used to buy our products. It has nothing to do with whether or not our products are better than any others on the market. Ours is better because we have the money to say that it is- over and over and over again. Then our buys become emotional and not conscious. Theirs is a most subtle brainwash; a mental encounter of the forty-sixth kind. It is this presumption which bothers me the most and yet I and everyone I know keep falling into the vortex of polyunsaturated pledges and half told truths. In my home state of Pennsylvania it is legal to substitute prescriptions with lower costing generics as long as the ingredients and dosage are comparable. Time and again, I have paid for pills and secretly wondered how effective they could be because I don't know the brand name and if they don't cost as much as I paid before, how could they possibly be as good? Wake up and smell the coffee, whatever brand you like. Scotch tape isn't from Scotland and any other brand will seal any package just as well. Brillo is not the only soap pad in the world and cowboys do wear other brands of jeans besides Levis. (Maybe their horses don't, but they do.) Search for others that work just as well and you will find that they are also a lot cheaper. I should not have to pay for someone's advertising costs and that's exactly what we are all doing when we fall prey to the prestige of name brands. Don't get me wrong. I do believe one gets what one pays for in most areas of life, especially professional services of any kind. I am not parsimonious or even frugal by any standards. But what's true is true. An item is not necessarily better because it is cheaper. Conversely, a familiar and/or more expensive item is not necessarily better either! There has to be a balance between cost and quality and that's what missing today. Some standards never change and that's why brand names backed by a solid reputation should never be ignored. For example, if I were going to buy a new television, I would look for a name with a history and credibility such as GE, RCA, Sharp or Sony. Between those examples however, it is an advertising contest to the death as to which is better, and my decision would have to hinge on other factors. I would probably choose the brand I bought before or the brand my father had or one that a friend or colleague recommended. That's a far cry from purchasing something because the name sounds "familiar." Sales in generic products are rising, as the public is becoming more and more discerning and sophisticated. Awareness has crept into the Wall Street market as well. On The Motley Fool (A program of stock recommendations) a pharmaceutical company that waits for the patents on brand name products to run out so that it can purchase generic ones was recently highlighted as a good investment. Although some might argue that this company awaits profit somewhat like an alligator hiding patiently in a leafy glade, others consider the move a simple case of hungry free enterprise. In either case, sales do reflect a trend and a change in consumer awareness. In the end you may get what you pay for in reference to some things but not others. In this case, the whole isn't even equal to even some of its parts. (Like my brain.) The contradiction is not as black and white as being pregnant, for example, which is either a state of being or it isn't. Gray is an individual color, and each of us must decide what works and what doesn't. But if you should awake tomorrow morning with a little black mark on the base of your neck, don't say I didn't warn you. It's too late to run to Mr. Packard as he no longer lives in the world of breathing consumers. Just know that the time has come to either join the others with their little black marks or fight them and create your own little black mark. Consider changing the color, name or configuration on yours. Be sure you don't call me though, whatever you do. I'm having enough trouble living with mine! Biography: Marjorie Dorfman is a freelance writer and former teacher originally from Brooklyn, New York. She now lives in Doylestown, PA with four cats who keep her on her toes at all times. Originally a writer of ghostly and horror fiction, she has branched out into the world of humorous non fiction writing in the last five years. She maintains seven web sites covering a wide variety of topics and writes feature articles for several local newspapers. The author of a book entitled: A Taste of Funny, her website, Eat, Drink And Really Be Merry (http://www.ingestandimbibe.com) features many well researched and humorous articles on the subject of food and drink.
MORE RESOURCES: Advertising- Marketing - Google News Internet marketing news roundup, February 10 - Brafton
Trighton Interactive - Growing Strong in 2012 - San Francisco Chronicle (press release)
A&E Spins FreeWheel For Mobile Ads On Apple Devices - Multichannel News
Super Bowl advertising meets social media - Westfair Online
LinkedIn follows Facebook with mob ads - Real Business
Chris Paradiso, Owner of Paradiso Insurance, Selected to Speak On Successful ... - Houston Chronicle
Synacor IPO Opens Up 15% After Cutting Price >SYNC - Wall Street Journal
Power Marketing Represented at 2012 International Builders' Show - PR.com (press release)
Online Spending Skyrockets -- Atrinsic and Sina Poised to Benefit - MarketWatch (press release)
|
 |
|
|
RELATED ARTICLES
Measure the Response of Your Advertising Campaigns by Using Promotional Products For most companies, gone are the days of spending money just for the pleasure of seeing their name on TV or the Internet.Most companies today are forced to insist on results. Humor in Advertising Many of the most memorable ad campaigns around tend to be funny. Advertisers use this strategy to attract customers to their product. Advertising Headlines and How to Write Them 1. Attract prospects with your headlineUse your headline as a flag to attract readers who are interested in your product. 50 Surefire Business Card Tips Business cards are one of the most powerful and inexpensive marketing tools you can use. Here are 50 surefire tips to make the most out of your business cards:Your business card must communicate more than just your contact information. Direct Mail Rules of Thumb First and foremost - You should identify your target market. Target your direct marketing lists. Secrets to Get Free Advertising The opportunities to get free advertising for your product or services are limited only by your own imagination and energies. There are so many proven ways of promoting your objectives without cost that it literally boggles the mind just to think of listing them. 3 Simple Steps to Getting Thousands in Free Advertising Many entrepreneurs believe that they understand what public relations is, but very few do. Publicity and public relations can be used to boost your business by thousands of dollars a week or kill it; the trouble is using it to your advantage. Crazy Ads? Maybe Youre Just Out of The Demo! My father called me to complain, again. He's 82 and he's angry. How To Make A Fortune With FREE Advertising! How To Gain FREE Advertising That Will Make You Rich!Okay-Just What Exactly Is "Free Advertising"???Before I get into the specifics of actually HOW to get free advertising - it's important for you to completely understand exactly what free advertising is."Free Advertising" is any mention, listing or "blurb" about your product in a magazine, newsletter, book, manual, directory etc. Using Ad Agencies and Designers Advertising and promoting your business is expensive, so it's important to get the most from your advertising budget. That means understanding how to get the most from your ad agency or graphic designer. How to Advertise with Flyers When you first start out on your business venture, money is usually tight but you still need to advertise. One of the most affordable, yet very effective, ways to begin your advertising campaign is with flyers. Yellow Pages Ads - Buying Secrets Yellow Pages Ads - Buying SecretsOK- let's agree that many businesses can benefit greatly from Yellow Pages advertising. Let's also agree that few businesses enjoy paying for this "necessary evil". How To Create Instantly Compelling Ads Every Time Use This Quick 3-Question Evaluation Process, So You Can Be Sure Your Message Will Sell!EVALUATION #1: "Well, I Would Hope So!" When you make a claim, don't think about it in terms of words coming out of your mouth. Think of it in terms of words entering your prospects ears. The Seven Second Race: How to Draw Attention Your Ad You've decided to launch your advertising campaign but you have no idea what would inspire others to buy from you. Or maybe you've already run some ads to no avail. How You Can Create Advertising That Sells A well-planned and properly executed marketing program should include a sufficient commitment of capital resources to an on-going, well executed advertising program. Yes, this includes your business. Do Your Business Cards Say Who You REALLY Are? Here are a couple of tips for creating an eye catching card:Use some color - not too much - just enough to grab someone's attention and make them want to read the card.Use a font that's easy to readDon't fill the whole card with type - it looks crowded and people don't read it allConsider using a fold-over card - I have found these to be extremely effective for a number of reasons:a) If a handful of business cards are dropped on a desk only the fold over cards stand up above the restb) The fold over card is still unique - not many people use themc) I use mine as a mini brochure - inside it tells about my qualifications, services I offer and skills I have, the front has my name, phone #'s, email address, URL and postal addressAnother popular addition is your photo - this makes you seem more approachable and friendly (if your business is one where you deal directly with the public I suggest you consider adding a photo)--------------------------------------------------------------------------------How to make sure your cards are really working for you?Have a goal to give away AT LEAST 5 CARDS A DAY to build your network:Leave one with a tip for a waitressWhen you "check in" at the doctor or dentist reception desk don't spell your name - give your cardCarry them in your pocket when you walk the dog and hand one out to people you stop and chat withMake sure all your children's friends parents know what you do and have your cardAsk someone else for their card and give them yours (you can build your mailing list and get some exposure at the same time)Enclose your card with each bill you payEach time you buy something (even at the drugstore) leave your card and say something simple like "I design Internet websites if you have any questions about how you can make money on the Internet please call me"Put the cards on community bulletin boardsWhen you attend trade shows drop your card in EVERY box - yes you will get put on lots of mailing lists, but you'll also receive some business too - you'd be surprisedGive a card to the gas station attendant, grocery store clerk, video store worker, hostess at a restaurant when you give your name for a seat reservationIf you overhear a conversation about your industry say "I'm sorry but I couldn't help overhear part of your conversation if you ever need more information on the topic, here's my card"Offer to speak at your school's career day and give each student a card - they do have parents who may need what you have to offerLeave some cards with your stationery store manager - very often they get requests from small business people for different kinds of help - if you leave your cards you'll be first on the list to be calledIf you ever go anywhere there is entertainment leave your card with the entertainer - and tell them how much you've enjoyed their performanceWhile some of the ideas above may seem "silly" you won't know until you try if they'll work for you - and all of the people listed above may not want what you're offering BUT they all have family, friends and co-workers who just might. Consider These Pressing Facts Before You Renew Your Yellow Page Ad Your Yellow Page Ad Deserves More than 10 Minutes of Thought a YearBefore long, your Yellow Page directory rep will be paying you a visit. It's an annual event that happens several months before next year's directory goes to press. 16 Ways to Make Your Business Cards Unforgettable Every time you hear someone say "May I have one of your business cards?" you should get excited. I know I do. The Online Equivalent of an Effective Newspaper Advertisement is FREE Ask anybody who has been in business for a long enough and they will tell you how newspaper advertisements have for decades helped to build countless small businesses.The advantages of a newspaper advertisement are many, but what has attracted small business entrepreneurs for decades is the speed at which a struggling entrepreneur (short of funds as many starting small businesses always are, and looking for customers fast) is able to get a very quick response. Understanding The Basics Of Advertising I get the L.A.
|
|
Looking For Royalty Free Photos for your Website, Business or Advertising?
YourFree.biz Domain Is For Sale - $5,000 For Enquiries eMail Us © www.YourFree.biz 2009
|
|
