Ladies and gentlemen,
Good morning to you all. I am honoured to be here with you today.
I would like to thank the advertising industry’s trade association for inviting me today. I am very pleased to have this opportunity to talk to you today about the secrets of persuasion - breaking through the clutter.
I will begin by outlining the historical course of the advertisement and explain why it is of crucial importance that one keeps his finger on the pulse in regards to the target group’s needs. I will then look at how to create a strong brand, and I will give examples of successful brands and campaigns. Finally, I will give my best shot at predicting the advertisements of the future.
In the past, advertisers loved using the so-called -er words when advertising. They put a lot of time and money into emphasizing just how much their products were better, tastier, etc. than the corresponding competitors’ products. In
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You have to place the consumers in groups and make a bond between the consumer’s identity and the brand. Brands can be compared to religious cults in the sense that the consumers want to belong and they want to make meaning. If they can relate to your brand they would love to stick to your brand and only your brand. No one likes to change values all the time so as an advertiser you just have to find out people’s needs and values and they will love you indefinitely.
A great example of a company, who has managed just that, is Apple. Its products are not anywhere close to being better than its competitors’ but Apple has managed to create a very close bond to its customers - which in turn are extremely loyal to Apple. Some of them, even to an extent that some would call sick. Especially its advertisement campaign involving iPod was a brilliant success. It included black shadow-like people dancing to music while wearing their iPods in different colors having a lot of