ISSUE # 10 marketing blog
(5 minutes reading time)
(5 minutes reading time)
"The behavior of men is more easily controlled through their emotions through their intellect"
Samuel Stouffer (sociologist)
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... very true words! The concept is the basis of the citation of Professor Stouffer is present in each of my intervention and I agree fully. This is why I was initially surprised a few days ago when I had the opportunity to see a TV commercial. This is the campaign Mediaset Premium vs Sky.
You know? That of the two televisions in the two "gentlemen" that compare the services offered and the price at which they are sold.
seems a comparative advertisement, which should make you "think" and help you make a choice.
You must be wondering that what is strange about this, because I wrote the post you are reading.
You know, the strange thing is this: if in one spot I get excited and do not work the rational part of the brain, in addition to the "levers of choice" and then came the objection is more difficult to sell ... that's where is the great truth in the phrase of Stouffer.
I stopped and I thought about it a bit ', then I covered the spot several times and I have focused also on the CNV (nonverbal communication) of the protagonists and I finally understood the true campaign strategy. That spot
wants to "apparently" make you think but it was actually designed to make you move everything back to normal ... finally!
Apart from the message linked to the services offered and its selling price, what's left is a kind of sense of bitterness against the competitors. In other words, the spot is designed to make the viewer feel somewhat fooled by competitors that not only gives you less, but makes you pay even more. What is unleashed is a sense of anger against the competition.
We are therefore faced with a good advertising product which does not suggest, but angers ... cool no?
I conclude my speech with a monthly advice: invest that money to buy a bunch of flowers or a thought for those around you, I assure you that you will spend a night much more exciting than playing a Champions League or Champions League learns ... difference between spending money and investing ...
I'd like to know your opinion, leave a comment, your every contribution is valuable. You do
appointment as ever, at 10 the next month with a new post, if I had not yet signed up to my newsletter you can do so by sending an email to emmanuele.macaluso @ gmail.com . Thanks and see you soon
Emmanuel Macaluso
... very true words! The concept is the basis of the citation of Professor Stouffer is present in each of my intervention and I agree fully. This is why I was initially surprised a few days ago when I had the opportunity to see a TV commercial. This is the campaign Mediaset Premium vs Sky.
You know? That of the two televisions in the two "gentlemen" that compare the services offered and the price at which they are sold.
seems a comparative advertisement, which should make you "think" and help you make a choice.
You must be wondering that what is strange about this, because I wrote the post you are reading.
You know, the strange thing is this: if in one spot I get excited and do not work the rational part of the brain, in addition to the "levers of choice" and then came the objection is more difficult to sell ... that's where is the great truth in the phrase of Stouffer.
I stopped and I thought about it a bit ', then I covered the spot several times and I have focused also on the CNV (nonverbal communication) of the protagonists and I finally understood the true campaign strategy. That spot
wants to "apparently" make you think but it was actually designed to make you move everything back to normal ... finally!
Apart from the message linked to the services offered and its selling price, what's left is a kind of sense of bitterness against the competitors. In other words, the spot is designed to make the viewer feel somewhat fooled by competitors that not only gives you less, but makes you pay even more. What is unleashed is a sense of anger against the competition.
We are therefore faced with a good advertising product which does not suggest, but angers ... cool no?
I conclude my speech with a monthly advice: invest that money to buy a bunch of flowers or a thought for those around you, I assure you that you will spend a night much more exciting than playing a Champions League or Champions League learns ... difference between spending money and investing ...
I'd like to know your opinion, leave a comment, your every contribution is valuable. You do
appointment as ever, at 10 the next month with a new post, if I had not yet signed up to my newsletter you can do so by sending an email to emmanuele.macaluso @ gmail.com . Thanks and see you soon
Emmanuel Macaluso
Here are the links that I considered writing this post: http://www.youtube.com/watch?v=s_jgWRvM- tU
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