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Are they the bane of website readers or media viewers, forced upon us, or allowed to be skipped, whether on a You Tube vid or during the finale of a sporting event or more.
Commercial parties with large funding ability still churn out so called unique editions of ads aimed at millions of potential viewers, presumed all tuning in at the same moment. This defies the ability of target consumers to view at their own leisure, on separate media platforms and on reshared channels.
Do advertisements work by playing on our emotions when purchasing the products or services focused on? Do our products really live up to the hype of the emotion suggested in the ads?
What have advertisements become?
Customers can get turned off when the marketing and selling are put in their face. So subtleness and indirect influence have begun to be utilised, hiding behind other formats.
Advertorials now appear more often on so called news bulletins, especially when there is nothing much to report for the day. The most blatant use of such techniques is evident on breakfast shows, whether visual or audio. Advertorial techniques are also increasingly used by You Tubers sponsored by undisclosed or transparently mentioned sponsors.
Businesses are therefore using celebrity social media stars to help sell.
This approach combines the power of fan obsession, feel good experience and apparent independent validation of services or products in cyberspace.
There was a time when unsuspecting party goers were interacting with cool dudes or charming gals planted by sponsors to promote things. The trick by these paid influencers was to not make your target market feel they were directly being influenced.
Every one loves to have a pleasant experience. Applying psychology is a significant tool in sales techniques. The art of the successful deal is not just to persuade new buyers to try, but to obtain customers satisfied sufficiently and willingly to return to buy.
So one may reckon that returning customers are surely rewarded. No, the pressure by contemporary businesses these days seems to achieve results by getting new customer numbers, instead of showing appreciation to existing and retained loyal customers.
This churn technique can stress out staff who have to sell more and obtain new names of customers. Sectors involved in this manner are banking, utilities, telecommunications, direct selling, travel, education and more - it permeates the daily life of modern society.
Indirect advertorials can appear as well in feedback by rating agencies, social media opinions, hype of so called public opinion, fake news campaigns and reinforcement campaigns by parties targeting on groups of people who think alike.The level of trust for advertisements can vary.
Together with the current lowering of respect for society's institutions like banking, government and more, how can marketing and sales move beyond the well and tired ad, in whatever form they come from?
Having catchy, unconventional and humorous ads may no longer have their desired effect. Visual repetition was thought to create indirect, hypnotic suggestions for people to try a product or service.
In the end, the quality, consistency and practicality of your product or service and pist sale customer engagement continue to be most critical. Do not underestimate your market to not identify a lemon in the long run.
Do not fool your customers, when interacting with them, with a reality far removed from the promise of your ad.
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