So often we are asked the proverbial question: what works in advertising?

Most advertising tries to get us to buy one brand or another. When all things are equal, it can definitely tip the balance and ultimately influence the purchase.

Often, advertising fuels our feelings of "need” or "desire” for the product. This is interesting since in many cases, advertising does not ultimately persuade us to buy. It acts as reinforcement of the desire. We then feel better about our decision to make the purchase. It takes away our feelings of guilt and intensifies our innate desire to have it.

The objective is simple. Beam the focal point on the attributes of the product and that will trigger our existing mindset. Easy, eh!

We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com.

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