Comments on: New Research: Your Advertising Message Is Irrelevant http://www.businesspundit.com/new-research-your-advertising-message-is-irrelevant/ Entrepreneurship, Startup Companies and Business Philosophy Mon, 23 Nov 2009 02:54:25 -0600 http://wordpress.org/?v=2.8.5 hourly 1 By: Lewis Green http://www.businesspundit.com/new-research-your-advertising-message-is-irrelevant/comment-page-1/#comment-1708 Lewis Green Wed, 06 Dec 2006 16:38:43 +0000 http://www.businesspundit.com.php5-6.websitetestlink.com/?p=2963#comment-1708 Geez, marketing 101. It is our goal to elicit emotional responses with our marketing strategies. More than a little research exists supporting that we have little chance of making a sale if we don't appeal to the senses first and then allow the customer to apply whatever intellect is required to make the purchase. Geez, marketing 101. It is our goal to elicit emotional responses with our marketing strategies. More than a little research exists supporting that we have little chance of making a sale if we don’t appeal to the senses first and then allow the customer to apply whatever intellect is required to make the purchase.

]]> By: laurence haughton http://www.businesspundit.com/new-research-your-advertising-message-is-irrelevant/comment-page-1/#comment-1707 laurence haughton Wed, 06 Dec 2006 01:28:06 +0000 http://www.businesspundit.com.php5-6.websitetestlink.com/?p=2963#comment-1707 The decision makers who pay the advertising bills aren't as lost as their agents and the media reps. They keep putting more money into other ways to find more customers. Media's share of the trillion plus marketing budget has been shrinking. Claude Hopkins had the answer. Everybody should read him. "The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales." That said I think he would agree there is good scientific thinking behind the emotional appeals. People make decisions on emotions that they later back up with logic. The decision makers who pay the advertising bills aren’t as lost as their agents and the media reps. They keep putting more money into other ways to find more customers. Media’s share of the trillion plus marketing budget has been shrinking.
Claude Hopkins had the answer. Everybody should read him. “The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.” That said I think he would agree there is good scientific thinking behind the emotional appeals. People make decisions on emotions that they later back up with logic.

]]> By: Scott Ott http://www.businesspundit.com/new-research-your-advertising-message-is-irrelevant/comment-page-1/#comment-1706 Scott Ott Tue, 05 Dec 2006 23:39:56 +0000 http://www.businesspundit.com.php5-6.websitetestlink.com/?p=2963#comment-1706 Of course this begs the question: 'Does making a favourable impression upon people cause sales to increase?' The answer may seem obvious. But I'm not so sure. American advertisers, with few exceptions, seem to have given up on trying to sell anyone anything. For years, they've been content to garner a laugh, a tear or a cringe, then scoop up their industry award and move on to the next emotional production. It makes me pine for my old copy of Claude C. Hopkins 'Scientific Advertising.' Of course this begs the question: ‘Does making a favourable impression upon people cause sales to increase?’

The answer may seem obvious. But I’m not so sure. American advertisers, with few exceptions, seem to have given up on trying to sell anyone anything. For years, they’ve been content to garner a laugh, a tear or a cringe, then scoop up their industry award and move on to the next emotional production.

It makes me pine for my old copy of Claude C. Hopkins ‘Scientific Advertising.’

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