Warning: this post was published previously in CookingIdeas.es , Vodafone blog designed to feed the mind of ideas.
not think. Purchase. The marketing is based on prejudice. Your prejudices are the biggest allies of advertising. Save you half the work and will help you buy what they want. But do not blame anyone but yourself. Here nobody brainwashed, you have already washed the house. Neither one meets in secret to plot how to modify your behavior, just study it and exploit it for their benefit. It is not a multinational corporate conspiracy, the style hinted at in the documentary about obsolescence .
In the post " Advertising is for the brave ", spoke of the importance of daring to do different things. Be risky in the thinking and trying to innovate in both the product and how to communicate. While it is true that the element of surprise and striking is able to attract attention and generate sympathy, it is also true that the framework set out is very difficult. A framework set out in your mind and based on prejudice. Good or bad, but prejudice.
In your head you've set some parameters that keep you in the security of your actions while not change. You know what is good and what is not, before doing so. This serves to purchasing decisions and is the essence of branding: to associate an idea straight to the mark. One idea, of course, that makes you assume that if "X" will be good for you.
advertisers So, as I say, working to create a prejudice in you to keep you loyal to your brand, or to keep you alive in a particular product. In objective terms, such prejudice should not be such, but rather the opposite. Should be based on experimentation continued to take you to be confident that mark probable that prior assessment deserves blind. Then cease to be prejudices, to be evidence. In short: you'd have reason to be biased purchase.
But there is another scenario less easy, but more beautiful for advertising. Breaking the established prejudice and create a new one. Here are some examples.
A bank must have branches. was a very bad joke and very old when I was young abuelillo recounting a village went every day to the savings with the card to get all the money and count it, just in case, because the statement reading "Debit / Credit." Today, almost no one steps on a bank branch except to take a credit or entering cash. Everything else we do online. But when he appeared in Spain, ING Direct, the biggest problem of communication was to explain why they had no offices. The solution, use that as a main selling point, saying that what saved in Office could not charge more interest and fees. Still, the main slogan was: " Your other bank . "
German cars are the most reliable . It seems that no one doubts and is in everyone's mind, right?. Sure, they also come from the country with higher wage levels in Europe and that much more expensive iron. So when the cars arrived in Asia, with substantial differences in price, the prejudice that have to be bad, we are assaulted. The solution, provided as in the case of KIA, seven year warranty . More than anyone else. And wait seven years to see how many users have made use of it or not, of course.
yogurt, cold . The pasteurized yogurt need not be kept cold and last up to three months before expiration. Its properties are the same as the "normal" and yet, not sold. Introduced in Spain the German mark, but despite that have many advantages, practically only Pascual maintains a toll of these products for sale. But our brain sometimes tricks us. Just watching them out of the fridge at the supermarket and makes us think that a rejection is not well preserved. The image we have recorded on our prejudice is that it must be cold, or be damaged. How does advertising fight against this idea? with a catchy slogan and totally blunt: " need not cold, but cold is better ." It is one thing to be preserved and one that is most delicious and tasty fresh.
More recently, during the war of supermarkets and brands, Lidl has launched an aggressive campaign with the theme " no mistake, quality is not expensive " for overcome the greatest of all prejudices, value for money.
But there are also cases where it is impossible to break the preconceived ideas. A soft drink maker tried to differentiate themselves by selling Cola cans green and failed. Concluded that if the can not red, the consumer does not "understand" which is flavored Cola, and if it is green, as Seven Up or Sprite. The brain expects to find a taste and discover next. From there, no matter how nice or not. And disliked. Although there were few who came to go through that experience because of the color not being usual, most or bought.
A prejudice is defined as a misconception not based on facts. Advertisers have two options: either use the prejudices in our favor, or demolish. But the biases do not believe us, you have as I have. Avoid buying what you do not, or miss thing for you because you have not tried it, depends on you, and your prejudices.
Image: Creative Commons, Mr_Angeloux Flickr
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