As I was listening to the radio on the iPhone I was unfortunately forced to hear some commercials - normally I can bypass commercials with TiVo and Satellite Radio - but I wasn't too bothered and I'm now glad that I was in a good mood or my mind wouldn't have caught the business tactic that I heard.
If I asked you to tell me one thing that all commercials have in common relative to the show you're watching or listening to on that channel - what would you say?
Answer: VOLUME.Normally, you have to jack the volume up to hear the show and then when they go to commercial, your ear drums reach bursting levels. The message is clear: TV and radio stations want you to pay attention to those commercials.
But what I heard on the radio from one company was THE EXACT OPPOSITE. The volume - compared to the show and the other commercials - was WAY DOWN. I thought the radio had turned off. But then I heard the commercial and thought: "Wow, I haven't heard that before, but it makes perfect sense."
Can you guess what the commercial was for?
A hearing aid company.
Gee - could it be that they want unsuspecting listeners to be thinking: "Hey - I can't hear this commercial - maybe I DO need a hearing aid." Maybe that's what they're after - maybe not - but either way it should make you think of advertising in a new light. Beyond the message, beyond the persuasive words you choose - think about ALL of the ways you can influence people.
Don't be under-handed but DO be creative.
0 comments:
Post a Comment