Why Most Advertising Does Not Work
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The document discusses the challenges of advertising, emphasizing that most advertisements fail to resonate due to being blocked by consumers' subconscious perceptions. It highlights the importance of understanding the 'brand hotspot' to effectively communicate and influence consumer behavior. The document also outlines various business strategies and applications stemming from this understanding.
Why Most Advertising Does Not Work
- 1. A Simple Question Can You Remember Three Adverts when you last watched TV?
- 2. Don’t worry .... Most people can’t ! Why ?
- 3. Majority of communication is rejected by the Gatekeeper Because today most advertisers are marketing to the wrong mind Defines 90% of our buying behaviour Defines 10% of our buying behaviour
- 4. Your brand communication must Bypass the Gatekeeper & resonate with your consumers Subconscious Perception Majority of communication is rejected by the Gatekeeper Defines 90% of our buying behaviour Defines 10% of our buying behaviour
- 5. Brand Hotspot Defines 90% of our buying behaviour Defines 10% of our buying behaviour
- 6. How can the Brand Hotspot help you? Your Business Strategy Change Management and Transformation Programs Industry Analysis Your Staff Culture Internal Communication Induction Programs Performance Management Behavioural Alignment Touch Point Management Heck -- even your safety program Your Brand Strategy and Positioning Competitive Analysis Customer Analysis and Management Logo design and Corporate CI Your Brand Environment Activation and Engagement Strategies Communication Audit Measurement Reputation Management And so on To anything else you need! Pretty much anything to do with your business from ... Why? Because we are measuring and controlling how people think, feel and behave around your business!