Change, or Reinforce? > NetSparsh - Viral Content you Love & Share

Home
>
Advertising
>
Change, or Reinforce?

Change, or Reinforce?

Do you know about the distinction - and it's a useful one - between communication that tries to reinforce and communication that tries to get change?

If you follow politics you'll already be familiar with this idea: Incumbents send messages that reinforce existing voter behavior, while challengers call for changes.

Any thoughtful marketing communication (and political communication is marketing communication) will be strongly influenced by this distinction, which affects not only the content, but also the presentation, and perhaps even the medium.

For example, suppose you own a bookstore and every couple of months you send a newsletter to all residences within a two mile radius.

Now, if you have good market share and you're profitable, you won't want to rock the boat. You'll want to reinforce existing behaviors (which include buying at your store).

On the other hand, if you just opened a new bookstore and need to take market share from other bookstores, then you want change existing book buying behavior.

Another example: Suppose your employee safety program has worked well for the past year and you want to maintain the practices that led to this longest-ever period without an accident. Your communication would reinforce. On the other hand, if the safety record was unacceptable, you would try to get change through your communication.

In a change situation, we want to upset the status quo, to challenge existing beliefs and ways of doing things. That means the words and style could be somewhat inflammatory.

We can do this by making bold claims or allegations: Just listen to, or look at, advertising claims like these: "If you shop at Joe's Bookstore, you may be paying too much!" or, "Drive a bit further and save a lot more at Jane's Bookstore!"

Change also might be hurried by painting negative scenarios , as in "Unless we get more efficient, senior management will outsource the whole department."

Tactically, change usually demands more communication, as in more often and more words or pages. As you can imagine, it takes more communication to drive change than to stay on the same course.

There are also tactics we can use to reinforce existing beliefs or actions.

To maintain the status quo we can stress a service record, as in, "Serving you with quality and service for 25 years." or "Your performance has been very good over the past year, Betty. Keep up the good work."

Reinforcement does not automatically rule out change; however, it emphasizes incremental and gradual change rather than major and abrupt change.

You can also appeal to shared values or experiences to reinforce. Nothing commits us to staying the course like emotional cues that link good times to the status quo. For example, consider the power of an advertising slogan that begins, "Remember when...." It connects a powerful, positive emotion with a product or service. By extension, the product or service offers an opportunity to relive that good time.

In summary, make a distinction in your communication between reinforcing and changing. Decide which way you want to go, and then choose the appropriate strategies, tactics, and tools.

Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com

In The News:

FMCG spends highest on digital video advertising The Financial ExpressWithin digital media, digital video is expected to have the fastest growth, with a CAGR of 37%; it is likely to reach Rs 5545 crore by 2021.

AT& T to resume advertising on YouTube Marketplace APMAT&T has announced it's putting ads back on YouTube. A couple of years ago, the telecom giant pulled their ads off the platform because of concerns that its ...

Google to introduce Advertising Transparency Report and searchable Political Ads Library for Lok Sabha Election 2019 Business TodayThe initiative aims to bring more transparency and openness to election advertising online and enabling voters to get the election-related information they need.

How Does Advertising Really Work? B&TIn his latest column for B&T, industry maverick, Robert Strohfeldt, sets out to debunk a fair few of adland's truisms that often get chucked around… We all know ...

Outrageous advertising: Brilliant or a boomerang by Gillette? Hindustan TimesThe latest Gillette advert has sparked an online debate, with many slamming it for what they felt was tarring all men with one colour. Others say the ad only ...

BuzzFeed News' real problem isn't the special counsel's office INSIDERDear Readers,. It was a three-day weekend for some, but not over at BuzzFeed News. The publisher was busy defending its bombshell report on Robert ...

Tech, advertising companies join hands to curb pesky ads, spam Economic TimesNEW DELHI: Pop-up ads, spam *content* requesting likes, comments and shares, auto-play video ads with sound, ads with countdown, full-screen scroll-overs ...

You’re being robbed to fund the Coalition’s election advertising The New DailyHow do you feel about paying for particularly misleading advertising aimed at winning votes for the Coalition? Having ditched its biggest donor (Malcolm.

How does Zara survive despite minimal advertising? Retail GazetteZara is known for capturing fashion trends from the catwalk and putting them into their global store network quickly. However, unlike many other fashion retail ...

#BigQ2019: Is advertising screwed? MarkLives.comFor a *fresh*, independent and investigative view of Africa's changing media, marketing and advertising landscape.s.

Grey London promotes 'advertising alchemist' Anna Panczyk to CEO The DrumGrey London has promoted Anna Panczyk from chief executive of Grey Poland to lead the group's London operation.

Advertising Trends You Should Consider in 2019 EntrepreneurIt's a new year, filled with new challenges to advertising professionals. The slow death of traditional advertising vehicles (TV, newspapers), the rise of new ones ...

Dosh Declares War on Wasted Advertising Spend with $40 Million Series B Financing PRNewswireAUSTIN, Texas, Jan. 22, 2019 /PRNewswire/ -- Dosh, the fastest growing fintech app, today announced it has closed a $40 million Series B financing round, ...

Indigitous Agency Achieves Amazon Advertising Accreditation SNEWSSeattle, Wash. (January 22, 2019) – Indigitous, a Seattle-based Amazon services agency serving outdoor and active lifestyle brands, recently was approved by.

Brand purpose advertising will be the making – or breaking – of Stylist The DrumThe newly-formed Stylist Group is opening its doors to purpose advertisers keen to create or join empowering conversations about modern women.

Evolution of names ETBrandEquity.comAn analysis based on a proprietary research on the evolution of Indian names and what it means.

Native Advertising Exchange Sharethrough Joins The Trade Desk's Unified ID Solution Business WireSAN FRANCISCO & LOS ANGELES--(BUSINESS WIRE)--Sharethrough, one of the industry's largest native ad exchanges for the open web, has integrated The ...

Marciano Unveils the Spring 2019 Collection and Advertising Campaign Watertown Public OpinionNEW YORK--(BUSINESS WIRE)--Jan 22, 2019--The Spring 2019 Marciano advertising campaign features rising star, Nadine Mirada alongside models Erin ...

'Toxic masculinity' on the edge ETBrandEquity.comP&G Gillette's newest post-MeToo film that takes on "toxic masculinity" woke up to mixed reviews. Many men and journalist Piers Morgan took to various online ...

At&T Return to Advertising on YouTube After 2 Years Away The Mac ObserverAt&T, one of the biggest marketers in the U.S., is back advertising on YouTube after nearly 2-years away from the platform.

Blowback suggests Gillette is no Nike | Advertising AdAge.comGillette ignited a firestorm on social media, TV talk shows and around the office water cooler last week with a surprising take on its long-running "Best a Man Can ...

Super Bowl advertisers turning to social to amp up ROI - Advertising BizReportWhile there is no doubt the Super Bowl is a big deal in the cultural landscape, it's quickly becoming a big deal for advertisers, too. Over the past 10 years, Super ...

How the Advertising Landscape Will Continue to Evolve in 2019 AdweekAdvertising has historically been powered by media. While this is still the case, technology is increasingly at the industry's center of gravity. This shift, along with ...

Beeswax funding news underscores a rise in bringing services in-house, faith in CTV advertising Marketing LandDSP Beeswax announced Tuesday that it has secured an additional $15 million in Series B funding and reported a jump in revenue of 150 percent over last ...

Facebook says Nielsen could help break up the advertising duopoly Business InsiderFacebook says that Nielsen's Digital Ad Ratings product could solve some of marketers' headaches about cross-platform measurement but that advertisers need ...

Digital advertising to grow to Rs 14,281 crore in 2019: Dentsu Aegis Economic TimesThe third edition of the annual report, which was released on Wednesday, puts the size of digital advertising in the country at Rs 10819 crore in 2018 and ...

Major investment in tourism advertising will pay dividends, senators advised Charleston Gazette-MailIn his first time returning to the Senate as West Virginia Commerce secretary, former state senator Ed Gaunch told the Senate Finance Committee on Monday ...

Riding with ‘content’ ETBrandEquity.comThis election season, is '*content* really the king' for India's two biggest political parties? Brand Equity finds out.

Amazon Knows What You Buy. And It’s Building a Big Ad Business From It. The New York TimesThe online retail giant is taking advantage of what it knows better than anyone: consumers' online shopping habits.

Gillette has it right: advertisers can't just celebrate masculinity and ignore the #metoo movement The Conversation AUHow do you celebrate masculinity without also acknowledging toxic masculinity in the #metoo era?

Baking new brands ETBrandEquity.comAll Too Yumm products are 'baked not fried' and have '40% less fats' making them the healthier snack option.

UK advertising market faces recession under no-deal Brexit The GuardianThe UK will be plunged into its first advertising recession in a decade in the event of a no-deal Brexit, with spending likely to fall by nearly £1.4bn this year alone, ...

Amazon had a record-breaking holiday season, here’s how advertisers managed it Marketing LandThe 2018 holiday season was record-breaking for Amazon, which recorded its biggest shopping day in the company's history on Cyber Monday. Advertisers ...

Taproot Dentsu bags advertising mandate for Big FM afaqsThe mandate entails strategic positioning, product reach and frequency and re-packaging the channel as a whole.

Matt Eastwood Named Executive Jury President for NY Festivals Advertising Awards Branding in Asia MagazineNew York Festivals International Advertising Awards has named Matt Eastwood, Global Chief Creative Officer of McCann Health as the 2019 Executive Jury ...

Centre Spent Rs 2.64 Crore On Advertising For Statue of Unity's Inaugural: RTI Reply NDTV NewsThe Centre splurged more than Rs 2.64 crore on advertising in the media for the inaugural of Sardar Vallabhbhai Patel's statue, known as the Statue of Unity, ...

Prepare for the digital ‘triopoly’ as Amazon’s advertising model emerges Which-50Amazon is a growing force in digital advertising, gradually muscling in on Google and Facebook in a concerted effort to grow advertising revenue from its ...

NFL's Playoff Advertising Share Has Increased By 19% Since 2014 ForbesThe National Football League's share of playoff advertising revenue relative to its three main competitors—the National Basketball Association, Major League ...

Government pull back drives advertising spend slump in November The Sydney Morning HeraldAdvertising spend at Australia's media companies slumped in November, with newspapers and magazines performing the worst in the latest SMI data ...

What Matters When It Comes To Advertising: Connections Outpace Budget ForbesSpending more on an advertisement doesn't mean it will resonate with your audience more than a cheaper ad. Instead, it's storytelling that matters, helping to ...

Flipkart, group companies increase television advertisements Economic TimesFlipkart and its group companies — Myntra and PhonePe — have significantly increased their television advertisements since August when they got acquired by ...

Advertising and academia are controlling our thoughts. Didn’t you know? The GuardianBy abetting the ad industry, universities are leading us into temptation, when they should be enlightening us, says Guardian columnist George Monbiot.

‘It will be Google, Facebook and Amazon’: The year in Amazon advertising DigidayAmazon's advertising business is a brewing industry force, and ad buyers and competing retailers and platforms are only starting to come to terms with its weight ...

African Bank appoints Black River FC as its ATL advertising agency Media UpdateAfrican Bank has appointed Black River FC as its above the line (ATL) advertising agency. According to African Bank, the appointment comes at a time when it is ...

Exposure to sugary breakfast cereal advertising directly influences children's diets Science DailyLaboratory studies have shown that kids will request and prefer brands they have seen recently advertised on TV. A new naturalistic study bridges the gap ...

Beyond the Books: Charter schools spend millions on advertising KUTV 2NewsTrent Young says he was stunned on a Friday afternoon when the director of the school for which he worked, Utah Career Path High School, asked he and other ...

Government moves to regulate advertising of medical services The New TimesA traditional doctor exhibits some of his medicines during a past trade fair. Government has banned advertisement of medical services. File. . Twitter · Facebook ...

Facebook Advertising Profiles Are a Mystery to Most Users, Survey Says The New York TimesAbout three-fourths of the Facebook users in a Pew Research Center survey said they were not aware of the Ad Preferences page, which lists their personal ...

Revealed: How much did Hobart aldermen spend on advertising during the October election? The MercuryHOBART City Council candidates collectively spent about 300000 on advertising during the October elections with one candidate exceeding the 16000 limit.

Five Ways To Improve Your Social Video Advertising ForbesAccording to a prediction by eMarketer, “Advertisers' increasing spend will push mobile's share of total media to 47.9% by 2022.” But despite mobile's position as ...

Viacom acquires Pluto TV for $340 million | Media AdAge.comInstead of building out its own streaming *service* the way rivals Walt Disney, NBC Universal and AT&T's WarnerMedia are doing, Viacom is acquiring one.

This Ad Marketplace Uses Packages as a Prime Advertising Space AdweekBrands try every available marketing tool to meet customer acquisition costs, and in the fancy digital age, some companies are bringing back some old-school ...

The Media’s Post-Advertising Future Is Also Its Past The AtlanticIt's my holiday tradition to bring tidings of discomfort and sorrow to my colleagues in the news business. One year ago, I described the media apocalypse coming ...

Pepsi takeover | Coke rival pouring money into Atlanta advertising 11Alive.com WXIAATLANTA — Pepsi signs are popping up all over Atlanta - the home of Coca-Cola - in what at least one viewer has described as "Cola Wars 2019." A few more ...

The case against behavioral advertising is stacking up TechCrunchNo one likes being stalked around the Internet by adverts. It's the uneasy joke you can't enjoy laughing at. Yet vast people-profiling ad businesses have made ...

What that Gillette ad says about the trend in woke advertising CNNNew York (CNN Business) Last year, Procter & Gamble won an Emmy award for "The Talk," an ad showing African-American parents discussing racism with ...

Tombras Café not limited to advertising group's employees Knoxville News SentinelI didn't realize until recently that the Tombras Group, now doing their advertising work out of their new facility on Gay Street, had opened up a food-*service* ...

Digital advertising to reach Rs 25,000 crore in India by 2021: DAN report Best Media InfoThe digital advertising market size is expected to reach at Rs 24,920 crore ($3.52 billion) by 2021 at an estimated CAGR of 31.96%, said a Dentsu Aegis ...

FCK, 99% off, Just Do It: Advertising execs pick their favorite ads of 2018 Fast CompanyAward-winning agencies like Wieden+Kennedy, Mother London, Droga5, Joan Creative, Venables Bell & Partners, DDB, and BBH weigh in–and give us a peek ...

What Amazon Advertising’s big 2018 advancements will mean for 2019 Marketing LandIt's easy to over hype things, but 2018 will be remembered as a momentous year for Amazon's advertising business. It is estimated to now be the third-largest ad ...

Guide to Advertising on YouTube Business 2 CommunityWith YouTube now bringing in more than 1.8 billion users every month, the video platform is approaching Facebook's colossal status (2bn+ monthly users) as a ...

Here are our 10 most popular media and advertising stories of 2018 INSIDER2018 was a tumultuous year in media and advertising, and our biggest Business Insider Prime stories are a reflection of that. There were articles about Verizon ...

What 12 Advertising, Marketing And Design Leaders Learned From Their Unconventional Backgrounds ForbesWhat do a chef, a basketball player, a tour manager, a carpenter, and an art dealer have in common? Turns out, the early makings of a successful career in ...

Cigarette advertising before smoking was officially bad for your health NEWS.com.auIt's difficult to believe that there was a time, not so long ago, when people were led to believe smoking was safe — it could even be 'refreshing' for your lungs.

Sir Martin Sorrell: Facebook row hasn't deterred advertisers The GuardianAdvertisers are declining to join the backlash against Facebook, according to Sir Martin Sorrell, despite a year of scandal at the social networking giant.

Advertising network compromised to deliver credit card stealing code ZDNetA Paris-based online advertising company was hacked, and its infrastructure used to deliver malicious JavaScript code to online stores, code that was designed ...

Facebook tightens political advertising rules in election year The Financial ExpressFacebook told Reuters on Tuesday that it would extend some of its political advertising rules and tools for curbing election interference to India, Nigeria, Ukraine ...

Planters Is Advertising in the Super Bowl for the First Time in Over a Decade AdweekPlanters peanuts are a ubiquitous presence on grocery store shelves, but for the past 11 years, they haven 't been seen in a Super Bowl ad. That's all set to ...

Barbara Proctor, first African American woman to own an advertising agency, dies at 86 Washington PostThe company was called Proctor and Gardner Advertising. But there was only one founder behind it — Barbara Proctor, maiden name Gardner, the first African ...

Cannes in the Desert: Advertising, media execs head to CES for the industry’s annual kick-off DigidayThis article appears in the latest issue of Digiday magazine, a quarterly publication that is part of Digiday+. Members of Digiday+ get access to exclusive *content*, ...

HC protects Reckitt Benckiser against coercive steps on advertising its Ayurvedic drugs ETRetail.comNew Delhi: The Delhi High Court on Tuesday directed the Centre not to take any coercive steps against pharma major Reckitt Benckiser if it advertises its ...

Pooch and Mutt accuses MPMA of having a ‘vested interest’ in advertising row Pet GazettePet food manufacturer, Pooch and Mutt, has hit out at the MPMA (Metal Packaging Manufacturers Association), which according to the manufacturer, recently ...

This Russian Start-Up Wants To Transform The Sky Into Advertising Space Gentside UKRussian entrepreneurs have announced that they want to create the first orbital advertising platform in the world. Made up of a collection of nano-satellites, this ...

5G tech to enable smart cities, advertising will pay for it | Special: Consumer Electronics Show AdAge.comAn estimated $34 billion will be spent on so-called smart cities by 2020, but taxpayers may not want to foot the entire bill.

PS4 News: Sony PlayStation fined MILLIONS for misleading PS Plus advertising | PS4, Xbox, Nintendo Switch News, Reviews and Features - Daily Star Daily StarSONY is in hot water after a regulatory commission accuses the firm of intentionally misleading customers.

Emergent programmatic advertising firm engage:BDR raises cash to fund growth and expansion Small CapsEngage:BDR's (ASX: EN1) chief executive officer Ted Dhanik is set to increase his holdings in the company by 1.7 million shares effective immediately to hold a ...

Lester Wunderman, advertising executive who perfected direct marketing, dies at 98 Washington PostLester Wunderman, the advertising executive who perfected the strategy of reaching customers in their mailboxes, in their periodicals through magazine inserts ...

Why the advertising industry needs to reprioritise ad quality urgently Marketing TechLast year, eMarketer's Geoff Ramsey highlighted the “crisis of trust” across the digital ecosystem: not only pointing to the need for better relations between ...

France Télévisions and TDF launch targeted advertising on DTT with HbbTV Broadband TV NewsFranceTV Publicité has tested with TDF and advertisers Sofinco and St Hubert, the substitution of a commercial with a targeted spot on HbbTV DTT households.

AdsWizz Introduces Accreditation Program Certifying Industry Experts in Digital Audio Advertising PR WebSan Mateo, CA (PRWEB) January 22, 2019 -- Today, AdsWizz, the leading global technology provider for digital audio advertising solutions, announced its.

The Current Applications Of Artificial Intelligence In Mobile Advertising ForbesOne of the biggest selling points of “AI revolution” across multiple industries is the promise to automate and eliminate low-value business processes. Mobile ...

15-second nonskippable YouTube ads now available for all advertisers PPC LandGoogle today announced that the 15-second nonskippable YouTube ads are now available for all advertisers using Google Ads or DV360, on auction ...

Blaze Advertising's ECD Patrick Rychner departs as agency merges with MediaCom mUmBRELLA*Patrick Rychner has joined The8agency as its executive creative director after departing Blaze Advertising in October. Rychner departed Blaze Advertising.

‘A turning point’: Buyers are adopting TV-style co-viewing metrics for connected TV DigidayIn the latest sign of connected TV advertising's maturation, advertisers have begun to count co-viewing as part of their connected TV campaigns.

Crackdown on advertising of real fur as 'faux' ITV NewsUK clothes retailers have been ordered to take immediate action to ensure they are not advertising real fur as “faux” in a crackdown on misleading advertising.

Facebook And Brexit – Political Advertising Medium Carries Political Ads Continental TelegraphThe latest Facebook outrage – apparently a medium which carries political advertising has been carrying political advertising. This is, of course, that outrage and ...

Pioneering black woman in advertising dies | Agency News AdAge.comBarbara Gardner Proctor was best known as the founder, in 1970, of the first ad agency owned by an African-American woman.

The ins and outs of targeted advertising Wink NewsEveryone's been there, you're looking at something online, you click over to another page, and up pops an ad for the very thing you were just viewing. Targeted ...

Microsoft's Ian Thomas joins Publicis Spine as data chief Campaign Asia-PacificPublicis Groupe has appointed Microsoft executive Ian Thomas as chief data officer for Publicis Spine, a data-infused platform created by the holding company ...

Amazon (AMZN) Q4 Earnings Preview: Revenue, AWS, Advertising & Prime Zacks.comAs investors prepare for Amazon's Q4 earnings, its AWS, subscriptions, and growing digital advertising businesses are likely to be the stars of the show as its ...

Ben Shapiro, conservative podcast host, loses advertisers over latest 'baby Hitler' remarks Washington TimesCorporate sponsors of Ben Shapiro's podcast withdrew support over the conservative commentator's comments about Adolf Hitler at a pro-life rally Friday in ...

56% Of 'Beti Bachao, Beti Padhao' Funds Spent On Advertisements, Minister Tells Lok Sabha Outlook IndiaThe Centre has spent a total of Rs 364 crore since 2014 in advertising the Beti Bachao Beti Padhao campaign, one of Prime Minister Narendra Modi's pet ...

Activist opposes govt. advertisements featuring Jaya The HinduWonders how former CM's photographs could be published at State's expense, in violation of SC ruling.

Instagram Caught Advertising Follower-Selling Companies It Banned FossbytesInstagram announced in November that it is banning all the accounts that have obtained artificial likes, followers and comments from third-party apps using bots.

Breaking News, Newspaper, Sports, Advertising, Classifieds, Weather, Travel, Health, Entertainment, Applefest in Missouri, MO Louisiana Press JournalBy Ethan Colbert [email protected] One of the men involved in the destruction of 21 different vehicles and the theft of at least 10 American flags has had his bond ...

5 things we learned about AT&T’s media and advertising business in 2018 DigidayWhen 2018 began, AT&T did not have a massive media and advertising business. But the telecom giant is closing the year with a portfolio of TV networks, ...

Year-ender 2018: 'In 2019, Indian advertisers are expected to explore more options' Campaign IndiaWe ask industry leaders for a surprising moment from 2018 and a prediction for 2019.

Red Lobster stops advertising on Tucker Carlson's Fox News show after he made controversial comments about women's pay and immigrants Business InsiderRed Lobster joins 19 other advertisers that have cut advertising on the show since December, including IHOP, Minted, and the jobs site Indeed.

Bangert: Demolition uncovers ‘Used Cars,’ a relic of downtown Lafayette advertising Journal & CourierUpper Main Street buzzing about an ad for 'Used Cars,' preserved on a brick wall for more than 70 years, uncovered when old R&M building came down.

Why targeted advertising is becoming creepy EricssonMany are saying that AI needs to be explainable. What this means is that processes handled by AI should be made more easily understandable to humans, and ...

Change, or Reinforce?

Advertising Advertising