FROM CATCHPHRASES TO CASH

Of course, as tickled as advertisers are to know they’re writing catchy jingles, they don’t make TV commercials for the honor of giving us free new music. They want us to buy something. The crucial challenge for marketers is: What’s the best way to translate these memories into actions?

Some imagine a debate between two groups. The first group believes in raw persuasion. Its focus is on crafting a compelling argument that will encourage you, with the delivery of “new news,” to buy something right away. The second group believes in the power of engagement. Its focus is on creating a positive experience that will influence you over the longer-term. Here, the objective is to seed positive ideas and memories that will attract you to the brand.

But this distinction is largely a myth. Advertisers have little control over how audiences receive their message.

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