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Affect Behavior with the right message
Category: General
Author: Paul Kadrmas
Posted on Monday, March 08, 2010
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I just read about a study showing that advertising to prevent risky behaviors (smoking, teen drinking, etc.) can backfire. This is a subject we deal with often at Odney. It's important to note that advertising works, provided that we get the message right.
The study confirms what we have long known. Guilt and shame advertising doesn't often work. Neither does being graphic about the horrid result, like the black lungs pictures we were shown... more
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Gold Medal Strategy for Marketing to Moms
Category: Branding
Author: Trish Helgeson
Posted on Tuesday, February 23, 2010
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As brands fiercely market themselves as official Olympic sponsors during the ongoing coverage, an AdweekMedia/Harris Poll suggests many consumers will be indifferent. The study, conducted earlier this month before the Games began, asked respondents whether they're more likely or less likely to buy a brand when it's an official Olympic sponsor. A large majority (71 percent) said such sponsorship "makes no difference" to them. Twenty percent said it makes them "somewhat more" likely to buy... more
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