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Does Negative Advertising Work?
Copyright © Bill Vannot - All Rights Reserved
http://www.successful-marketing.com
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Negative advertising can be used in tactful and important
ways. Baby car seat manufacturers use it. Seat Belt
aficionados show what can happen when people fail to use
seat belts. Drink driving commercials can and certainly do,
startle people. Remember "use a helmet?" None of these
"failure to use" options paint a pretty picture. They are
created to educate people. They instill fear for a greater
good.
There are other methods of negative advertising that should
never be recommended. Spitting on rivals is never good
business. Broadcasting other people's "supposed"
shortcomings is frequently used, but it also requires good
taste and some good ad copy experience.
Be careful if you decide to use comparative advertising. Do
you really want to appear to be an unfair player, or a good
sportsman? Good sport marketing is always the preferred
method of ethical people. Isn't that the case in the sports
field? Competition is stiff in the sports area but fair play
is certainly expected.
Showing a dark side takes some creative caution. Be sure
you know what it takes to use the dark side of your point.
It might be better for you to invite readers to join the
crowd. Popular things appeal to the "in" crowd. Remember
the name brand craze? Try comparing the results of a
negative ad and a positive ad. With some experience under
your belt, you'll probably like the positive ad better,
because most of us enjoy seeing the brighter side of life.
Think about the "before and after" ads. They were quite
popular for a long time. Now, they are used sparingly,
mostly in weight loss and wrinkle ads. Now we see people
exercising to lose weight instead of the older
"before and after" ads. We now see beautiful people with
firm faces and bodies. People prefer the brighter side of
life. Remember to smile in your advertising!
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Bill Vannot creates smiles with his advertising, one ad at
a time. Looking for the bright side in your ad campaign?
Visit Bill for a guaranteed smile.
http://www.successful-marketing.com
This article may be reprinted freely as long as the
reference box remains intact.
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