if communication does not persuade, it is wasted You only have to endure the agony of watching commercial television or listening to commercial radio to understand that the priorities in most advertising campaigns are: awareness – making you aware that a product or price is on offer; branding – building value into the product on […]

if communication does not persuade, it is wasted You only have to endure the agony of watching commercial television or listening to commercial radio to understand that the priorities in most advertising campaigns are: awareness – making you aware that a product or price is on offer; branding – building value into the product on offer and creating a positive expectation For every dollar spent on branding, thousands are spent on awareness. Awareness is king. When advertising agencies talk about cutting through, they are talking about brand awareness. When most campaigns are put together, the overriding priority is awareness – with branding a secondary consideration – except for the great players such as Apple, Samsung, IBM and the like. In most advertising I see, there is limited attention given to the fact that: it is behaviour we want to change; changing behaviour requires persuasion. Further, even where there is recognition…