opportunity 52 of 150 Apart from having the right product at the right price, readily accessible, and delivered with the right service, there is a lot business can do to persuade their target market to buy, repeat buy and refer their product. A potentially powerful strategy is ‘advocacy’. In the 1960s research identified three factors […]

opportunity 52 of 150 Apart from having the right product at the right price, readily accessible, and delivered with the right service, there is a lot business can do to persuade their target market to buy, repeat buy and refer their product. A potentially powerful strategy is ‘advocacy’. In the 1960s research identified three factors that drive purchase behaviour. In order of importance,  these were: Advertising Experience What others say When repeated more recently, this study found the same three factors to be important, but in a very different order, as follows: What others say Experience Advertising In 2016, what others say about a product is central to the success of that product. What others say can be positive or negative – and many shades of grey in between. Where the comments are positive they represent advocacy. There are two types of advocacy: Paid Unpaid Paid advocacy often involves the…