by Rebecca Chia

These days, at every corner you are, someone will try to sell you something, be it for a charity cause or new products/services. Consumers can’t seem to run fast enough from unsolicited sales pitches. So where does that leave advertising - the mother of sales pitches?

Like a charismatic stranger who commands attention the moment he strides into a roomful of people, the force of the Classic is undeniable and distinguishing, making it more appealing than the new kids on the block. This is simply because the Classic has the self-assured air of one who has weathered many a fad to emerge the top choice every time.

From fashion to conservation to weight loss and even plastic surgery, the underlying promise is that life becomes better, or at least more interesting, once the consumer walks into the shop. Inspiration, the oldest trick in the adman’s book, always work because in the daily grind, people still look forward to something that can sweeten their reality. In other words, advertising gives people the impetus to pursue something they believe can inadvertently improve their lives.

Detractors may argue that ultimately, it’s the bottom line that matters to corporations when they pour in billions of advertising dollars every year, not whether their target audience has benefited. It then becomes too easy to label advertising as a means to generate revenue, as consumers have become far more discerning than that, thanks to the Internet.

While research has shown that word-of-mouth is still the most effective when it comes to raising awareness, an update on that would be to go “interactive”.

Visit Click to Open Web Page to read more.

REBECCA CHIA
Freelance Writer

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