How to Use Fear to Sell More

If you shock, scare, or offend your audience with your advertising message, you might be using Shock Advertising, a sometimes controversial, always provocative, and certainly high impact tactic. 

The Church, the government, and advertisers do share that in common—they all employ scare tactics to get our attention. The message sounds like this: Quit smoking or end up in a body bag, go to Church or go to Hell, go to war or suffer at the hands of ‘weapons of mass destruction.’

Can your brand or message break through the clutter using similar tactics? Listen up...

Ethnocentricity in
Multicultural America

As marketers in a multicultural economy, we often focus on the differences between consumer segments. However, unexpected similarities among segments can help fine-tune our marketing efforts. For example, an ethnocentric consumer ‘evaluates products by criteria specific to his/her own culture. Viewing ethnocentricity in this light can lead to strong consumer insights.

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Successful Creativity:
The Pixar Approach

A Bug’s Life; Toy Story 2; Monsters, Inc.; Finding Nemo; The Incredibles; Cars; Ratatouille…What’s behind Pixar’s success and hit movies? The formula calls for the right talent, a nurturing environment, and management’s ability to recover from a fall.

Want to find out more? Read on...