The Secrets of Persuasion

The Secrets of Persuasion - Breaking through the Clutter

Made by Bjørg nikolajsen hh1d

The speech

Good evening ladies and gentlemen, I’m pleased to see all these people who showed up today. My name is [NAVN A], and I come from the advertising agency called AD-it.First I’ll talk about how advertising has change. Because advertising isn’t the same anymore, but what have really happened? Then I will move on to the target group. What do you need to do, to keep the target group interested in your product? I will talk about what makes a commercial good and finally I will talk about, what I think the next step for commercials will be.I actually just got home from a travel to the United States. I went to the United States to get some new inspiration and study the different kinds of advertising and the evolution of advertising. And wow! It was an amazing travel. It was so difficult from here. They have these large billboard everywhere, showing commercial all day and night.For many years a good commercial was a picture or a video of the product, a headline and a text or a speaker. That was everything you needed to do, to catch your target group’s attention. Today you can’t just take an ad and put it on TV and hope for the best. It’s much harder. A product isn’t enough, companies needs to sell a lifestyle. You know it from your own everyday life. If you see a commercial just with the product, it doesn’t catch your attention. You need a story, something you can relate to. If the companies don’t tell a story, you will forget the commercial.So it’s very important that you keep remembering witch target group you are making a commercial to.The target group is hard to make contented. It’s so easy to be off target. People know what they want, and they know when they see a good commercial. But what do a good commercial need? A story? A song? Famous People? It’s a tough question. If we take the LEASY commercial as an example, what do you think make that to a good commercial? Personal I think it’s the story and the humor. A lot of commercials today have a story. Stories catch your attention, and you need something you can relate to. The LEASY commercial tells a funny every day story. I don’t know how often there are coming new commercial, but they always look like each other. The same people, the same house, the same problems and the same humor, and I think that, that is the reason why people remember it. It’s the same thing over and over again. And on of the most important things, after my opinion, is that people can relate to it, they can see themselves in the situations.Maybe people will remember your commercial, but do they remember your product or your brand? What do you think a cult brand need? I think they need to build a good communication with the costumers. They need to feel that they are a part of it, that you share your experience. I have seen a lot of successful commercials, especially in the United States. It doesn’t think it could get any bigger. I have never seen commercials like that! All the videos and the pictures. I couldn’t go down the street without being bombarded. Like I said earlier they don’t advertise for a product, they are advertising for a lifestyle, and that was what I saw in the United States. But it catches people attention. If you go to Time Square you will see people from all over the world. They come to see the different commercials. It seems ridiculous because you can see commercials everywhere you go, so why pay so many money on a trip just to see commercials? But why do they make the commercials so big? Because when they are making a new commercial it need to be much bigger than the last one and the competitors. Can they keep making new ones, that don’t look like anyone’s. I think that it needs to stop, but how? The companies need to show of their new product, so how? Only the future can tell us.But what is people’s expectation for the future? If you think of it, what do you think will be the next? I think it’s hard to evidence it. There can happen so much. Maybe one day a company comes up with a big crazy idea, and complete it, or maybe one day everything just stops. You’ll never know. But I think it’s most realistic that they come up with new ideas. I think that in some years commercial will be over all expectations. They will be unique, different and specials. But they need to remember the values in life and use them.It will be unpredictable!Thank you so much for your attention it was a pleasure! Does anyone have questions?