Archive for the ‘Market Research’ Category

There is a seduction scene in the Hitchcock movie North by Northwest with Eva Marie Saint and Cary Grant. Exactly who is seducing who depends on your point of view. It is during this scene when Saint whispers to Grant that as an advertising man, he gets people to buy things they don’t really need and do things they shouldn’t do.

Although Saint states it a little strongly, the fact is that advertising is about persuasion. The more persuasive the message the better the advertising works.

To be really persuasive requires an understanding of how we manage our emotions. The only place for logic in great advertising is to justify the emotional decision that’s already been made.

Nowhere is this explained so well and in so many different Read more »