Advertising and the Consumer

It’s no wonder we live in such a self-centered world. Advertising is all about creating an ad, or sometimes even a product, specifically to meet the needs of a consumer. Those needs can be real or imagniary, rational or irrantional, all that matters is that I believe in the ability of your product to better me. So is this self-centered way of life a result of all this advertising or are we the ones that started it all?

Integrated marketing communications, also known as IMC, is all about the relationship building with an important public. The idea behind Facebook is all about broadcasting your relationships to everyone. It’s let’s someone see who is important in your life, the centers of influence or stakeholders, that will affect your life. Facebook and IMC are just about the fundamental human need for social interaction, which in reality isn’t that new of a concept. All that advertising is attempting to do is create a human connection between a product (essentially an inatimate object) and the consumer. Without this connection, why would we want anything? We buy things because we like the persona or the image that is presented to us, either because we want to envision ourselves that way or just desire it.

A great example is car insurance. The only tangible evidence of the purchase of car insurance is a tiny card that you have in your car. But it provides security and safety and peace of mind when we are out driving around the city. Insurance play up this idea (in attention to the fear of what if something bad were to happen) and often creates a perceived need for a consumer.

And their new direction still presents the “what if” but in a more humorous way. (Which I love)

Or some insurance companies will use an animation to illustrate an abstract concept of safety but humorous displaying it through the use of a little green gecko, like Geico.

I think it’s great how aware of this Geico is and how they even play it up in one of their commercials.

And just because I’ve been watching Sex and the City constantly the past 2 days:

“Maybe our mistakes are what make our fate, without them what would shape our lives? Perhaps if we never veered off course we would never fall in love or be who we are. After all, seasons change, so do cities. People come into your life and people go, but it’s comforting to know, that the ones you love are always in your heart. And if you’re lucky-a plane ride away.” -Carrie Bradshaw

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