The two purposes of productive advertising

Behaviour, attitudes and advertising.


“Change behavior, before you try and change attitudes”.

These were the wise words delivered to me by Hugh McKay, 30 years ago, and I have never forgotten them, and am constantly reminded as I see people justify something they have done that is different, unexpected, or inconsistent.

Behavior is easier to change than attitudes, so get to the behavior first, then again, and slowly, attitudes will alter to accommodate the altered behavior.

Therefore if you want to have effective advertising, focus on which behaviors you want to change, and worry about attitude later, but generally, you need not worry, it will take care of itself.

People are the same as they were 50 years ago, 500 years ago, the things they own and want have changed absolutely, but what motivates people has not. Just look at the behavior that Shakespeare wrote about, greed, jealousy, love, ambition and  regret, they…

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