Negative Vs. Positive Marketing Campaigns
Very interesting: I am taking this marketing course to polish my skills and get further certified, and one of the professors was asked what specific campaigns he liked and hated.
I write this blog post today, for I find what he said very disturbing. At the end of my post, I will recommend what I believe you should do, instead. The professors teaches at the University of British Colombia; he answered the question by stating he would not identify a particular campaign but a campaign type, and he hated this campaign type for two reasons.
The campaign type he identified: The negative political campaign approach. Basically, what we call in Belize, the badmouthing of others.
Reason # 1: His research found that a lot of political campaign from all over the world focuses on negative, often selective, unrepresentative and narrow comments, to denigrate the opponent instead of saying something positive.
Reason # 2: Data actually shows that negative political campaigns actually work. Why is it effective, you may ask? It is effective because people are prepared to believe the bad news. This explains a lot as to why political ads in Belize have been used, with great effect, it seems, over the past decades. This, to me, is quite disturbing.
It would be unwise to use negative campaign ads to sell your product or service, for ultimately, it will cause severe, irreversible damage to the reputation of your brand. I recommend that you use marketing campaigns to focus on the positives of what you offer - your strong value propositions.
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