“Advertising Reasonance” (or the resonance of reason) is the latest episode from Effy – The living efficiency, and the third installment on communication and marketing. After abusing from the marketing mix in “P is for Pity” and from persuasion technique in “Effy Argumentation“, Effy now tackles advertisement.

Advertising aims at “attracting public attention to a product or business”. This basic definition from the free dictionary is slightly outdated in the age of digital marketing. Nowadays, advertising is about crafting a message. A message targeted at specific customer personas (video tutorial need be, or a guide from Smart Insights), with clear objectives to increase conversion rate. So that’s digging into public emotions to trigger desired behaviors.

From there, it both simplifies and complicates the task. On one side, it simplifies because the target audience is more likely to be perceptive to the message to start with. On the other, it complicates because expectations are high, while specific personas border possibilities.

The living efficiency must have found the right vibe, the one that resonate with reason. She defines her advertising strategy as “reasonance”!

Constructive comments welcome!

G.M.