Consumer Behavior
Economist Assignment

There is a current vicious circle in advertising and brand promotion of trying to break through the clutter but having to add onto the amount of clutter thus making it much more difficult to breakthrough. It is the persuaders job to connect with the intended targeted audience so that their message is not lost in the noise. What differentiates one message from another is the ability to create something that connects to people on another level beyond the logical level and still make them want to buy the product or service. Utilizing “er” words to differentiate a company’s brand from all the rest has become a failing tactic as consumers begin to disbelieve companies that claim that they are brighter, faster, stronger. Rather than focusing on the competition and their tangible product features, brands are beginning to focus on the consumer and their intangible associations. In the current market, brands most move away from brand centric campaigns to experience centric campaigns to reach the core of the consumer and evoke devotion. There is a need for community, narratives and transcendence that may be fulfilled if brands begin to send messages of being enablers and liberators of the consumer rather than being better and faster than the competitor.
There is a growing concern that this experiential marketing may be too distracting from the product for consumers. Thus, some argue that rather than disrupt the consumers day to day experience, perhaps the best way to reach them is to weave the message of the brand seamlessly into the lives of consumers through methods such as product placement. Rather than pushing the message onto consumers, brands are figuring out ways to pull the consumer and search for more content through the use of webisodes which have a goal entertaining rather than informing.
And in order to weave messages