Big Change and New Strategy in Advertising

In this book, the author shows us a picture： a funnel which indicates the general stages before buying behavior. As we can see , after seeing the information of one particular product, there are a lots mental activities happen before customers buy it. In this funnel , all the brand companies hope to control the middle process.

Here is the Video showing the differences between old ads and present ads. It shows old TV ads always describe their products and exaggerate  them, whereas most modern ads use a story line to attract audiences.

May be in the old days, it is easy to persuade audiences to be loyal to one product because there is no existence of dialogue in the social medias, so there is little risk for users to share experiments with audiences.That is to say, once the audiences see the information shouting in TV ads, there is little resource for them to refer.That's why their behaviors of making a purchase largely depend on the needs of the products and whether the ad is attracting.

But now as the developing of social technologies, everything is changing.The textbook did a survey online in 2010, which found that 73 percent customers said they trust recommendations from friends and acquaintances, and more than half trust online reviews from strangers. At the same time, trust in ads continued to plummet. People no longer trust ads and even no longer watch ads on TV. They learn information from each other and talk about products online so more audience could see it. That means once people are aware of your product, it is no longer useful if you use the old way by shouting in the advertisements to persuade your customers. There are too many ads surrounding us, and you must be familiar with the annoyed feeling because of the exaggerated words using in the ads.

Just like most modern ads showed in the first video, a good advertisement now means to be hot and discussible in the internet.  Blendtec's video is definitely a successful example attracting thousands audience and cost little. It is eye-attracting firstly so audience love to share it with their family, friends , and in this way they can do totally free ads showing the fantastic quality of their blender .

Here are a lots of same examples like that: many cosmetic companies are now taking advantages of comments , dialogues and relationships between people to build their brand's name. A well-known way is co-working  with famous youtubers.For my own experience, I love to see youtubers sharing their experience of new cosmetics and if it looks good, I will buy it, otherwise,I will never believe their gorgeous advertisements and persuade my friends be careful to waste money on it .