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Balancing Light and Dark: The Efficacy of Positive vs. Negative Advertising Approaches

In the world of marketing, the debate between positive and negative advertising persists. Marketers often strive for a cozy, appealing brand image, but history shows that negative campaigns can yield remarkable results. The case of Centrum during the Asian Crisis illustrates this shift; a tactical shift to darker messaging reversed a sales decline and increased revenue by over 60%. This discourse examines how inherently dramatic negative advertising can outperform its more positive counterparts, revealing important psychological insights and tactics in marketing strategy.

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Balancing Light and Dark: The Efficacy of Positive vs. Negative Advertising Approaches

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  1. Is Candy Dandy or Is Liquor Quicker? A short discourse into Positive and Negative approaches in advertising

  2. A recurring question. • Marketers want their brands to have a nice, cozy image, enjoy a bond with the consumer. • They are usually averse to negative propositions.

  3. Centrum marketing: Positive versus negative stances, with sales as judge.

  4. Campaign born in a Crisis. • The change of tenor for Centrum was born during the Asian Crisis. • What was a tactical campaign to reduce a decline in sales became a campaign of many years.

  5. Sales was astonishing. • We didn’t just reverse the decline, we upped sales by more than 50%. • Then we turned the tactical into a campaign.

  6. Then, client wanted a positive image.

  7. Campaign didn’t work. Pulled it out after a month or so.

  8. Then we ran a really dark campaign.

  9. Results? • 60% over the preceding year.

  10. Learnings:

  11. Thou Shalt Not. • The negative has stronger inherent drama. • The absence of a problem does not make for compelling ads. • Negative advertising works – very well.

  12. Settling a question of psychology. • If one is aiming for a specific end result, then negative feedback will result in moving toward that end point. • Hill, W. (1985). Learning: A survey of psychological interpretations. (4th. Ed.). New York: Harper and Row. • Skinner, B. (1953). Science and human behavior. New York: MacMillan. • Skinner, B. (1968). The technology of teaching. New York: Appleton-Crofts. “ ”

  13. Thank you.

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