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Change, or Reinforce?


Do you know about the distinction - and it's a useful one - between communication that tries to reinforce and communication that tries to get change?

If you follow politics you'll already be familiar with this idea: Incumbents send messages that reinforce existing voter behavior, while challengers call for changes.

Any thoughtful marketing communication (and political communication is marketing communication) will be strongly influenced by this distinction, which affects not only the content, but also the presentation, and perhaps even the medium.

For example, suppose you own a bookstore and every couple of months you send a newsletter to all residences within a two mile radius.

Now, if you have good market share and you're profitable, you won't want to rock the boat. You'll want to reinforce existing behaviors (which include buying at your store).

On the other hand, if you just opened a new bookstore and need to take market share from other bookstores, then you want change existing book buying behavior.

Another example: Suppose your employee safety program has worked well for the past year and you want to maintain the practices that led to this longest-ever period without an accident. Your communication would reinforce. On the other hand, if the safety record was unacceptable, you would try to get change through your communication.

In a change situation, we want to upset the status quo, to challenge existing beliefs and ways of doing things. That means the words and style could be somewhat inflammatory.

We can do this by making bold claims or allegations: Just listen to, or look at, advertising claims like these: "If you shop at Joe's Bookstore, you may be paying too much!" or, "Drive a bit further and save a lot more at Jane's Bookstore!"

Change also might be hurried by painting negative scenarios , as in "Unless we get more efficient, senior management will outsource the whole department."

Tactically, change usually demands more communication, as in more often and more words or pages. As you can imagine, it takes more communication to drive change than to stay on the same course.

There are also tactics we can use to reinforce existing beliefs or actions.

To maintain the status quo we can stress a service record, as in, "Serving you with quality and service for 25 years." or "Your performance has been very good over the past year, Betty. Keep up the good work."

Reinforcement does not automatically rule out change; however, it emphasizes incremental and gradual change rather than major and abrupt change.

You can also appeal to shared values or experiences to reinforce. Nothing commits us to staying the course like emotional cues that link good times to the status quo. For example, consider the power of an advertising slogan that begins, "Remember when...." It connects a powerful, positive emotion with a product or service. By extension, the product or service offers an opportunity to relive that good time.

In summary, make a distinction in your communication between reinforcing and changing. Decide which way you want to go, and then choose the appropriate strategies, tactics, and tools.

Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. December / 14 / 2019

In advertising, the ‘gamer’ demographic is useless - VentureBeat
In advertising, the ‘gamer’ demographic is useless  VentureBeat

German doctor fined again over abortion advertising ban - Hartford Courant
German doctor fined again over abortion advertising ban  Hartford Courant

Richards Group founder Stan Richards names advertising agency's Glenn Dady his successor - The Dallas Morning News
Richards Group founder Stan Richards names advertising agency's Glenn Dady his successor  The Dallas Morning News

Let's get back to the human at the center of TV advertising - AdAge.com
Let's get back to the human at the center of TV advertising  AdAge.com

CTA to nearly triple digital advertising network under new agreement - MassTransitMag.com
CTA to nearly triple digital advertising network under new agreement  MassTransitMag.com

Facebook Getting Too Expensive For Advertisers? Costs Jumped 90% Year-Over-Year - Forbes
Facebook Getting Too Expensive For Advertisers? Costs Jumped 90% Year-Over-Year  Forbes

Are Deepfakes The Future Of Advertising? - Grit Daily
Are Deepfakes The Future Of Advertising?  Grit Daily

2020 Vision: Getting Back to the Fundamentals of Connected TV Advertising - Broadcasting & Cable
2020 Vision: Getting Back to the Fundamentals of Connected TV Advertising  Broadcasting & Cable

Dailymotion Taps Adam Irlando to Advance its Vision for Programmatic Advertising Offerings - MarTech Series
Dailymotion Taps Adam Irlando to Advance its Vision for Programmatic Advertising Offerings  MarTech Series

University of Phoenix Settles Deceptive Advertising Claims for $191 Million - The Wall Street Journal
University of Phoenix Settles Deceptive Advertising Claims for $191 Million  The Wall Street Journal

US Advertising: 'Past the Tipping Point' - Radio & Television Business Report
US Advertising: 'Past the Tipping Point'  Radio & Television Business Report

Econometer: Will a bad advertisement really hurt companies like Peloton? - The San Diego Union-Tribune
Econometer: Will a bad advertisement really hurt companies like Peloton?  The San Diego Union-Tribune

Mobiquity Technologies and Source Digita Video Advertising Partnership - AiThority
Mobiquity Technologies and Source Digita Video Advertising Partnership  AiThority

Think Advertising Is A Requirement? These Companies Might Make You Think Again - Forbes
Think Advertising Is A Requirement? These Companies Might Make You Think Again  Forbes

Panera Pans Suit Over ‘100% Clean’ Bagel Advertising - Law360
Panera Pans Suit Over ‘100% Clean’ Bagel Advertising  Law360

Vodafone Matures To Rely Less On Online Advertising 12/13/2019 - MediaPost Communications
Vodafone Matures To Rely Less On Online Advertising 12/13/2019  MediaPost Communications

Proposed rule changes could loosen up advertising, marketing for Ohio marijuana companies - Crain's Cleveland Business
Proposed rule changes could loosen up advertising, marketing for Ohio marijuana companies  Crain's Cleveland Business

Core Local TV Advertising Could Sink Over 3% In 2020 12/16/2019 - MediaPost Communications
Core Local TV Advertising Could Sink Over 3% In 2020 12/16/2019  MediaPost Communications

2020 Candidates Shell Out Big Bucks for Advertising - Cheddar
2020 Candidates Shell Out Big Bucks for Advertising  Cheddar

CMA to release digital advertising market study report - Global Competition Review
CMA to release digital advertising market study report  Global Competition Review

TikTok's surging popularity has lured advertisers, but some aren't following the rules - CNBC
TikTok's surging popularity has lured advertisers, but some aren't following the rules  CNBC

D & V LEGAL ADVERTISING LLC-legals - Ad from 2019-12-13 - Glens Falls Post-Star
D & V LEGAL ADVERTISING LLC-legals - Ad from 2019-12-13  Glens Falls Post-Star

Tom Reilly: Hop back on that bike, advertising industry - The Sun Chronicle
Tom Reilly: Hop back on that bike, advertising industry  The Sun Chronicle

How a Former Advertising Exec Found Purpose in Leather-Making - Popular Mechanics
How a Former Advertising Exec Found Purpose in Leather-Making  Popular Mechanics

Quick Tip: Writing Treatments that Win Advertising Jobs - PDN Pulse
Quick Tip: Writing Treatments that Win Advertising Jobs  PDN Pulse

What's next for podcast advertising - AdAge.com
What's next for podcast advertising  AdAge.com

It's not just Peloton — here are some of the biggest advertising whiffs from major brands - CNBC
It's not just Peloton — here are some of the biggest advertising whiffs from major brands  CNBC

The advertising industry is re-evaluating its core purpose, expert says - CNBC
The advertising industry is re-evaluating its core purpose, expert says  CNBC

The advertising barrage begins less than two months before the Iowa caucuses - CNN
The advertising barrage begins less than two months before the Iowa caucuses  CNN

YouTube Introduces Shopping Ads To Increase Visual Advertising - Forbes
YouTube Introduces Shopping Ads To Increase Visual Advertising  Forbes

Tokyo 2020 Olympics already at over $1B in TV advertising revenue - Fox Business
Tokyo 2020 Olympics already at over $1B in TV advertising revenue  Fox Business

Maurice Saatchi quits advertising firm he co-founded - BBC News
Maurice Saatchi quits advertising firm he co-founded  BBC News

Bloomberg pours $100 million into 2020 advertising blitz - Fox Business
Bloomberg pours $100 million into 2020 advertising blitz  Fox Business

Illinois A.G. Files Lawsuit Against JUUL Over Advertising - NBC Chicago
Illinois A.G. Files Lawsuit Against JUUL Over Advertising  NBC Chicago

11 Often-Overlooked Ways To Leverage Machine Learning For Advertising - Forbes
11 Often-Overlooked Ways To Leverage Machine Learning For Advertising  Forbes

Legal Marketing and Advertising Ethics for Attorneys - The National Law Review
Legal Marketing and Advertising Ethics for Attorneys  The National Law Review

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

Healthy Community, ADVERTISING: Advertorial — HOLLY CARLING: Sacrificing our health - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — HOLLY CARLING: Sacrificing our health  Coeur d'Alene Press

The Chicago Transit Authority (CTA) Awards Intersection a New Contract to Sell Static & Digital Advertising and Expand Customer Communications - Digital Signage Connection
The Chicago Transit Authority (CTA) Awards Intersection a New Contract to Sell Static & Digital Advertising and Expand Customer Communications  Digital Signage Connection

Kim Kardashian West suing Alabama doctor over ‘vampire facial’ advertising - AL.com
Kim Kardashian West suing Alabama doctor over ‘vampire facial’ advertising  AL.com

Univ. of Phoenix Must Pay $191M for Deceptive Advertising—Mostly to Students - Nonprofit Quarterly
Univ. of Phoenix Must Pay $191M for Deceptive Advertising—Mostly to Students  Nonprofit Quarterly

Chanel Spent Most on Print Media in China in October And More - Jing Daily
Chanel Spent Most on Print Media in China in October And More  Jing Daily

PlaceIQ and FourthWall Media® Partner to Connect TV Advertising with In-Store Visits - Multichannel News
PlaceIQ and FourthWall Media® Partner to Connect TV Advertising with In-Store Visits  Multichannel News

Woof in Advertising: Are dogs the solution to distracted driving, or just another cause of it? - ohmidog!
Woof in Advertising: Are dogs the solution to distracted driving, or just another cause of it?  ohmidog!

Bias Disguised As Neutrality Gives Rise To False Advertising Claims - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
Bias Disguised As Neutrality Gives Rise To False Advertising Claims - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

VIZIO Launches Direct Advertising Business - MarTech Series
VIZIO Launches Direct Advertising Business  MarTech Series

Will the 2020s be online advertising's holistic decade? - TechCrunch
Will the 2020s be online advertising's holistic decade?  TechCrunch

Google restricted ad targeting for political ads - Vox.com
Google restricted ad targeting for political ads  Vox.com

Here's what you need to know in advertising and media this week - Business Insider
Here's what you need to know in advertising and media this week  Business Insider

Rail News - CTA to triple digital advertising network. For Railroad Career Professionals - Progressive Rail Roading
Rail News - CTA to triple digital advertising network. For Railroad Career Professionals  Progressive Rail Roading

Advertising and communications company Lindsay, Stone & Briggs to close - Madison.com
Advertising and communications company Lindsay, Stone & Briggs to close  Madison.com

What to Watch For: 2020 Trends, Predicted by Video Advertising's Leading Experts - AdExchanger
What to Watch For: 2020 Trends, Predicted by Video Advertising's Leading Experts  AdExchanger

Cooper Smith Advertising | Ads - Southgate News Herald
Cooper Smith Advertising | Ads  Southgate News Herald

Political advertising has embraced the memefication of everything, including Love Actually - New Statesman
Political advertising has embraced the memefication of everything, including Love Actually  New Statesman

NBCU Claims $1B in Olympic Advertising Sales - Broadcasting & Cable
NBCU Claims $1B in Olympic Advertising Sales  Broadcasting & Cable

A 'massive false advertising scheme' is alleged in lawsuit against Old Navy - Legal News Line
A 'massive false advertising scheme' is alleged in lawsuit against Old Navy  Legal News Line

SVG Summit 2019: Blockchain & Sports Advertising Roundtable Added to Day 2 Agenda - Sports Video Group
SVG Summit 2019: Blockchain & Sports Advertising Roundtable Added to Day 2 Agenda  Sports Video Group

Q&A: Cadent Is The OG Addressable Pioneer - TVRev
Q&A: Cadent Is The OG Addressable Pioneer  TVRev

How successful retail advertisers stand out - Retail Customer Experience
How successful retail advertisers stand out  Retail Customer Experience

Four Companies Enter a Primary Partnership for “LIVE BOARD MARKETPLACE” - Business Wire
Four Companies Enter a Primary Partnership for “LIVE BOARD MARKETPLACE”  Business Wire

OpenX Granted Patent For Scoring Impressions, Users In Programmatic Advertising 12/11/2019 - MediaPost Communications
OpenX Granted Patent For Scoring Impressions, Users In Programmatic Advertising 12/11/2019  MediaPost Communications

The 30 Under 30 Reshaping Marketing And Advertising 2020 - Forbes
The 30 Under 30 Reshaping Marketing And Advertising 2020  Forbes

Where Brands Go Wrong In Social Media Advertising - Forbes
Where Brands Go Wrong In Social Media Advertising  Forbes

5 trends that threaten the Facebook-Google duopoly in digital advertising - AdAge.com
5 trends that threaten the Facebook-Google duopoly in digital advertising  AdAge.com

Tara Sinha: Remembering the doyenne of Indian advertising - BusinessLine
Tara Sinha: Remembering the doyenne of Indian advertising  BusinessLine

Google changed its targeting policies to shine a light on political ads, but campaigns are now eyeing more opaque platforms - CNBC
Google changed its targeting policies to shine a light on political ads, but campaigns are now eyeing more opaque platforms  CNBC

Classifieds - Chicago Reader
Classifieds  Chicago Reader

Email Advertising: The Key to Unlocking Hotel Guest Engagement | - Hotel Technology News
Email Advertising: The Key to Unlocking Hotel Guest Engagement |  Hotel Technology News

Donald J. DeBona Sr., who sold advertising for a medical publisher, dies - Baltimore Sun
Donald J. DeBona Sr., who sold advertising for a medical publisher, dies  Baltimore Sun

Holovision – the future of advertising has arrived - The FINANCIAL
Holovision – the future of advertising has arrived  The FINANCIAL

Advertising Agencies Market to Grow Massively by 2019-2026 with Profiling Players AccountAbility, AdPlugg, AD-IN-ONE, Wrike, FunctionFox - Market Expert
Advertising Agencies Market to Grow Massively by 2019-2026 with Profiling Players AccountAbility, AdPlugg, AD-IN-ONE, Wrike, FunctionFox  Market Expert

The Pitch: Advertising and marketing news for 12.11.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 12.11.19  RichmondBizSense

Keep your LinkedIn advertising strategy focused in 2020 - Marketing Land
Keep your LinkedIn advertising strategy focused in 2020  Marketing Land

Amazon Management Talks AWS and Advertising - The Motley Fool
Amazon Management Talks AWS and Advertising  The Motley Fool

Are Ad Placements Hitting the Mark? - WWD
Are Ad Placements Hitting the Mark?  WWD

[Webinar] Advertising Litigation Monthly Highlights Webinar - January 28th, 12:30 pm ET - JD Supra
[Webinar] Advertising Litigation Monthly Highlights Webinar - January 28th, 12:30 pm ET  JD Supra

Oracle Launches CX Unity to Unify Advertising and Marketing Worlds - MarTech Series
Oracle Launches CX Unity to Unify Advertising and Marketing Worlds  MarTech Series

How to be the Best at Drive-to-Store Advertising - ExchangeWire
How to be the Best at Drive-to-Store Advertising  ExchangeWire

Objective Based Advertising Market Research Report 2019 with Leading Players, Revenue Growth, Industry Share and Forecasts to 2026 - Market Report Gazette
Objective Based Advertising Market Research Report 2019 with Leading Players, Revenue Growth, Industry Share and Forecasts to 2026  Market Report Gazette

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3 Top Stocks to Buy in Digital Advertising  Motley Fool

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Advertising Analysis Market: 2019 Global Opportunities, Share, Key Players, Size, Competitive Analysis and Regional Forecast To 2024  The Florida Morning post

2020 & beyond: What's next for video advertising? - The Drum
2020 & beyond: What's next for video advertising?  The Drum

Facebook is experimenting with augmented reality advertising - Business Insider
Facebook is experimenting with augmented reality advertising  Business Insider

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Stephen Woodford: What a Conservative election win means for British advertising - The Drum
Stephen Woodford: What a Conservative election win means for British advertising  The Drum

2020 and beyond: What's next for mobile advertising? - MobileMarketing Magazine
2020 and beyond: What's next for mobile advertising?  MobileMarketing Magazine

Why Amazon Advertisers Pay Top Dollar for Clicks - eMarketer
Why Amazon Advertisers Pay Top Dollar for Clicks  eMarketer

Brands brave Brexit in bold advertising play - Financial Times
Brands brave Brexit in bold advertising play  Financial Times

CBS joins OpenAP advanced TV advertising company - FierceVideo
CBS joins OpenAP advanced TV advertising company  FierceVideo

FTC Reaches Historic Settlement with University of Phoenix over False Advertising - Democracy Now!
FTC Reaches Historic Settlement with University of Phoenix over False Advertising  Democracy Now!

When Must a Travel Advisor Disclose Supplier Identity in Advertising? - Travel Market Report
When Must a Travel Advisor Disclose Supplier Identity in Advertising?  Travel Market Report

Meghan Markle's designer pal ordered to stop advertising with royal's photos: report - Fox News
Meghan Markle's designer pal ordered to stop advertising with royal's photos: report  Fox News

Online Advertising Market Is Booming Worldwide | Amazon, Aol, Baidu, Facebook, Google, IAC, Linkedin - Techi Labs
Online Advertising Market Is Booming Worldwide | Amazon, Aol, Baidu, Facebook, Google, IAC, Linkedin  Techi Labs

Snapchat enjoys a bump in political advertising - Financial Times
Snapchat enjoys a bump in political advertising  Financial Times

How to Reach Millions of Europeans With Creative Advertising - Entrepreneur
How to Reach Millions of Europeans With Creative Advertising  Entrepreneur

How to police political advertising - The Economist
How to police political advertising  The Economist

Facebook launches new safety tools for advertisers as criticism continues over false political ads - CNBC
Facebook launches new safety tools for advertisers as criticism continues over false political ads  CNBC

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

Advertisers Information | American Veterinary Medical Association - American Veterinary Medical Association
Advertisers Information | American Veterinary Medical Association  American Veterinary Medical Association

Advertising + alcohol: An examination of modern agency culture - Campaign US
Advertising + alcohol: An examination of modern agency culture  Campaign US

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