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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 Wed. June / 19 / 2024

T-Mobile asked to stop advertising ‘price lock’ guarantee that doesn’t lock your prices - The Verge
T-Mobile asked to stop advertising ‘price lock’ guarantee that doesn’t lock your prices  The Verge

The 'Mad Men' Era Is Long Over. Why Is Advertising Still So White? - The New York Times
The 'Mad Men' Era Is Long Over. Why Is Advertising Still So White?  The New York Times

SiriusXM (SIRI) Embraces Unified ID 2.0 for Audio Advertising - Yahoo Finance
SiriusXM (SIRI) Embraces Unified ID 2.0 for Audio Advertising  Yahoo Finance

Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising - Mozilla & Firefox
Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising  Mozilla & Firefox

Biden campaign launches advertising attack on 'convicted criminal' Trump - The Washington Post
Biden campaign launches advertising attack on 'convicted criminal' Trump  The Washington Post

Advertising and media elite return to Cannes Lions, as mega-yachts pull up to French Riviera - Page Six
Advertising and media elite return to Cannes Lions, as mega-yachts pull up to French Riviera  Page Six

Netflix Has Dominated in Advertising Dollars Per Viewer. Could Its Lead Be Narrowing? - Investopedia
Netflix Has Dominated in Advertising Dollars Per Viewer. Could Its Lead Be Narrowing?  Investopedia

New 'Integrated Cannabis Vaporizer' Packaging, Labeling, Advertising, and Marketing Requirements Go Into Effect July 1 - Redheaded Blackbelt
New 'Integrated Cannabis Vaporizer' Packaging, Labeling, Advertising, and Marketing Requirements Go Into Effect July 1  Redheaded Blackbelt

TEC requires political influencers to disclose payment - The Texas Tribune
TEC requires political influencers to disclose payment  The Texas Tribune

Building brand loyalty with LGBTQ+ audiences through inclusive advertising and content - Nielsen
Building brand loyalty with LGBTQ+ audiences through inclusive advertising and content  Nielsen

Ticked off! @RX advertising on TV - Ticked off! @RX advertising on TV - Orlando Sentinel
Ticked off! @RX advertising on TV - Ticked off! @RX advertising on TV  Orlando Sentinel

FCC Admonishes Three TV Stations for Not Having Clauses in Sales Agreements Requiring Non- discrimination in the ... - Broadcast Law Blog
FCC Admonishes Three TV Stations for Not Having Clauses in Sales Agreements Requiring Non- discrimination in the ...  Broadcast Law Blog

Study explores whether advertising contributes to or leads to declines in happiness - Phys.org
Study explores whether advertising contributes to or leads to declines in happiness  Phys.org

Queen Latifah Speaks on Body Image in Advertising at Cannes Lions: 'You Cannot Judge Someone's Health by How ... - TheWrap
Queen Latifah Speaks on Body Image in Advertising at Cannes Lions: 'You Cannot Judge Someone's Health by How ...  TheWrap

Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter - Charter Communications
Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter  Charter Communications

Self-Declaration Mechanism for Misleading Advertisements: A House Built on Sand - The National Law Review
Self-Declaration Mechanism for Misleading Advertisements: A House Built on Sand  The National Law Review

Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More - Inc.
Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More  Inc.

500 Car: Leading the New Wave of Global Automotive Advertising and Promoting Charitable Causes - AccessWire
500 Car: Leading the New Wave of Global Automotive Advertising and Promoting Charitable Causes  AccessWire

Why some cities are banning fossil fuel advertisements - The Washington Post - The Washington Post
Why some cities are banning fossil fuel advertisements - The Washington Post  The Washington Post

Freelance Hiring by Advertising Agencies Increases by 40%, Reveals Worksome Data - MediaVillage
Freelance Hiring by Advertising Agencies Increases by 40%, Reveals Worksome Data  MediaVillage

Unifying Local Advertising: A Call to Arms for Restaurant Marketing Leaders - QSR magazine
Unifying Local Advertising: A Call to Arms for Restaurant Marketing Leaders  QSR magazine

Advantage Solutions to Sell Jun Group Digital-Advertising Platform for $185 Million - MarketWatch
Advantage Solutions to Sell Jun Group Digital-Advertising Platform for $185 Million  MarketWatch

Google loses bid to end US antitrust case over digital advertising - Reuters
Google loses bid to end US antitrust case over digital advertising  Reuters

Biden presidential campaign to spend $50 million in advertising blitz highlighting Trump’s conviction - PBS NewsHour
Biden presidential campaign to spend $50 million in advertising blitz highlighting Trump’s conviction  PBS NewsHour

Elon Musk flies to Cannes to win back advertisers - Financial Times
Elon Musk flies to Cannes to win back advertisers  Financial Times

Advertible Makes Its Case To SSPs For Running Native Channel Extensions - AdExchanger
Advertible Makes Its Case To SSPs For Running Native Channel Extensions  AdExchanger

Magnite's SpringServe Powering Video Advertising for YTV in Japan - StockTitan
Magnite's SpringServe Powering Video Advertising for YTV in Japan  StockTitan

Amazon's AI image generator for advertisers adds new feature - About Amazon
Amazon's AI image generator for advertisers adds new feature  About Amazon

'We're all just fumbling around': Advertising on Substack remains a Wild West for brands - Modern Retail
'We're all just fumbling around': Advertising on Substack remains a Wild West for brands  Modern Retail

Ohio regulator on track to change 'non-gambling' promotions - iGaming Business
Ohio regulator on track to change 'non-gambling' promotions  iGaming Business

Digital Advertisers Are Debating What Counts As 'Premium Content' - Business Insider
Digital Advertisers Are Debating What Counts As 'Premium Content'  Business Insider

Amazon hit with $122 mln US verdict in internet-advertising patent case - Reuters
Amazon hit with $122 mln US verdict in internet-advertising patent case  Reuters

Meta uses Cannes to unveil its 'Big Play' – AI-enhanced advertising and messaging - The Drum
Meta uses Cannes to unveil its 'Big Play' – AI-enhanced advertising and messaging  The Drum

Oracle is shutting down its advertising business despite millions in revenues - TechRadar
Oracle is shutting down its advertising business despite millions in revenues  TechRadar

PRINT Awards 2024 Student Spotlight: Winners in Branding Identities, Advertising, Editorial & More - PRINT Magazine
PRINT Awards 2024 Student Spotlight: Winners in Branding Identities, Advertising, Editorial & More  PRINT Magazine

Pennsylvania senator introduces bill to shield self-excluded gamblers from direct advertising - Yogonet International
Pennsylvania senator introduces bill to shield self-excluded gamblers from direct advertising  Yogonet International

'Modern Family' cast reunites in funny new advertisement - Good Morning America
'Modern Family' cast reunites in funny new advertisement  Good Morning America

Some Advertisers Are Bargain Hunting on X. It May Not Be Enough - The Information
Some Advertisers Are Bargain Hunting on X. It May Not Be Enough  The Information

Amir Kassaei is Coming Back to Burst the Advertising Bubble | LBBOnline - Little Black Book - LBBonline
Amir Kassaei is Coming Back to Burst the Advertising Bubble | LBBOnline  Little Black Book - LBBonline

Verve Acquires Jun Group, a Mobile First Digital Advertising Firm, Resulting in Combined, Pro Forma, €447m ... - Yahoo Finance
Verve Acquires Jun Group, a Mobile First Digital Advertising Firm, Resulting in Combined, Pro Forma, €447m ...  Yahoo Finance

Harnessing AI: Transforming Creative Development In Advertising - AdExchanger
Harnessing AI: Transforming Creative Development In Advertising  AdExchanger

Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach - Inc.
Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach  Inc.

Why Euro 2024 is 'a big step change' for the areas advertisers will rely on - Digiday
Why Euro 2024 is 'a big step change' for the areas advertisers will rely on  Digiday

Beyond rainbow filters: Real support for Pride Month | Advertising - Campaign Asia
Beyond rainbow filters: Real support for Pride Month | Advertising  Campaign Asia

GroupM and Internews Increase Advertising Investment on Asia Pacific News Websites - Branding in Asia Magazine
GroupM and Internews Increase Advertising Investment on Asia Pacific News Websites  Branding in Asia Magazine

Advantage Solutions to sell digital advertising platform Jun Group for $185 million - StockTitan
Advantage Solutions to sell digital advertising platform Jun Group for $185 million  StockTitan

How Disney is leveraging AI for advertising - Yahoo Finance
How Disney is leveraging AI for advertising  Yahoo Finance

What's up with Mozilla buying ad firm Anonym? It's all about 'privacy-centric advertising' - The Register
What's up with Mozilla buying ad firm Anonym? It's all about 'privacy-centric advertising'  The Register

Oracle Ads have had it: $2B operation shuts down after dwindling to $300M - The Register
Oracle Ads have had it: $2B operation shuts down after dwindling to $300M  The Register

How Telegram's Ads Network Will Impact Advertisers & Creators - Unchained
How Telegram's Ads Network Will Impact Advertisers & Creators  Unchained

UK advertising and research exports reach £18bn - Research Live
UK advertising and research exports reach £18bn  Research Live

Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools - Performance Marketing World
Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools  Performance Marketing World

X CEO Linda Yaccarino Touts Advertiser Return After Musk Takeover - The New York Times
X CEO Linda Yaccarino Touts Advertiser Return After Musk Takeover  The New York Times

Griezmann feels the full force of EURO 2024 pitch side advertising - Yahoo Sports
Griezmann feels the full force of EURO 2024 pitch side advertising  Yahoo Sports

Texas mandates payment disclosure for political influencers - Chron
Texas mandates payment disclosure for political influencers  Chron

Romanian legislative bans advertising for electronic cigarettes and vapes - Romania-Insider.com
Romanian legislative bans advertising for electronic cigarettes and vapes  Romania-Insider.com

Food Advertising, Labeling, and Litigation Conference - Food and Drug Law Institute
Food Advertising, Labeling, and Litigation Conference  Food and Drug Law Institute

Advertisers face far-reaching disruptions as distracted consumers' attention to content weakens across media platforms ... - PR Newswire
Advertisers face far-reaching disruptions as distracted consumers' attention to content weakens across media platforms ...  PR Newswire

Jana Steward can provide all display advertising needs - Erwin Record
Jana Steward can provide all display advertising needs  Erwin Record

Oracle Is Shutting Down Its Ad Business - Adweek
Oracle Is Shutting Down Its Ad Business  Adweek

How AI will impact the advertising world according to OpenAI - Fast Company
How AI will impact the advertising world according to OpenAI  Fast Company

Reviewing Lamar Advertising (NASDAQ:LAMR) and Bimini Capital Management (OTCMKTS:BMNM) - Defense World
Reviewing Lamar Advertising (NASDAQ:LAMR) and Bimini Capital Management (OTCMKTS:BMNM)  Defense World

These 3 trends will dominate advertising: Spotify's Lee Brown - Yahoo Finance
These 3 trends will dominate advertising: Spotify's Lee Brown  Yahoo Finance

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - WBBJ-TV
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  WBBJ-TV

Getting up close and personal: The new focus making digital dominate global ad spend - Euronews
Getting up close and personal: The new focus making digital dominate global ad spend  Euronews

One minute in Cannes with: Uber Advertising - Performance Marketing World
One minute in Cannes with: Uber Advertising  Performance Marketing World

Oscar Mayer Creates Beauty Advertising. Sort of - Muse by Clio
Oscar Mayer Creates Beauty Advertising. Sort of  Muse by Clio

'Poppi' Prebiotic Soda facing claims of misleading advertising and health concerns - ABC7 News
'Poppi' Prebiotic Soda facing claims of misleading advertising and health concerns  ABC7 News

Fairshake Spends $2M Advertising Against Anti-Crypto Rep. Jamaal Bowman - Cryptonews
Fairshake Spends $2M Advertising Against Anti-Crypto Rep. Jamaal Bowman  Cryptonews

Biden campaign launches advertising attack on 'convicted criminal' Trump - redlakenationnews.com
Biden campaign launches advertising attack on 'convicted criminal' Trump  redlakenationnews.com

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Innovid Releases “CTV x Commerce 2024” Report on the State of Interactive Creatives & Shoppable Advertising  Business Wire

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United Nations Chief Wants to Ban Oil & Gas Advertising Worldwide  Marcellus Drilling News

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Briefing: TikTok Announces AI Avatars for Advertising  The Information

Magna Raises U.S. and Global Ad Forecasts for 2024, But TV Still Expected to Decline - Hollywood Reporter
Magna Raises U.S. and Global Ad Forecasts for 2024, But TV Still Expected to Decline  Hollywood Reporter

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Jury Awards $122M in Advertising Patent Case Following Testimony of Quandary Peak Experts  StreetInsider.com

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2 million SF Bay Area residents targeted in tourism campaign  SFGATE

Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction - GV Wire
Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction  GV Wire

PayPal Announces New Leaders to Build New Advertising Platform and Accelerate Consumer Product Innovation - PayPal Newsroom
PayPal Announces New Leaders to Build New Advertising Platform and Accelerate Consumer Product Innovation  PayPal Newsroom

United Selects Magnite's SpringServe to Power Advertising Solution for Inflight Personal Device Entertainment - EIN News
United Selects Magnite's SpringServe to Power Advertising Solution for Inflight Personal Device Entertainment  EIN News

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The ANA Says Advertisers Are Spending Way Less On MFA – But Programmatic Ain’t Fully Transparent Yet  AdExchanger

T-Mobile ticked off for dodgy FWA advertising - Telecoms.com
T-Mobile ticked off for dodgy FWA advertising  Telecoms.com

Oracle Shuts Down Advertising Business After Spending Over $4 Billion - Business Insider
Oracle Shuts Down Advertising Business After Spending Over $4 Billion  Business Insider

Biden ad blitz targets Trump’s criminal conviction in pitch to swing voters - The Guardian US
Biden ad blitz targets Trump’s criminal conviction in pitch to swing voters  The Guardian US

Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction - KTVB.com
Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction  KTVB.com

Anzu and dentsu partner to advance intrinsic in-game advertising with - Pocket Gamer.Biz
Anzu and dentsu partner to advance intrinsic in-game advertising with  Pocket Gamer.Biz

More Advertisers On Board With Visual In-Car Messaging Synched To AM/FM Radio Ads. - Insideradio.com
More Advertisers On Board With Visual In-Car Messaging Synched To AM/FM Radio Ads.  Insideradio.com

Ban these companies from advertising, says UN chief, and other nature and climate stories you need to read this week - World Economic Forum
Ban these companies from advertising, says UN chief, and other nature and climate stories you need to read this week  World Economic Forum

United Airlines seat ads: How to opt out of targeted advertising - Fast Company
United Airlines seat ads: How to opt out of targeted advertising  Fast Company

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - Bowling Green Daily News
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Bowling Green Daily News

Advertising Club of Madras closes entries for MADDYS 2024 - Animation Xpress
Advertising Club of Madras closes entries for MADDYS 2024  Animation Xpress

ROKU Launches New Advertising Solution to Aid Platform Revenues - Yahoo Finance
ROKU Launches New Advertising Solution to Aid Platform Revenues  Yahoo Finance

Biden Campaign Launches $50m Advertising Onslaught Targeting Trump's Legal Troubles - Arise News
Biden Campaign Launches $50m Advertising Onslaught Targeting Trump's Legal Troubles  Arise News

Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction - WBAP News/Talk
Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction  WBAP News/Talk

Comcast’s FreeWheel Unveils New Live Events Tool Ahead of Paris Olympics - Hollywood Reporter
Comcast’s FreeWheel Unveils New Live Events Tool Ahead of Paris Olympics  Hollywood Reporter

Lamar Advertising (NASDAQ:LAMR) Shares Sold by American International Group Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Sold by American International Group Inc.  Defense World

IAB warns buyers and sellers against Made for Advertising sites - RadioInfo Australia - Radioinfo
IAB warns buyers and sellers against Made for Advertising sites - RadioInfo Australia  Radioinfo

How Retailers Became Ad Platforms - HBR.org Daily
How Retailers Became Ad Platforms  HBR.org Daily

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - Jackson Hole News&Guide
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Jackson Hole News&Guide

Jo Jackson, CEO of D&AD steps down from her position - ETBrandEquity
Jo Jackson, CEO of D&AD steps down from her position  ETBrandEquity

Magnite and Spectrum Reach Team Up To Enhance Access to Programmatic Advertising - StockTitan
Magnite and Spectrum Reach Team Up To Enhance Access to Programmatic Advertising  StockTitan

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