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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. May / 12 / 2021

Here’s what Freakonomics gets wrong about advertising - The Next Web
Here’s what Freakonomics gets wrong about advertising  The Next Web

Amazon files lawsuit to dismantle illegal advertising scheme targeting customers - Fox Business
Amazon files lawsuit to dismantle illegal advertising scheme targeting customers  Fox Business

Asia-Pacific Roundup: TGA consults on advertising code revamp - Regulatory Focus
Asia-Pacific Roundup: TGA consults on advertising code revamp  Regulatory Focus

Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton - The Wall Street Journal
Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton  The Wall Street Journal

The bull case for advertising is back on | Advertising - Campaign Asia
The bull case for advertising is back on | Advertising  Campaign Asia

The Pitch: Advertising and marketing news for 5.11.21 - RichmondBizSense
The Pitch: Advertising and marketing news for 5.11.21  RichmondBizSense

Apple's privacy change is already crushing advertisers - Business Insider
Apple's privacy change is already crushing advertisers  Business Insider

Avoiding UDAAP Pitfalls: Recognizing and Addressing Risk in Marketing and Advertising - ABA Banking Journal
Avoiding UDAAP Pitfalls: Recognizing and Addressing Risk in Marketing and Advertising  ABA Banking Journal

Apple hires former Facebook advertising exec to bolster its own ads platform - 9to5Mac
Apple hires former Facebook advertising exec to bolster its own ads platform  9to5Mac

How to Advertise in Newsletters: A Beginner's Guide (with Examples) - Search Engine Journal
How to Advertise in Newsletters: A Beginner's Guide (with Examples)  Search Engine Journal

Texas Sen. Ted Cruz Spends Over $240,000 On Facebook Advertising In Last Two Months - CBS Dallas / Fort Worth
Texas Sen. Ted Cruz Spends Over $240,000 On Facebook Advertising In Last Two Months  CBS Dallas / Fort Worth

TVOT LIVE Panel: Advertising On CTV: Challenges and Opportunities | InteractiveTV Today - InteractiveTV Today [itvt]
TVOT LIVE Panel: Advertising On CTV: Challenges and Opportunities | InteractiveTV Today  InteractiveTV Today [itvt]

Best Stocks To Buy In May? 4 Advertising Stocks To Watch - Entrepreneur
Best Stocks To Buy In May? 4 Advertising Stocks To Watch  Entrepreneur

BrandTotal on the Importance of a Strategic Approach to Social Advertising - OCNJ Daily
BrandTotal on the Importance of a Strategic Approach to Social Advertising  OCNJ Daily

City of Framingham Advertising For Chief Assessor - framinghamsource.com
City of Framingham Advertising For Chief Assessor  framinghamsource.com

Invibes Advertising : 2021/2022 financial agenda. - GlobeNewswire
Invibes Advertising : 2021/2022 financial agenda.  GlobeNewswire

The Top 5 Questions Marketers Ask About CTV Advertising - AdExchanger
The Top 5 Questions Marketers Ask About CTV Advertising  AdExchanger

Truthify Receives Patent for Emotion-Optimized Advertising - Destination CRM
Truthify Receives Patent for Emotion-Optimized Advertising  Destination CRM

The evolution of advertising truth - The Gazette
The evolution of advertising truth  The Gazette

A century of all-American toy advertising in pictures - Wallpaper*
A century of all-American toy advertising in pictures  Wallpaper*

Camp seeking new location after advertising entry only to unvaccinated children, staffers - News 12 Bronx
Camp seeking new location after advertising entry only to unvaccinated children, staffers  News 12 Bronx

Big advertisers are threatening to yank TV dollars - Business Insider
Big advertisers are threatening to yank TV dollars  Business Insider

BBDO New York Is Offering a School Curriculum to Promote Diversity in Advertising - Adweek
BBDO New York Is Offering a School Curriculum to Promote Diversity in Advertising  Adweek

Pinterest Launches New Overview of Its Advertising Process to Help - MarTech Series
Pinterest Launches New Overview of Its Advertising Process to Help  MarTech Series

The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

SiriusXM, Pandora, and Stitcher Advertising Organizations Unite as SXM Media - PRNewswire
SiriusXM, Pandora, and Stitcher Advertising Organizations Unite as SXM Media  PRNewswire

5 Working Mothers on Their Lives in Advertising During Covid - Muse by Clio
5 Working Mothers on Their Lives in Advertising During Covid  Muse by Clio

Judge Recommends Lanham Act Litigant “Shake it Off” - JD Supra
Judge Recommends Lanham Act Litigant “Shake it Off”  JD Supra

Connected TV Advertising 2021: Prospects And Promises - Forbes
Connected TV Advertising 2021: Prospects And Promises  Forbes

For work or play, Biggie Billboards reinvents the mobile advertising industry with removable, replaceable banners - KPVI News 6
For work or play, Biggie Billboards reinvents the mobile advertising industry with removable, replaceable banners  KPVI News 6

Must-watch TV to fuel £1bn summer advertising bonanza - The Guardian
Must-watch TV to fuel £1bn summer advertising bonanza  The Guardian

Vaccine advertising moonshot: Behind the scenes of the campaign to convince Americans to get the COVID shot - Genetic Literacy Project
Vaccine advertising moonshot: Behind the scenes of the campaign to convince Americans to get the COVID shot  Genetic Literacy Project

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

LevLane Advertising Appoints Nicole Landau as Chief Financial Officer - Yahoo Finance
LevLane Advertising Appoints Nicole Landau as Chief Financial Officer  Yahoo Finance

More Mental Health Advertising, Less Mental Health Stigma? | OPEN MINDS - OPEN MINDS
More Mental Health Advertising, Less Mental Health Stigma? | OPEN MINDS  OPEN MINDS

Idaho Advances Bill to Ban Cannabis Advertising - Ganjapreneur
Idaho Advances Bill to Ban Cannabis Advertising  Ganjapreneur

DOJ Hiring Practices Investigation: Taboola Online Advertising - The National Law Review
DOJ Hiring Practices Investigation: Taboola Online Advertising  The National Law Review

Lemonada Media Launches Sales and Partnership Team to Lead Advertising and Sponsorship Efforts - PRNewswire
Lemonada Media Launches Sales and Partnership Team to Lead Advertising and Sponsorship Efforts  PRNewswire

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

Former executive of Facebook has been hired by Apple to build up its own advertising system - Digital Information World
Former executive of Facebook has been hired by Apple to build up its own advertising system  Digital Information World

Affise Launches New Attribution Chain Technology to Measure Advertising Results - Business Wire
Affise Launches New Attribution Chain Technology to Measure Advertising Results  Business Wire

Global Healthcare Advertising Market Booming Demand Leading To Exponential CAGR Growth By 2028 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Healthcare Advertising Market Booming Demand Leading To Exponential CAGR Growth By 2028 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Model B has a new president heading its AI-based digital advertising efforts - Technical.ly DC
Model B has a new president heading its AI-based digital advertising efforts  Technical.ly DC

Reviv3 Procare Announces Strong Initial Campaign Results from Mass Market National Advertising Effort - Yahoo Finance
Reviv3 Procare Announces Strong Initial Campaign Results from Mass Market National Advertising Effort  Yahoo Finance

Fox News leans on 'uplifting content' to woo skeptical news advertisers - AdAge.com
Fox News leans on 'uplifting content' to woo skeptical news advertisers  AdAge.com

Ford Patents Tech to Annoy Drivers With In-Car Advertisements - Futurism
Ford Patents Tech to Annoy Drivers With In-Car Advertisements  Futurism

London tourism gets £6m boost with new advertising campaign - The Guardian
London tourism gets £6m boost with new advertising campaign  The Guardian

News, advertising earn 26 statewide awards for staff - Woodstock Independent
News, advertising earn 26 statewide awards for staff  Woodstock Independent

Business News: Jodie Miller joins C & D Advertising - Utica Observer Dispatch
Business News: Jodie Miller joins C & D Advertising  Utica Observer Dispatch

Native Advertising Explained—With Examples! - Business 2 Community
Native Advertising Explained—With Examples!  Business 2 Community

Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising - AdExchanger
Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

The Guideline on Commercial Advertisement and Unfair Commercial Practices Conducted by Social Media Influencers Has Been Published in Turkey - Lexology
The Guideline on Commercial Advertisement and Unfair Commercial Practices Conducted by Social Media Influencers Has Been Published in Turkey  Lexology

Inflight Advertising Market Growing Trends and Demand 2025 – The Shotcaller - The Shotcaller
Inflight Advertising Market Growing Trends and Demand 2025 – The Shotcaller  The Shotcaller

Opinion : Why Connecticut’s proposed digital advertising tax is defective - Hartford Courant
Opinion : Why Connecticut’s proposed digital advertising tax is defective  Hartford Courant

Global 3D Display Market Report 2021-2027 - Growing Adoption of 3D Displays for Advertising to Support Market Growth - ResearchAndMarkets.com - Business Wire
Global 3D Display Market Report 2021-2027 - Growing Adoption of 3D Displays for Advertising to Support Market Growth - ResearchAndMarkets.com  Business Wire

ViacomCBS beats quarterly revenue estimates on streaming, advertising boost - Reuters
ViacomCBS beats quarterly revenue estimates on streaming, advertising boost  Reuters

Advertising Agency Billing Software Market Global Production, Growth, Share, De - News By ReportsGO
Advertising Agency Billing Software Market Global Production, Growth, Share, De  News By ReportsGO

Healey sues Publicis Health for allegedly ‘deceptive’ advertising tactics that fueled state’s opioid crisis - The Boston Globe
Healey sues Publicis Health for allegedly ‘deceptive’ advertising tactics that fueled state’s opioid crisis  The Boston Globe

Three Major Digital Advertising Organizations Unite as SXM Media - Martechcube
Three Major Digital Advertising Organizations Unite as SXM Media  Martechcube

Measurement Standards Finally Come To Digital Out-Of-Home Advertising - AdExchanger
Measurement Standards Finally Come To Digital Out-Of-Home Advertising  AdExchanger

SVG SportsTech On Demand: Supponor's Steve Plunkett on Adding Analytics Value to Live Virtual Advertising - Sports Video Group
SVG SportsTech On Demand: Supponor's Steve Plunkett on Adding Analytics Value to Live Virtual Advertising  Sports Video Group

Taboola Teams Up with Oracle Moat to Introduce Video Measurement Offering, Giving Advertisers Complete Transparency into Campaign Performance - Yahoo Finance
Taboola Teams Up with Oracle Moat to Introduce Video Measurement Offering, Giving Advertisers Complete Transparency into Campaign Performance  Yahoo Finance

People Are Wrapping Their Cars in Ads to Make Extra Cash. How Much Can You Really Earn? - Money
People Are Wrapping Their Cars in Ads to Make Extra Cash. How Much Can You Really Earn?  Money

Video Advertising Solution LiveU Launches LiveU 360° - Martechcube
Video Advertising Solution LiveU Launches LiveU 360°  Martechcube

Blockchain in Media, Advertising, and Entertainment Market Size (2021-2028) | Top Manufacturers – IBM, Microsoft, AWS, Digital Currency Group, Bitfury Group, Factom – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Blockchain in Media, Advertising, and Entertainment Market Size (2021-2028) | Top Manufacturers – IBM, Microsoft, AWS, Digital Currency Group, Bitfury Group, Factom – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Sleep Number Trademark, False Advertising Rulings Overturned (1) - Bloomberg Law
Sleep Number Trademark, False Advertising Rulings Overturned (1)  Bloomberg Law

Apple users reject app tracking for advertising en masse - The Drum
Apple users reject app tracking for advertising en masse  The Drum

Amazon Advertising Is Unstoppable - hackernoon.com
Amazon Advertising Is Unstoppable  hackernoon.com

10 Best Advertising Stocks to Buy Now - Yahoo Finance
10 Best Advertising Stocks to Buy Now  Yahoo Finance

Legislation would prohibit marijuana advertising in Idaho - Associated Press
Legislation would prohibit marijuana advertising in Idaho  Associated Press

Potential bets start advertising on Facebook as 2022 campaign shifts to social media - Philippine Center for Investigative Journalism
Potential bets start advertising on Facebook as 2022 campaign shifts to social media  Philippine Center for Investigative Journalism

Demand Side Platform for Programmatic Advertising Market Research 2021-Competitive Insights: Criteo, Facebook Ads Manager,, Trade Desk, Dataxu, SocioMatic – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Demand Side Platform for Programmatic Advertising Market Research 2021-Competitive Insights: Criteo, Facebook Ads Manager,, Trade Desk, Dataxu, SocioMatic – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Federal Budget - What it means for the advertising industry - AdNews
Federal Budget - What it means for the advertising industry  AdNews

Quad Ranked Top Digital Advertising Agency - Martechcube
Quad Ranked Top Digital Advertising Agency  Martechcube

CannaCraft settles false advertising case for $250,000 - Santa Rosa Press Democrat
CannaCraft settles false advertising case for $250,000  Santa Rosa Press Democrat

AB InBev On Why Advertisers Are Starting To Act More Like Publishers - AdExchanger
AB InBev On Why Advertisers Are Starting To Act More Like Publishers  AdExchanger

The Guideline On Commercial Advertisement And Unfair Commercial Practices Conducted By Social Media Influencers Has Been Published - Media, Telecoms, IT, Entertainment - Turkey - Mondaq News Alerts
The Guideline On Commercial Advertisement And Unfair Commercial Practices Conducted By Social Media Influencers Has Been Published - Media, Telecoms, IT, Entertainment - Turkey  Mondaq News Alerts

Miami Based Black Advertisement Agency Receives Multiple 27th Annual Communicator Awards From the Academy of Interactive and Visual Arts (AIVA) - PRNewswire
Miami Based Black Advertisement Agency Receives Multiple 27th Annual Communicator Awards From the Academy of Interactive and Visual Arts (AIVA)  PRNewswire

Sharing about Mental Health Awareness Week? Beware targeted advertising preying on your weaknesses - City A.M.
Sharing about Mental Health Awareness Week? Beware targeted advertising preying on your weaknesses  City A.M.

How to Get Started on Microsoft Ads Audience Network - Search Engine Journal
How to Get Started on Microsoft Ads Audience Network  Search Engine Journal

The 80/20 View: When it comes to advertising talent, right now it’s a seller’s market - Mumbrella
The 80/20 View: When it comes to advertising talent, right now it’s a seller’s market  Mumbrella

Innity becomes official advertising sales partner for Spotify in Hong Kong - Marketing Interactive
Innity becomes official advertising sales partner for Spotify in Hong Kong  Marketing Interactive

Advertisement for Bids | Legal Announcements | dothaneagle.com - Dothan Eagle
Advertisement for Bids | Legal Announcements | dothaneagle.com  Dothan Eagle

Bank of America upgrades Zynga as video game company pushes into advertising - CNBC
Bank of America upgrades Zynga as video game company pushes into advertising  CNBC

Meal premiums in child-directed fast-food TV advertisements work against obesity prevention efforts - News-Medical.Net
Meal premiums in child-directed fast-food TV advertisements work against obesity prevention efforts  News-Medical.Net

Yelp : Releases New Yelp for Business Features, Enabling More Effective Advertising and Adding Control and Value for Business Owners - Marketscreener.com
Yelp : Releases New Yelp for Business Features, Enabling More Effective Advertising and Adding Control and Value for Business Owners  Marketscreener.com

ITV sees advertising rebound after 1Q drop - MarketWatch
ITV sees advertising rebound after 1Q drop  MarketWatch

As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity - Adweek
As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

Facebook and Alphabet Stock Have Benefited From a Rebound in Online Advertising - Barron's
Facebook and Alphabet Stock Have Benefited From a Rebound in Online Advertising  Barron's

Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory' - AdAge.com
Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded. - The New York Times
Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak - CNBC
Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

Signal tried to use Facebook's targeted advertising data against it - Engadget
Signal tried to use Facebook's targeted advertising data against it  Engadget

Researchers Uncover Advertising Scam Targeting Streaming-TV Apps - The Wall Street Journal
Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

In the Roaring Twenties, Ads Make a Comeback - The New York Times
In the Roaring Twenties, Ads Make a Comeback  The New York Times

As Decision on Trump Looms, Facebook Preps Its Advertisers - The Wall Street Journal
As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live - SpaceNews
Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

How Apple and Google are dialing back the advertising cookie - The Seattle Times
How Apple and Google are dialing back the advertising cookie  The Seattle Times

How Walmart is pitching advertisers - Business Insider
How Walmart is pitching advertisers  Business Insider

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

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