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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 Fri. September / 25 / 2020

A beginner's guide to diversity, inclusion and representation in advertising - The Drum
A beginner's guide to diversity, inclusion and representation in advertising  The Drum

Reddit Announces Inventory Type Options for Advertising - Search Engine Journal
Reddit Announces Inventory Type Options for Advertising  Search Engine Journal

AdvaMed launches campaign against 'misleading' legal advertising - Mass Device
AdvaMed launches campaign against 'misleading' legal advertising  Mass Device

Integrity and political advertising - - Champion
Integrity and political advertising -  Champion

Brands Will Dedicate $58.6B To eCommerce Advertising - pymnts.com
Brands Will Dedicate $58.6B To eCommerce Advertising  pymnts.com

Technology, Advertising Lead in Sublease Space - GlobeSt.com
Technology, Advertising Lead in Sublease Space  GlobeSt.com

Local ad and PR pros share how the Covid-19 pandemic is changing their strategies - Nashville Business Journal
Local ad and PR pros share how the Covid-19 pandemic is changing their strategies  Nashville Business Journal

SaTT Smart Advertising Token Raises USD 7.1M, Rare Feat in 2020 Lackluster ICO Landscape - GlobeNewswire
SaTT Smart Advertising Token Raises USD 7.1M, Rare Feat in 2020 Lackluster ICO Landscape  GlobeNewswire

Report: Governor's advertising campaign was used to collect Alaskans' info - Anchorage Daily News
Report: Governor's advertising campaign was used to collect Alaskans' info  Anchorage Daily News

Google Antitrust Suit Looms Over Issues of Search Dominance, Advertising - The Wall Street Journal
Google Antitrust Suit Looms Over Issues of Search Dominance, Advertising  The Wall Street Journal

Trump retreats from advertising in key battlefields - The Detroit News
Trump retreats from advertising in key battlefields  The Detroit News

Facebook and YouTube accept hate speech audits to keep advertisers happy - CNN
Facebook and YouTube accept hate speech audits to keep advertisers happy  CNN

Direct Mail Advertising—2010–2018 - WhatTheyThink
Direct Mail Advertising—2010–2018  WhatTheyThink

How the Advertising Industry Makes Fossil Fuels Sexy - VICE
How the Advertising Industry Makes Fossil Fuels Sexy  VICE

Largest Pittsburgh-area Advertising Firms - Pittsburgh Business Times - New York Business Journal
Largest Pittsburgh-area Advertising Firms - Pittsburgh Business Times  New York Business Journal

Bigeye, the advertising agency, Announces Key Hires & Promotions - Martechcube
Bigeye, the advertising agency, Announces Key Hires & Promotions  Martechcube

Blockchain in Media, Advertising, and Entertainment Market Scope, Growth Forecast, Comprehensive Analysis 2028 | Top Players: IBM, Microsoft, SAP, Accenture, AWS, Oracle, Digital Currency Group - The Daily Chronicle
Blockchain in Media, Advertising, and Entertainment Market Scope, Growth Forecast, Comprehensive Analysis 2028 | Top Players: IBM, Microsoft, SAP, Accenture, AWS, Oracle, Digital Currency Group  The Daily Chronicle

Social media deal earns advertisers’ ‘likes’, but not yet all their dollars - Metro US
Social media deal earns advertisers’ ‘likes’, but not yet all their dollars  Metro US

The Advertising Club Bangalore’s Executive Director Arvind Kumar passes away - Best Media Info
The Advertising Club Bangalore’s Executive Director Arvind Kumar passes away  Best Media Info

Amazon reportedly prevents some device rivals from advertising competing products - CNBC
Amazon reportedly prevents some device rivals from advertising competing products  CNBC

Advertising is failing to sell itself to young, diverse talent says IPA - The Drum
Advertising is failing to sell itself to young, diverse talent says IPA  The Drum

Wendy's to ramp up breakfast advertising - Seeking Alpha
Wendy's to ramp up breakfast advertising  Seeking Alpha

Growth Predicted for Indoor LCD Advertising Players Market, COVID-19 Pandemic puts Existing Projections in Jeopardy – KDMI Report - StreetInsider.com
Growth Predicted for Indoor LCD Advertising Players Market, COVID-19 Pandemic puts Existing Projections in Jeopardy – KDMI Report  StreetInsider.com

Latest Research Report: Inflight Advertising Market 2020 by Company, Regions, Type and Application, Forecast to 2026 - The Daily Chronicle
Latest Research Report: Inflight Advertising Market 2020 by Company, Regions, Type and Application, Forecast to 2026  The Daily Chronicle

The News Media And Advertising: Evolution Of A Zero-Sum Game - Worldcrunch
The News Media And Advertising: Evolution Of A Zero-Sum Game  Worldcrunch

Cross-Channel Advertising Software Market Will Reflect Significant Growth Prospects of US$ Mn during 2020-2025 with Major Key Player: TubeMogul, Marin, Oracle, Kenshoo, etc - The Daily Chronicle
Cross-Channel Advertising Software Market Will Reflect Significant Growth Prospects of US$ Mn during 2020-2025 with Major Key Player: TubeMogul, Marin, Oracle, Kenshoo, etc  The Daily Chronicle

Aisle Rocket Launches Advanced Predictive Analytics for Facebook Advertisers - MarTech Series
Aisle Rocket Launches Advanced Predictive Analytics for Facebook Advertisers  MarTech Series

Brands to spend $59bn on e-commerce advertising in 2020 - Yahoo News
Brands to spend $59bn on e-commerce advertising in 2020  Yahoo News

In-Game Advertising Market Share, Industry Size, Latest Opportunities, Research & Development Analysis 2020-2027 - The Daily Chronicle
In-Game Advertising Market Share, Industry Size, Latest Opportunities, Research & Development Analysis 2020-2027  The Daily Chronicle

Online Advertising Market 2020 Key Enhancement, Share Analysis To 2028 | Amazon, AOL, Baidu, Microsoft, and Twitter, Google, Facebook. - The Daily Chronicle
Online Advertising Market 2020 Key Enhancement, Share Analysis To 2028 | Amazon, AOL, Baidu, Microsoft, and Twitter, Google, Facebook.  The Daily Chronicle

Yelp To Add Heat Maps, Keyword Blocking For Advertisers 09/25/2020 - MediaPost Communications
Yelp To Add Heat Maps, Keyword Blocking For Advertisers 09/25/2020  MediaPost Communications

Frameplay Integrates with Magnite for In-Game Advertising - Destination CRM
Frameplay Integrates with Magnite for In-Game Advertising  Destination CRM

Display Advertising System Market Size, Share & Trends, Competitor Dynamics and Trade Analysis Report, 2026 - The Daily Chronicle
Display Advertising System Market Size, Share & Trends, Competitor Dynamics and Trade Analysis Report, 2026  The Daily Chronicle

Online Advertising Market current and future demand 2026 with top leading players like Amazon, Aol, Baidu, Facebook, Google - Crypto Daily
Online Advertising Market current and future demand 2026 with top leading players like Amazon, Aol, Baidu, Facebook, Google  Crypto Daily

Programmatic Advertising Platform Market Set to Witness Huge Growth by 2026 | DataXu, MediaMath, AOL Inc (Verizon Communications), AppNexus, Adroll.com - Crypto Daily
Programmatic Advertising Platform Market Set to Witness Huge Growth by 2026 | DataXu, MediaMath, AOL Inc (Verizon Communications), AppNexus, Adroll.com  Crypto Daily

Cross-Channel Advertising Software Market In-Depth Analysis including key players TubeMogul, Marin, Oracle - The Daily Chronicle
Cross-Channel Advertising Software Market In-Depth Analysis including key players TubeMogul, Marin, Oracle  The Daily Chronicle

EU operators cut advertising on IPR-infringing sites - iGaming Business
EU operators cut advertising on IPR-infringing sites  iGaming Business

Smart Advertising Token SaTT Reveals ProBit as Next Exchange Listing | Press release - Bitcoin News
Smart Advertising Token SaTT Reveals ProBit as Next Exchange Listing | Press release  Bitcoin News

Experiential Advertising Agency Services Market Shares, Strategies and Forecasts Worldwide 2020 to 2026 – Impact of Post COVID-19 Spread Analysis | Deutsch,Televerde,Ansira,Antianti,MDC Partners,Ketchum,Leo Burnett,R/GA,Ryzeo,UVIAUS - The Daily Chronicle
Experiential Advertising Agency Services Market Shares, Strategies and Forecasts Worldwide 2020 to 2026 – Impact of Post COVID-19 Spread Analysis | Deutsch,Televerde,Ansira,Antianti,MDC Partners,Ketchum,Leo Burnett,R/GA,Ryzeo,UVIAUS  The Daily Chronicle

Interactive Advertising Market is Booming Worldwide Latest Study Reveal - The Daily Chronicle
Interactive Advertising Market is Booming Worldwide Latest Study Reveal  The Daily Chronicle

Interactive Advertising Market 2020: Industry, Size, Share, Demands, Growth, Opportunities, Trends Analysis And Forecast Till 2025 - The Daily Chronicle
Interactive Advertising Market 2020: Industry, Size, Share, Demands, Growth, Opportunities, Trends Analysis And Forecast Till 2025  The Daily Chronicle

Programmatic Advertising Spending Market, Share, Growth, Trends and Forecast To 2027| Adobe, DIGILANT, Kantar Media, Oracle, Oath, SpotXchange, SmartyAds, Simpli.fi, Telaria - Crypto Daily
Programmatic Advertising Spending Market, Share, Growth, Trends and Forecast To 2027| Adobe, DIGILANT, Kantar Media, Oracle, Oath, SpotXchange, SmartyAds, Simpli.fi, Telaria  Crypto Daily

Social Advertising Social Media Market 2020 | Know the Latest COVID19 Impact Analysis And Strategies of Key Players: Facebook, LinkedIn, Google Edition, Twitter, Instagram, etc. | InForGrowth - The Daily Chronicle
Social Advertising Social Media Market 2020 | Know the Latest COVID19 Impact Analysis And Strategies of Key Players: Facebook, LinkedIn, Google Edition, Twitter, Instagram, etc. | InForGrowth  The Daily Chronicle

Advertisers Could Be Held Responsible When Mobile Apps Gain Dangerous Permissions From Consumer Devices 09/25/2020 - MediaPost Communications
Advertisers Could Be Held Responsible When Mobile Apps Gain Dangerous Permissions From Consumer Devices 09/25/2020  MediaPost Communications

Hyland Graphic Design & Advertising Featured in Expertise.com's List of Top 19 Web Developers in Philadelphia - EIN News
Hyland Graphic Design & Advertising Featured in Expertise.com's List of Top 19 Web Developers in Philadelphia  EIN News

Efforts by Europe's gambling brands leads to reduction in unintentional advertising - Casino City Times
Efforts by Europe's gambling brands leads to reduction in unintentional advertising  Casino City Times

Programmatic Marketing/Advertising Market Segmentation Application, Technology & Market Analysis Research Report To 2025 - The Daily Chronicle
Programmatic Marketing/Advertising Market Segmentation Application, Technology & Market Analysis Research Report To 2025  The Daily Chronicle

Anne Donahue: Advertising ban on cannabis bill lost in the deal-making - vtdigger.org
Anne Donahue: Advertising ban on cannabis bill lost in the deal-making  vtdigger.org

Trending Now: Mobile Advertising Market Competitive Analysis, Market Entry Strategy, Pricing Trends, Sustainability Trends And Innovation Trends - Crypto Daily
Trending Now: Mobile Advertising Market Competitive Analysis, Market Entry Strategy, Pricing Trends, Sustainability Trends And Innovation Trends  Crypto Daily

The tallest advertising hoarding in Scotland proudly displaying the Paisley pattern is now complete - Daily Record
The tallest advertising hoarding in Scotland proudly displaying the Paisley pattern is now complete  Daily Record

New Netsertive leaders to help clients 'deploy localized digital advertising' - Auto Remarketing
New Netsertive leaders to help clients 'deploy localized digital advertising'  Auto Remarketing

Hearst faces an age and gender discrimination lawsuit - Business Insider - Business Insider
Hearst faces an age and gender discrimination lawsuit - Business Insider  Business Insider

ADVERTISEMENT FOR BIDS | Legal Announcements - Press of Atlantic City
ADVERTISEMENT FOR BIDS | Legal Announcements  Press of Atlantic City

Apple's IDFA Change Could Drive CTV Advertising, MMA's Greg Stuart - BeetTV
Apple's IDFA Change Could Drive CTV Advertising, MMA's Greg Stuart  BeetTV

SEC Proposes Amendments to the Advertising Rules for Registered Funds, BDCs, and ETFs - Lexology
SEC Proposes Amendments to the Advertising Rules for Registered Funds, BDCs, and ETFs  Lexology

NTN Buzztime Enters Asset Purchase Agreement to Sell Entertainment and Advertising Assets - MarTech Series
NTN Buzztime Enters Asset Purchase Agreement to Sell Entertainment and Advertising Assets  MarTech Series

Thanks So Very Much To Our ATL Advertisers - Above the Law
Thanks So Very Much To Our ATL Advertisers  Above the Law

No, Facebook hasn't banned Trump from advertising - PolitiFact
No, Facebook hasn't banned Trump from advertising  PolitiFact

Telstra loses latest advertising legal challenge against Optus - ARNnet
Telstra loses latest advertising legal challenge against Optus  ARNnet

Programmatic Advertising Spending Market: Year 2020 With Top Key Players Like Adobe, DIGILANT, Kantar Media, Oracle, Oath I, SpotXchange, SmartyAds - The Daily Chronicle
Programmatic Advertising Spending Market: Year 2020 With Top Key Players Like Adobe, DIGILANT, Kantar Media, Oracle, Oath I, SpotXchange, SmartyAds  The Daily Chronicle

Do you need to have advertisements on car wraps? - The Mountaineer
Do you need to have advertisements on car wraps?  The Mountaineer

2020 Is the Year of Tech Advertising - eMarketer
2020 Is the Year of Tech Advertising  eMarketer

TikTok Bans Some Advertisements 09/24/2020 - MediaPost Communications
TikTok Bans Some Advertisements 09/24/2020  MediaPost Communications

Straus News awarded for hyperlocal journalism and innovative advertising - The West Milford Messenger
Straus News awarded for hyperlocal journalism and innovative advertising  The West Milford Messenger

Advertisers Will Spend $58.6 Billion On Ecommerce Ads To Reach Millions Of Consumers 09/24/2020 - MediaPost Communications
Advertisers Will Spend $58.6 Billion On Ecommerce Ads To Reach Millions Of Consumers 09/24/2020  MediaPost Communications

Smart Advertising Market 2020-2025 | Comprehensive Study COVID19 Impact Analysis | Worldwide Key Players: Lamar, Advertising, Company, OUTFRONT, etc. - The Daily Chronicle
Smart Advertising Market 2020-2025 | Comprehensive Study COVID19 Impact Analysis | Worldwide Key Players: Lamar, Advertising, Company, OUTFRONT, etc.  The Daily Chronicle

CFPB Announces Eighth Consent Order for False and Misleading Mortgage Advertising of VA-Guaranteed Mortgages - JD Supra
CFPB Announces Eighth Consent Order for False and Misleading Mortgage Advertising of VA-Guaranteed Mortgages  JD Supra

Impact Of COVID-19 On Programmatic Marketing or Advertising Market 2020 Industry Challenges, Business Overview And Forecast Research Study 2026 - The Daily Chronicle
Impact Of COVID-19 On Programmatic Marketing or Advertising Market 2020 Industry Challenges, Business Overview And Forecast Research Study 2026  The Daily Chronicle

Google to block political ads after US election polls close - Aljazeera.com
Google to block political ads after US election polls close  Aljazeera.com

IBM On Apple, IDFA, Google, Privacy, Advertising ... And AI - Forbes
IBM On Apple, IDFA, Google, Privacy, Advertising ... And AI  Forbes

What Can Advertisers Expect This COVID Christmas? - AdExchanger
What Can Advertisers Expect This COVID Christmas?  AdExchanger

Adlucent's Lift Mentality Technology Measures Advertising ROI - MarTech Series
Adlucent's Lift Mentality Technology Measures Advertising ROI  MarTech Series

For the advertising industry, the pandemic means opportunity. - The New York Times
For the advertising industry, the pandemic means opportunity.  The New York Times

Tag: Programmatic Advertising Platform Market opportunities - Crypto Daily
Tag: Programmatic Advertising Platform Market opportunities  Crypto Daily

The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments - Science Advances
The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments  Science Advances

Trump Has Lost His Edge In TV Advertising - FiveThirtyEight
Trump Has Lost His Edge In TV Advertising  FiveThirtyEight

Upcoming FTC Workshop to Address Advertising and Data Security - JD Supra
Upcoming FTC Workshop to Address Advertising and Data Security  JD Supra

Procter & Gamble is leaving the TV upfronts to do more direct deals with TV networks - Business Insider - Business Insider
Procter & Gamble is leaving the TV upfronts to do more direct deals with TV networks - Business Insider  Business Insider

Attorney General: Myrtle Beach tourism advertising money can't be used for beautification project - Myhorrynews
Attorney General: Myrtle Beach tourism advertising money can't be used for beautification project  Myhorrynews

Critiquing the campaigns’ ad nauseam advertisements - KTAR.com
Critiquing the campaigns’ ad nauseam advertisements  KTAR.com

Republican U.S. House campaign arm cancels $2 million in Houston-area advertising - KPRC Click2Houston
Republican U.S. House campaign arm cancels $2 million in Houston-area advertising  KPRC Click2Houston

Biden vs Trump advertising strategy in battleground states - CNN
Biden vs Trump advertising strategy in battleground states  CNN

Insurance Advertising Market Is Booming Worldwide : United Health, Liberty Mutual, GEICO, Allstate - Insurance News Net
Insurance Advertising Market Is Booming Worldwide : United Health, Liberty Mutual, GEICO, Allstate  Insurance News Net

Republican worries rise as Trump campaign pulls back from television advertising - The Washington Post
Republican worries rise as Trump campaign pulls back from television advertising  The Washington Post

Here are 6 Advertising Trackers I Found on The Mac Observer - The Mac Observer
Here are 6 Advertising Trackers I Found on The Mac Observer  The Mac Observer

SDNY Relies on “Simple Reading” of Label to Dismiss False Advertising Claim - JD Supra
SDNY Relies on “Simple Reading” of Label to Dismiss False Advertising Claim  JD Supra

Xandr and Sublime Unite on Programmatic Guaranteed High-Impact Advertising Campaigns - ExchangeWire
Xandr and Sublime Unite on Programmatic Guaranteed High-Impact Advertising Campaigns  ExchangeWire

How advertisers can leverage Facebook effectively in their holiday marketing strategies - AdAge.com
How advertisers can leverage Facebook effectively in their holiday marketing strategies  AdAge.com

INTEREST-BASED ADVERTISING NOTICE | Site | kctv5.com - KCTV Kansas City
INTEREST-BASED ADVERTISING NOTICE | Site | kctv5.com  KCTV Kansas City

Fashion Advertisers Rediscover Black Models - The New York Times
Fashion Advertisers Rediscover Black Models  The New York Times

Adverty Invents and Launches New In-Game Brand Advertising Format With Seamless In-Menu Ads - MarTech Series
Adverty Invents and Launches New In-Game Brand Advertising Format With Seamless In-Menu Ads  MarTech Series

Facebook tries to head off election turmoil, angering both Trump and Democrats - The Washington Post
Facebook tries to head off election turmoil, angering both Trump and Democrats  The Washington Post

SaTT Smart Advertising Token Announces Listing on Leading Crypto Exchanges, KuCoin and Uniswap | Press release - Bitcoin News
SaTT Smart Advertising Token Announces Listing on Leading Crypto Exchanges, KuCoin and Uniswap | Press release  Bitcoin News

AT&T plan for advertising subsidized cellphones hits Senate roadblock - Fox Business
AT&T plan for advertising subsidized cellphones hits Senate roadblock  Fox Business

Trump goes mostly dark in TV advertising fight with Biden - The Associated Press
Trump goes mostly dark in TV advertising fight with Biden  The Associated Press

Apple’s move to make advertising harder on iOS 14 is part of a trend - The Verge
Apple’s move to make advertising harder on iOS 14 is part of a trend  The Verge

MidWeek Should Have Labeled Amemiya Story An Advertisement - Honolulu Civil Beat
MidWeek Should Have Labeled Amemiya Story An Advertisement  Honolulu Civil Beat

AT&T Mulls Sale of Digital-Advertising Assets (Report) - Variety
AT&T Mulls Sale of Digital-Advertising Assets (Report)  Variety

Google's advertisers will take the hit from UK digital service tax - The Guardian
Google's advertisers will take the hit from UK digital service tax  The Guardian

TikTok can help Walmart take on Amazon, Facebook, and Google - Fast Company
TikTok can help Walmart take on Amazon, Facebook, and Google  Fast Company

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