The product or service
being promoted must have a positive value. The subject should not
be just an invented perception. For example, many long-distance phone
services now advertise on TV comparing their prices with a major competitor
- when in fact they are owned by that "competitor"! Insurance
companies are also famous for selling false perceptions - so we would normally
take a closer look at them.
Lately there is a trend
to use covert persuasion techniques based on the audience's lack of self-respect.
For example, you often see cheap humor or intentional bad taste in TV commercials.
This dirty trick may prove powerful for a short time - but it is
ultimately unproductive, because it offends certain audiences. We
prefer messages that have an optimistic overtone and good taste.
If you are looking for
a company centered on conservative ways of doing business, look no further.
We believe in punctuality and kept promises, and we require the same from
our clients. A trendy look that adopts today's entertainment values
should not exclude classic business principles from real life.