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ETHICS
SUBJECT VALUE
The product or service
being promoted must have a positive value. The subject should not
be just a fake, meaningless perception. There are phone companies,
for example, that present themselves on TV as low-priced competitors of
a major phone company - when in fact they are owned by that company!
Insurance companies are also famous for selling false perceptions - so
we would normally take a closer look at them.
MESSAGE VALUE
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 in TV commercials - which is ultimately
unproductive, because it offends certain audiences. We prefer messages
that have an optimistic overtone and good taste.
BUSINESS VALUE
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.
Disclaimers: This on-line
manual is for general documentation only. It does not include any
information that can be interpreted as binding business terms. Only
terms present in written agreements are valid. © Special
Interest Television - www.mindhelp.com.
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