Inside Influence Report

Principles of Persuasion (POP) Workshop’s Around the World

For those of you who would like to particlipate in a Principles of Persuasion (POP) Workshop open to the public in Australia or in Canada, see below:

AUSTRALIA:
Anthony McLean, the only Australian CMCT, will host and facilitate a POP workshop on March 25 & 26, 2010 in Perth, Australia. For more information on this event in Australia, visit http://www.newintelligence.com.au/site/pop%20registration.php

CANADA:
Heath Slawner, the only Canandian CMCT, will host and facilitate a POP workshop on May 6 & 7, 2010 in Toronto, Canada.  For more information about this event in Toronto, visit www.regonline.com/pop

The Time Versus Money Effect

By Steve Martin, CMCT

From billboards and newspapers to TV commercials and online advertisements, references to time and money are commonplace in marketing and advertising campaigns. A survey of the recent issues of four popular, high circulation magazines (New Yorker, Cosmopolitan, Money and Rolling Stone) revealed that out of a total of some 300 advertisements almost half employed a reference to time or money in their message. But does mentioning time or money influence peoples’ evaluation of the product or service concerned? And if they do which is more persuasive – time or money? 

Campaigns that promote certain brands of beers have long used references to time and money in their advertisements. Take for example Miller and their “It’s Miller Time” commercials. In contrast Stella Artois take a money led approach by informing potential consumers that “perfection has its price” and that Stella Artois is “reassuringly expensive”.  It’s not just beer manufacturers that employ such approaches. Citibank, one of the world’s largest banking corporations, chose to focus on time rather than money in a campaign that proclaimed “there is no preset limit when it comes to spending time with your family”.