New dimensions in unhidden persuasion
Journal of the Academy of Marketing Science · 1973 · Volume 1 · Issue 2
Abstract
Two potent promotional forces have been operating in the marketing environment. One utilizes direct persuasion techniques. The other attempts to obtain a positive consumer response through hidden persuasion. Today’s shoppers, however, are better educated and are less influenced by hidden persuasion methods. Studies indicate that impulse buying has increased and that consumers want to make their “own” buying decisions. Point-of-purchase advertising is one method of meeting today’s environmental needs. Space is limited and the advertiser must be forthright and precise in his persuasive techniques. In spite of the many constraints imposed on point-of-purchase advertising it has proven to be a powerful persuader, because it is the only medium that can employ the full range of perceptual devices which are so vital to the communication process.
Keywords
Store Brand, Television Advertising, Environmental Marketing, Mass Merchandising, Perceptual Medium
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