Marketing, special offers and the power of advertising

Advertising tries to persuade people to buy something. Advertisers use what we know about learning: people notice something (interest), try it (experience) and meet it again and again (repetition). An advert that brings all three together usually works. But if people see the same advert too often, they get bored and stop paying attention. Generalization means using a successful idea for other products. People who work in advertising need to be creative and original, have a sense of humour, use words well, understand what people want, work quickly and cope with pressure. These phrases often use be able to + infinitive: You need to be able to cope with criticism. In slogans short words and rhyme have a strong effect.