Ladies.. do you agree?

MY MAIN JOB IS TO MAKE WOMEN FEEL LESS ABOUT THEMSELVES.

It was the answer given by a Brand Manager with a leading departmental store in KL. I read it in a magazine, I can't remember which one, in early 90s when I worked in Alor Setar.

And this is also one of the first thoughts that I shared in my fb. Consequence of it I was deleted by a female fb friend whom I never had the chance to meet in person. I never thought that this can be taken personally by her.

Ok. Back to the issue in hand, the Brand Manager who is a woman, aptly explained that we can't sell our products if women in general feel good about themselves. So, we have to picture this in their mind that they are not complete if they don't buy a certain product, or they will not be accepted if they don't have that particular product in their possession. To create urgency is utmost important. The faster they go and buy that product, they will be the first and will be envied by their friends.

This is more apparent as advertisements normally targeted woman as their main audience. The next time you watch tv or listen to the radio, listen and watch attentively to a a particular word or sentence. That word or sentence holds the key to successful advertising.

This is the power of advertising. And the fact that it is repeated over a period of time in a day can have a profound effect on the target audience. And their mind tend to believe it over time. The moment they start to glorify the product or feeling less about themselves by not having that product, they develop the urge to know more and make a bee line to the store and buy one.

And it does not stop there. Advertisers will hold another campaign to entice existing customers or users of their products to remain loyal.