Question

Topic: Advertising/PR

Persuasion By Proxy

Posted by Anonymous on 11/28/2004 at 7:45 PM ET 50 Points
I admit it. Max Sutherland is making me think. In this article, [inactive link removed] , he talks about indirect advertising and says that by not speaking directly to the reader, you bypass the usual resistance and reach what might otherwise be an unreceptive audience.

Can anyone offer examples of this technique in action? I am trying to think of ways that this might be used to market B2B. Either the technique isn't used much, or its so effective I don't notice it is being used, because I can't think of any examples I have seen.

[Moderator: Inactive link removed from post. 2/14/2011]
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RESPONSES

  • Posted by SRyan ;] on 11/29/2004 at 3:21 AM Accepted
    You asked for a B2B example. What about the IBM tv ad campaign that features those two guys talking to each other about different IBM products, services, or hi-tech in general...

    In this article, it mentions one of the ads:

    "The TV spot shows several hip young professionals sitting around a café-style table discussing one person's decision to consolidate servers using an iSeries. It's unclear who will get credit (or blame) for the decision until the boss walks up to the group and gives his enthusiastic approval."
  • Posted by SRyan ;] on 11/29/2004 at 4:28 PM Member
    Rikki, you must be in the DC area! Here in Houston the B2B campaigns seem to ignore government altogether...

    Watch CNBC or one of the other financial news networks for an hour and you'll probably see some of the type of ads you're looking for.

    - Shelley
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