The Australian Small Business Blog

Tuesday, April 07, 2015

Ad of the Month - Misdirection



by Dr Greg Chapman


Ad of the Month – Misdirection

In today’s world where the fast forward button is just a click away, keeping people’s attention through the whole ad is always a challenge. How do you get people to hear about all the features you want to promote without switching off?



In this ad from Skoda, they propose a challenge and ask you to focus on their car whilst they extol its virtues. You know there is some trick, but it intrigues you, and makes you stay until the end. Not only that, you will rewind it just to see how you have been tricked, and hear them repeat the car’s features.



When a magician doesn’t want you to look at something he is doing with his right hand, he gets you to focus your attention on his left hand. Misdirection is what is used in this ad to keep your attention through the entire ad, and then watch it again.

What are you doing to keep the attention of people in your marketing?


May Your Business this Year be - As You Plan It.

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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Lea ding Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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Dr. Greg Chapman is also the author of
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