Retail disruption is the preoccupation du jour for financial analysts, business reporters and a large slice of the public at large that suddenly finds itself increasingly relying on Alexa to handle shopping for paper towels and underwear.
Kmart’s been struggling for a long time now. Stock prices for Kroger took a beating last week on news Amazon was buying Whole Foods. But perhaps no giant of retail better exemplifies the struggles of adaption than Sears.
From its beginnings in the 19th Century, Sears Roebuck and Co. was a precursor of sorts to e-commerce. Its massive catalogs were the stuff of which dreams were made – from the latest in fashion, to a desperately needed set of tires, to all those Star Wars action figures that were at the top of so many Christmas lists.
At one point in its history, Sears even sold prefabricated houses. Order the one you wanted, and a team soon arrived on your property to set up shop – I mean house.
In the exercise of its powers under the Twenty-first Amendment to the United States Constitution, the State Legislature recently amended the state law regulating liquor advertising and signage, Miss. Code § 67-1-85 (2016).
Under the current law it is unlawful for a newspaper in a “dry” municipality, county, or judicial district to publish liquor advertising even if the advertising only appears in papers only distributed in a “wet” municipality, county, or judicial district.
The title to S.B. No. 2345 sums up the change: The new law “DELETE[S] THE PROVISION THAT MAKES IT UNLAWFUL FOR ANY ADVERTISEMENT OF ALCOHOLIC BEVERAGES TO ORIGINATE IN ANY MUNICIPALITY, COUNTY OR JUDICIAL DISTRICT WHICH HAS NOT VOTED TO LEGALIZE THE SALE OF ALCOHOLIC BEVERAGES . . . .”
When you peel back the layers of advertising philosophy and technique, it all comes down to one thing: Motivation. People buy things because they are motivated. And the most effective ads are those that appeal to the right motivation.
There are two basic motivators: (1) desire for gain and (2) fear of loss. Think about your own experience and it’s easy to see that your purchases can be traced to a desire to get (or maintain) something you want or to prevent the loss of something you don’t want to lose.
This goes for big and small buying decisions. Why do you move to a new house? (Real estate experts say the three biggest reasons are location, location and location.) Why do you buy new tires when your old ones wear out? (Fear of an accident.) Why do you go to the movies? (Desire for entertainment.) Why do you wait for something to go on sale before buying? (Desire to save money.) Why do you buy a convertible? Why do you join a gym? Why do you buy an insurance policy? Continue reading “Advertising is all about motivation”