It can be a fine line that distinguishes advertising from education. Each seeks to modify beliefs, attitudes, and behaviors through the timely presentation of information. Each seeks to engage the viewer, to address a particular need, to pose a solution to a problem.
Successful advertising, like successful learning, is remembered. The jingle plays in our memory, the brand jumps off the store shelf, and the phone number springs to mind when it’s time to call for a pizza.
Sometimes it is nearly impossible to tell the difference between education and advertising. Take, for example, the message that plays when you call a business or service. Generally you’re stuck listening to music that you would not normally add to your playlist, to say the least. With a speakerphone or wireless headset, it is easy to do something else while waiting. But instead, some companies make it a teachable moment.
At least one medical center we know now plays the “Health News Network” for those waiting on the phone. One can learn about the signs of diabetes and the advantages of early detection, anxiety disorders and their symptoms, what a heart attack feels like, and other medical information. Each snippet ends with a phone number to learn more, get a physician referral, or join a support group. While it was ultimately advertising, the emphasis was on good information.
The principles that make these messages successful are the same, whether they’re instances of education or advertising. Over the course of a typical waiting period, the “Health News Network” is repeated a few times. As we know, this can aid learning. It is also effective advertising-which is why the typical ad repeats the brand being advertised three times in 15 seconds.(leer más…)
Fuente: [ elearn magazine]