I think an important aspect of initiating action from consumers is creating a sense of urgency. This type of advertising throws a wrench in the consumer decision process by indicating to people that they may not have time to search for alternatives. We see this all the time with “Limited time offers” or “While supplies last” advertisements that are meant to induce customers into buying as soon as possible. This is a good way to compel unsure and undecided consumers that now is the time to buy, before the sale is over! Personally, I feel that if I know I am going to buy a product there is no sense waiting around; I might as well buy it now and start enjoying my purchase sooner. But many people like to take their time and go through all the steps of the consumer decision process, so this type of campaign can be effective for giving these people the motivation they need to complete the purchase. There is a furniture store down the street from my house that has had a “Closing sale” with “Up to 40% off!” for about two years now, and surely enough, my dad bought a couch. These tactics work but may scare off weary consumers who aren’t ready to consider making an important decision quickly.
On another note, I recently read Vaidas’ blog, and found it quite interesting. Vaidas has created value for his readers by making his blog consistent; his readers know what to expect when they read it. Each week, he talks about something in marketing that has either angered him or made him happy. I like how he used this theme to differentiate his blog from the others and make it more fun to read.