Reaction vs. Response

Reaction or Response

Consider the following before you produce your next commercial. Will it create a reaction or a response?

Here is the difference.

Your precious little puppy is sick and you take him to the vet. After a bit, the vet comes out and tells you that he gave your beloved family member a shot and he had a reaction to it….

Good or bad?

Scenario two:

Your precious little puppy is sick and you take him to the vet. After a bit, the vet comes out and tells you that he gave your beloved family member a shot and he responded to it…

Good or bad?

The answer, although subtle, is important. To react is in most cases associated with negative. To respond indicates a positive. In advertising, I’m afraid that most advertisers, people who sell advertising and copy writers have never considered the distinction. The result is that you end up with essentially the same bad commercial you ran last month or the same irrelevant drivel as your competitor. Yes I know that the voice is different, the name and phone number are different, but will anyone remember it?

As I conduct "walk around focus groups" with the people who are buying (or not buying) your products, many have a negative reaction to advertising. Some, on the other hand, have a positive response to advertising. Consider if you will the last commercial that you saw or heard and actually enjoyed. With incredible creative writing, humor, or in some other way compelling, well written and executed commercials will create the desired effect…response.

On the other hand, consider, for example, most local auto dealer advertising. With the bombs bursting in air, cowboys roping nothing while shouting at you, your mind is assaulted by unemployed actors, or worse yet, narcissistic dealers who want to be stars, shouting at you. And does anyone really believe that “If I can’t beat any new Kia deal in Texas, I’m just gonna give it to ya!” React or respond?

So consider if you will, how the market perceives you and your company. Do you want your potential customers to react or respond to your commercials?

I’m just thinking…