While the idea, product or service satisfies the customer’s needs, the impact is what endows the advertising with sense.

To achieve the impact is to “invade” the individual’s mind with a message that is aesthetic, pursuant the benefits obtained, credible and which generates a new idea (associated with the pre-existing ones).

Impact, indeed, is to bring about a new conscious idea in the individual, for which it is necessary to show the aesthetics of benefits, uphold the new idea with a believable message and “invade” the buyer’s mind with the new idea that gives him/her the added value s/he is looking for.

This conjunction of elements produces the impact of arousing the individual’s interest. There is no possibility of achieving an adequate advertising goal if all the elements are not conjugated in the individual’s mind and his/her interest is not aroused.

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Diana Belohlavek
VP Unicist Knowledge Bank

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity sciences applied to individual, institutional and social evolution.

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