REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Mixed messages In spite of careful planning, thorough research, and exemplary execution, we cannot completely control how marketing messages will be interpreted by audiences. Look closely at the sign above. The original message has been altered by a precisely placed sticker. The result is humorous, although the meaning of the message has changed. In another example, the campaign signs for a candidate for sheriff have been vandalized by a culprit with a sense of humor. Perhaps the aspiring sheriff should show up to his next public appearance dressed like the caped crusader. After all, wouldn’t a superhero make a great sheriff?

When audiences manipulate your materials, whether for the better or worse, don’t take it personally; instead, try and determine how you can benefit from the interest.

Contributed by Jenny

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