Sergei Ivanov (aka Xgeronimo) is a smoker and a communication consultant. He explains on YouTube why he thinks the frightening graphic warnings are counterproductive and what -in his opinion- could be an alternative and a more effective way to communicate with the smokers. Some of his suggestions at the end of his 9 min presentation are interesting. I certainly can see value in producing positive messages (as he suggests) along the negative ones (he detests).
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smokers are very different. scaretactics may work for some, and have the opposite effect on others. sergei apparently belongs to a more intelligent market segment. i also believe that shockvertising is short-legged.
Posted by: Don Matterhorn | March 06, 2007 at 03:22 AM