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Good Advertising and Bee Stings
By: Dwayne W. Waite Jr.
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Summertime means yard work. Fast-growing grass and greenery (if you're in the fortunate part of the States) fill the yard along with the insects that thrive on them. Even during one of the hottest summers, parts of the U.S. have seen the resurgence of bees. Bees have been a popular topic of discussion amongst environmentalists, for without the pollination done by bees, much of our vegetation would be rendered useless. Then, as the chain of order collapses, so does the food chain.

But we were recently reminded how powerfully a bee sting can change your perspective on how awesome bees are. Many of you are familiar with this scenario: It's time to get the lawnmower out. You look at your front yard and concede that, yes, it's been a while since its last cut. As you start making your yard nice and pretty again, you feel like you brushed up against something. Turning your head around while the roaring mower wants to finish its job, you see that you bumped a bush. You turn back to the job at hand. Then, a sharp pain hits you in your leg. And again. You look down, and there's a nice yellow jacket telling you that you invaded its turf. You look at the bush again, and a dozen or so of his friends are waiting for you to come back.

While we were searching the Web for homemade bee spray, we thought about how good advertising is like a bee sting.

You Feel It.
Like a bee sting, good advertising is going to command your attention. It might be out of nowhere, or you might notice it right before it fully gets to you.

It Forces Action. 
When a bee stings, you will either run into the house to take care of your wound(s) or search throughout the house and prepare to retaliate. Either way, you're not going to keep yourself in the situation. Good advertising also demands action. Advertising can lead consumers to the products or services they need by ending with a call to action. Good advertising gives the consumer a convenient way to solve their problems.

It Lingers.
You iced the sting, put cream on it, and maybe even put a bandage around it. It's still there. If you're walking around the house and you scrape it against furniture, it's going to remind you that it's still there. Good advertising stays in your consideration set. Advertising does not tell you what to think about, but it can point you to a solution when you're looking to improve your situation. 

You Remember It.
The next time you think you can beat the heat and get the yard done, you're going to check and double-check that bush to make sure you won't get a lovely surprise again. You're either going to wait until the evening or have wasp/bee spray on your hip, ready for the counterattack. As a consumer, after you satisfy whatever want or need you had, you may remember the tagline, commercial, or some other component of the campaign that guided your hand.

And there you have it.

One key difference between a bee sting and good advertising: When it comes to good advertising, you want it more.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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