1999-10-01 09:00:00+02 by Dan Lyke 0 comments
In my anti-consumerism vein, Salon looks at techniques used to persuade, how slumps in sales aren't a failure of product, but of advertising and image.
Where Shell had gone wrong, it seems, was in reasoning that, since people don't start buying gas until at least age 16, there was no need to target the tiniest consumers. "They weren't even on Shell's radar," Oeschle laments. To remedy that oversight, the company is now moving forward with a "multifaceted campaign" aimed at conditioning youngsters to be loyal enthusiasts of Shell products.