Note: Ernesto EASTON Easton Director of Communication

ADVERTISING. It was seven and that November afternoon was so nice that the doors of the houses of the Prado were nearly all open. The characteristic smell of burning leaves in the curb filled the neighborhood and a restless sparrows taken down the last song of the day while I was preparing for a very special event. For days there was only in my head the image of "She" and my only goal was to conquer. I chose my best jeans, my best shirt, mushrooms and perfume of course. As I walked to where we agreed to find, I thought that things could tell she liked. When I turned the corner "She" was there, exceeding all my expectations. We looked at and for a few seconds, the kind that lasts more than those who pass by the clock, we are waiting to emerge and the words came.Hello how are you Good and you Good. The first impression is very important, is what marks us whether we should continue or not, is what allows us to make a pre-analysis of the situation and generate a pre-concept. Luckily I had a few hours to develop my own strategies and strengths that afternoon in November, but would have happened if I had 20 seconds on television, 20 seconds on the radio or half a page to tell all he could offer. What I had said to conquer This is how the public arrives Advertising, seducing as we all do on a first date, either to meet a partner or to access a new job. The role of advertising is bringing customers to the product. Is to motivate the consumer to get interested in a product or service, to find something to identify with him, which is the meeting point for a long relationship.That is why it is extremely important that the products and services comply with a promise that communicate advertising messages. There is no point bringing a consumer product if the promise is broken, only achieved an unhappy customer whose multiplier effect will hit hard on the mark. I am convinced that good advertising appeals and motivates the consumer making the first date a success. In all honesty this is critical that advertising messages are handled. Advertising is not dis-honest by presenting the best product in its communication, on the contrary, is part of the human condition as I said earlier. What is valid is not misleading advertising which seeks to entice consumers with false information, as happened in the U.S. in the seventies. At that time be communicated beer made with spring water from the Rocky Mountains, which was not true and so were severely punished.Honesty is a core value from the point of view and professional ethics not only in advertising but in all areas of management and development of products and services. Advertising is a very important tool for sale that in some cases leads to confuse the terms. Many times I faced the dilemma of answering the question: Will sell or not sell advertising No, not sold. The advertising encourages consumers to generate action for some products or services. The sale of a product begins with the manufacturer, that's who developed the product and processes, then continues with the distribution to reach consumers who serves at the point of sale. Each link in this chain has a different role to that of others, but many mistakenly attributed to advertising sales responsibility, when the sale is the result of the whole chain works well and not a single part of it . In short, if the first date was striking and honest in the following promise surely build a lasting relationship. Author: Ernesto Easton Easton Director of Communication Source: Selecta Magazine