When informing a consumer, factual information is presented to create awareness. This is the most respectable type of advertisement. On the converse, when using a motivator, the consumer is forced to make a reaction to the advertisement. The big motivators are fear, guilt, greed, and exclusivity. Fear is the most potent especially when tied to the future. Although a motivator forces a reaction, if not done properly, that reaction can tend to offend the consumer. If used effectively in well written marketing collateral, the interested buyer in a purchase immediately or in the future.

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