Everyone is awaiting Black Friday. But what is the story behind it ?

What is known to most of us is that “Black Friday” is the day of the year when retailers propose the biggest bargains and shoppers descend to the stores or goes online to take advantage of the low prices proposed to buy what was seen as unaffordable before.  

Is targeting based on age is no longer valid?

Segmentation and targeting a group of people based on their age is a very frequent practice. Almost all companies create boxes and fit themselves inside. Market segmentation provides marketers with an identifiable group of submarkets to target. Based on age, for instance, A target group might be the mature market, aged 50 years old and above. Others companies might focus their efforts on the age group 10 to 19 years old and it goes on and on.
What became obvious today to many leading companies is that people who reached 50 years old do not want to be categorized in this group, some of them want to look as young as possible and in the group 10 to 19, some of them try to imitate their older idols, a sister, a parent or a famous person and to look much mature. Besides, Nowadays the percentage of people who reached 50 and above represents the largest category in many countries, especially in the developed one. Thus, it might be a great mistake and missing opportunities to target a certain group based on age. Some people belong to certain age categories but behave like being part of another and ignoring this would result in achieving a growth that is smaller than the organization's potential.

Fear appeals marketing strategy: Brexit and US vote success

The second half of this present year was full of big events. First, the British people decided to leave the European Union and Now the United States people decide to have Mr. Trump as a president. Big decisions, but what about the outcomes? For The Brexit, we saw the Pound's value decreasing to levels never reached before, Businesses thinking of relocation, people protesting "Brigret" and the government is still uncertain whether to trigger the article 50 or find a way to regain the European Union before it is too late. The second event is quite new, how successful the united state will be under Mr. Trump presidency cannot be predicted at this stage. 

What concerns me the most and what I wanted to share with you in this article is on which basis those decisions have been taken? In my opinion, Fear appeal advertising has something to do here? 

Let’s find out first what it is. Then I will outline how fear can be a major motivation in decision-making.