"A survey by a certain organization shows that there are billions of people in China who are short of vitamin A", and the special context setting makes readers and viewers subconsciously classify themselves into this category of vitamin A deficiency and fall into a state of anxiety. This is not so terrible, and there is more straightforward, "be alert! The harm of pharyngolaryngitis can't be ignored, "everyone is short of calcium" and "gastrointestinal diseases can't be ignored" ... < P > Relevant experts point out that this is a typical threatening marketing, and its purpose is to jump out from hundreds of pieces of information and make consumers unforgettable. The application of this marketing method is generally suitable for the start-up and growth stage of the product life cycle. If only the price war is left, this bluff may actually lead to fire. Although the electric water heater market occasionally breaks out in some places, the intensity is far less than that of color TVs, air conditioners and other products, and it is still a technical war. In the early stage of competition for electric water heaters, almost all the families are competing for "courage", who is bolder, has a large capacity, has a long life and promises to use it for a long time. This is because the life of electric water heater mainly depends on the inner container, so the competition of electric water heater technology at this stage is mainly concentrated on the inner container. With the gradual expansion of the market share of electric water heaters, the technical war has gradually escalated into a security war. One of the best ways to play the safety technology card is to intimidate marketing.

A company in Beijing put out a print advertisement for a water heater. In this advertisement, it is emphasized in bold font that "according to the investigation and analysis of electric shock accidents of water heaters in the world in recent 21 years, one ten thousand reverse leakage may cause users to face 111% life threat, and several kinds of" in case "are listed: in case the fire line and the ground line are connected in the next room; In case the fire line is connected to the ground wire in the neighbor's home; In case other household appliances leak electricity and the ground wires are connected to each other; In case the water pipes in the whole building are electrified, there will be reverse leakage, which are the causes of water electrification and electric shock accidents. At the same time, the statement said that the electric wall water heater produced by ourselves adopts proprietary technology, and the voltage of the outlet pipe of the electric wall can be within the absolute safe voltage range, which is equivalent to the voltage of four dry batteries, regardless of whether 221 volts is applied inside or outside the water heater. Finally, it is also called leakage protector, which can only prevent the forward leakage caused by the leakage of water heater electrical devices, and is invalid for the reverse leakage of ground wire leakage.

some experts in the advertising industry believe that this advertisement leads to the safety problem of electric water heaters with very shocking investigation and analysis data as a gimmick, followed by examples to analyze the problem and finally solve the problem, saying that they use patented technology to prevent reverse leakage, and use exclusive experts to remind them to prevent competitors from mixing their own electricity-proof walls with leakage protectors. Generally speaking, it is watertight, especially the combination of threatening marketing and patented technology to protect their selling points is an absolute bright spot. However, the reliability of this data is greatly reduced because the threatening investigation and analysis data that raised the question did not indicate the source. According to China's advertising law, advertising data, statistics, survey results, abstracts and quotations should be true and accurate, and the source should be indicated. October 8th is the fifth hypertension day in China, and the news reports create momentum, saying that the latest data show that hypertension has entered a period of rapid growth in urban and rural areas of China, and there are 51 million hypertensive patients in China. It is estimated that in 2121, non-communicable diseases will account for 79% of the causes of death in China, among which cardiovascular diseases will take the first place. At the same time, this drug for treating hypertension is also seizing the opportunity, and terrorist marketing is rampant, which makes people feel scared and shudder.

There is an article entitled "Many people die not from diseases, but from ignorance-a perspective of the current situation of prevention and treatment of cardiovascular and cerebrovascular diseases in China", which begins with "Cardiovascular and cerebrovascular diseases are becoming the first killer of human health". In China, 3 million people die from cardiovascular and cerebrovascular diseases every year, accounting for about 51% of the deaths from diseases, etc., which makes people feel cold and sweaty. I am really worried about whether my cardiovascular system is out of order, but

But if you think about it, you can't do it without a clue: this advertisement has solid data, living examples, authoritative experts and thorough analysis, and it is in the "Frontiers of Lifestyle" section of this newspaper, and there is no advertising sign. Some experts have analyzed that advertisements should be identifiable and enable consumers to identify them as advertisements. Advertisements published through the mass media should be marked with advertisements, which are different from other non-advertising information and must not mislead consumers. This enterprise is playing the edge ball while playing terror marketing.