Controlled Discipline in the world
of Advertising by Arlette L-M Jeet Falone
So you think you have never been in a relationship?
My insights, research, synthesis as to the
relevance of “controlled discipline” in the production of commercials, for
selling a product or service.
Hi
there,
Let
me begin by reiterating what we already know but is worth repeating, Marketing
is all about relationship. Business is all about relationship.Commercials,
advertising in any form is about either establishing new relationships or
bettering already established ones.
Definition:Controlled disciplinemay be defined in
various ways it has been deemed as including the principles of meekness and
those established by Jesus’ sermon on the Mount. I have also added to my
definition the understanding of Dr. Bruce Winston and his explanation along
with his description and analysis of the Beatitudes RE: Blessed are the Meek.
Keith
Moore of Faith Life Church and Moore Life Ministries also adds insight on
meekness; he has an entire set of teachings on it. Meek as defined by the Holy
Bible is humble. Humble in its actual definition means compliance with the Word
of God. To be humble is to comply with the Word of God. Moses was the meekest
man on earth yet the most powerful of his time. This in itself indicates that
being meek (complying with the Word) leads to the holding of great power.
Therefore if companies would comply with the Word within their commercials then
it goes to say that they would hold much true power to attract and keep
returning customers.
Jesus
the Christ who is the living Word of GOD explains in his teachings that love is
the greatest of the Commandments. So my definition of Controlled Discipline
includes the need for being meek which is complying with the Word of God and
His principles and applying them with love such as ‘agapao’ ( doing the right
thing because it is right) and ‘agape’ ( a decision out of which flow actions)
love. Therefore to have ‘controlled discipline’ one must have knowledge of how
to comply with the Word of God.
For
example one may have the ability to speak in any given situation but one has to
know if it is appropriate to speak in the circumstances. One should not go
shooting one’s mouth off for every reason but exercise wisdom in knowing which
battles to speak up for thereby demonstrating ‘controlled discipline.’
Relevance of “controlled
discipline” in the production of commercials, for selling a product or service:
It
is relevant to commercials in today’s world because the principles of God are
everlasting. What one sows is what one reaps unless one digs up their harvest
before it comes to fruition. Therefore when a commercial goes about for example
degrading another product in order to get its product sold, is this showing
‘controlled discipline?’ No. Indeed not. There must be a better way by which to
sell. Why not try simply emphasizing the benefits of your own product/service?
We
don't want to build our businesses on negativity for it would beget
negativity.Negativity usually passes to the potential customer who would
purchase the product or service only if they have no other alternative since
they would prefer not to associate with such negativity. Therefore we want to
be far removed from any such lack of positive thought retention in the minds of
our customers and potential customers. After all it is more profitable to us as
well as beneficial to the individual that we retain a returning customer
market, not merely temporary consumers who have alternative merchants from
which to purchase.
The
principle of seedtime and harvest prevails. For that negativity that a company
sows by degrading another, shall surely reap a harvest.
Conversely,
should we build our marketing campaigns on a positive note, ensuring that we do
not misrepresent our businesses, then we are sure to reap a positive harvest
from this as well.
Controlled
discipline is an element that would be beneficial to companies and their
marketing campaigns. Marketing is all about relationship. Advertising and
production of commercials work towards either creating relationships or
bettering already established relationships. I shop where I know I receive the
best value for my money as well as where I am treated with dignity. This for
example is one of the reasons I choose certain restaurants in which to have a
meal. Sometimes it may be a bit pricy but the service, relationship and level
of controlled discipline that may be found there is what keeps me returning.
When a customer is a returning customer and not just a consumer, it usually is
a result of some form of ‘controlled discipline’ as I have defined above.
Respectfully
submitted,
Arlette
L-M Jeet Falone M.B.A.
Arlette Jeet
References:
King James Version of the Holy Bible
Kenneth Copeland – Kenneth Copeland Ministries, teachings on
pride and humility www.kcm.org
