[Juan Carlos]

Nowadays, public is exposed to exacerbated amounts of propaganda which aims to promote behavioral changes. Many people propose that this marketing strategy is effective to increase sales. The essay will support this hypothesis based on the recent results observed not only in the sales sector but in other scenarios like presidential elections and even the war in Ukraine.

Although advertisements have been part of the approach followed by large companies to improve commercial indicators, the improvement of social media algorithms to identify clients´ preferences and its weaknesses to avoid the spread of fake information, has amplified its effectiveness. For instance, some poor-quality luxury vehicles from China have been purchased by high-income customers not only for its reasonable cost but for the myriad of well-designed messages received during the decision phase. As soon as your social media device gets minor evidence of your consuming intentions, a set of advertisement algorithms are activated to orient the final decision.

The above-mentioned reality is similar in many aspects of our society. Political and military decisions are fueled by biased information which aims to increase the votes, or to enhance the support needed to start a war campaign. In United States is well known the strategy followed to increase the popularity of Donald Trump. In Russia, recent investigations propose a hidden plan to justify the interventions in Ukraine using government media channels.

Effective advertisements can influence the decision-making process in sales and other scenarios. This is a reality and it´s quite relevant to be aware on its consequences and the urgent need to be prepared to deal with it.