What makes on ad successful?
What makes a product sell? Is it the quality, the price, or the accessibility?
If you've answered any of the above, think again; the best way to consumers' pockets is through their psyche. When someone sees an ad they particularly like or hears a jingle that gets stuck in their head, it definitely affects their decision on where to place their money. 50 the question for the advertiser is, what makes an unforgettable ad?
The Channel of Communication
The channel of communication is extremely important. Some studies have shown that the more lifelike the medium, the more persuasive the message. In other words, television commercials may be the way to go, with internet, then radio following close behind. Other studies, however, say that messages in print are the easiest to comprehend and recall. Combining this with the previous information, a huge life-sized billboard might be a fine suggestion. Whatever media you Choose, the key word is repetition; repeated exposure often equals persuasIon, or at the very least, curiosity. To enhance your ad's persuasiveness, focus on calling for active, firsthand experiences. Encouraging viewers to try out the product is more effective than just telling them it's good.
Social psychologists have also noted that media influence might be actually weaker than that of interpersonal contact. At the supermarket you may consider those people coaxing you to try out a certain cheese or buy a certain brand of batteries rather annoying; you might also be unaware of the effect such tactics have on you. Even if you don't try the cheese or buy the batteries, the brand name will be imprinted on your brain, and might unconsciously affect your next shopping decision.
The Target Audience
Next comes the target audience issue. To be effective, advertisers must be aware of who they are trying to reach and how they are attempting to convince them. Age group, education level, and even ethnicity might be influential factors; moreover, people forewarned that someone is trying to persuade them automatically become Immune to persuasion, so the advertiser's awareness of the target audience's preconceptions about the product is also essential. Research must be done in these fields before concocting your ad.
After deciding on how to and who to promote the product to, the actual design and making of the ad comes into play. To appear believable, the persuader has to be perceIved as both expert and trustworthy, since millions of consumers base brand preferences on persuader attractiveness. Using celebrities as campaign stars is a common and certain technique; people like to think they’re using the same perfume as thIs famous person, or wearing the same clothes as that VIP. In addItion, there are two routes to persuasion: central (or rational) and peripheral (or emotional) persuasion. When marketing a necessity, advertisers use the rational route, and when marketing a commodity, they use the emotional one.
With a decent product, a good idea, and these guidelines, just stir in some creativity, and voila! You've got yourself an original, successful, and effective ad.
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