Advertising that causes strong emotions increases sales by 20%. But today it’s quite difficult to choose the right way of effective advertising. We are overloaded with information. The number of media sources is breaking records. The average person watches television five and a half hours a day. Two and a half more – listening to the radio. We spend 2 hours using smartphones, 2 more – looking at the laptop screen. Add to this list of other gadgets, and it turns out that we have been interacting with the media for more than twelve hours. And we are constantly in touch with advertising.
Nowadays radio, television, and the Internet constantly steal information from each other. But even the lack of uniqueness does not cancel the fact that people began to interact more actively with the media. And, contrary to popular belief, they began to trust television advertising more. Especially compared to advertising on the Internet.
The world of modern media is extremely complex and diverse. It is important to determine the target audience and the right presentation. And no matter how advertising is impressive from a technical point of view, it’s the idea is in the first place.
Why advertising sometimes doesn’t work
Advertising is everywhere. To be noticed, the concept must be thought out to the smallest detail, because usually, advertising is perceived by the background (have you heard about ‘banner blindness’?) and it is harder for it to reach the audience.
What is the basis of strong advertising? And how does it interact with the buyer?
The advertising industry has created dozens of assessment tools based on memorization, recognition, attention, intent, and the like. They help evaluate the impact of advertising on the audience and understand what works and what doesn’t. They are easy to measure and easy to interpret. This is important, but not enough – all the indicators that traditional marketing relies on do not reflect whether advertising establishes an emotional contact with a person.
Ad performance depends on emotions
Emotions are the cornerstone of advertising. There are dozens of theories about how it works, but most modern researchers agree on one thing: all our relationships with brands are based on emotions. And emotions govern both unconscious and conscious decisions, those that we weigh and think through well.
How long have you come across a movie with a simple melody that you couldn’t get rid of? Or did you notice an image that, it seemed, was not connected with the brand in any way, but then it was still strongly associated with it? Usually, such pictures, slogans, and melodies that get stuck in the memory testify to the effectiveness of advertising – but they hardly say anything about the qualities of the product itself. Remember that in most cases, people make a purchase decision not for rational reasons, but just like that. Instinctively, intuitively, spontaneously.