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Good Advertising Moves Emotion
An advertising adage states, "Move emotion and you'll move product." Creators of today's ads seem to have misplaced that philosophy but, according to the article lined below, they need to get back to it.
A group of researcheres from the University of Washington, Seattle University, and Washington State University have put together a study showing that consumers respond more to an emotional ad than they do to a factual one. Price points aren't all that important today. Painting an image of how your product ties into the emotional life of a consumer is.
The study deals with television ads; however you can place the same objective in front of radio advertising. The constant yelling in automotive ads, barking on dollars and deals, is not as effective as positioning a dealership in the minds of its local buyers. Yet nearly all radio advertising for auto dealers depends on forced delivery, screaming announcers, and unbelievable deals. Spending an equal amount of money promoting a dealership as trustworty, without gimmicks, and out for the good of the consumer will deliver an image that no "$3000 for your trade-in" will beat. Note that I used the automotive category, but plenty of other radio advertisers use this approach in their ads.
"Sell the audience on their lawns, not on your grass seed" is another advertising adage. It works because you are talking about them! It builds a relationship by moving the emotion of security - that consumers are safe dealing with you.
Related Article:
Medical News Today
Posted:
14:04 8/16/2005
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