Have you ever wondered how to create an advertisement that has affect on consumers? Most companies spend millions of dollars each year on advertising, but the vast majority of these ads are ignored by viewers. It’s hard to know what makes a good ad and what doesn’t.
Luckily, there is a way for marketers to learn exactly why some advertisements are successful while others fail miserably. How Can Advertising Affect Consumers? By using the rules outlined in this article you can craft your own effective marketing campaign without spending too much money or time on it. All it takes is knowing which principles work best!
How Can Advertising Affect Consumers?
Brand Awareness
Awareness is about how many people are aware of your brand, whether they have heard of it before or not.
When I am asked to think about an example of a famous brand, I immediately picture Nike. A lot of people wear Nike shoes because they are known for their comfort and style. If Nike only advertised to people who knew of the brand, their sales would not be as good as they are now.
On the contrary, if a new, unknown company started an ad campaign and we were unaware of them; we wouldn’t buy from them out of fear for wasting our money on bad products. Because awareness is high for Nike, many customers will be inclined to buy their products because they trust the company.
Brand awareness is important in advertising because it shows that the target market is familiar with the brand. This means that people are more likely to want something if they know about it or recognize it versus something new and unheard of. Brand recognition is also an important part of brand awareness in advertising.
Branded Advertising – Making Memories
Branded advertising is when products are advertised under one name.
For example, Tide is an advertisement for laundry detergent; it advertises how well the product cleans clothes and asks consumers to try out their new formula of laundry detergent.
Many companies have multiple brands that they advertise at once. Having several brands may help keep a good reputation, especially if one brand does not do well in the market.
When a brand’s products are not well received by consumers, that product will be taken off the shelves to make room for another good brand that is being promoted under the same advertisement.
Branded advertising sets one company apart from multiple companies because it creates an identity system for particular brands.
The brands are not completely different from one another because they are all part of the same organization.
Branded advertising is used to show customers exactly what type of product or service you are selling, while allowing customers to make distinctions between the types of products offered under one company.
Brand Awareness Behavioral Effect
In order to make sure that the consumer knows about your product or service, advertisements are an excellent way of getting their attention.
When someone sees an advertisement in front of them- they go from not knowing anything at all about whatever it is being advertised for and then eventually become aware once again if there will ever be another chance when customers can buy this particular good/service from you again!
Consumers Get the Information They Need
Advertising is definitely a way for consumers to get information because companies put ads in magazines and on TV. It’s also a good way for companies to market themselves and their products, and it can be beneficial for both parties.
I know that when I’m shopping at any store, whether it’s Walmart or Target or anywhere else, I always look at the ads. I’m looking to see what company is advertising and what product they’re selling. Because of that, I know about different products before I go shopping just because companies are putting out advertisements.
It’s also good for us as consumers because if we don’t know any better or we can’t find other information on the product, we can find out what people think of it through the advertisements. I’ll be looking at many different products and companies before I buy anything, and that’s how I end up knowing about the item.
Advertising is also good for companies because they’re promoting themselves as well as their product, and it’s a great way to get the word out about their store or service.
Behavioral Effects of Features
People tend to think about how something works in terms of features. When you’re advertising your product, a logical list of these components can help consumers quickly understand what they’ll get with it and make an informed decision on whether or not the purchase is worth their while.
Imagine being at home sick from school one day last week-end – having ads that don’t highlight any particular positives might leave them feeling skeptical if there are things missing compared against competitors’ brands
Weighing the Benefits
You don’t have to be the same as your competitors. All you need is a different approach, and some clever advertising that makes the difference between success for consumers in their minds!
It’s important not just how well an advertisement works but also why they buy from this particular company over others like them who are selling similar products or services because if there isn’t something about yourself which would make someone want YOU rather than somebody else then maybe nobody will care either way.
So keep those two things top-of mind while designing any message campaign plan before finalizing anything too quickly.
One of the main components of advertising is repetition. It’s a widely accepted strategy in the advertising community that if a person sees an advertisement, for example, three times they are going to affectively remember what a product looks like and its features.
This would then lead them to buy this product in order to possess it or be able to fulfill a want or need (Shimp). This is because when we advertise we try to make a product or service memorable and in turn, people will remember it and buy the item.
This strategy being used however can have negative consequences if taken too far. If advertisements are constantly replayed over and over again about certain items, viewers may become tired of the advertisements and this could lead them to not want to buy the products.
If this becomes apparent, advertisers need to find another way to make their product memorable; perhaps by using new ways of advertising (Shimp).
Developing Recognition
The key to successful advertising is color.
The right colors can help develop recognition and awareness for brands, as well as build a strong association between your logo or company name with what you want people think of when they see it. Have you seen that before?
Sometimes the intentional use an advertisement’s colors matches up really nicely against certain other elements like actors’ clothing in movies – which happens often enough nowadays without even trying!
An Emotional Affect
Here’s how marketers stir up feelings in people. They use advertising that stimulates emotions, paired with a positive voice-over or mascot for instance to create an emotional connection between audience and brand/product advertised.
The company can reach the desired demographic through nostalgia. They do this by creating a social media ad in the style of an old video game that millennials know and love, which will make them curious enough for users to share on their own accord.
Today, marketing to the millennial generation is more cutthroat than ever.
Many millennials are immune from advertisers’ tricks because they’re not easily influenced by advertisements unless there’s additional content on offer such as substance or authenticity in addition to business-related points -and these days it seems like many companies know this trend well enough that their ads can actually backfire if consumers don’t want them!
The positives of advertising
The positives of advertising are that it is usually entertaining and informative, no matter the product. Billboards, television commercials, radio ads, magazines, newspapers, music videos—all are meant to be interesting (and sometimes humorous) courses of information about a company or its products.
Surely this isn’t all advertising does; it also sells products by informing consumers of what the quality of the product is, what it can do for them, or why they should buy this one instead of that one.
If advertising was only informative entertainment then certainly many companies would not be able to sell their products. And if no one bought these products then there could be no sales revenue and without sales revenue the company may go out of business.
The negatives of advertising
The negatives of advertising are that it often makes consumers dissatisfied with the products they have, but feel they have to buy new ones because of advertising.
Advertising is an essential part in creating a demand for goods and services in today’s society. The advertisements are representative of companies needs to sell their products or services in which businesses need in order to generate revenue.
Companies use advertisements in order to raise revenue through the process of selling goods and services, creating demand for their products by using effective advertisements which can result in producing a profit.
Advertisements are used to highlight the key points of the product so they will be remembered more quickly and draw attention to what is important about their products in order for consumers to choose them over competitors.
Advertisements also create a sense of urgency in consumers to purchase their product or service as they see that many others are buying it. They want the same idea to be applied to them if they do not then they feel left out which is what advertisements intend on achieving for businesses.
What are some alternatives to traditional ads
There are many alternatives to traditional ads. For example, companies can implement billboards that require a fee for people to use them and feature public service announcements such as the US National Cancer Institute’s “Tips From Former Smokers” campaign.
The same message would be relayed, but because it’s free and not paid advertising, there is no incentive for an ad agency to alter it. Other alternatives to traditional ads include:
- User generated content, such as memes that convey a brand’s message or hashtag campaigns that get people talking about a product or service
- Sponsored social media posts by influencers, who have already established a social media presence and therefore have more credibility with their followers than traditional advertising
- Product placement in movies and TV shows, analogous to product endorsement by celebrities years ago. By doing this, companies can influence culture without paying for ads or manipulating an ad agency.
Since users generate the content themselves, there is no incentive for advertisers to alter it, so it will likely be much less negative than traditional ads, which are often edited by ad agencies. Sponsored social media posts cost money but contain the company’s message without any manipulation or distortion of that message.
Product placement can be more expensive than traditional ad buys, but the product is placed in a context (such as a movie set) where its relevance to the material will be understood by viewers, so the branding will feel more natural and less manufactured.
How do advertisements influence consumers?
Advertising can influence consumers in a number of ways:
Through the way it is designed and presented, by giving information about products and services and communicating their value to potential buyers. It also includes factors such as pricing and distribution of products which are communicated through advertising.
One possible effect on consumer behaviour is persuasion, which is where an advertisement attempts to change someone’s beliefs or actions.
Other effects include building brand awareness, changing the consumer’s perception of a brand or product and reinforcing an emotional response (either positive or negative) towards the product shown in the advertisement.
Through all of these factors advertising can influence people’s behaviour by either encouraging them to buy certain products, commit to certain actions, or change their beliefs and perceptions about products and services.
What are the effects of advertising?
One possible effect of advertising is persuasion, which is where an advertisement attempts to change someone’s beliefs or actions.
Other effects include building brand awareness, changing the consumer’s perception of a brand or product and reinforcing an emotional response (either positive or negative) towards the product shown in the advertisement.
Does advertising harm or help consumers?
This question does not have a definite answer, as it depends on the consumer and what type of advertising they are exposed to.
However generally speaking negative effects can occur if an advertisement is seen as being harmful or deceptive towards the target audience.
A good example of this are advertisements for diet pills which have high levels of caffeine, which would be dangerous for consumers with heart conditions or other medical concerns.
