Different brands will use different forms of advertising and marketing to do so. One popular way to advertise is through persuasive advertising. But what exactly is persuasive advertising, and when is it ideal to use? What is Persuasive Advertising? Persuasive advertising is a form of product promotion that seeks to persuade a potential customer to purchase a specific product, usually when presented with several different similar products in the same product category.
Marketing professionals will use this type of advertising to generate demand for their new items or services, as well as to increase the demand for their product or service in that preexisting marketing.
Persuasive Techniques in Advertising One common form of persuasive advertising is the comparative approach. Logical, right? You can persuade people with a logical display of how your option costs less money—or maybe even saves people money, like Crave. Show your audience that your product will not better their life, but will also better their bank account.
That means OTTO can show off beautiful rooms and comfortable-looking beds in its advertisements. Imagine loving your apartment so much that you never wanted to leave? This campaign definitely evokes a feeling of laziness, comfort, and sloth. This might be one of my favorite ad campaigns ever. It resulted in hilarity—and probably a lot of Whopper purchases. These ads definitely got some laughs over this. And, with this campaign, Burger King let customers—albeit disgruntled ones—do the talking, which gives a bit more weight to the message.
If your brand is big enough—or lucky enough—to have a fan like Ed Sheeran, you should be all set. However, if your celebrity fanbase is a bit smaller, think about working with influencers. Persuasive ads are usually very on-brand for social media personalities. For some terribly relatable, Gen-Z-focused content, watch the video. This is targeted at a specific audience , which is a good thing to keep in mind when brainstorming persuasive ads.
This little display ad has been following me around since my mom came to visit me. Go figure. This is reminiscent of basically any paper towel or cleaning product commercial—moms know best when it comes to cleaning up after messy, tiny humans.
Think about the main demographic using your product. Brag about who trusts your product to persuade more people to trust it. This is one of my favorite out of home advertisements.
Parachute is literally persuading people to spend more time in bed sleeping. Everyone loves sleep. Think about how your product provides a universal good. Be brutally simple—and glorify that simplicity. Does it satiate your hunger? Keep you dry on a rainy day? In the reverse selfie campaign, Dove depicts how social media users may be inclined to change their appearance for public approval.
Other materials provided by Dove also share facts and statistics related to social media usage and body image. Showing clips of famous Black figures, each clip read "most searched" to indicate each person shown and event shown was a history-maker.
Persuasive advertising and informative advertising definitely focus on different aspects of persuasion, but they still aim to achieve the same goal: convincing your audience to take the desired action. So whether you pursue one advertising strategy or another, remember that if you can trigger an emotional response, regardless of the stimuli, your ad will be a success. Editor's note: This post was originally published in October and has been updated for comprehensiveness.
Originally published Sep 28, PM, updated September 28 Logo - Full Color. Contact Sales. Overview of all products.
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