Persuasion may not be the initial goal of every TV ad, but when you want to make an immediate impact on consumer behavior and generate an increase in short-term sales; your ads need to be persuasive.
We’re sharing five tips about how persuasion in advertising can be effective. Download the Marketing Knowledge Point to learn more.
- ADVERTISING CAN WORK BY PERSUASION.
Persuasion is just one way to go but it’s an important indicator of a short-term sales response; especially for new brands.
- MAKE PERSUASION YOUR GOAL IF YOU HAVE MEANINGFUL NEWS.
The persuasive power of your ad will be stronger if your target audience finds the message new, relevant, credible and different
- THIS IS TRUE ACROSS MEDIA CHANNELS.
We find the same pattern globally, across all categories and media we study
- IMMEDIATE PERSUASION IS UNLIKELY IF ENJOYMENT IS POOR.
If an ad is strongly disliked, it can hurt an ad’s persuasive power
- PERSUASION MAY NOT BE THE BEST GOAL.
If there’s no meaningful news it’s unlikely that Persuasion will be a useful metric. Instead, focus on other measures; consistent, well-branded, impactful advertising (as measured by Millward Brown’s Awareness Index) can generate long-term sales without news.