Wednesday, December 2, 2015

Tools of Persuasion in Advertising

My DMK1023 Business Communication students at Sunway University are preparing for their finals next week. They should know by now, the importance of communication in advertising. 
 
Humor is an effective persuasive tool if done properly. And a comedic situation can make an ad memorable:



And there's no questioning the link between advertising and human emotion. Especially, those who are into neuromarketing will know that ads that engage us emotionally work better.
 
Check out this commercial that will surely tug at your heartstrings:



Did this commercial move you to tears? Did you run out on tissues?
 
Also, I suggest you read Hamish Pringle and Peter Field (2008) “Brand Immortality” (ISBN-13: 978-0749449285; ISBN-10: 0749449284) – the finding from that book that I wish to share with you is an analysis of data from the IPA (the UK-based Institute of Practitioners in Advertising). Note the IPA dataBANK contains 1,400 case studies of successful advertising campaigns submitted for the IPA Effectiveness Award competition over the last three decades or so.
 
This particular analysis of the IPA data compared the profitability boost of campaigns which relied primarily on emotional appeal versus those which used rational persuasion and information. Campaigns with purely emotional content performed about twice as well (31% versus 16%) with only rational content, and those that were purely emotional did a little better (31% versus 26%) those that mixed emotional and rational content.
 
The chart below shows the results:
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Pringle and Field attribute this split to our brain’s ability to process emotional input without cognitive processing (or even awareness), as well as our brain’s more powerful recording of emotional stimuli.
 
I too agree with the authors that emotion-based ads may be more difficult to create, but the stats say it’s worth the effort!

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