Why do some ads stick in our minds better than others? And how much do consumers really pay attention to the details in ads anyway? Most people seem to view advertising as something negative, a necessary evil or an inevitable part of modern life. Others see it as a way for companies and corporations to manipulate the average citizen into buying their products. There are many who even go so far as to claim that advertising is at best a waste of money, at worst destroying societies around the world by teaching people that happiness can be bought through purchasing goods they neither need nor want.
Is all this true? Has advertising really become little more than an endless stream of repetitive and pointless words and images designed only with one aim in mind: To convince you buy things you do not require? Is it making us unhappier while. How can such a young industry advertising is barely years old have such an enormous effect on our lives? The obvious answer would seem to be that companies and corporations use clever psychology to trick us into buying the wrong things, the wrong way.
The Truth About Advertising From someone who worked in advertising for 5 years So what does make people buy products? Yes, people are influenced by advertising but what makes them do this? Well there are many elements involved.
Some of these are simple things like images or colors , others are encouraged through subtle subliminal messages.
These are all techniques used in traditional advertising campaigns. Outdoor, Social Media. Then there is guerrilla advertising, political advertising , viral advertising and word of mouth. These types of adverts are a little harder to define but they all have one thing in common: Word of Mouth.
It might sound simple but when you think about it, what could be more powerful than trusting someone enough to tell them about your product or service? How many times have you passed on a tip or recommendation to a friend or even a stranger? Or asked for advice from someone you respect? Trust is incredibly powerful and if people trust you then. Here are some statistics to show just how powerful word of mouth is:.
To put it simply, people trust their friends more than they trust advertisements. How can you really benefit from word of mouth advertising?
At first it will look like a creative way for people to destroy their looks, but soon you'll see variations that you like, or patterns that you like. You'll learn to create an aesthetic. People don't just get used to anything - they can learn to like it. The fact that people will eventually begin to find reasons to like anything, as long as they're exposed to it long enough, is called the "mere-exposure effect. He tried two different experiments - one on animals and one on humans.
The animal experiment was fairly simple. He separated a bunch of fertile eggs into two groups. To one group he played one musical tone, and to the other he played another. When the eggs hatched, the chicks in each group gathered around the tone they were most used to.
It's understandable that chicks might crowd near a stimulus they were exposed to when they were developing, but humans don't have an excuse. Zajonc got a group of volunteers and showed them Chinese characters - after making sure they couldn't read the script.
According to Facebook's internal studies, the ads weren't getting many clicks, but they were working brilliantly. There are a few reasons to be skeptical when Facebook concludes that its ads are working spectacularly. First is the basic B. These are not objective parties.
Second, there's that pesky I-was-gonna-buy-it-anyway bias. Let's say I want to buy a pair of glasses. I live in New York, where people like Warby Parker. I've shopped for glasses at Warby Parker's website. Facebook knows both of these things. Now, let's say I buy glasses from Warby Parker tomorrow.
What can we logically conclude? That Facebook successfully converted a sale? Or that the many factors Facebook considered before showing me that ad—e. Maybe Facebook has mastered the art of using advertising to convert sales.
Or maybe it's mastered the art of finding people who were going to buy certain items anyway and showing them ads after they already made their decision. My bet is that the answer is a somewhere in the middle and b devilishly hard to accurately measure. The eBay study suggested that people who click most ads aren't being influenced.
The Facebook study suggested that people who are being influenced aren't actually clicking ads. Skip to content Site Navigation The Atlantic.
Popular Latest. The Atlantic Crossword. Sign In Subscribe. The Problem With Search. I'm not fully convinced that search ads are as ineffective as this paper suggested. To their credit, the authors admit that other studies about Google have found search to have higher ROI.
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