What advert made you do something and why?
Posted by: Caféstudy
13th Jun 2014 12:11pm
Recently, we asked you what the last advert was that you saw that actually prompted you to do something!
The variety of ads that you mentioned was huge; from car ads, to store discounts in catalogues, and fast food ads that appeal when you are hungry. The example that really deserves a mention more than any others was an ad for a charity on TV on a Sunday afternoon which inspired one of you so much, you set out on a life changing trip to Africa, joining a mission to build a school for young children in poverty! Well done br – we commend you (and are secretly a bit envious!).
We could go on with many more examples, however the main point here is that we noticed a theme. A common response when asked this kind of question is to complain about the number and level of ads – which incidentally is aptly referred to in the advertising industry as the ’level of noise’. But if the ad hits the right note at the right time, you will do something. If you see something that is already on your radar, it will catch your attention. As beldan69 summed up; “the only time something hooks me is if it is something I am already thinking of getting. It helps me to make a decision.” Kwilena gives a good example; “Saw an ad for a vacuum cleaner at a good price, reminded me that I needed one so I went ahead and made the purchase.”
There are several reasons why advertisers communicate with their customers. One is to create awareness of their brand and position it where they want it to be. Another is to present a specific ‘call to action’, where the whole point of the ad is to get you to do or buy something. So what is the call to action which resonates the most with you? We bet you can easily guess - it’s the discounts! Money off things. Often, you look at catalogues specifically to find these discounts and specials advertised. However the common theme is still present here – much of the time you will often only look at catalogues to see if what you normally buy is on sale, rather than buying something just because it is on sale.
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