Most consumers don’t go out of their way to find ads (unless they’re remarkably memorable and worth sharing). The marketing and creative department work together to formulate ads that appeal to an audience’s curiosity. A good ad will increase sales and brand awareness. For consumers, advertisements are not what consumers need; however, an ad is a great way for consumers to find out about the products or services they do need. Understanding the ways in which advertising affects consumer behavior will allow you to create stronger, more memorable ads.
If you were stranded on an island with no signs of human life and decided to open a shop, you’d get no business because no one would know that it exists. Even if you started a business in a busy city, the only people who would know about it are friends, family, and the lucky ones who happen to be walking or driving by at the moment they need exactly what you offer. Bridge the gap between a salesperson and a consumer. An advertisement lets a consumer know that you exist, and brings your brand to a wider audience. Without any advertising–print, television, online, etc.–you would have only word-of-mouth to keep you afloat.
In a vastly growing online world, ma and pa shops don’t get by without advertisement in some form. The free market allows any competitor to set up shop near you, and with large corporations building franchises across the nation, it’s more important now than ever to you set yourself apart. With a quick Google search, consumers can quickly compare and contrast one business from the next.
Behavioral Effect of Brand Awareness
Brand awareness has a neutral effect on consumers. An advertisement’s first job is to let people know that your product or service is available to them. People who view advertisements find out about your products similarly to how they find out about current events in the news. At this stage, consumers go from not knowing that your business exists to gaining awareness of your brand in the case of a future purchase.
Consumers Get the Information They Need
Most advertisements will provide consumers with a general idea of a product’s features. In order for an advertisement to be effective, it must show enough to raise curiosity. A simple phone number will give them a means of contact in case they have further questions or want more detailed product information, but an advertisement should at least give consumers a pretty good idea of what your product, service, or company is all about.
Behavioral Effects of Features
The features of your product are analyzed rationally by consumers. A logical listing of features gives consumers an idea of functionality and works on an intellectual level with the ad viewer. If you’re advertising a vacuum, a logical feature would be that it cleans dirt from carpet. For a consumer whose vacuum just broke, this analysis of features might lead them to a store to compare vacuum cleaners. Having an ad showcasing your product will make your brand seem that much more memorable in the eyes of a consumer.
Weighing the Benefits
Most industries are rife with competition. What sets you apart from your competitor is how you do the same thing differently, and how you advertise that difference. Benefit evaluation is an emotional response. Consumers will watch your ad and identify how your product can make them happier or improve their life. This is an irrational consumer response and is the part of an advertisement that can lead consumers to make impulse buys. Again, if you’re advertising a vacuum, but this time your vacuum not only does what all vacuums do but also has the added benefit of steam-cleaning, a consumer with a stained carpet will weigh that benefit when comparing it to a regular vacuum.
Reminders and Ad Repetition
Memory is not perfect. If you make an advertisement and only show it once to an audience, the impulse buyers might make a hasty decision, but most will not. In most cases, it takes a few times before an ad really sinks in. Thanks to technological innovation, tracking allows online advertisers to reach the right audience. If you announce on social media that you’re engaged and change your status on Facebook, you’ll start to see advertisements for wedding photographers, planners, and all sorts of other wedding-related ads. Eventually, when the time comes, an ad that has been repeated enough will pop in your head when you need something the ad offers.
Advertisement is a necessity in this competition-driven market. Understanding how advertisements affect consumer behavior will help you to build a better ad that addresses each factor. Whether you’re looking to create television ads, radio ads, digital ads and more,