Download - Triggering ads
Triggering Ads
Dr. Rod King has been a great support to me. It is with heartfelt gratitude that I dedicate this humble work to him
Which is more attractive? A girl in bikini or a girl in mini skirt?
Momentarily, the girls in bikini attract your attention more. But later, it is a different story
The human emotion of anticipating, uncovering the “unseen”, the desire to know more and other emotions overtake the sceneThe girl in mini skirt is more attracting
Social jealousy could lead to the build up of negative emotions that spiral down to trigger action. How?
Let a lady from the middle class own a classy watch that another lady from the upper class desires
Watch the watch
Social jealousy ignites
Jealousy builds up into inferior feeling (less self-actualization, deprivation, loss of social status
Moving down the Maslow PyramidDepriving the upper class from self-pride is a negative emotion that may lead to positive results to the advertisers
The lady from the upper class will influence (nag) her husband to get one- and more expensive one too.Social jealousy is an interesting area for advertisers
Effective advertising, but is not welcome at all times
The high-class needs cascade down to the basic needs.Emotions lead to actions. Feeling insecure, deprived of social status might lead to greater negative consequences
Negative emotions are like a spiral rope tightening on the neck of affected person
Positive emotions work in the reverse order
They take us on the road to self-actualization and pride.
Positive emotions expand our options and open new landscape of opportunity
Associating a product with positive values increases the possibility that
customers will take action
Linking food products with joy and happiness is a trend that is self-reinforcing
Happy times do not mean eating a good meal only. They mean being together (social need)Being together means sharing memories, exchanging information, magnifying our pride and feeling time is running with happiness. That is moving up on the Maslow PyramidIt is not a meal only; it is the atmosphere that brings comfortable association and self-fulfillment
Ad Genre Trends During Recessions
Interesting findings from Nielsen: Funny ads always work, no matter the economic climate.In times of recession however, emotional and value-focused ads scored significantly better than usual.And just to confirm what everyone already knew but what advertising agencies apparently still haven’t figured out: ads based on promoting stuff with features, prices, etc, never work, no matter what the economy looks like.
This conclusion finds support from the following reference
Emotional advertising is the key to successful advertising
Keeping the ad short of the final result arouses curiosity, the desire for finding the resolution and leaves room for imagination
Precursors are the formed chemicals before they convert to the finished product
Precursor emotions are emotions that precede the final emotionsA man and woman closing their eyes are the precursors for a kissShow the precursor and leave the rest to the readers’ imagination
Reception to the ad may varySome people will remember that this was the last kiss before separation. They feel sad. For others, this might be the last sweet moment. It sweetens their memories, which brings them pleasure which cascades into happiness, joy and actions of joy
Ad
Positive emotions scale up. From watching investors in the stock market going from depression to hope, relief and then optimism we know the investors’ reactions become more positive in the process.Let your add do the same.
I question the merit of negative advertising. Smokers do not quit smoking in spite of all life-risking ads.
Highlighting the joy of non-smokers may be more effective