Feb. 13th, 2007

What makes advertising successful?


What you say? Jam-packing an ad with product feature after product feature doesn’t work? That’s crazy talk!

Dr. Heath from the University of Bath has got the answer we have been searching for. Not only the answer, but proven scientific results.

"Dr Robert Heath, from the University of Bath’s
School of Management, found that advertisements with high levels of
emotional content enhanced how people felt about brands, even when
there was no real message.

However, advertisements which were low on
emotional content had no effect on how favorable the public were
towards brands, even if the ad was high in news and information.

Dr Heath, working with the research company
OTX, tested 23 TV ads that were on air at the time in the USA and 20
that were on air in the UK, for their levels of emotional and rational

They then asked a second sample of 200 people
in each country how favorable they were towards the brands in the
advertisements. Those who had been exposed to ads with high emotional
content showed a marked positive shift in their favorability towards
the brand. But those who had seen ads with low emotional content showed
no real shift in favorability, even when they had a high level of news
and information."

Thus, the most effective advertising  to establish a preference among brands are ads with a large amount of emotional content and very little actual information.

"In advertising, it appears to be the case that it’s not what you say, but the way that you say it, that gets results."

Read the whole article  here

I couldn’t have said it better myself.

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