Advertising and the Mind

Emotions is the root to the success of an advertising campaign. Your ads need to generated positive emotions from readers, and they will reward your ads with attention, and possibly even purchase your advertised products.

The period of 1 week after seeing your ad has the greatest impact on purchase. So maximize reach for 1 week, not frequency. So as Erwin Ephron recommended, take the number of ads you can buy in a period, and air them with the same time duration between ads. Quite a nice and organized approach, don’t you think so? Another way is to make the ads appear frequently in the beginning, and then double the duration between ads as time progresses.

The more links between your new message and what the consumers know, the better the linkage. Link your message to things that are familiar to your target audience.

Do not assume that your target audience understands your ads as well as you do. Do tests on them.

A 15s ad will have 30% less spontaneous recall compared to a 30s ad, and also 13% less aided recall. Yes, it is not 50%, as longer ads have diminishing returns. But longer ads do increase recall.

The controversy comes in ads with long copies. Apparently they are weaker in generating emotional impacts, and reduces recall and recognition. My take is long copies are more persuasive, but you will need really interested consumers to read them. Long copies also turn away uninterested consumers far faster than a more visual and emotional ad.

For online ads, bigger sizes and more movements grab more attention.

Cost of advertising = reach x frequency x structural attention factors x creative impact

John Philip Jones concluded that effective ads are likeable, visual rather than verbal, and say something important and meaningful about the brand. Consumers like ads that are out of the ordinary, clear, relevant, entertaining and empathizes with them.

To better relate ad attention to sales, use same elements in ad on your products and in in-store displays. This helps to trigger memory linkage between ad message, product and displays. Put the brand logo in the first screen of TV ad as well, as some people will just switch off their mind when they see a seen before familiar ad. Be clear in ads, and use only 1 advertisement per period of time.

Use prime time for TV copies to get good reach. If you only sponsor a certain program, you may cause viewing fatigue among a small group of consumers, with high frequency.