Persuasive advertisements create a positive shift in disposition towards the brand, usually accompanied amongst non-users by increased intention to use, and increased behavioural loyalty amongst users.
Persuasion is akin to what Brown referred to as “immediate impact”. Consumers are persuaded by advertising if it says something new that is relevant and credible. Immediate impact is self-evident — over the years, many remarkable products (e.g. Volkswagen Beetle, Walkman, Pert Plus, iPad, Tesla) that were novel, relevant and credible when launched, experienced immediate sales gains through advertising.
By attracting new users, persuasive advertising has a long term impact on sales. However, these ads become less effective over time, as consumers receptive to the message are persuaded quickly, while those who are not receptive are unlikely to be won over by repeated viewings of the same commercial. To increase their customer base via persuasive advertising, marketers often need to produce a series of advertisements, emphasizing different benefits of the product.
Consider, for example, a government’s effort to persuade young couples to have more babies. Officials started by advertising financial support in the form of tax incentives. Some couples were persuaded by these incentives. Those who were not swayed were unlikely to change their minds should the government continue to reiterate the same offer. A new argument was put forward suggesting that it is one’s duty (a national service) to country and society to have babies. In their third attempt, the government pursued a programme that tapped people’s emotions and feeling, and communicated the enormous joy, fulfilment and unconditional love that children bring to our lives.
Persuasion is the preferred mechanism to appeal to consumers to try new products. It is also the mechanism of choice for impulse products, where it acts as the trigger to tempt people to purchase.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
Marketing has changed. More so in practical terms, and marketing education is lagging.
The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.
That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.
MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.
The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.
Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.
But be careful. There are plenty of toys that masquerade as simulators.
Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.
While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.