Persuasive advertisements create a
positive shift in disposition towards the brand, usually leading to
increased intention to use among non-users and increased behavioural
loyalty among current 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. The 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 who become loyal to the brand,
persuasive advertising has a long-term impact on sales. However, the impact
of these ads diminishes as consumers who are receptive to the message are
persuaded quickly, while those who are not receptive are unlikely to be
swayed by repeated viewings of the same commercial. To overcome this
challenge and expand the customer base through persuasive advertising,
marketers need to create a series of advertisements that highlight diverse
benefits of the product. By emphasizing different aspects of the product,
marketers can attract a broader audience and increase the likelihood of
persuading potential customers who were not convinced by earlier ads.
Consider, for example, a government’s campaign to encourage
young couples to have more babies. Initially, officials promoted tax
incentives as a means of persuading couples to have children. While some
couples were convinced by these incentives, others were not, and repeating
the same offer would likely not change their minds. Therefore, the
government shifted their approach and introduced a new argument that having
babies was a duty to the country and society. This message aimed to appeal
to a sense of responsibility and patriotism among couples. However, this
approach may also have limited impact on those who did not view having
children as a duty.
Finally, the government adopted a program that focused on
tapping into people’s emotions and feelings. This campaign aimed to
communicate the immense joy, fulfilment, and unconditional love that
children bring to our lives. By emphasizing the positive emotional benefits
of having children, the government was able to broaden its appeal to a wider
audience.
Overall, this example demonstrates the importance of using a
multifaceted approach when trying to persuade people. By shifting the focus
of the message and highlighting different benefits, the government was able
to reach a wider audience and increase the likelihood of persuading those
who were initially not receptive to the idea.
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.
