Likeability has over the years been of core importance to advertisers, but in the beginning of 1990 more focused academic inquiry in the field of advertising began to query its significance, (Lewis, 2009). According to the United based Advertising Research Foundation (ARF), as quoted in (Lewis, 2009), likeability should be regarded the key factor influencing persuasion for sales. The reason has been due to the continued appreciation
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Due to the new dawn of technology, the rapid growth of communication technologies and the development of infrastructure have propagated the abundance of reliable data that can be sent and received through the mass media daily. Due to personal mental capacities in dealing with information, the information is restricted; people are regulated to this situation through scanning their media and its environs and by paying very little attention to the content therein. The fact that the message carried in information is successfully delivered depends on its apt relevance for the target consumer, (Wiseman, 1997). Therefore the advertiser should look forward to answering the question, “what’s in it for me?” which the consumer often asks. The technological growth in the recent past shows that in today’s media environment, it might be of much of dire necessity to make up adverts that are relevant and likeable.
Discussions should place their foci on advertising likeability and its direct effect on the effectiveness of media commercials. Additionally, discuss how likeability and its effects have transformed over the recently past years. According to
Researches done over the years have propagated several reasons that suggest accounting for the effects generated by likeability (Biel, 19). According to Biel, a consumer at first might pay undivided attention to an advertisement that is
Another reason linked to the impact of likeability is that the advertising itself may be seen as a brand
Other researchers (Aaker & Myers, 87) have explained the power of likeability in terms of the cognitive processing of advertising messages. A liked advertisement is said to affect data processing by emanating a positive arousal and activation, improving the recall of the advertised material, and producing positive judgments to the message.
Finally, others have suggested that showing simple, positive emotions
Humor for Advertisement Likability
According to Williamson (2002), consumers have of late been known to like advertisements that have
What Makes an Effective Advertisement?
Effective adverts with
Even if one achieves the coveted position of having a provocative advert execution with an effective message, the job is far from completion. In the world of advertising, one’s work is never over. Continued exposure of customers, wanna be customers, and suspects to the same advertising over a prolonged period of time leads to stagnation. Eventually, you fail in both
Ascertaining the Effectiveness of an Advert Campaign
One of the many ways is to go with the sole gain methodology, which directly links a brand to one advantage, (Keiko 1999). The characterization angle incorporates making a character that shows the product’s benefits. The narrative methodology deals with developing a narrative story with episodes elaborating an upheaval and its outcome.
Again, good sales persuasion aim to generate an advert that not only states a product’s
Applying Consumer Behavior to Advertisement
There are four main applications of consumer
1). Companies that introduce new products must be well financed for them to stay afloat till their products become commercially successful.
2). It is of dire importance to please the old customers as they will subsequently influence many other customers’ brand options.
The application of the public policy is another way. A good example is the famous Accutane aimed at curing Acne. However, though it was regarded as quality medicine, it had adverse birth effects when taken by pregnant mothers. Again, while concerned paramedics and authorities were forewarned to keep users on the alert, many women still got pregnant after taking it. As a public opinion strategy in
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Social marketing, as Anja (2009) avers. involves passing notions to consumers rather than selling something. A marketing professor known as Marty Fishbein went on sabbatical to work for the Centers for Disease Control in an attempt to try and reduce the incidence of transmission of diseases via prohibited drug use.
Analyzing Markets for Advertisement
There are several units in the market that can be
It’s difficult to imagine a time when advertising wasn’t ubiquitous. It’s hardly inconceivable this has left consumers feeling fed up. Those of us perverse enough to actually enjoy and appreciate advertising are in the minority, (Anja 2009). To the vast majority of people, advertising is perceived as just plain irritating — or worse.
The network has garnered attention already with product placements in reality shows such as “Survivor” and daytime soaps. Now, with digital recorders threatening to reduce the effectiveness of standard TV spots, CBS is wisely seeking to expand on this success. It may not be long before we see Ray Romano brandish a Crest Spin Brush or “The King of Queens” opt for a Coke instead of a beer.
This is where interactive marketers reap the utmost gain. Online, opportunities for creativity abound, not only confiscated to media buying but also stretching to publishing and production. Viral marketing is one attribute that can be the most impacting when incorporated online. E-mail enhances forwarding of links and
When it involves the creation of the present day advertising, whether online or offline, all marketers ought to understand some few important traits. Marketers should note that consumers are more sophisticated than ever and have more technology at their disposal as they keep on looking for the product that best suits their needs. Business upheavals might wait ahead where certain online formats and television spots had not foreseen.
To conclude, considering the new dawn of technology, the fastened evolution of telecommunication technologies and the improved infrastructure have propagated the abundance of reliable data that can be sent and received through the mass media daily. It is good for firms to note that any effective advertisements must be both convincing and persuasive in the manner in which they engage the consumers directly as though you were speaking face to face with them. Companies and advertisers must learn to listen and make sure their businesses are not tainted. Thus
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