Persuasive advertising is a type of advertising that appeals to the needs and wants of customers and aims at selling a product or service. It implies using different methods to communicate the benefits of a product and convince people to buy it.
In this article, we’ll explore the advantages and disadvantages of persuasive advertising and make the difference between persuasive and informative advertising clear. Next, we’ll uncover techniques and examples of this strategy.
Advantages and Disadvantages of Persuasive Advertising
Persuasive advertising as any other type of advertising has both advantages and drawbacks. Let’s now consider all of them to understand how it works and realize the benefits a company can obtain. The first and foremost is that the technique sticks to a customer-centric approach. This means that a company focuses on making customers satisfied and tries to meet their individual needs.
Secondly, the strategy is always based on making arguments that support a product’s value and persuade customers that it’s useful for solving their problems. It helps convince consumers to purchase a certain product based on its quality, value, features, or benefit. As a result, businesses succeed in establishing credibility and trust in their products.
Persuasive advertising influences buyers through emotions, needs, and desires. Customers choose specific brands because of the way they feel about their products. The right approach and the reasons people have to purchase a certain product create a connection between a customer and a brand and establish strong relationships. It results in brand loyalty.
This type of advertising also has disadvantages. The cons include:
- the impersonal character of advertising;
- dissatisfied consumers;
- sometimes a deceptive picture of the products companies offer;
- customer churn.
Now when you are acquainted with the pros and cons, it’s time to proceed to the next section about persuasive and informative ads since sometimes it’s difficult to find the difference between the two.
Persuasive Advertising vs Informative Advertising
Both types help companies communicate the strength of their products and services. However, they are used in different strategies. Let’s review both in more detail to see the difference.
Persuasive advertising is a type of advertising that implies convincing customers and making them believe that a product or service is worth buying. With these types of ads, marketers appeal to emotions. Since facts and figures aren’t always enough to persuade the target audience, many brands try to establish emotional connections. It helps encourage consumers to purchase.
Informative advertising is a type of advertising that encompasses companies using facts and figures to communicate the benefits of products to the target audience. Brands share truthful information about their products or services to highlight their value, benefits, and features with a minimum appeal to customers’ emotions. After obtaining accurate information about a certain good, a customer decides whether to buy it or not. Check out our article to explore informative advertising in more detail.
Simply put, the main difference is that persuasive advertising relies on emotions whereas informative advertising manages truthful facts and statistics.
Now when the difference is clear, let’s jump into persuasive advertising techniques.
4 Persuasive Advertising Techniques
You can use different techniques to implement the strategy into your business. Now we’ll explore the most effective of them.
- Emotional appeal. When using this technique, brands try to evoke a certain type of emotions in customers. It can be happiness, satisfaction, surprise, joy, interest, or sadness. This way, companies can make consumers not use rational thinking but rather rely on their emotions at the very moment. As a result, clients perform impulse purchases and bring companies more revenue.
- The carrot and the stick. Brands try to provide customers with these sensations. An ad that uses the carrot principle, includes the product’s values and benefits and cheers up consumers. It makes them feel hopeful that a certain product can bring a solution to their problem. However, some ads focus on the stick principle. In this case, brands highlight negative aspects and dangers that can emerge if they don’t buy a certain product.
- Scarcity principle. The principle focuses on people’s wants to have something unique and original. The technique is used to approach customers who pay attention to rare products or experiences. It works because people can feel more powerful when owning something extraordinary others don’t possess. Often, brands that implement the strategy in their ads include phrases “limited availability" or "exclusive offer" to increase customer demand and evoke fear of missing out.
- Celebrity association. By attracting opinion leaders to their products’ advertising, companies create associations with them and increase customer engagement. Celebrities add value to your product and make it more desirable among consumers.
Now let’s take a closer look at several examples.
Examples of Persuasive Advertising
Many brands use persuasive ads because of the benefits they bring. Let’s consider several of them to understand how the technique should be implemented.
The famous producer of ketchup decided to establish an emotional connection with customers by including the English singer Ed Sheeran. Its commercial is easy, funny, and light. It helps connect with the target audience and evoke positive emotions that customers later will associate with the brand. The singer who became the main character of the ad can also attract his fans to the well-established brand.
The company used the “Find your place” campaign to promote its real estate app. The brand’s team decided to advertise the campaign in the subway to encourage people to find a great place to live in.
To conclude, persuasive ads allow companies to effectively promote their products and encourage people to buy them. The examples above demonstrate how they succeed to thrive.
- This article defines the term and provides readers with techniques and examples.
- In this article, you’ll find some great examples of persuasive ads.
- This article unveils the disadvantages.
Last Updated: 14.09.2021