I have always been concerned with the question: why do brands invest so much money in advertising, but still end up without clients? Understanding how advertising affects the target audience helped me find the answer.
In today’s world, where consumers are constantly bombarded with advertising, the ability to stand out and grab attention is critical. Advertisers who use psychology can greatly improve the effectiveness of their campaigns.
Bells from the past: what are triggers in marketing and how do they help increase sales
One of the key aspects is the use of cognitive and emotional triggers.
- Cognitive triggers are aimed at rational c level executive list perception of information. Demonstration of unique advantages of the product and use of statistics help the consumer to make an informed decision about the purchase.
- Emotional triggers appeal to people’s feelings. Vivid images, touching stories, and humor create an emotional connection with a brand, which often leads to increased loyalty and sales.
There are many examples of successful use of these triggers in advertising in different niches.
Safety and reliability. Car advertising often focuses on safety and reliability, backing this up with crash and test statistics. For example, Volvo is known for its advertising campaigns that show crash test results.
Fuel Economy: Many automakers, such as Toyota the evolution of web design and its hybrid lineup, use fuel economy statistics to demonstrate the economic benefits of purchasing their vehicles.
Where to get ideas for advertising
Images of happiness and success. Perfume or cosmetics advertising can use such images to make the consumer want to associate themselves with these feelings. For example, Chanel No. 5 often shows successful and attractive people enjoying life in their advertising.
Symbiosis of different triggers. Colgate toothpaste ads often include both cognitive and emotional triggers. On the one hand, the brand betting data demonstrates scientific facts about preventing tooth decay, and on the other, it shows happy families smiling confidently at each other.
The effectiveness of various psychological approaches is confirmed by numerous studies. For example, a report by Solomon Partners showed that advertising that evokes strong emotions is remembered 70% better than neutral advertising.