Skip to main content

What Makes an Advertisement Worth Our Time?

Entertainment and information are the primary two reasons why consumers click on certain online advertisements. As we use online media with a voracious appetite we will be bombarded with advertisements from every corner of our screen. Most we block out and skip over as we browse. Every once in a while something will catch the corner of our eye. Slowly but surely we switch our conscious focus from the topic of the day to the advertisement. We forced our brains to detach from its current thinking, switch modes and pay attention to something else. Only advertisements that are seen as worthwhile will have the ability to do that!

According to research on reference groups media sources that are both entertaining and informative are seen as having consumer value (Mahmud, Shareef, and Nripendra, 2017). Associative, Aspirational, and Market Generated reference groups were analyzed online to see what which were of highest value.

Associative reference group: A non-referral reference group that act as market mavens and opinion leadership.

Aspirational reference group: A reference group we would like to follow.

Market-generated group: A viral marketing campaign put in place by professionals.

The study was exploratory by nature and used the theoretical framework advertising value model. What the study does tell us is that people trust sources that are more organically driven and are not necessarily "pitches". When we engage them through with something entertaining we can also then provide them new information.

That is really cool! You engage consumers attention and then move into providing them important information that reaches a conclusion. Advertising success comes through well thought out marketing campaigns that are specifically focused on your target market. If you don't know what your target market likes and wants then you don't really have a pin point gauge of your marketing campaigns.

This is what we learn from such research:

1. Create entertaining ads that at least first focus on gathering consumer attention. This may be putting eye grabbing content in the beginning and then more information infused throughout the ad and toward the end.

2. There must be relevant information provided to the consumer that makes their continued interest worth their time.

3. In the online world the type of person who is spreading and sharing the content determines its perceived value. Thus, creating advertisement that is "cool" and interesting makes a difference in who spreads it and why they do so.

4. Consider infusing your informational content with your entertaining story (i.e. content and story line convergence).

Mahmud, A., Shareef, B. and Nripendra, P. (2017). Social media marketing: comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46https://doi.org/10.1016/j.jretconser.2017.11.001

The information was provided by Abel Business Consulting, LLC

Comments

Popular posts from this blog

The Meaning of A Boundless Moment by Robert Frost

A Boundless Moment by Robert Frost He halted in the wind, and — what was that Far in the maples, pale, but not a ghost? He stood there bringing March against his thought, And yet too ready to believe the most. "Oh, that's the Paradise-in-bloom," I said; And truly it was fair enough for flowers had we but in us to assume in march Such white luxuriance of May for ours. We stood a moment so in a strange world, Myself as one his own pretense deceives; And then I said the truth (and we moved on). A young beech clinging to its last year's leaves. The poem is one of seasons changing and the cycle of life. Each May the bloom comes out and brings life to the death of winter. The poem is about a single moment when the characters see that life has changed. The layers of meaning can be deep but on the surface it appears Robert Frost is discussing nature and its cyclical momentum.   Everything in nature moves through patterns. The poem indicates that

Art Review: The Kiss by Gustav Klimt

The Kiss is Gustav Klimt’s most famous and well known painting. Produced in 1908 in Vienna, Austria and incorporated oil and gold life on the canvas ( 1 ). This was unique for his time and represents both tile works with Asiatic influence. The painting and the romance it brings forward is still wonderment to onlookers. The picture depicts a passionate relationship between a man and woman in a sort of perfect place.  The couple is embracing, bodies entwined, wearing robes of wealth and decadence. It provides linear constructs of the Art Nouveau style and the movement of arts with crafts ( 2 ). The male is square and masculine while the woman painted is in curves to represent femininity. The couple is a pair with the woman and man equal in stature. They are in a field of flowers and appear to rise above it.  To many this painting represents the concept that love has no bounds. Social position or worldly wealth cannot hide what goes on under the fancy clothes and standard m

The Nine Parries of Saber Fencing

The Parry is important for defending against attacks and offers an opportunity to counter attack. Without learning parries it will be difficult to effectively compete in fencing. Your body will be generally open to seasoned fencers. Practicing defending against attacks using multiple parries is important for creating the highest levels of competitive skill. The most common parries used are Parry of Four, Parry of Six, Parry of Seven, and Parry of Eight ( 1 ). They are designed to protect your right side, left side, lower stomach, middle of your stomach. They are parries designed to cover the core areas of your body and help you defend against the majority of fencing attacks.   Prime: Stops a cut to the chest. Seconde: Stops a low cut to the flank Tierce: Stops high cut to the flank Quarte: Stops high cut to the chest. Quinte: Stops cut to head. Sixte : Stops cut to head. Septime: Stops cut to back. Octave: Stops cut to flank. Neuvieme: Protects Back Mic