The best way to win buyers is to win laughs, according to a new study from Nielsen. Humorous campaigns do better than price- and promotion-centered ads regardless of the economy, Nielsen reports. Its study looked at 4,000 packaged-goods commercials from 2006 through 2011,
evaluating the effectiveness of various creative approaches before, during and after the recent recession.
"Effectiveness" reflects measures such as appeal and likability, ad recall and
purchase intent. But if you're not confident of your ability to tickle consumers with humor, you might try another creative tactic that outperforms price and promotion: value. Value-centric ads go beyond
price to communicate benefits such as convenience and affordability. Ads about value saw a significant lift in effectiveness and outperformed price and promotion pitches during recession, noted the study. For more, see the Advertising Age story at http://adage.com/article/news/ study-ads-prices-work- recession/235526/
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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