Thursday, July 5, 2012

If Your Ad Gets Laughs, It's Likely to Get Buyers

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/

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