Advertising: Strongly Persuasive or Nudging?

Neil Barnard and Prof Andrew S C Ehrenberg

One view of advertising is that it will increase the advertised brand's sales by persuading brand-switchers to become loyal to the brand.

Advertising: Strongly Persuasive or Nudging?

Neil Barnard and Andrew S. C. Ehrenberg

Advertising practitioners take a view on what consumers are like and how they can be influenced. Here we focus on a key consideration: individual customers' loyalty to established brands and the advertising implications this has.

On the one hand, do consumers fall into distinct segments of 'loyals' (each committed to just one brand) and 'switchers' (who are not committed to just one brand)? A prime objective would be to increase the number of your brand's exclusive loyals. Advertising would have to be strongly persuasive, with its...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands