What makes an ad persuasive?

Not all TV advertising aims to be immediately persuasive. But when your goal is to influence consumers in a way that has a direct impact on their behavior, and generates a short term increase in sales, there are four key factors which dictate how successful you will be.

What makes an ad persuasive?

ACHIEVING STRONG PERSUASION

A lot of advertising seeks to influence behavior over a long period of time, but here we are looking specifically at how ads can bring about an immediate alteration in consumer behavior — changing their opinion of the brand at the time of viewing. Depending on the advertising objective, this may result in changes in frequency of usage or weight of purchase, or brand switching.

This is what our Link™ Persuasion questions measure. And we see a clear relationship between having a persuasive ad and the likelihood of a short term sales...

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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

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