What makes an ad persuasive?


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 share increase. With new or small brands in particular, weak persuasion seriously reduces the chance of an increase in sales share; whereas ads for new brands which score highly on persuasion result in larger than average short term increases in share.

Four factors contribute to an ad's ability to communicate a motivating message that achieves the desired persuasive effect.