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...