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?


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...

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