Thanks to original approaches, companies attract attention and evoke emotions in consumers: joy, shock, nostalgia, and hope. Marketers are ready to create an emotional connection through stories, humor, dramatic situations, or emotionally charged images.
It’s already obvious that all derivatives of advertising become a powerful tool for influencing people's behavior. Their effect can vary depending on the target group, message, and context in which they are received. What effect do all these factors have?
- Increased attention. By drawing people's attention to a product, service, or idea, advertising raises awareness and influences decision-making.
- Provision of information. This means highlighting the benefits of a particular product or service, which can encourage people to try it.
- Forming attitudes. Creating a positive or negative association with a brand and influencing people's feelings and willingness to interact.
- Creation of desire. Advertising can create a desire for a product. The message must be convincing and motivate people to buy.
- Influencing social norms by portraying certain behaviors of the audience, thereby increasing or decreasing the Overton window.