Emotion in advertising

When customers immerse themselves with a product (or service) advertising seems much more pleasurable, then an annoyance. Companies that try to instill some type of emotion generally find that it is more successful because it sticks with consumers on an emotional level.

Here are a few examples:

If you ask most iPhone users about their phone many of them will say that having an iPhone doesn't just mean that you are using a portable multi-function device. The would say that it's a lifestyle. iPhones users have an emotional attachment to their phone. So much so that there are blogs and podcasts [iTunes Link] dedicated to this single mobile device. Usually it is a brand (as opposed to a single product) that gets this type of attention. You can see this with luxury companies like Mercedes or Louis Vutton, but this is not limited to just expensive brands. Verizon Wireless has a huge following of customers that are willing to sacrifice the type of devices that they can use on the Verizon network to get the best service in the country. Verizon took wireless service, which is typically considered a commodity, and created a highly successful campaign around a simple phrase, "Can you hear me now?" This was based purely on one emotion: comedy, yet it reinforced Verizon's reliability. It was so successful that numerous amount of parodies started showing up on the net, which reinforced the original ad and continued to increase Verizon's exposure.

Most small businesses do not consider what they offer as an 'emotional' product. You may happen to own a pizza place or a used car dealership, but don't feel left out in the cold. A good ad agency will be able to take your product or service and create an ad that evokes emotion in people. Depending on your target demographic and your product you may want a feeling of 'coolness', empathy, comedy, excitement, or even fear to help attach an emotion to your product. Simply stating the facts is not memorable enough for the majority of consumers.

Unfortunately, when small businesses make their first attempt to advertise on television they usually talk to local cable companies who pressure them into entering a long term agreement. This requires a large minimum fee, and in return these cable companies produce the ad either very cheap, or for free. These ads always come off as 'cheesy', or irrelevant and can actually damage your brand. Potential customers can easily be 'turned off'. How many times have you seen a local television commercial and thought "How is this even on TV ?" This is not the impression you want to give to your potential customers.  After such a poor experience, and very little return on their advertising investment, small businesses begin to reject the idea that television advertising can work for them. 

This is why it is important to realize that the content of your advertisement is just as (if not more) important then the publisher that is distributing your advertisement. An ad can not simply state the obvious with text and logos fading in and out on the screen. A good ad agency can develop a concept that is right for your target demographic, and can also make sure that you don't waste your advertising dollars on ads and air time that won't generate positive results.

For more information on how Tonangi Media can help you advertise on television visit www.tonangi.com

 Vinod Tonangi | www.tonangi.com | phone: 201.252.7265 | fax: 619.566.4043

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Comments

[cd-r]

Actually i am very emotional with my i-phone and it's applications. I can't live without my i-phone because there is a special relation with me and my i-phone. It's really touching man i don't know how can i overcome this phobia my i-phone.