Emotional advertisements increase sales of high-priced and high-quality products. Informational advertisements work best for low-priced and low-quality products.
This is exactly the conclusion that can be drawn from the study “The Impact of Informational and Emotional Television Ad Content on Online Search and Sales”, published in the Journal of Marketing Research.
- Research context
- Application recommendations
- Research summary
- Why it works
- Limitations of the marketing approach
- Real-life example
Context of the study
You’re developing a new advertising campaign for a travel agency, but you can’t decide on what to focus on:
- popular destinations and the experiences they offer;
- the benefits and features of your service, such as free cancellation, affordable packages, and family-friendly activities.
Science tells us that your price point and the quality of your offering are key factors in choosing your strategy. With these factors in mind, you can decide whether to emphasize emotions or information in your advertising.
The mood of your audience at the time of viewing the ad is also important. Simple information ads work better when people are busy or in a hurry, while emotional ads are more effective for those who are relaxed. But that’s not the focus of this article.
Application Recommendations
If you’re selling an expensive, high-quality product, emotional ads are the most effective way to increase sales (for example, by intriguing viewers with the sleek design of your product or showing a family enjoying a beautiful moment with it).
If you’re selling an inexpensive, low-quality product, informational ads are more effective for increasing sales (for example, by explaining the product’s features, price, and potential payment options).
If your goal is to create a buzz around your product (for example, to get people talking about it even if they don’t buy it), emotional ads are more effective.
Краткие выводы из исследования
Informational ads stimulate sales of less expensive products or products with low quality ratings. Emotional ads stimulate sales regardless of the quality rating, and they also increase the number of search queries. Although ads can be both emotional and informational, it is challenging to creatively implement both approaches simultaneously.
The researchers analyzed 2,317 television car ads, 15-year sales data, and 7-year search trends, and found the following:
- Informational ads led to more sales of cars priced below $36,000 (or with low quality ratings).
- Emotional ads were particularly effective in driving sales of expensive and high-quality cars.
- For lower-priced cars, emotional ads generated more search queries, however, informational ads were more effective in driving sales.
Why it works
When we are about to buy an inexpensive or low-quality product, we often have doubts. The information in the advertisement helps to dispel these doubts (for example, we assume that a car has a high fuel consumption if it is not mentioned).
At the same time, a high price is usually perceived as a sign of high quality, so we already assume that the car has a low fuel consumption without further clarification.
When we see emotional advertising for a product, it evokes positive feelings in us, making the product more attractive and valuable in our eyes.
Limitations of the marketing approach
The study focused on television advertising. While it is assumed that the effect may also apply to other formats, such as digital or audio advertising, this needs to be confirmed through experimentation.
The analysis was conducted in the automotive industry. This increases the likelihood that the results will also apply to other product categories where consumers conduct extensive research before making a purchase (e.g., electronics). However, for products with lower levels of engagement (e.g., household items), the effect may be weaker or different.
The study focuses on established brands (e.g., BMW, Toyota). For new brands, the effect may be different because consumers do not yet have a well-established perception of the quality of their models.
A real-life example
The premium suitcase brand Tumi emphasizes the features of its Tegra Lite suitcases, including their construction and durability.
Problem: The price of more than $1,000 makes this suitcase a clearly premium product. The specifications alone are unlikely to convince a customer to choose Tumi over more affordable options, such as the American Tourister Westridge Hardshell for less than $200.
Solution: Tumi should focus on emotional messaging in its advertising. Here are some ideas:
1. Show the use of a suitcase in situations that evoke an emotional response:
- For business audiences, associate it with confidence by showing a businessperson in a suit, confident and successful, on a business trip.
- For leisure audiences, show a couple or family traveling in luxurious cars to an elite resort.
2. Alternatively, show the hand holding the suitcase handle from the viewer’s perspective to help them imagine themselves as the owner. Or, position the suitcase in a way that makes it appear easily accessible (for example, with the handle extended and facing the viewer), creating a sense that it is easily obtainable.
3. Use a metaphor to describe the product (for example, “Your treasure chest on wheels!”) or convey the experience of traveling with it, which can make the advertisement more memorable over time. These approaches help to emphasize the value and status of the product, making it more appealing to a target audience that is willing to pay for prestige and emotions.
Source of information: journals.sagepub.com.
Recommendation of the month:
