The marketing industry is waking up to the reality that an effective advertising campaign requires strong research to back it up. Today’s consumers know what they like. For an advertiser to change their mind they have to present a memorable message that the message recipient just can’t get out of their mind. If they can do that, they can create strong brand recognition that boosts sales.
Some of the best advertising campaigns may look effortless, but the team behind that message spent a lot of time on it. They identified their target market and probably conducted both quantitative and qualitative research along the way. That simple advertisement you love so much, took hours of work to produce. We’re going to take a closer look at some of the most important findings of marketing research and how they are applied in effective advertising campaigns.
Avoiding Simple Distractions
When we’re watching a commercial, we don’t really give a lot of thought to the elements of the message. If a cute baby’s on the screen, we focus on the baby. That may seem like a good idea for the advertiser, but it isn’t always. Research has shown that if that baby’s looking right at us we tend to focus on their face and that can distract us from the real message. If there’s a message written on the screen, chances are we won’t give it more than a cursory glance.
