Problem: Too Much Ad Liking
Many of today’s commercials over-use entertainment to engage audiences. A well-known celebrity, an amusing spokesperson, a well-told story, a parade of appealing images will attract audiences and increase ad liking. But when a TV spot or a print ad relies too heavily on liking, the core selling message is often missed and the full power of the advertising is reduced.
Solution: Season with Liking, but Sell with Persuasion
Liking matters. We buy brands whose advertising we like, but liking is only part of effective advertising; brand relationships that are anchored mainly by liking are transient and disruptable. Liking works best when it supports the more permanent paths to buying behavior, such as persuasion and priming, without overpowering it. When ads feature entertainment devices too heavily, the viewer attends more to the entertainment and less to differentiating selling ideas, which dampens the ability to increase sustained buying interest. Striking the right balance between liking and persuasion is one of the most important parts of the creative development process. Season and sell.
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