The surprising secret to focusing more on your ads
Views expressed by Entrepreneur Collaborators are their own.
So what’s the secret to getting more people to view your ads? The answer is actually sitting in front of you (or maybe sleeping) – this is your pet. Pets are sold.
That conclusion came from research by the University of Massachusetts Lowell, University of South Carolina, Hong Kong Polytechnic University and published last month Journal of Marketing. In the opinion of researchers, exposure to dogs and cats makes consumers more promotion-focused, meaning consumers are more eager to pursue a goal and take more risks when making a decision.
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Researcher Lee Jia says, “These effects occur because pets’ exposure experiences remind consumers of the normal behaviors and behaviors of pets.” Translation: People love cute pets that make them feel good.
It is not surprising to work in the same reverse. Researchers have found that exposure to dogs and cats can make people more vulnerable if advertisers try to achieve the same. But be careful.
“Marketers need to make sure the stereotypical pets’ nature is important in the message,” Jia said. “For example, the anxious angle of the dog or the cautious angle of the cat should be highlighted. Otherwise, showing the pet in the ad may not achieve the expected results.”
On stock investments, researchers suggest that sellers could use dogs and cats to help consumers make more traditional decisions, such as whether to buy a car or buy insurance. Associating a pet with a product or service makes the product look more beautiful and friendly.
Related: Immersive Advertising Status in 2022
Using a pet in your advertising is probably the least objectionable thing you can do. While some advertisers used to make outrageous jokes while presenting to their audience, they now tend to use funny photos of dogs and cats to entertain the audience – everyone loves dogs and cats.
People laugh more when they see animals and more importantly, they seem to have bought even more.
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