Marketers work hard to make sure their advertising hits the mark. This is especially true during high-profile events like the Super Bowl when a significant percentage of the audience is watching the programming specifically to enjoy the ads. Not all of the ads succeed though, and an in-depth study on what consumers expect sheds more light on this topic and may help marketers craft their pitch for the next time around.
The worst case scenario for a marketer is discovering that consumers are avoiding their products because of their advertising. Research from Lab42 indicates up to 21% of consumers will not make a purchase because of an ad they saw. On the other hand, 31% of consumers acknowledge that ads sway them to make purchases of specific products.
The firm’s research uncovers some bias based on gender. Surprisingly, more men than women want ads that ‘relate’ to them. Women, on the other hand, expect ads to inform them of new products. Men are also far more likely to report that ‘sexy’ ads make an impression that stays with them.
Overall, consumers want ads to inform them of new products (31%), educate them (20%), and relate to them (14%). About 32% of shoppers say they are well aware of what ads are trying to do and 38% want the claims marketers make to be more accurate.
For marketers who really want staying power, humor is required. Over 70% of consumers appreciate that approach. Another 12% say educational ads are memorable while 8% say the same about sexy ads. Further down on the list – serious ads (4%) and patriotic ads (3%).
One of the top reasons a consumer will buy a new product based on an ad is linked to laughing and sharing the humor with a friend. Getting the tone just right in an ad makes a big difference when consumers are reaching for a product on the store shelf.[Source: Does it Really ‘Ad’ up? Lab2.com. 3 Jan. 2013. Web. 22 Feb. 2013]