How to Change Consumer Behavior Through Advertising

The basic foundation of advertising is to control and drive consumer behavior toward a product or service. Slipping sales numbers, reduced customer enthusiasm for new products and customer hesitancy to commit, have the potential to harm your bottom line. Changing consumer behavior through advertising is one method to correct these issues. A well-written, strategically placed advertisement has the power to change consumer behavior if you advertise consistently and deliver what your ad promises.

Step 1

Point out the problems. Sales are often driven by the need to solve a problem. Whether it is being out of a household cleaner, not having a car or deciding to quit smoking, advertising must remind the consumer that a problem needs to be resolved.

Step 2

Do the research for the consumer. Advertisements that draw attention to studies in which experts support a product or idea lead the consumer to a desired conclusion regarding your product or service. Comparison pricing between your product and the competition’s product also provide research for the consumer. Furthermore, it helps keep the consumer out of the competitor’s arena.

Step 3

Ask for the sale. At some point, consumers make a purchasing decision. You have illuminated the problem, offered a solution and completed the research for the consumer. Asking for the sale through expiring coupons, buy-one-get-one-free promotions or other methods changes consumer behavior in your favor.

Step 4

Keep the customer hooked through post-purchase behavior lures. Offering warranties and referral bonuses in future ads keeps the consumer coming back. Satisfied customers will potentially tell their friends about your business.

Step 5

Place ads strategically. An ad for plumbing repairs doe not belong in a pet store newsletter. A hardware store flier, newsletter or magazine is a much better choice. Place your ads where your customers will see them. Advertise consistently enough to have your company recognized by readers, so when they need a service or product, your company comes to mind.

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