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Affect Behavior with the right message
Posted on Monday, March 08, 2010
Category: General
Author: Paul Kadrmas
I just read about a study showing that advertising to prevent risky behaviors (smoking, teen drinking, etc.) can backfire. This is a subject we deal with often at Odney. It's important to note that advertising works, provided that we get the message right.
The study confirms what we have long known. Guilt and shame advertising doesn't often work. Neither does being graphic about the horrid result, like the black lungs pictures we were shown in junior high health class.
So what does work? Advertising to male pickup drives, we found that they cared about buckling their own seatbelts for their families' benefit. Advertising to smokers who have had difficulty quitting, we found that they need to know they can do it with some persistence and help.
Advocacy advertising can work wonders. As with any kind of advertising, we just have to find the message that resonates with the audience.
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That's a great example of the value of research and message testing. As much as we'd like to think we can get into the heads of our target audiences, we can't truly know what they think or what will motivate them unless we ask them.
Posted by Karen K |
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Its all about that relevant hook!
Posted by Marnie P |
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