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Three Ways Advertising Affects Potential Customers

The effects of advertising have been a frequent topic of discussion both in the business world and the world of academia. While many psychological effects have been quantified, there are three in particular that are of utmost importance for business owners, advertising agencies, and other individuals hoping to influence consumers into buying a company’s products and services.

As a business executive who has built businesses such as Cosmo Horizon and Contact Sports, Inc. from the ground up, Kye Giscombe has observed the effects of different marketing strategies on his companies’ success. Kye Giscombe comments, “The best marketing campaigns do three important things for your company. First, they cultivate a positive image for your brand. Second, they inform consumers about your products and services. Third, they persuade consumers to pay for your products.”

Giscombe’s observations are accurate, as well-crafted advertising campaigns produce all three of these effects. Having a positive, trustworthy brand image is crucial for creating brand loyalty. For this reason, many advertising campaigns use celebrity endorsements or employ humor to ensure people remember their brand fondly. Of course, advertisements will fail at their intended purpose if your audience fails to recognize how your product or service can benefit them. Clear, memorable messaging is crucial for this reason. Lastly, the best advertisements do not just inform, but they also persuade consumers to spend money on your product or service.

Kye Giscombe comments, “Every advertiser’s end goal is to gain more customers, and not just to make themselves look better to potential customers. For this reason, it’s usually a good idea to include a call to action, statistics, or emotional appeals in your advertising. Studies have shown that all three of these elements give advertisements more persuasive power. It might be a good idea to hire a skilled copywriter who can weave these elements into your advertising copy in a way that sounds natural and appealing.”