Change Your Audience’s Behavior
Shared by Another Idea from HEILBrice Thursday, July 30, 2009

So you want better sales? The solution: advertise, right?
Well, what if your advertisements not only helped consumers remember your product, but what if your advertisements had an immediate affect on the target, one that caused them to behave differently?

A recent study from Yale shows that this very common when it comes to food advertisements. The initial study published by the American Psychological Association was conducted with seven-eleven year old television viewers. The study showed that nearly 50% of the observed children consumed more snack-type foods while watching programming that had food advertisements during breaks.

Not only does advertising help create a memory of the product and brand, but apparently it can also cause your target to act differently right away.

A 2008 study conducted by the University of Arizona found the same affects in smoking advertisements. The study showed that smokers who watched programming with cigarette ads were more than twice as likely to take a cigarette break during the show than when watching programming that did not contain any cigarette ads.

This presents an aspect of advertising that often gets over looked. Not only do we want our audience to remember us, but we want our audience to use our products. Connecting consumers to the use of your product instead of just the jingle or cute mascots will help create deeper loyalty to your brand.