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Even during tough times consumers respond to humorous ads
No matter what the economic climate, ads that make consumers laugh are most effective in terms of ad recall and purchase intent, according to a new study from Nielsen.
Before, during and after the recent recessions, consumers have responded better to humor than any other creative approach, found Nielsen.
The study, which focused on 4,000 packaged-goods commercials from 2006 through to 2011, found that ads that concentrated on price and promotions didn't perform as well, even when the economy was taking its toll on consumer spending. Perhaps consumers were fed up with being reminded about how bad things were.
However, value-centric ads were more effective. These ads go beyond price to communicate benefits such as convenience and affordability. Recent research by Shoppercentric found that just 25% of consumers perceive value to mean low or lowest prices. Instead it was defined as:
- "Getting the most for the money I planned to spend" is the most popular definition among shoppers (28%);
- 21% of shoppers say "Getting the right quality for the money I planned to spend" is most important;
- "Feeling that what I'm buying is worth the money I'm spending" defined value for 20%.
Nielsen's study found that humorous ads were far more effective in terms of ad recall and purchase intent than those focused on price and promotions. Let's face it, we're much more likely to talk about, or share, ads that entertain or make us laugh or cry. Ads shouting about prices and deals just aren't as memorable or conversation-worthy.
So what's next? According to Nielsen, trends to watch are "the rise of the global middle class, urbanization, the new female economy and a notable shift in advertising spending to all be engines for change and the future growth of consumer spending".
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