Informative ads produce short term sales bursts, emotive ones create longer term loyalty
The end result of this is that informative adverts create short term sales bursts before becoming ineffective, while emotive adverts have a much more ‘slow release’ mechanism which lasts longer.
This has implications for your marketing strategy depending on what your organisation is doing at any given time.
If you are a new organisation, or if you are either launching a new product or offer, then you might be better off with a more informative advertising campaign, so that people know about what you do or what you’re up to at the moment. You may also be better off with an informative advertising campaign if you are targeting people who are already at the point of sale, for example in the case of used car advertising or promoting last minute flights.
If you are an established brand, then you no longer need to inform people about what you do, as they already know. However, if you want to generate more sales, the you need to make sure that your brand gets associated with a positive emotion, by creating advertising that is more engaging and works better in your target audience’s minds.
Another determining factor is how unique your product is. An organisation like Moon Pig provide a fairly unique service that needs to be explained to customers. Moon Pig’s advertising is not exactly <i>haute couture</i>, but it is effective because it is informative and will appeal to anyone who might be interested in their style of personalised greetings cards.
On the other hand, a product in a highly competitive industry needs to stand out from its competitors by having a certain emotion attached to it through its advertising. This is why a sportswear brand like Nike is so successful compared to other sportswear brands – because it has such a recognisable brand based on victory in the face of competition, athleticism, youthfulness and stylishness.