The Influence of Ads on Consumer Decisions

Marketing is fundamentally about promoting awareness among a target audience. When people are aware of a particular problem, they seek solutions. Advertisers play a crucial role in presenting potential solutions through various marketing strategies, including advertising. However, buying a product or service is inherently an emotional decision. Advertisements prompt awareness, but only those who perceive the value in the solution will take action.

Advertising and marketing efforts are pervasive, with brands reminding us of solutions to problems we may or may not be currently experiencing. For instance, no amount of marketing can compel a purchase if a need is not perceived. This is exemplified by the non-bestselling electronic nose pickers. Instead, advertisements aim to create awareness that a solution might be necessary, which can then lead to a purchasing decision when the need arises.

Furthermore, it is crucial to understand why buyers buy products through advertisements. When a potential customer perceives the value that a product or service offers, they are more likely to make a purchase. Advertising, whether in the form of traditional ads, sponsored content, or direct response ads, serves to highlight these values and help potential customers make informed choices.

One significant point to note is that advertising builds brand awareness. This awareness, while not always immediately leading to a sale, can create a positive impression and indirectly drive sales. For example, infomercials were once a dominant form of late-night advertising. One of the most memorable infomercials was Ron Popeil's demonstrating The Showtime Rotisserie. The tagline, "Set it and Forget it!" became a common slogan that resonated with many customers. Even when I was a teenager with insomnia, I remember watching infomercials as a nightly ritual, driven by the promise of a product that promised convenience and effectiveness.

Direct response advertising, often seen as endorsements or calls-to-action in ads, targets a specific action. Retargeting ads can be particularly compelling. Once you've viewed a product or service, these ads follow you around the internet, making you aware of previously seen options and potentially triggering a purchase. These ads are designed to capitalize on the awareness created by initial marketing efforts and turn it into a sale.

In summary, while advertising does not compel purchases without need, it plays a vital role in creating awareness and driving sales. Whether through traditional infomercials, retargeting ads, or sponsored content, advertisements provide consumers with options and information that help them make informed purchasing decisions. Without the tools provided by marketing, potential customers would have less information and fewer choices, potentially missing out on products and services that meet their needs.