Exploring Informational and Branding Ads – Strategies for Consumer Influence

Exploring Informational and Branding Ads – Strategies for Consumer Influence

An advertisement highlighting the key features of a modern mobile phone is one example of an informational ad. In this ad, the information displayed would include the specifications of the phone’s camera quality, battery life, processor speed, and storage capacity. The ad would also emphasize other fascinating characteristics, such as a sharp resolution display, resistance to water, and advanced security. As such, the ad would persuade consumers by creating a visually appealing mobile phone experience that would enhance their ability to be productive and connect with others. These facts and figures would convince consumers that the phone operates effectively and has good functionality (Brookfield, 2023).

On the other hand, a branding ad could be an advert featuring high-end perfumes that target a precise image or emergent sensation associated with the product. For example, the ad can be designed to include stylish photos, a background with classy music, and a storyline that appeals to the feelings of class, exclusivity, and sensuousness. The air of glamour, enigma, and delicacy that the perfume might give off might be associated with it. The ad strives to achieve this objective by depicting the product as satisfying people’s desire for palatability and luxury (Wilmer et al., 2017). By using the perfume, consumers can have the same lifestyle of luxury and elegance that the brand is identifying. These qualities would attract buyers, consuming their minds in different forms.

Notably, informative ads are relevant to shoppers who focus on functions, the performance of goods, and prices when they make their purchases. Such ads help to bring valuable advantages to the bargaining table, allowing customers to make knowledgeable decisions based on their unique situations. On the other hand, branding advertising appeals well to consumers emotionally. These advertisements engage the imagination of customers, tapping into those desires, aspirations, and self-image. This association marketing narrows down the choices, thus leading consumers to not only buy the product but also the lifestyle or identity to which the brand is tied.

References

Brookfield, C. (2023, August 14). Mastering smartphone specifications: How to make the right choice for your customer’s tech needs. Data Select. https://www.dataselect.com/smartphones/smartphone-specifications-explained/

Wilmer, H. H., Sherman, L. E., & Chein, J. M. (2017). Smartphones and cognition: A review of research exploring the links between mobile technology habits and cognitive functioning. Frontiers in Psychology, 8(605). https://doi.org/10.3389/

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This is a graded discussion: 10 points possible
due May 5
Lesson 12 Discussion
2-3 paragraph response. Can you think of an example of an informational ad? What information is provided, and how does it persuade consumers? Can you think of an example of a branding ad? What personality and attitude are attached to the product?

Exploring Informational and Branding Ads – Strategies for Consumer Influence

How might those characteristics persuade
consumers?
A meaningful response is needed from at least two of your peers. It is required that you make your initial post by Weds at 11:59 pm.