The Surprising Secret to Getting More Attention to Your Ads
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If you’re a small business owner and you spend money on advertising, you know full well how important it is to get as much attention as possible for your money. Indeed, whether you advertise online or even in print, you know that advertising is expensive and there is a lot of competition to get people’s attention.
So what’s the secret to getting more people to see your ads? The answer is actually to sit (or probably sleep) right in front of you – it’s your pet. Pets sell.
This conclusion comes from research conducted at the University of Massachusetts Lowell, the University of South Carolina, the Polytechnic University of Hong Kong and was just published last month in the Journal of Marketing. According to the researchers, exposure to dogs and cats makes consumers more promotionally focused, which means consumers will become more eager to pursue a goal and take more risks when making a decision.
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Researcher Lei Jia says, “These effects occur because pet exposure experiences remind consumers of pet species’ stereotypical temperaments and behaviors.” Translation: People like cute animals, they make them feel good.
Unsurprisingly, the same thing works in reverse. The researchers also found that the same exposure to dogs and cats can make people more risk averse if that’s what the advertiser is trying to accomplish. But be careful.
“Marketers need to ensure that stereotypical pet temperaments are highlighted in the message,” says Jia. “For example, the dog’s eagerness aspect or the cat’s cautious aspect should be emphasized. Otherwise, the intended effects of featuring pets in the ad might not be achieved.”
Researchers suggest marketers can use dogs and cats to help people decide on stock investments, whether to buy a car, or to help consumers make more prudent decisions like buying cars. ‘an insurance. Associating a pet with a product or service only makes the product more enjoyable and user-friendly.
Related: The State of Immersive Advertising in 2022
Using a pet in your ad is probably the least offensive thing you can do. While some advertisers used to make risque jokes when presenting to their audiences, they have now turned to using funny photos of dogs and cats to entertain audiences – everyone loves dogs and the cats.
People smile more when they see animals and, more importantly, they also seem to buy more of them.
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