questionswhat ads actually make you buy ?

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Title edited.
I think that's what you acutal meant to say. :)

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Yeah. Good call. The dangers of posting first thing in the morning.

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It's a bit of a tricky question. First, I suspect that the ads that make me want to buy may be different from the ads that I like. Second, I suspect that I may not be aware of which ads actually make me want to buy.

In general, I believe most ads that are effective at inducing purchases (see exception below) are ones that can induce visceral reactions. Ads that evoke sympathy can induce donations, that evoke lust can induce purchases of exercise equipment, etc. Note that these ads don't often provide a logical argument. Here's a case example. Pringles, when first created, was designed to address 2 major concerns. (1) Potato chips had short shelf lives and (2) potato chips would get broken up. The original ads of Pringles took the "logical" route, touting these "new-fangled chips" which "stayed fresh" and "didn't break." These ads did horribly. At some point, they shifted back into the "tastes great" and once-you-pop ads, turning their sales around.

continued...

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@djbowman: While I definitely enjoy the funny marketing ploys, I don't think that I'm one to easily become subject to such... I absolutely love seeing funny ads, and watching how much PR work there is and how many psychological strings get pulled - I've got some background with advertising and public relations, so maybe I'm just semi-immune to that sort of scheme. Another factor that keeps me from getting too distracted by ads with glamorous people in provocative poses is the fact that I typically pay little heed to anything unless I know that I can trust either the brand, or the seller, or both.

The ads that get me most are ones where I've already done my homework and I know what it is that I'm searching specifically, and I see something that shows a good deal. Deals are my drawing point... Sort of makes sense, as we are on a Deals site :D

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That's not to say "logical" ads can't work -- but they're more likely to play a role in terms of purchases that are impeded by visceral reactions. For example, life insurance (as opposed to accident insurance) will often speak calmly about making sure your family is safe after you're gone. Smoking cessation products like to frame things as "You know you want to stop smoking. Here are the steps to do it." In the latter case, not evoking the difficulties of quitting can make people who can't follow through buy it anyway.

On the topic of liking ads, I certainly think that not disliking an ad would be fairly important in terms of inducing sales. Indeed, the more you like it, the more you are likely to rewatch the ad, making the product more familiar. Familiarity has been shown to have a strong tie towards liking something (people who are shown shapes too quickly to remember what shapes they saw are nonetheless more likely to like the shapes that they saw then new shapes).

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Great ideas. I would agree with the statement that if you don't like ad it makes me less likely to buy. I don't think generally ad's will spur me to buy anything. More than likely it might spur me to do some research then buy. For example the Allstate safe driver discount: This evokes a logical argument Hey I'm a good driver so I should pay less. That being said it doesn't make me run out and buy allstate it makes me research who else does that kind of discount and how it compares to my current provider. (Which by the way is USAA and they rock)

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Another thought would be the ocheri products they post on here as well. Do you think it would sell as much or get as many comments if the clothes were put on mannequins rather than women ? How many of these deals have comments and focus that are more around the women modeling the stuff rather than the item itself.

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I think clothing for women depends on the model/actress wearing it. Does the customer WANT to emulate the model? ("If I buy this Victoria's Secret bra and panty set, am I going to make every man drool?")
I prefer mannequins as it lets me judge the item and not the person wearing it. We women can be pretty catty towards one another and we are especially bad when it comes to "body snark." Insecurity about our own bodies and self worth is often the culprit.

One of my personal pet peeves are mascara commercials. These ads have gorgeous woman, as they should; however, the models' eyelashes have been enhanced with obviously fake eye lashes. ALL of them. Once you know what to look for, it's painfully easy to spot and to me it seems like a case of false advertising.

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@djbowman: I second your USAA endorsement!
There have been a few recent ads that have made me NOT want to shop at a store, with the Staples "shouting customer" ad being foremost on the list. Really, please, some one let me whack the guy.

A few ads do get my attention, but not enough to investigate the product. The Allstate "mayhem's coming" ads are pretty good, but not good enough. USAA has been just too good to us over the years to want to change for just a few dollars potential savings.

The ads with the animals in cages, hurt, etc., are a complete turn off. I'll change the channel rather than consider donating to the cause and I REALLY hate the wave of "Dad's a dope/Husband's an incompetent boob" commercials

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There's a certain truth to the combination of what @chasoamoeba and @lavikinga have said - ad effectiveness is always very strongly tied to not annoying the heck out of people, and making sure that it's realistic... Sure, everybody wants to make their product look good, but a lot of us are not dumb enough to be sucked in by obvious fakery.

I, for one, can't stand obvious misrepresentations, and bloated specs. I find them offensive, and stupidly unnecessary. I hate (or enjoy... it's a love/hate relationship) having to dig through crap to find out what a product is and isn't, and how well it performs as compared to what the company professes.

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@arosiriak: The current Old Spice ads are great. If it wasn't for the fact that my Dad wore and still wears Old Spice, my husband would be wearing it just for the sheer genius of the ads. Unfortunately, it skeeves me out to "get close" my husband and think of my Dad-- if you get my drift.

"Look at me. Look at him. Now look at me..." That's a great series of ads.

Cover Girl has done well using a "normal" face with their commercials starring Ellen DeGeneres. She's not a beauty but she also isn't ugly enough to make a train take a dirt road. She's got an "everywoman" appeal to her and isn't threatening.

As silly as it sounds, women have a bias against pretty women. They may want to be as pretty, but would they want her hanging around their man? You better believe they wouldn't. It's a competition out there, fellas, with every woman for herself!

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beefcake always gets me to buy something: http://www.youtube.com/watch?v=uLTIowBF0kE (kidding)

but really I like the move Dove has made to the regular women.

I also love Lane Bryant's ads.

different things appeal to me in different ads though. Usually it is how well they are shot or if they are clever or even kitschy. But they don't actually entice me to buy something, they might make me appreciate a product I am already buying though.

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Come to think of it, some of my favourites were some humorous ones, like the Starburst ones:
http://www.youtube.com/watch?v=GHgo4tPIjvk

http://www.youtube.com/watch?v=cQdCaTv6H5Y

More to come... :)

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@lavikinga: No drift necessary... :D I hear you loud and clear. Amazing how memory-connections have that kind of effect - especially with scents. It always throws me off in large crowds when I pick up on a familiar scent in an unfamiliar setting.

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I had never seen that Old Spice ad. That was funny. To the point though it makes me laugh but it doesn't make me run out and buy old spice. That being said it made an outlandish claim (or not outlandish saying you cant look like this guy).

Now if they had a commercial with a 315 pound guy sitting in a cubicle sweating it out in the afternoon worrying that his co-workers think he stinks that might appeal to me on an emotional level. :-)

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@lavikinga: Ooooh... the one thing I can't stand about mannequins in a store (at least for men's clothes) is that, if you look behind the mannequin, you'll notice that they always safety pin the shirt around the torso. This way, if you look at it from the front, it gives the shirt a very "fitted" look (on fairly "fit" mannequins). In many ways, I find that even more deceptive, since those shirts aren't even fitted!

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@chaosamoeba: Definitely agreed on that point! I have to suppress a growl because of that so often... Sometimes it just frustrates me that shirts I buy here in the United States typically don't fit me as well as those I've bought in Europe. Well-tailoured clothes are hard to find, and seeing a shirt that looks fitted on a mannequin only gets more flabbergating once you find out that it's not really fitted. Too bad safety pins wouldn't quite cut it for me :)

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These bush-scaping ads just make me laugh and shake my head:
http://www.youtube.com/watch?v=WAk77Kr_OwQ

And then there's this one (have to sit thru the intro ad): http://www.youtube.com/watch?v=GTodm5C75IA

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@hobbit: I had to ask girl friends about the softer armpits ads. I didn't realize rough arm pits were an issue for women.

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@lavikinga - Not only that but we always used small sizes on the mannequins when I worked at Kohl's.

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@lavikinga: Not that the intro is that long, but you can actually link to a timestamp in youtube. For example:

http://www.youtube.com/watch?v=GTodm5C75IA#t=0m19s

Nte the #t=0m19s at the end.

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@chaosamoeba: Good to know. I rarely use youtube, so I'm not up on the in's and out's.

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@lavikinga: oh the second one is priceless. I hate that ad campaign. It is almost as bad as the cialis campaign. There are just somethings that do not need ad campaigns.

never heard of rough pits.

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@djbowman: Size isn't that important (Boy, I never thought I'd say that!). I look at the idea of an outfit and what it's being sold with. If I'm interested, I'll try it on.

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@lavikinga - The size on the mannequin though has alot to do with the presentation of the outfit. I had my associates walk the track at least once an hour to check my mannequins and how things were fitting. I had a book each month worth 50$ in detailed color printouts (times that by how many stores Kohls has and you being to see the priority they give it) and sell through options. Frequently they went as much as 6 options deep on how to display based on product you had. Whatever was on the mannequin I always sold the most of.

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@lavikinga: women always try stuff on, unless it is a known brand that we know fits us well. Have you noticed that?

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@hobbit: Pants I always try on. Gotta check that inseam. I try on shoes as well. Other things, not so much. I hate stripping in the fitting rooms. I just don't trust the loss prevention cameras. They can be anywhere, I'm convinced.

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@djbowman: I'm going to have to break down and finally go to Kohl's.

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@lavikinga: If you have self control (ie dont carry a blanace the intrest rate will kill you) the best way to get deals at Kohl's is with their Charge card. Typically you can buy things once every 6 weeks anywhere between 15-30% off. When I worked there I used it all the time though to this day I still cant figure out what I bought since I don't fit anything in that store.

As a note to loss prevention and fittings rooms. The police have regular inspections to make sure where all cameras are. The regional teams also visit with the loss prevention staff once a week. All of this ensures that you wont be filmed in the changing room. Though if you were looking for a way to get rich that would be a good one if you could prove they were doing it.

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I guess it makes me a sucker, but the pretty people do make me take a glance at the product.

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@djbowman: I'll keep that in mind when I take a look in Kohl's. I normally use American Express. It forces me to pay it off monthly and I think they employ retired black ops folks as their customer service reps. If I have a problem with a bad vendor, all I have to do is call & say "get'em!"

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Clever humor, especially when the company isn't afraid to make fun of itself. It's what attracted me to Woot in the first place.

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That is a really good point. Woot is a prime example their advertisement is to make fun of itself. I love that burtal honesty.

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How old is everyone posting here? This would be very interesting to compare and contrast. I'm 39 and literally in the advertising biz, that makes me a bit more hyper-critical of all advertising. As for what makes ad actually makes me buy, take the new iPad. While I would love to upgrade from my current iPad I really don't see the benefit. Besides I don't live in a shell and know there is a new tablet device on the horizon from Apple before the end of the year. Contrast that with my 16 year old son who instantly said "I gotta have that!". Now I know Apple will put forth some compelling ads over the next 2 months, trying to convince people like me that I must upgrade, but I need to be strong and resist the mind bending powers of Apple.

Please post ages...

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The ones that let you try the product for free before you purchase