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Current Topic: Advertising

“They deserve it, right?” Using other-benefit advertising frames to boost sales of sustainable products

 “They deserve it, right?” Using other-benefit advertising frames to boost sales of sustainable products

Remember that one time you went out shopping for a coat and came back with a coat and a pair of new shoes?

You definitely experienced some impulsive buying behavior there! Impulsive purchases are by definition unplanned and make you want the product immediately. These impulsive purchases are often evoked by advertisements – especially in the case of more hedonic products that stimulate immediate joy. In this blog, you will learn a simple copywriting technique that allows companies to promote this impulse buying and how sustainability-driven companies can implement this principle to strengthen their competitive position.


Online Food Photos that Make Your Mouth Water: How Color-Saturated Food Images can Boost Sales

Online Food Photos that Make Your Mouth Water: How Color-Saturated Food Images can Boost Sales

We've probably all been there before. We’re scrolling through our Instagram feed, just to stop and stare at a burger from a local restaurant that looks so good we instantly feel hungry. Maybe we can restrain at first, but a few days later we miraculously find ourselves craving a burger while not even thinking about that post anymore, and we are already planning on going there with a friend. 

What is it that one photo on Instagram can unconsciously persuade us to go to a food outlet or order something online, while we have no difficulties neglecting another photo? 

Working part time as a hospitality marketeer, I struggled with that question a lot of times. How can I make these photos so attractive that it gets people in the door? 


Implied Motion: Why This Simple Packaging Design Technique Grabs Attention and Boosts Sales

Implied Motion: Why This Simple Packaging Design Technique Grabs Attention and Boosts Sales

Tiffany’s blue box. Apple’s all-white packaging. McDonald’s red happy meal. Consumer behavior is often affected not so much by the product itself as it is by the packaging that the product comes in. Packaging of a product sets high expectations for the product within, as well as provoking positive or negative reactions in the purchasing decision. While many studies have shown the importance of proper packaging of consumer goods, little is known about the use of implied motion - the ability to perceive dynamic elements within a static image (Yu et al., 2022) - until now.

Let's look into the influence of packaging displaying images with motion on consumers'  behavior!


The Surprising Reason That Family-Owned Companies Are More Successful

The Surprising Reason That Family-Owned Companies Are More Successful

When a business is family-owned, you may be wondering if it makes sense to let customers know about that fact, perhaps because you worry that it would make your company seem small. However, it turns out that there are some distinct advantages to letting customers know that your company is owned and run by a family. Are you curious why? Read this blog to find out!


Why brands aren't that important - and how they actually benefit from that

Why brands aren't that important - and how they actually benefit from that

Take a moment and jot down all the brands that feel important to you.

It’s likely your list isn’t too long (unless you work in branding or marketing, which makes you almost a different species compared to the typical consumer). When Connors et al. (2021) asked this question to a large sample of respondents, the average number of brands was a meager 2.15. Fewer then 1% of people mentioned more than 10 brands.

This pushed the question how important brands are in our lives – really?

Strong brand relationships are extremely rare (Thomson, MacInnis & Park, 2005). Consumers do not have – and truth be told: do not want – strong relationships about the brands they use. In fact, for most of the products that end up in shopping baskets, we wouldn’t lose any sleep if these brands would disappear eternally (Havas, 2020). There’s almost always a substitute just around the corner.

‘Love brands’ such as Apple and Coca-Cola do exist, but only arise once in a blue moon – and even these textbook brands show only slightly higher levels of loyalty as what would typical (Sharp, 2012).

 


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