Consumers Want Warm And Cuddly Ads

Bud Puppy Commercial

People respond most to ads with emotional resonance, and the same is probably true of marketing emails, reports Mediapost citing a new survey by a Vancouver-based marketing performance management company.

Shoppers particularly like to see ads that reflect: 

• Inspiration — 42%
• Joy — 40% 
• Love — 38%
• Hope — 34% 

But some won’t buy if an ad incites:

• Sadness — 7%
• Fear — 8%
• Anger — 8%
• Annoyance — 6% 

In line with the above, shoppers cited these ads as having the biggest emotional impact on them:

• Budweiser’s holiday puppy commercials — 28%
• Google’s “Loretta” commercial (where a man asks Google Assistant to remember details about his late wife) — 25% 
• Nike’s social justice commercial for the Black Lives Matter movement — 24%

Of the consumers polled, 73% want brands to incorporate more diversity into their campaigns this year. 

Of those polled, 50% say social media ads spark gift ideas, and 44% that social ads remind them of products they want or need.  But TV commercials have the greatest impact with consumers—54% say so. In contrast, 36% say the same about social media ads and 15% about radio.