Posted in Marketing and Strategy Terms, Total Reads: 1984
Definition: Persuasive Advertising
When a new product is launched, the primary goal of the parent brand is to attract consumers towards trial of the product. Different companies employ different types of advertising methods for the same. Persuasive Advertising is a type of product promotion that aims to persuade a consumer for buying a particular product, especially in the presence of several similar products in the same category. In addition to encouraging trial purchase, persuasive advertising can also be used to coax consumers to add and retain a particular brand in their consideration set, thereby increasing the chances of customer loyalty.
Marketers use this form of advertising to generate demand for a new product or service or increase the demand for a product or service that already exists in the market. Comparative approach, where a brand demonstrates its superiority over some other brands in the same product category, is a commonly used form of persuasive advertising. Persuasive advertising can also be used to convince the target audience about the qualities of a product. Testimonials by experts, opinion leaders and famous celebrities can be used for the purpose.
Ultratech Cement advertisement uses testimony by an engineer about the strength of the cement and his trust on it as a mode of persuasive advertising. Toothpaste ads by Colgate and Pepsodent often use dentists to project the product to be recommended by experts.