If so, you’re witnessing their attempt to tie their brand to the existing habit of brushing teeth. Next time you see another mouthwash commercial, see if it begins with someone brushing their teeth. Take a look at how this ad starts here, for example: Additionally, the best way to create a new habit is to anchor it to an existing habit. Knowing this, brands often deploy ads with obvious cues that also forecast appropriately rewarding outcomes. The following reward usually determines the routine.įurthermore, rewards are essential to forming habits because they are likely to be remembered and memory is how onetime behaviors become habits! A cue is an event that causes a routine of behaviors. Let’s unpack how it works by definition and within advertising.Ī habit consists of three major parts: a cue, the routine, and reward. Have you ever noticed that sometimes how you do things without thinking? As you’re probably aware, that’s called habit. Habit Repeat behaviors can be associated with rewards – and products. The personal care brand featured women with model-like hair, except with copy that explains how none of the subjects were models, implying a certain beauty standard met by everyday women.ĭove appealed to the women’s desire to fit in and achieve a certain standard of beauty by directly stating this and tying in the prospect with their hook.Īll they’d have to do –per the ad– is buy Dove’s products.Īds like Dove’s that appeal to belongingness tap into a fundamental desire shared by customers: to be part of a group they believe in. Let’s take a look at how Dove used this concept in one of their ads. In advertising, theories behind belongingness are applied with a unique objective: to turn prospects into believers beyond just buyers.Įssentially, this means that brands should appeal to consumers looking to join a movement, with the ultimate goal of creating fans for their product.
#Drivers wanted ad campaign drivers#
Keep reading for BRICK’s summary of the seven motivational drivers in advertising with a few examples of how it all works.
#Drivers wanted ad campaign how to#
In her book How To Get People to Do Stuff, Susan Weinschenk explains seven fundamental human motivation drivers. Have you ever come across an outstanding commercial that makes you immediately want to buy? Want to know more about how marketers tap into the science behind motivation?
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