Current Topic: Advertising

Imagine you are walking through the city center on a cold winter day. You come across an ad displaying the perfect hot chocolate and you start craving some warmth. One minute later, you find yourself standing in line to grab one.

It is not very surprising that hot chocolate ads work better during winter time than summer time. But did you know that you can boost your ad by adjusting it to the surrounding temperature for almost any product?

What is the absolute dream of a brand struggling with a dwindling consumer base? Waking up to find out their demand has suddenly gone through the roof and the biggest problem is not being able to keep up with production!

That’s what happened to the confectionary brand MoonPie when they changed marketing tactics in 2017. Was it their product? Their distribution or sales promotion that they’ve changed?

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.

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? 

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!