Explain the concept of transformational advertising. Find an example of a company that is using transformational ads and discuss how the ads might enhance the experience of using the product or service.
This is for a Advertising and Promotion elective course,
Could you cite and reference the following book:
Advertising and Promotion: An Integrated Marketing Communications Perspective
George E. Belch & Michael A. Belch, 2018
Transformational advertising is a type of marketing that has been around for some time. It can be used in conjunction with traditional advertising, but it’s not just about trying to get people to buy your product. Transformational ads are often emotional, using storytelling and other techniques to make consumers feel connected to the brand or product being sold. In this article we’ll take a look at what makes transformational ads effective, how they differ from traditional ones, and why they’re so popular among businesses today.
Transforming advertising is the process of making a consumer more likely to purchase your product. It often involves using emotional appeals and telling stories that appeal to the human side of consumers, rather than just rationalizing their decisions.
Transformational ads are often designed to create:
Transformational ads tend to be more emotional than rational. They’re about the consumer’s feelings and needs, as opposed to the product itself. As such, transformational ads are less about selling something and more about conveying an idea or concept that benefits the user in some way. For example:
Consumers have a sense of entitlement when they view an ad. When consumers feel that advertisers are trying to sell them something, they feel entitled to be entertained and respected. They also feel entitled to be informed, persuaded and engaged by the ad. If a consumer has been waiting for a particular product or service for so long that he or she has forgotten how much he/she actually wants it (or how much other brands offer), then you can use this knowledge as part of your marketing strategy by creating ads that inspire customers’ passions rather than just informing them about your brand’s products or services
As a result of transformation, consumers may feel more vulnerable. They may feel like they are being manipulated or taken advantage of. This is because the advertising industry has a history of using false information to manipulate consumers into feeling like they need something that they don’t really need. For example, if you were to see an advertisement for a product that claims it will help you lose weight by eating only blueberries and drinking water, would it make sense for you to buy this product? What if instead it said “eat broccoli” and “drink milk”? Would seeing these words change your mind about buying some broccoli? It’s unlikely that anyone would think so given how common such ads are today!
Transforming ads are often used in conjunction with traditional advertising. They can help an organization stand out from the competition and connect with their audience, while at the same time creating a feeling of vulnerability, entitlement and trust.
Transformational advertising is useful for increasing brand loyalty and reducing risk for businesses that want to go beyond just selling products.
Transformational ads can help to increase brand loyalty by taking advantage of the fact that consumers are more likely to pay attention when they feel like the ad has something in common with their own interests or values. For example, if your company makes games, you might want to use an ad that offers tips on how customers can win prizes playing your games (e.g., “How To Win Prizes Playing Our Games!). This type of ad gives consumers an incentive or reward for watching or reading/hearing about it, which makes them more likely than usual not only watch but also share what they saw with friends and family members who have similar interests as those associated with your business (i.e., gaming). The goal here is not necessarily just getting people who see these types of pitches through but also getting them excited enough about them so they will spread word about them around town!
We’ve covered the basics of transformational advertising. The idea is to use emotions as a way to make consumers more likely to buy your product. As you can see in this post, transformational ads are different from traditional ones because they are often used in conjunction with traditional advertising methods. For example, if you want someone else’s attention but don’t have enough money for an ad on television or radio stations around town (or even outside), then using an emotional approach like this could be just what you need!
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