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Have you seen an ad recently that has caused you to act? Perhaps you saw a recent billboard that promoted you to visit a car dealership. Or maybe the McDonald's commercial led you to the drive through to try their newest creation. Whatever it was, the ad was obviously successful. Why did that happen? Is it simply because you were already going to try McDonald's newest menu item? Or, is it because they did a good job at influencing and conditioning?

Influencing and Conditioning

Influencing and conditioning are two of the most important elements in advertising. People often mistake the focus of the ad. They assume that they are simply conveying information. While an ad does convey information, it is so much more then this. In order for it to successfully convey information, it needs to influence a person's associations, emotions, and subconscious desires, in doing so they will successfully drive a person to action.

Desire

A lot of successful advertising involves creating a desire. This is a major part of influencing and conditioning. Advertisers have to focus on what their target customer will desire. Are they looking for happiness? Do they want to be healthy? Do they care about being in shape and what they look like? What about self-esteem and reputation? Does social status and identity matter to your potential customer? Are they concerned about adventure? Do they want rewards? And so on. Desire. We all have desires and ads that induce these desires that are subconsciously planted within us will most likely be successful.

Suggestion

In the process of influencing and conditioning your potential customer, you are simply suggesting something. You are suggesting they try your new hair product because it will make them more attractive to the opposite sex (a common desire held by many women and men). Or, you are suggesting that they take advantage of your work from home offer because it will allow them to "get rich quick". Whatever the suggestion is, if it appeals to the masses, it could have the potential to work for you.

Market Research

Finally before you go forward with your ad, it is important to perform market research on the project. You never know if it will be well received until you test it. And you do not want to waste costly advertising funds on something that is not successful. Therefore, make sure to take your time and get it right.

This article was written by Tom Sangers on behalf of the UK Advertising Agencies that make up Accord