Dry goods: Observe online advertising from the audience's psychological point of view
The future of online advertising has to do with the extent to which it can change people's attitudes and behaviors. Perhaps from the perspective of audience psychology, we can see how online advertising has an effect on the audience. And this, in turn, helps explain the real strengths of online advertising.
In the traditional advertising era, we already have an experience, those creative, well-produced advertising, not necessarily the most "remembered" ads, nor is it necessarily the most able to trigger the purchase behavior of advertising. And some people look straight to spit blood ads, but may have unexpected effects. In this regard, I was most impressed by the "how can I eat hot pot without Kawasaki?" "The ad is long gone, but in the supermarket, Kawasaki seasonings are business as usual.
We tend to equate the effect of advertising with its production effect, ignoring the audience's acceptance of it, or ignoring the audience's special psychology in accepting advertising. It is inevitable to fall into the "form first" swamp.
In fact, advertising is more like a psychological war, rather than an artistic creation. Understanding the audience's acceptance of advertising is a prerequisite for victory.
From the audience's acceptance process of advertising, its psychological response may be divided into the following stages: perception, reception, memory, attitude, behavior.
Perception is the primary link of advertising to the audience, generally only let people know the existence of an advertisement, will cause the next variety of reactions. However, in this regard, online advertising is precisely inno-esclying.
Allowing your audience to pull out information has always been considered one of the network's greatest strengths. It seems logical that online advertising has inherited this gene. However, the facts remind us that the need to be "pulled out" of advertising, it is really difficult to "perceive". It's unrealistic to expect people to notice every ad on the Internet when time is money.
In this regard, the traditional media advertising is much better, even if people see the ads began to change stations, or go to the bathroom, that kind of mandatory, can not be ignored. In fact, causing people's unhappy, in itself is a stimulus. And people's next reaction is precisely under the premise of perception of advertising.
Perception is not necessarily pleasant.A lot of comfortable ads may not be as exciting as boring ads. The overemphasying of the principle of pleasing to the eye in online advertising may be to make it worse for online advertising.
Of course, there are a lot of online advertising, but also trying to compete for people's attention.
FLSH animationis a commonly used method. But in a FLASH, what else can people feel besides feeling dizzy?
Think that all the "movement" is good, in fact, not enough to understand dialectics. "Quiet" in the "move" or "move" in the "quiet", may be better than a mess.
"Pop-up" adsIs the network on the traditional mandatory advertising of a plagiarism. But the downside is that it's not agile enough that most people can shoot it while the window pops out. Of course, there are some windows are dead also can not be closed, that kind of dead and tangled, but with "Hengyuanxiang, sheep and sheep" spirit.
And the kind of icon that bites the mouse and doesn't relax, can also be said to be at any cost in exchange for attention. But it could also turn people's access to the site into a hammer sale.
The size of a traditional print adis also an important factor in perception. But the page often gives most ads a nail cap. Interestingly, layout resources were one of the last things the network needed. What if a website also sells the entire "home page" space to an advertiser? At least it will be more exciting than the current BANNER.
Sound is actually one of the best forms of advertising。 Because it doesn't preempt any resources other than occupying the ears. As long as the sound is tolerable, people won't get on with it. However, on today's Internet, there does not seem to have been "listening" to the ads - except for the audio news in Qianlong, which originally belonged to beijing People's Radio.
If you combine audio advertising with beautiful background music, it may be a good way to make people perceive it.
Receiving is the process by which ads flow to people, is the process by which people understand the content of advertising and the products. The perception and reception of traditional print advertising is the same. In online advertising, receiving often requires additional action. For example, point the link. Sometimes, this process requires multiple steps. Although ad creators try to "induce enemies to go deeper", the audience's patience may not be so long-lasting. This layer-by-layer approach follows the hierarchy of site design. It is too logical, and ignores the point that people's psychology is often not determined by logic.
The advantage of TV advertising is that there are more people factors, story factors.The reception of TV advertisements mainly depends on the development of the plot. Generally speaking, it's not so boring. The persuasion of the main character in the advertisement also makes it have the color of interpersonal communication. And these are what network advertising is lacking at present. But the concept of advertising models should also be introduced into online advertising.
The audience's memory of traditional advertising is deepened by its "repetition".The recurring stimulation of online advertising is much worse. A BANNER for a week is enough to turn a blind eye. But "memory" is an important factor in establishing "brand". From this point of view, network advertising for the establishment of a brand, can play a limited role.
Attitude, can be divided into two aspects, on the one hand, the audience's attitude towards advertising, on the other hand, by the attitude towards the product.It is worth noting that there is not necessarily a "positive correlation" relationship between these two attitudes. Like advertising, do not necessarily like the product, and vice versa. Because, the attitude towards advertising, is an aesthetic. The attitude towards the product is a utilitarian one. Therefore, the effect of spending a lot of money on star advertising is really questionable, at least for adults. In their place, aesthetics and utilitarianity are clearly divided.
From an attitude point of view, the traditional advertising efforts, mainly to arouse people's preference for a product. Because traditional advertising is often carried out in the competition of multiple similar products. Every product should try to boast. But the network advertising is more caused by people's interest.
Causing action is the ultimate goal of advertising.However, "action" and the previous several states, but can not necessarily be linked. Whether people will take a purchase behavior doesn't depend entirely on remembering a product, or on how they feel about an ad or product. In fact, when people buy in the physical world, "situations" often play a greater role than advertising. For example, the curiosity caused by rushing to buy, the psychology of the crowd, the competitive psychology caused by the lack of supply, discounts, concessions brought about by the satisfaction.
One of the benefits of online advertising is that it can be directly introduced into the process of receiving ads.At this time, the creation of "situation" has become an important task. The role of "situation" is to make up for the shortcomings of network advertising in leading to "memory" and "attitude". When it's too late to remember a brand, or to think about their attitude, they find that the product is in front of them. If people do need it, then it makes sense to buy.
For the product to provide three environment, but also the network advertising necessary "situation" one.It compensates for the virtual feel that comes with the network.
So, from these five steps,The greatest advantage of online advertising is that it directly triggers action. Traditional advertising, on the other hand, is based on establishing a brand.
The above inference can be confirmed by the Strategy Group survey. Its survey found that many Internet users don't read ads at all. During the week of the survey, about 52 percent of Internet users did not click on any ads, while 40 percent of those who clicked on them did not remember the content. On the other hand, many online advertising design immediate link function, Internet users can immediately spend.
Now, of course, we face a dilemma:On the one hand, online advertising in the creation of brands, the existence of congene weakness, causing direct purchase is its strength;On the other hand, in triggering actionThere is an obstacle to online advertising. In the current Internet population, with the corresponding purchasing power, but not the majority. But I believe this dilemma will improve as college students graduate one after another.
Although online advertising is still a form of advertising, but from the psychological process of audience acceptance, its function and traditional advertising has been different. This may be a problem that we need to face up to. More notably, online advertising is actually a common destiny with e-commerce.
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