Emotions in social advertising

There is no recipe how to create the effective social campaigns. Measuring of social campaign effectiveness is also difficult and rare. Social advertising is too important to be left out to chance.  Measuring recall isn’t enough. Effectiveness of social advertising should be measured on three levels: motivation, engagement and recall.  The higher is the motivation and engagement; the better is effectiveness of advertising in terms of generating the change.

Attention is scarce, Sex is wanted

Today, social advertising shares the same problematic as the commercial advertising:  dull sensitivity, immunity to advertising messages, scarce attention, increasing clutter and choices. Advertisers are forced to use nontraditional and sometimes controversial means in order to get through with their messages.

There are more social advertising that uses humor and sex in the fight for viewers attention. 

Read more on emotions and social advertising in my column on Talentzoo.com

Tags: social advertising, emotions, public service advertising, social ads