In a context where consumers no longer pay full attention to commercial messages, advertisers must innovate and break traditional codes to capture attention.
As A. Moles (1970) suggested, advertising should strike a “happy compromise between novelty and intelligibility” to be both engaging and effective.
To increase acceptance, marketers should use emotional appeals or value-driven messaging that aligns with the consumer’s beliefs and preferences.
McDonald’s uses repeated exposure to its iconic golden arches and familiar jingles, ensuring that its brand is easily recalled when consumers think of fast food.
The ultimate goal of any ad is to drive behavioral action, whether it’s a purchase, subscription, or engagement. Effective communication across all stages of McGuire’s model leads to higher chances of conversion.