Kevin Simler: Ads Don’t Work That Way

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Ads Don’t Work That Way.

In this fantastic piece, Kevin Simler outlines six theories of how advertising works. I thought it may be valuable to summarise each of the theories here.

Theory 01 - Emotional inception: Ads work by creating positive, emotional associations with a brand. These associations strengthen over time, making consumers feel more favourably toward the brand and more likely to buy it.

Theory 02 - Raising awareness: Ads work by telling consumers that a product exists, educating them on how it works and reminding them that it's available if they need it.

Theory 03 - Overt persuasion: Ads work by convincing consumers to buy a product through rational arguments that appeal to consumers’ logical mind.

Theory 04 - Making promises: Ads work by publicly communicating a brand promise that the company is then incentivised to keep.

Theory 05 - Honest signalling: Ads work by conveying a brand’s financial stability and long-term commitment by communicating in very expensive media.

Theory 06 - Cultural imprinting: Ads work by changing the landscape of cultural meanings and, in turn, changing how consumers are perceived by others when they use a product.

Simler makes it clear that the theories work together. He says, “they're not mutually exclusive: a typical ad will employ a few different techniques at once”.

Again, it’s a fantastic piece. I highly recommend you read it in its entirety.