Lots of companies use interesting and attention-getting ads with the brand name or major takeaway buried somewhere in the ad - completely divorced from the attention getting element. So what happens? Consumers remember this great ad, but for the life of them have no idea what it was for or who it was by. This is a huge waste of resources.
If we are dealing with a familiar product and we have a familiar message, maybe consumers can attend briefly to our message and brand name while they are doing something else. They can divide their attention because the ad and message are familiar and well-known. This is what reminder advertising is all about.
But if we have a new brand, a new message, or something complicated to say, consumers won't possibly be able to attend to this message while simultaneously undertaking the complexities of a stressful, multitasking, interruption filled environment.
Does this mean we can't develop new or complicated messages? No, it just means that we have to be all the more careful about making consumers attend to the right things and make sure our message is interesting enough to have them put aside something else and think about us alone.
WHAT ATTRACTS AND SUSTAINS ATTENTION?
Psychologists and marketing academics have learned important lessons about what attracts and sustains attention. We list some of them here. Think about them as a checklist for developing your ad, email promotion, or website. They will help you make your marketing effort interesting and attractive for the right reasons.
On a very broad level, things attract attention if they are personally relevant, pleasant, surprising, or easy to process. There are a lot of ways in which we can achieve these things, as we explain below.
IS IT PERSONALLY RELEVANT?
Consumers pay attention to things that that have implications or consequences for their lives, especially if they appeal to their needs, values, or goals. Mothers, for instance, pay attention to ads that feature kids because kids are relevant to their needs, values, and goals. We also pay attention to people who look, act, or seem like ourselves, perhaps because we think they have similar needs, values and goals, similar problems and perhaps, because they know something we don't.
Debbie MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and a professor of marketing at USC's Marshall School of Business. She is co-author of a recent book on brand admiration, which blends years of best-practice thinking from academia with the real-world practice of marketing.
LinkedIn: Debbie MacInnis