Informative advertising is a type of ad that implies using facts to highlight the benefits of a product's features instead of appealing to customers' emotions.
In this article, we'll consider the objectives, pros, and cons of informative advertising. We'll also compare it to persuasive ads and provide some examples.
Informative Advertising Objectives
The main goal of any ad is to sell a product. The only difference is the choice of techniques. Each of them provides better opportunities to reach a particular goal. Besides, some techniques tend to perform better in different industries.
Informative advertising aims to persuade a user to make a decision by providing real facts and statistics that support the value and relevance of a product. It's vital that users could fact-check any statement. As a result, informative ads make consumers trust a company and help brands build authority.
To realize the power of this type of ad, we'll shed light on its pros.
Advantages of Informative Advertising
The pros of using this type of ad will help you contribute to both sales and your brand image. Firstly, using informative advertising, you can establish a strong brand reputation because consumers will consider you a source of reliable data.
Secondly, you'll manage to educate people. Having a great product doesn't guarantee that customers will make the most out of it. So, teaching them how to get the full benefit of your brainchild will help people realize your potential and make decisions faster.
Thirdly, informative ads are the best choice for building primary demand for a new product. Marketers striving to increase the primary demand, focus on highlighting the benefits of a product itself rather than promoting it based on its reputation and brand identity. This way, consumers are aware of the potential benefits they may get.
In addition, informative advertising helps marketers avoid potential lawsuits in the future. This is especially popular in the pharmaceutical, tobacco, and beauty industry. Consumers are warned that this or that product can't be used during pregnancy, lactation, driving, and having diseases. This way, companies stay on the safe side.
So, informative advertising offers a wide range of benefits to companies. Besides, this type of ad is pretty appealing because people tend to believe figures and stats.
Conversely, persuasive advertising appeals to emotions rather than reasons. Let's see the difference between these types of ads.
Informative Advertising vs Persuasive Advertising
While informative advertising heavily relies on facts and statistics making them the main reason to persuade users to buy, persuasive ads appeal to customers' emotions.
Marketers prefer persuasive advertising to make consumers feel successful using their products. Let's take companies that sell highly competitive products. For example, marketers promoting toothpaste persuade users that they will have a fresh breath for a long time after using it. A fresh breath means more pleasant communication with people which defines success in a certain way. Luxurious products are promoted the same way.
So, informative advertising provides people with facts that make them choose this or that product, while persuasive ads appeal to their feelings and emotions.
To better understand how informative advertising works, let’s have a look at the example.
Example of Informative Advertising
You’ve definitely met some informative advertising campaigns in your everyday life, so let’s recall one of the most significant ads.
After Bud Light accused Miller Lite of using corn syrup in brewing their beer, Miller Lite struck back at the brand by providing some figures that make us believe their beer is less harmful to the health.
Congrats, now you know about the objections, benefits of informative advertising, the way it differs from persuasive ads, so make the best choice for your business!
- This article on the HubSpot blog provides some basics about informative and persuasive advertising.
- This article considers the benefits of informative advertising.
- This article offers 5 examples of informative ads.
Last Updated: 29.09.2021