Experiential Approaches to Advertising are More Impactful than Direct Persuasion

Experiential Approaches to Advertising are More Impactful than Direct Persuasion

  • Journal of Advertising Research
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Summary

Does direct persuasion still work in advertising? Two seasoned advertising research academics don’t think so. In an essay backed by empirical evidence, they argue—given the major changes in the ways consumers interact with brands today, such as online and through social media—that advertisers should shift from a direct persuasive strategy, to providing experiences that blend entertainment with more indirect persuasion.

Author bios:

Jean-Luc Herrmann (jean-luc.herrmann@univ-lorraine.fr) is Full Professor of Management Sciences (Marketing) and Director of the CEREFIGE Research Center at the University of Lorraine, in Metz, France. His research interests focus on persuasive communication, especially on advertising, sponsorship and product placement effects.

John B. Ford (jbford@odu.edu) is Professor of Marketing, Eminent Scholar and Haislip-Rohrer Fellow at Old Dominion University, as well as past Editor-in-Chief of the Journal of Advertising Research. His research interests are cross-cultural research methodology, global advertising strategy, gender issues in advertising and nonprofit donor behavior.