3 Informative Advertising Examples That Drive Results
It’s difficult to reach the heads and the hearts of different audiences because different people seek different products and services for different reasons.
An ad highlighting a car’s horsepower, for example, would be compelling to gear heads. The ad, however, would be unlikely to engage environmentally conscious consumers. On the other hand, an ad that showcases the car’s fuel efficiency features would be more likely to capture that audience’s interest.
To speak to different audiences, advertising and marketing agencies deploy numerous techniques that vary from beginner approaches to advanced strategies. Chief among those techniques: informative advertising and persuasive advertising.
While persuasion may be at the heart of a marketer’s role, persuasive advertising is not the only means for convincing audiences of a product or service’s value. In fact, informative advertising can achieve the same goal.
In addition to discussing the differences between persuasive and informative advertising, this article presents three informative advertising examples to demonstrate its benefits to marketing and advertising experts.
What Is Informative Advertising?
The goal of advertising is to not only influence but also inform audiences. To influence and inform audiences, marketers can deploy both informative and persuasive advertising campaigns.
Persuasive advertising focuses on developing an emotional connection with target audiences. Seeking to drive emotion, this type of advertising focuses on products and services’ benefits specifically for the consumer.
Persuasive advertising often engages celebrities in campaigns to encourage consumers to feel positively about the brand.
For example, Heinz employed award-winning musician Ed Sheeran for an ad campaign to help grow the brand’s presence outside the US.
Sheeran narrates the commercial and praises Heinz’s ketchup, which serves as a pitch for the condiment. Heinz draws millions of fans into the commercial by engaging the global pop star. The company evokes the fan’s affection for Sheeran and encourages viewers to draw a similar emotional connection to them.
Informative advertising similarly engages persuasive techniques but focuses on presenting audiences with facts and figures to persuade them.
Rather than drawing on emotions, this advertising method highlights how products and services’ features benefit consumers and solve their problems. Informative ads can involve comparisons between products and competitors’ products, highlighting key differences.
Informative advertising frames facts and figures in a way that compels consumers to take a desired action. Although not appealing to emotion like persuasive advertising, informative advertising can help marketers achieve similar goals.
The following three informative advertising examples illustrate its unique attributes.
1. FDA The Real Cost Campaign
To raise awareness of policy initiatives or public health concerns, nonprofit organizations and government agencies often deploy informative advertising campaigns.
The U.S Food and Drug Administration (FDA), for example, runs an informative advertising initiative to bring the public’s attention to the dangers of tobacco.
One ad that’s part of the FDA’s “The Real Cost Campaign” lists the potential health issues from tobacco in large white letters as a canister of chewing tobacco sits in someone’s back pocket.
An informative ad, it states the potential harms caused by tobacco use: mouth cancer, tooth loss, brown teeth, jaw pain, white batches, and gum disease. The bottom of the ad makes the ad’s argument clear, saying smokeless tobacco products aren’t harmless.
Although the ad may elicit fear, it doesn’t rely on the emotion to persuade its audience — it’s the facts about the consequences of smokeless tobacco products that works to persuade audiences against using them.
2. The Surfrider Foundation
The Surfrider Foundation similarly implemented an informative advertising campaign to persuade audiences to commit to the organization’s sustainable solutions.
The nonprofit organization committed to protecting the world’s oceans developed an informative ad campaign around research into fish populations’ plastic indigestion.
The ad promotes one of the organization’s core causes: reducing the impact of plastics in marine environments.
The environmentally friendly campaign relies on the research to convey its message. By citing the findings of recent studies, the ad demonstrates the shocking amount of yearly plastic pollution and how it’s transferred between populations.
The creatives may evoke fear in its target audience by presenting sushi rolls made of plastic to visualize how people ingest plastics through fish. However, it’s only through the contextualization of the visuals that the emotion’s able to arise.
The ad depends on its written content to convey its message. The focus on the facts works to persuade audiences to learn about and enact solutions to plastic pollution in the world’s oceans.
3. Miller Lite
The beer company, Miller Lite, deployed an informative advertising campaign that featured comparisons with competitors’ products.
In 2019, Miller Lite ran an ad campaign that compared itself to Bud Light. Rather than employing a celebrity to sing its praises, Miller Lite showcased differences between the products’ nutritional values.
The ad highlights the differences in calories and carbohydrates between Miller Lite and Bud Light. Miller Lite makes an argument that their beer’s not only healthier but also tastier than their competitors.
Miller Lite centers the ad on calorie and carb counts, relying on facts and figures to persuade consumers through an informative ad campaign that can be easily integrated into digital marketing or social media marketing strategies.
Informative Advertising Helps Persuade Consumers
By appealing to facts and figures, informative advertising can persuade audiences to take action.
Informative advertising can evoke emotional responses similarly to persuasive advertising. Unlike persuasive advertising, informative advertising doesn’t rely on emotions to convince audiences.
Instead, informative advertising presents facts, summarizes research findings, and compares products to persuade target audiences.
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