Cats and dogs sell, but they do it in different ways — this is the conclusion reached by researchers from the University of Kent. It turned out that pets in advertising really do increase its effectiveness.
but not quite in the way we thought. Their influence depends on what associations cats and dogs in general evoke in your target audience. For example, researchers found that Americans associate dogs with speed, achievements and convenience, and cats with vigilance, setting boundaries and protection.
It happens that cats and
dogs are not so useful in promotion — this is also the conclusion netherlands phone number data of the study: if your product does not correspond
to associations related to a pet, the effectiveness of advertising will be low; if your audience mainly has cats, and you show dogs, advertising will work ineffectively; the influence of a person is still higher than the influence of a pet, so ideally, show both a person and a pet in advertising;
A pet can be an episodic character, and not the main character of the advertisement, and still increase its effectiveness the goal of the advertising campaign should also correspond to associations with pets. For example, if you sell home insurance, a cat would be closer to the message than a dog, even though it is about a house and banking services.
You need to choose an animal
for advertising that will match the purpose of your product. For example, Rostelecom chose a dog, not a cat, to advertise a smart home. This is a logical move: a smart home is presented in advertising not as a way to protect yourself, but as a tool for achieving comfort. A smart home turns on the kettle before the owner comes home, and the dog brings slippers.
Everything for comfort. A dog is for a person, and the advertised this end he hires nam technology is also Dogs are also suitable for advertising residential buildings, interior items, and cars: However, the choice of animal depends not only on the product, but also on the audience.
For example, in advertising for apartment buildings, it is better to show loan data cats, not dogs, because residents of small apartments are more likely to have cats: But here is how a cat is used in advertising for a different audience: Note: in this advertisement, the cat is a metaphor for comfort, tranquility, safety, and the softness of the coffee itself. Another audience – another connotation