Soft sell

In advertising, a soft sell is an advertisement or campaign that uses a more subtle, casual, or friendly sales message. This approach is the opposite of a hard sell.

This article is about a type of advertisement. For the type of magazine, see Soft sell magazine.
Not to be confused with Soft Cell.

Theorists have examined the value of repetition for soft sell versus hard sell messages, in order to determine their relative efficacy. Frank Kardes and others have concluded that a soft sell, with an implied conclusion rather than an overt hard sell, can often be more persuasive.[1] Soft sell is also less likely to be irritating to consumers.

See also

Notes
  1. Kardes, Frank; Cronley, Maria; Cline, Thomas (2014). Consumer Behavior. Cengage Learning. p. 212. ISBN 1305161688.

References
  • Herbert E. Krugman. An Application of Learning Theory to TV Copy Testing. The Public Opinion Quarterly, Vol. 26, No. 4 (Winter, 1962), pp. 626–634
  • Frank R. Kardes. Spontaneous Inference Processes in Advertising: The Effects of Conclusion Omission and Involvement on Persuasion. The Journal of Consumer Research, Vol. 15, No. 2 (Sep., 1988), pp. 225–233
  • David A. Aaker, Donald E. Bruzzone. Causes of Irritation in Advertising. Journal of Marketing, Vol. 49, No. 2 (Spring, 1985), pp. 47–57
  • Frank R. Kardes, Maria Cronley, Thomas Cline. Consumer Behavior, p. 212


This article is issued from Wikipedia. The text is licensed under Creative Commons - Attribution - Sharealike. Additional terms may apply for the media files.