Effective advertising campaigns tend to have certain common traits, including a strong connection with the specific brand or product being advertised and a highly memorable quality that consumers can easily recall, according to Forbes. In addition to these qualities, effective advertising campaigns usually demonstrate to consumers how the specific product or service will change or better their lives, and it helps if the ad is authentic and rings true for consumers. A connection to some higher calling than the product itself, such as a social cause or inspirational message, is also considered an important aspect of effective advertising campaigns.
Advertisements with an emotional appeal can also be considered effective, states Udemy. Using the emotional appeal advertising strategy does not always mean appealing to positive emotions. Instead, advertisements that appeal to generally negative emotions such as fear may be effective in encouraging shoppers to buy a specific product or service. For example, ads that depict a person as being unpopular or disliked without the advertised item may appeal to a consumer's desire to belong, spurring them to purchase the item.
Bandwagon advertising can be an element in appealing to fear. These types of ads depict a product as being in demand and imply that individuals who do not own this product are outsiders who can make their way into the in crowd by buying the advertised item.