How to Convince the Customer to Buy Your Product: A Study Behind Effective Marketing

By: Else Hjorten Society views advertisements as effective because of their aesthetic features but overlooks the sizable amount of consideration put into the aforementioned advertisements’ development. Beyond just the color palette and dimensions of the ad, there are factors of how viewers will feel and how they will see the company after observing those pieces of media. This is where the more psychological elements of smart advertising come into play. Marketing may be powerful because of its ability to alert the public, but its more important principles are found in consumer inclusion, celebrity endorsement, and AI adaptation.

Consumer inclusion might be the largest factor in growing a loyal consumer following. Customers (especially the younger generation) are shifting their brand allegiance requirements from simply creating a good product to whether the brand has a good public image. “[W]hen they receive advertising that’s targeted and focused…” (NCS Marketing), they are more likely to respond positively to these kinds of commercials. Examples of targeted/focused advertising could be “...user-generated content to build authenticity [and] interactive content, such as quizzes and polls….” (Park University) These tactics make the consumer feel important and like they are a part of the product development and endorser selection process. These properties are also shown in a company’s UVP, or Unique Value Proposition. It highlights “...what makes your products or services unique and why customers should choose you.” (Park University) This is so customers can get an initial glimpse at what a company’s business statements entail, and then they can decide if they want to lend their support from the beginning. Without creating this illusion of consumer importance, there is a high probability that viewers would ignore advertising attempts, under the conception that they are not affiliated with the brand.

Another important factor of persuading consumers to support a company would be celebrity endorsement. When a brand is filming an advertisement, it is important to consider the casting of main and supporting actors. Usually, celebrities are front and center because they build “...consumer confidence.” (Basiouny) It is believed that this blind following “...is rooted in evolution and biology. Both humans and primates will follow the lead of high-status, high-prestige individuals in the group by aligning their gaze or copying their decisions.” (Basiouny) Suffice it to say, viewers will be influenced by people that they look up to, so what better way to exploit that than utilizing that in a commercial? “Studies have shown that people are more likely to recall and remember advertisements featuring celebrities….” (Staff) This use of famous individuals to increase recall and prestige goes beyond merely alerting the public and instead inspires the public to use the same products as their favorite celebrities.

The final factor included in this analysis is the use of AI adaptation to stay relevant in new-age marketing. Since trends and methods of advertising are exponentially changing as the years pass, it is growing imperative to use artificial intelligence to predict the shift. “With accurate, dynamic data, predictive AI models and Machine Learning…,” (Leadspace) companies are able to stay on top of the most recent fads. Take GPT models, for example, which are engineered to “...create content–from articles and social media posts to consumer support responses….” (Nagl and King) Not only is the result helpful for relevance, but it also raises rates of efficiency, allowing human employees to focus on other aspects of business. Selecting the right AI tool has the potential to enhance and upgrade a brand, with its expansive benefits “...such as content recommendation algorithms and email marketing software….” (Nagl and King) Overall, AI is just another great way to pertain to consumers, streamlining and targeting the recommendation process. When a business does not apply this tool to their marketing tactics, they are at risk of falling behind others that do.

In conclusion, the most important principles of marketing are found in consumer inclusion, celebrity endorsement, and AI adaptation, even if its ability to alert the public already makes it powerful. This knowledge helps the public to become better consumers, allowing an opportunity for reflection as to why an individual is drawn to a certain advertisement. As a viewer and an eventual customer, one should educate themself on the psychological effects of smart marketing before falling victim to an advertising strategy.

Works Cited

Park University. “10 Effective Marketing Strategies for 2025.” Park University, 23 Jan. 2025, www.park.edu/blog/effective-marketing-strategies/.

Leadspace Team. “Marketing Effectiveness: What It Is and 4 Ways to Measure It.” Leadspace, 5 July 2019, www.leadspace.com/blog/marketing-effectiveness/.

Nagl, Steph, and Ged King. “How AI Is Impacting Digital Marketing.” School of Professional Studies at Wake Forest University, 27 Aug. 2024,

sps.wfu.edu/articles/how-ai-impacts-digital-marketing/.

Basiouny, Angie. “The Marketing Psychology behind Celebrity Endorsements.” Knowledge at Wharton, University of Pennsylvania, 30 May 2023, knowledge.wharton.upenn.edu/article/the-marketing-psychology-behind-celebrity-end orsements/.

Rajkhowa, Gautam. “Celebrity Endorsements: The Influence and Challenges of Famous Faces in Marketing - Birmingham Newman University.” Birmingham Newman University, 5 July 2024,

www.newman.ac.uk/news/celebrity-endorsements-the-influence-and-challenges-of-fa mous-faces-in-marketing/.

Marketing, NCS. “The Right Five Keys to Unlock Advertising Effectiveness.” NCSolutions,

info.ncsolutions.com/blog/the-right-five-keys-to-unlock-advertising-effectiveness?utm_term=marketing%20best%20practices&utm_campaign=DTC+-+Nonbrand+-+CPG+A dvertising&utm_source=adwords&utm_medium=ppc&hsa_acc=8823426891&hsa_ca m=22808704753&hsa_grp=184070462553&hsa_ad=764565313913&hsa_src=g&hsa_t gt=kwd

155089476&hsa_kw=marketing%20best%20practices&hsa_mt=e&hsa_net=adwords&hsa_ver=3&gad_source=1&gad_campaignid=22808704753&gbraid=0AAAAACYgi0wAqsyGT6UQtsU1U7sBiXyEa&gclid=CjwKCAjw7fzDBhA7EiwAOqJkh9iERPv3vGSX5VGmxF4uGrBkQHwh1R2WuHQ094PZo9YcWdM8MCNXfxoC5hEQAvD_BwE. Accessed 28 July 2025.