Good advertising has been a cornerstone of social media marketing since its inception.
And for years, it’s been the way we all interact with others online.
But is it working?
Now, researchers at Northwestern University have found that when people have good intentions, they’re more likely to engage in bad behavior.
To find out, the researchers surveyed 2,500 people on Facebook about the amount of time they spent using good and bad advertising on their site.
They found that those who had positive intentions were more likely than those with negative intentions to report using the good and the bad ads more frequently.
The good ads were viewed by 1 in 3 people, while the bad ones were viewed only by 1 out of 10 people.
And those who were more motivated to engage with good ads had more positive impressions than those who weren’t.
So it appears that when we’re really good about what we say, we’re more persuasive than those in the bad advertising group.
The researchers say they are now exploring how to use the data to better educate and support marketers who want to use good advertising more effectively.
“We’re not saying that we’re trying to make the advertising industry more profitable,” says senior author Daniel V. Zuker, assistant professor of psychology at Northwestern.
“But we’re suggesting that you need to pay attention to what people are saying to you and what they’re doing with their own ads.”
So what’s a good ad?
What’s the best ad?
This year’s survey was done by a group of researchers from the School of Advertising at Northwestern’s Kellogg School of Management.
This year, the team is partnering with the Institute for Creative Technology at the University of Pennsylvania.
The study, which was funded by the Kellogg Foundation, was published online by the Proceedings of the National Academy of Sciences.
It will appear in an upcoming print issue of the journal.
In this post, we’ll examine how good advertising can be effective.