Intention beats attention every time
Advertising should get people’s attention, but more importantly, it must influence their intention. Motivate them to do, not just observe. We want action.
Streaking through Times Square will definitely get attention but to what end? If that streaker was drawing you to a peep show on 42nd, now you got something. Motivating the viewer’s intention to a particular desired action.
A question I can’t help asking: all the likes and views and influencer engagement out there definitely garner attention, but do they drive actual consumer intention? Some do for sure, but are a lot of them just soulless numbers aggregating to nowhere?
Ads are supposed to increase someone’s intention to learn, compare, shop, buy. Be moved by me, find me interesting, want to know more about me. Don’t just “look at me!”
