Soft sell

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For the 1980s English synthesizer duo, see Soft Cell.

In advertising, a soft sell is an advertisement or campaign that uses a more subtle sales message, in opposition to a hard sell.

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

[edit] 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
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