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‘If you don’t like dark roast, this isn’t the coffee for you’: How exclusionary ads can win over the right customers

‘If you don’t like dark roast, this isn’t the coffee for you’: How exclusionary ads can win over the right customers Marketers can be more effective by using “dissuasive framing” – telling potential customers that a product may not be for them, rather than trying to convince everyone it’s perfect. Dissuasive ads outperformed persuasive ads […]

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