Since it was discovered, framing marketing has continuously been proven to have a major influence on the way humans make decisions. Therefore, it should come as no surprise that marketing companies all over the world have incorporated this into their advertising campaigns, seeking to purposefully sway consumers’ choices in order to increase engagement and promote sales.
Numerous studies have shown that even a small change in how information is presented can cause an entirely different response or course of action. For instance, at some point in our life, we have all strolled into a convenience store looking for a sweet snack to remedy our 3.30 pm energy slump. Most of us undoubtedly chose the “healthy” alternative, a chocolate that promised to have “50 percent less fat,” in order to avoid the shame of eating 1,000 calories before supper. We as consumers were able to justify our purchase and validate our choice by selecting this “good” message.
What is framing marketing?
According to whether something is presented as a gain (“you could have”) or a loss (“don’t miss out”), different customer behaviors result. Consumers seek risk with gains but desire certainty with losses. As marketers, we see different response rates based on the framing marketing of product features and statistics, especially in advertising.
When compared to automobiles and midsized SUVs, the Ford F-150 V6’s advertised fuel economy of “22 miles per gallon” may not receive the desired response. Customers-to-be will consider how much they will spend on gas if they purchase a truck. The F-150 sounds like a wise pick and receives greater response when marketed as having “Best in Class Fuel Economy,” nevertheless.
When the message seeks to lessen the likelihood of a negative consequence, as with public health, insurance products, and safety features, the difference in behavior is much more significant.
Why is framing marketing important?
If framing can change behavior, we must be aware of when, when, and how it affects both ourselves and other people.
We must comprehend how it works if the same information delivered in a different way may cause us to behave differently. We need to be aware of when framing marketing has an impact on individuals and whether we are the ones being led astray.
Understanding framing is crucial because it allows us to speak with others in a way that is more compelling and influential. We can also analyze the messaging used by rivals and those supporting opposing points of view.
We can also comprehend how this impacts us personally. If framing marketing techniques are skewing our picture of the circumstance, we may be making inefficient decisions. We need to be on guard and strip away the framing to look at the raw information if we are to make the best decisions.
Types of frames in framing marketing
The four primary sorts of frames you need to take into account while creating your marketing message are as follows:
Gain: This method of framing highlights all the potential advantages of using a specific product. For instance, buyers are frequently promised allure, sophistication, and status when they purchase expensive perfume.
Loss: It is in our tendency to try to prevent or minimize loss. Instilling a fear of losing out is the main goal of the loss framing known as scarcity. Sales on Boxing Day last just one day.
Emotion: Some advertisers will emphasize the significance of how something makes you feel in order to engender an emotional tie to a brand. For instance, Red Bull’s energetic advertising inspires us to be daring and brave enough to try new things.
Statistical: The way numbers are framed is fascinating because, depending on how you look at them, they may simultaneously support and refute your position. For instance, it’s impressive when 8 out of 10 dentists recommend a particular brand of toothpaste. On the other hand, if 2 out of 10 dentists disagree, there would surely be severe concerns about the toothpaste’s quality.
How is framing used in advertising?
You must make significant improvements if your product reduces a negative consequence. For the vast majority of marketers and advertising executives, the product being pushed has a net positive effect. If you belong to this group, you must continue to present your offer in the most favorable light. Gain bonus points by connecting the product to a value or an objective of your target market.
There is a more persuasive method to position your product if it involves a probability of profit (like a lottery ticket) or a reduction in the likelihood of a negative outcome (like an insurance policy). The following advertisements are most significantly affected by framing marketing:
Lottery and Gambling
I wish I could provide you with clear-cut advice if you work in marketing or advertising. However, you’ll need to test a range of framing marketing methods to find which suits your product the best.
As a general rule, people clearly recall negative outcomes but forget instances when they were successful. As a result, when given knowledge concerning danger, people immediately anticipate a bad experience and will take any action to increase the likelihood that they won’t go through it again.
There was no method to customize the frame for the recipient when advertisements were printed or broadcast to millions of people. You tested the message on the market for a little while and hoped for the greatest effect.
We may now test and customize the frame for each individual. Consider automatically updating the frame on the five dimensions when running a programmatic advertising campaign on social media (gain, loss, temporal, value, and goal.)
What is an example of framing marketing?
Framing marketing is a technique used by advertisers to present information in a way that affects how viewers interpret it. Business owners and marketers frequently use framing marketing strategies, such as turning a potentially unfavorable fact about their product into an advantage or emphasizing the drawbacks of a rival’s advantages. These experts use techniques like vivid visuals, loud music, and precise wording to frame an advertisement’s elements and modify the meaning of its message.
When a marketer shows the customer what they stand to lose if they ignore the message, this is one example of framing in advertising. An excellent example of “loss framing” makes the recipient fearful and forewarns of negative outcomes. Public service announcements are a prime example of loss framing. An anti-smoking campaign uses pictures of cancer patients who use artificial voice boxes and respirators to communicate in order to highlight the risks of smoking.
“Gain framing” is the polar opposite of loss framing. Gain framing in a message explains to the audience what they stand to gain by adhering to the advertiser’s pitch. Advertisers for dental care products employ gain framing statements to highlight the advantages of regular dental care, like pearly white teeth, healthy gums, and fresh breath. The adverts also typically imply other benefits, such as how a better-looking smile makes the user more attractive to possible dating partners.
“There are three kinds of lies: lies, damned lies, and statistics,” according to Benjamin Disraeli, the British Prime Minister for the majority of the nineteenth century. The same statistics are frequently used by different advertisers to support and refute the same assertion. One advertisement might claim that a pharmaceutical product has a 90% success rate for example. A rival may make the accurate claim that the drug doesn’t work in 1 out of 10 cases using the same figure.
Framing and language
Advertisers are experts at framing their statements using words. They are aware of the feelings that consumers associate with particular words. Their aim is to utilize language that imbues the product with a favorable emotional frame in the mind of the audience. Adverbs like “expensive” and “over-priced” are not used in advertisements for high-end vehicles, but rather adjectives like “luxury” and “well-appointed”. Instead of “cheap” and “sturdy,” a comparable advertisement for a less expensive vehicle would use the phrases “affordable” and “reliable.”
Framing marketing is a psychological theory that examines how we perceive and react to situations. Framing marketing is essential since it can affect how we respond to something.
Additionally, frames are strong and can be exploited to affect our behavior or decision-making. When we frame an action as a gain, we are more inclined to finish it. Knowing whether the consumer is willing to take risks is critical when framing because framing as a loss could deter consumers from participating at all due to the risk involved.