The psychology behind Ads

Advertising doesn’t just shout about your product or service, it quietly shapes behaviour, triggers emotions and builds familiarity over time.

In fact, much of what makes advertising work happens below the surface.

Professor Robert Heath, author of The Hidden Power of Advertising, explains it like this:

“Much of advertising's power is not in the message itself but in the way it subtly embeds in our minds through repeated exposure.”

Here’s what that means for you and your marketing:

1. Repetition builds trust

You’ve probably heard that a message needs to be seen 7–20 times before it sinks in. That’s because our brains are wired to trust what feels familiar.

In marketing psychology, this is known as the ‘mere exposure effect’. The more we see something, the more we like it, purely because it becomes familiar.

Even if someone doesn’t act the first time they see your name or messaging, that familiarity builds quietly in the background.

When they’re finally ready to buy, your brand will already feel like a safe, known choice.

For example, a local accountant running a simple brand awareness campaign on Instagram might not get clicks right away - but when someone suddenly needs tax help, they’re more likely to recall the name they’ve seen over the past few weeks.

“A good advertisement is one which sells the product without drawing attention to itself.” David Ogilvy, the ‘Father of Advertising’.

2. Emotional connection matters more than logic

Dr. Antonio Damasio, a neuroscientist, famously said,

“We are not thinking machines that feel; we are feeling machines that think.”

We like to think that our decisions are made carefully, rationally and with all the necessary information accounted for. In practice, decisions - especially buying decisions - are often driven by emotion first and rationalised afterwards.

For example: a flyer that shows how stress-free it feels to outsource bookkeeping is more effective than one listing technical features.

Think about how a beautifully designed poster for an interior designer might use colour, tone and style to create a mood of calm or luxury. People respond to that emotional atmosphere long before they read the details.

That feeling becomes associated with your brand. Are you in control of the feelings associated with your brand? 

3. It’s not always about the click 

It’s tempting to measure every ad by clicks and conversions but Ads often work over time and don’t deliver instant, trackable clicks.

In marketing psychology, this is referred to as ‘priming’, the idea being that each exposure to your branding primes the audience to think of you later.

A well-designed business card that sits on someone’s desk for months or a roll-up banner at local events, quietly (and effectively!) prompts over time.

Even ads that aren’t clicked can leave an impression.

If someone sees your logo five times this month, even without clicking, that repetition strengthens memory and brand association.

When they do need your service, they’re much more likely to choose you over an unfamiliar competitor.

4. The power of repetition over time 

Many small business owners worry that if someone didn’t respond the first time, the ad must have failed but, in truth, repetition is one of the most powerful tools in advertising.

It’s not about shouting louder. It’s about quietly shouting over and over and over again. Consistently.

When you repeat your message - gently, visually and across different channels - it becomes part of your audience’s mental landscape. 

That’s how you move from unknown - to familiar - to trusted.

As David Ogilvy put it:

“Great campaigns are built on a single, powerful idea – repeated consistently.”

Marketing guru Seth Godin reminds us:

“People do not buy goods and services. They buy relations, stories and magic.”

An interior designer with a consistent style across their social posts, print brochures and business cards will be more easily remembered than one with no consistent style. 

A dog groomer who uses the same logo, colours and tone in all their ads will become recognisable.

A leadership skills consultant needs to stand out from the crowd - and that is helped by repeated messaging with strong, consistent branding.

Once people recognise you, they’re far more likely to trust and buy from you.

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