Advertising Matrix Model
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Advertising Matrix Model

Advertising Matrix Model


Before writing the copy, we need to motivate users according to the importance of the product itself in the minds of users

low

high

importance

Important/negative motivation

The product itself is very important, but people’s motivations are negative, such as insurance, going to the dentist, and going to a lawyer.

negative

positive

motivation

Important/negative motivation

Unimportant/positive motivation

Unimportant/negative motivation

Important/positive motivation

01

02

03

04

Unimportant/negative motivation

Users do not necessarily need to like the advertisement itself, the decision is not of high importance, but it will naturally give people a negative motivation (such as buying antidiarrheal drugs for diarrhea)

Unimportant/positive motivation

Products are low in decision-making, perceptual, and naturally make people have positive motivations. This type of product should pay attention to user experience and self-perception.

Important/positive motivation

The user type is a relatively rational "thinker". Such products are highly decision-making and rational.

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publish time: 2021-03-04
Charlotte

Before writing advertising copy, we usually need to evaluate the importance of the product itself in the minds of users! So how to evaluate or motivate users? The product itself is very important, but people’s motivations are negative, such as insurance, going to the dentist, and going to a lawyer. The user type is a relatively rational "thinker". Such products are highly decision-making and rational. This advertising copy matrix model may provide you with some answers. 

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