Soft sell

Soft sell

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.

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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  • soft sell — ➔ sell2 * * * soft sell UK US noun [S] ► MARKETING a way of trying to sell something to someone by persuading them gently that they want or need it: »Advertisers are adopting the soft sell for those who enjoy housework. ► COMMERCE something that… …   Financial and business terms

  • soft sell — soft′ sell′ n. bus a method of advertising or selling that is quietly persuasive, indirect, and sophisticated (opposed to hard sell). • Etymology: 1950–55 soft′ sell′, v.t. sold, sell•ing, adj …   From formal English to slang

  • soft sell — ☆ soft sell n. selling that relies on subtle suggestion rather than high pressure salesmanship soft sell adj …   English World dictionary

  • soft sell — n [singular] a way of advertising or selling things that involves gently persuading people to buy something →↑hard sell …   Dictionary of contemporary English

  • soft sell — noun singular a way of advertising or selling products by persuading people to buy them in a relaxed and pleasant manner ─ compare HARD SELL …   Usage of the words and phrases in modern English

  • soft sell — ► NOUN ▪ subtly persuasive selling …   English terms dictionary

  • soft sell — noun suggestive or persuasive advertising • Hypernyms: ↑advertising, ↑publicizing * * * noun : the use of suggestion or persuasion in selling rather than aggressive pressure compare hard sell * * * a method of advertising or selling that is… …   Useful english dictionary

  • soft-sell — /sawft sel , soft /, v., soft sold, soft selling, adj. v.t. 1. to promote (a product, service, etc.) using indirect or gentle persuasion: an advertising campaign to soft sell a new perfume. adj. 2. (of a sales technique) quietly or indirectly… …   Useful english dictionary

  • Soft Sell — Advertising and sales practices denoted by subtle language and a non aggressive technique. A soft sell is designed to avoid angering potential customers and pushing them away. Because soft selling is a low pressure sales technique, it may not… …   Investment dictionary

  • soft sell — also soft sell N SING A soft sell is a method of selling or advertising that involves persuading people in a gentle way rather than putting a lot of pressure on people to buy things. I think more customers probably prefer a soft sell. Ant: hard… …   English dictionary

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