Advertising Techniques - 13 Most Common Techniques Used by the Advertisers.
https://www.managementstudyguide.com/advertising-techniques.htm
Today every company needs to advertise its product to inform the customers about the product, increase the sales, acquire market value, and gain reputation and name in the industry. Every business spends lot of money for advertising their products but the money spent will lead to success only when the best techniques of advertising are used for the product. So here are some very common and most used techniques used by the advertisers to get desired results.
Emotional Appeal
This technique of advertising is done with help of two factors - needs of consumers and fear factor.
Most common appeals under need are: need for something new; need for getting acceptance; need for not being ignored; need for change of old things; need for security; need to become attractive, etc.
Most common appeals under fear are: fear of accident; fear of death; fear of being avoided; fear of getting sick; fear of getting old, etc.
Promotional Advertising
This technique involves giving away samples of the product for free to the consumers. The items are offered in the trade fairs, promotional events, and ad campaigns in order to gain the attention of the customers.
Bandwagon [1] Advertising
This type of technique involves convincing the customers to join the group of people who have bought this product and be on the winning side. For e.g. recent Pantene shampoo ad which says “15crores[2] women trusted Pantene, and you?”
Facts and Statistics
Here, advertisers use numbers, proofs, and real examples to show how good their product works. For e.g. “Lizol floor cleaner cleans 99.99% germs” or “Colgate is recommended by 70% of the dentists of the world”.
Unfinished Ads
The advertisers here just play with words by saying that their product works better but don’t answer how much more than the competitor. For e.g. “Lays - no one can eat just one” or “Horlicks - more nutrition daily”. The ads don’t say who can eat more or how much more nutrition.
Weasel Words [3]
In this technique, the advertisers don’t say that they are the best from the rest, but don’t also deny. E.g. “Sunsilk Hairfall Solution - reduces hairfall”. The ad doesn’t say stops hairfall.
Endorsements
The advertisers use celebrities to advertise their products. The celebrities or star endorse the product by telling their own experiences with the product. Recently a diamond jewellery ad had superstar Amitabh Bacchan and his wife Jaya advertising the product. The ad showed how he impressed his wife by making a smart choice of buying this brand.
Complimenting the Customers
Here, the advertisers used punch lines[4] which compliment the consumers who buy their products. E.g. L'Oreal says “Because you are worth it.”
Ideal Family and Ideal Kids
The advertisers using this technique show that the families or kids using their product are a happy go lucky family. The ad always has a neat and well-furnished home, well-mannered kids and the family is a simple and sweet kind of family. E.g. a Dettol soap ad shows everyone in the family using that soap and so is always protected from germs. They show a florescent color line covering whole body of each family member when compared to other people who don’t use this soap.
Patriotic Advertisements
These ads show how one can support their country while he uses their product or service. For e. g some products together formed a union and claimed in their ad that if you buy any one of these products, you are going to help a child to go to school.
Questioning the Customers
The advertisers using this technique ask questions to the consumers to get response for their products. E.g. Amway advertisement keeps on asking questions like who has so many farms completely organic in nature, who gives the strength to climb up the stairs at the age of 70, who makes the kids grow in a proper and nutritious ways, is there anyone who is listening to these entire questions. And then at last the answer comes - “Amway: We are Listening.”
Bribe [5]
This technique is used to bribe the customers with something extra if they buy the product using lines like “buy one shirt and get one free”, or “be the member for the club for two years and get 20% off on all services.”
Surrogate Advertising
This technique is generally used by the companies which cannot advertise their products directly. The advertisers use indirect advertisements to advertise their product so that the customers know about the actual product. The biggest example of this technique is liquor ads. These ads never show anyone drinking actual liquor and in place of that they are shown drinking some mineral water, soft drink or soda.
These are the major techniques used by the advertisers to advertise their product. There are some different techniques used for online advertising such as web banner advertising in which a banner is placed on web pages, content advertising using content to advertise the product online, link advertising giving links on different sites to directly visit the product website, etc.
Advertising Media.
https://advertising.about.com/
Advertising has evolved into a vastly complex form of communication, with literally thousands of different ways for a business to get a message to the consumer. It could be said that cave paintings in some way represented the first forms of advertising, although the earliest recognized version of what we know as advertising was done on papyrus by the Egyptians. And in Pompeii, the ruins suggest that advertising was commonplace.
However, today the advertiser has a vast array of choices. The Internet alone provides many of these, with the advent of branded viral videos, banners, advertorials, sponsored websites, branded chat rooms and so much more.
Fortunately, every single tactic available to the advertiser falls into one of the following buckets.
Although a few of these are relatively new to the field, most go way back to the very beginnings of modern advertising.
Print Advertising
If an advertisement is printed on paper, be it newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium, then it comes under the banner of print advertising.
Broadcast Advertising
A mass-market form of communication including television and radio, broadcast advertising has, until recently, been the most dominant way to reach a large number of consumers.
Outdoor Advertising
Also known as out-of-home (OOH) advertising, this is a broad term that describes any type of advertising that reaches the consumer when he or she is outside of the home.
Product Placement Advertising
In a nutshell, product placement is the promotion of branded goods and services within the context of a show or movie, rather than as an explicit advertisement.
Cell Phone & Mobile Advertising
A relatively new form of advertising, but one that's spreading rapidly, uses cell phones, iPads, and other portable electronic devices with Internet connectivity. Current trends in mobile advertising involve major use of social media such as Twitter and Facebook.