Advertising Techniques

Advertising Techniques

Every business today needs to advertise its goods in order to educate consumers, boost sales, enhance market value, and establish a solid brand and name in the sector. Every firm spends a lot of money promoting their goods, but the money is only successful when the greatest marketing strategies are applied to the product. Here are some of the most popular and widely used methods that advertisers employ to achieve their goals. Some of the common advertising techniques are:

1. Emotional Appeal

Using both consumer requirements and the fear factor, this advertising strategy is carried out.

The most typical needs-based appeals 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.

2. Promotional Advertising

This tactic is providing consumers with complimentary product samples. To attract buyers, the products are made available at trade shows, promotional events, and advertising campaigns.

Promotional advertising is a short-term marketing tactic used by companies to increase sales of a particular good or service. To raise consumer awareness, enhance sales, or draw attention to updates of a new or old product, certain businesses may decide to advertise promotions.

3. Bandwagon Advertising

This kind of marketing strategy entails persuading clients to purchase the product in order to become a part of the winning team. A recent Pantene shampoo advertisement, for instance, asks, “15 crores ladies trusted Pantene, and you?”

4. Facts and Statistics

Here, advertisements demonstrate the effectiveness of their product using facts, figures, and proofs. For instance, “Lizol floor cleanser cleans 99.99% of germs” or “Colgate is recommended by 70% of the world’s dentists” or “Eno – just 6 seconds”.

5. Unfinished Ads

The advertising only engage in word play by claiming that their product performs better than the competition without specifying by how much. Take Lays or Horlicks as examples; neither food can be consumed in a single serving. Who can consume more or how much more nourishment is allowed in the advertisements?

6. Weasel Words

With this strategy, the advertisements don’t claim to be the greatest among the competition but also don’t refute it either. For instance, Sunsilk Hairfall Treatment lowers hairfall. The advertisement does not specifically state that it stops hairfall.

7. Endorsements

Celebrities are used by advertising to promote their goods. Celebrities or stars promote a product by sharing their personal experiences with it. Amitabh Bacchan, a celebrity, and his wife Jaya recently starred in a diamond jewelry advertisement to promote the item. The advertisement demonstrated how he won his wife over by wisely choosing to purchase this brand. Once more, cricket legend Sachin Tendulkar promoted a shoe company.

8. Complementing the Customers

Here, the advertisers employed puns that go well with the customers that purchase their goods. In the words of Revlon, “Because you are worth it.

9. Ideal Family and Ideal Kids

The advertisers who employ this tactic portray the families or children who use their products as joyful and upbeat. Every single time, the advertisement features a tidy, tastefully decorated home with well-behaved children and a straightforward, endearing family. For instance, a Dettol soap advertisement portrays the entire family using the soap to stay healthy at all times. When contrasted to other people who don’t use this soap, they show a fluorescent color line encompassing the entire body of each member of the family.

10. Patriotic Advertisements

These advertisements demonstrate how one can support their nation while utilizing their good or service. For instance, a group of products joined forces and stated in their advertisement that purchasing any one of them would assist send a child to school. Another cellular company’s advertisement included a celebrity claiming that by using their SIM card, customers can aid in population control.

11. Questioning the Customers

Using this tactic, advertising query customers to gauge interest in their goods. For instance, an Amway commercial frequently poses questions like, “Who has so many farms that are completely organic in nature?,” “Who gives the strength to climb the stairs at the age of 70?” and “Who makes the kids grow in a proper and nutritious ways?” Is anyone out there paying attention to these questions? Finally, the response appears: “Amway: We are Listening.”

12. Bribe

Using phrases like “buy one shirt, get one free” or “join the club for two years and get 20% off on all services,” this strategy is used to lure clients into purchasing the goods.

13. Surrogate Advertising

Typically, businesses who are unable to directly market their products employ this strategy. To inform consumers about the actual product, advertisers employ indirect advertisements to promote their goods. Liquor advertisements are the best illustration of this strategy. In these advertisements, people are always seen drinking mineral water, soft drinks, or soda instead of genuine alcohol.

These are the main methods that advertising employ to promote their goods. Online advertising uses a variety of strategies, including web banner advertising, which involves placing banners on web pages, content advertising, which promotes products online by using content, link advertising, which provides links on other websites that lead directly to the product website, etc.

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