Advertising Techniques

There are many different techniques used in advertising to help convince the viewer to buy the product A television ad can use many of these techniques in one ad because they have the audiences attention for longer A print ad will usually feature one style because they only have a few seconds to capture the readers attention

Product in Action A straight forward demonstration of the product in action Is commonly used in automotive commercials Generally for products that the consumer is already familiar with

Make an offer the audience can’t refuse Make your offer too valuable to turn down Ads using this style will try to entice the consumer by promising something free

Exaggeration Take the basic idea you want to communicate and exaggerate it Most ads will push this by exaggerating a lot. Exaggerate the benefit of the product Show the obstacles they are willing to overcome to use the product

Depict a Problem Everyone has them and some products will solve them Headlines or voice overs will outline the problem With the product providing the solution to the problem

Take advantage of your advantage A creative concept that clearly states with visuals and words the competitive advantage of your product or service The advantage can be real or perceived and is generally backed up with data

Give an Object Human Characteristics A very common technique which gives human characteristics to inanimate objects This connects the viewer to the product and can create emotional attachment to a product

Create a character Create a character of characters who will become associated with your brand and the product you are selling Sometimes you can sell the image and values you are trying to promote at the same time

Create Brand Awareness Create a slogan, logo or campaign that will create brand awareness so that people will associate your product with the slogan, logo or campaign. Sometimes you can even convince people to advertise for you by having a catchy logo

Product Endorsement This falls into two categories celebrity and real people/ experts The idea behind this is to tie a persons identity to the product they are representing So the consumer will try to be like the celebrity by using that product Or they are more willing to listen to the pitch because they like the pitchman

Can also be used by showing ‘real’ people or experts which will also give credibility to the sales pitch

Post Modern The last advertising technique involved creating commercials that have little or nothing to do with the actual product Generally these are attention grabbers that are trying to get people to talk about the ad at the water cooler. In many ways this is when ad people show real creativity

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