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Advertising techniques




Nowadays advertising is everywhere. Some say it haunts people, some say it’s colourful and entertaining. Some consider advertising to be an art and some think it to be only a costly business that adds to the prices we have to pay. Everyone can have their own opinion but we must admit that neither product nor service can be represented and sold without it.

Advertising is a mechanism that fulfils three major functions. It informs customers, persuades and reminds them to buy products or services.

The best form of advertising is probably word-of-mouth advertising, which occurs when people tell their friends about the benefits of products or services that they have purchased. Yet no suppliers of goods and services rely on this alone, but use paid advertisement instead.

All kinds of advertisements can be divided into two groups: digital and physical. Digital advertisements involve television and radio commercials, different online promotions and product placements, that is, when a product is advertised by using it in the film or media. Physical adverts involve press, billboards, mobile billboards, in-store and street adverts. Sales promotions are another way to advertise. Sales promotions include things like games, contests, product giveaways, samples coupons, loyalty programs, and discounts. They are double purposed because they are used to gather information about what type of customers you draw in and where they are. The ultimate goal of sales promotions is to stimulate potential customers to action.

Every day millions of people work to create effective advertisements, to develop new techniques, and only some of them reach this goal.

Above-the-line

Above-the-Line (ATL) is a form of media advertising where a commission or fee is paid to an agency working for its clients. The commission represents a percentage of the media investment - that is, how much is spent on media during the advertising campaign.

The advertiser (the client) informs the advertising agency on the advertising objectives. Typical objectives for an ATL campaign include making the customer aware of a product or service, or building the image of a brand through mass media.

Companies can choose from different advertising formats:

· An advertisement that is broadcast on TV or radio is called a commercial. This traditional format is shown in the commercial break between programmes.

· An ident is a short film with the brand name and logo shown before a programme.

· A sponsored programme or AFP (advertiser-funded programme) is financed by the sponsor or brand.

· Interactive ads are becoming more popular on digital television; in addition to using the remote control to change channels, viewers can press a button and respond to an ad.

Below-the-line

Below-the-line (BTL) refers to any non-media advertising or promotion. Marketing services agencies are experts in BTL tactics, such as direct mail, exhibitions, point-of-sale, or street marketing.

Through-the-line

Some agencies now offer through-the-line (TTL), also known as full services. A full service marketing agency offers both ATL and BTL in blended marketing. TTL can be very effective at drawing attention to your brand - getting people to notice it.

Advertising uses different techniques to appeal to consumers:

Pester power

Pester power encourages children ro ask their parents to buy a specific brand or product.

Beauty appeal or sex appeal

Beauty appeal or sex appeal suggests that consumers who use the product will be more attractive.

Peer approval

Peer approval associates the product with social acceptance by friends or peers.

Scientific claim or statistical claim

Scientific claim or statistical claim uses research or statistics to convince consumers.

Lifestyle advertising

Lifestyle advertising suggests that buying the brand will give access to an inspirational or more attractive lifestyle.

Rebel advertising

Rebel advertising goes against social norms and may appeal to teenagers.

Escape advertising

Escapc advertising makes the consumer imagine he or she is living a very different life.

Celebrity endorsement

Celebrity endorsement uses a famous person, such as a footballer or film star, to recommend the product.

Puffing

Puffing uses a message that is so exaggerated that consumers will not believe it to be true - for example, ‘The Ultimate Driving Machine’ by BMW, or ‘Get your teeth cleaner than clean.

Dayparts

Dayparts are sections of the day during which programmes are broadcast or aired to appeal to the particular demographic group that will be watching or listening. Most people have regular listening or viewing habits and will usually watch, or tune in to, the same programmes every day or week.

 

Media fragmentation - audiences are becoming smaller, or more fragmented, as the choice of media grows. The term the Long Tail was invented to describe the growing number of sites on the internet with a small number of visitors. Emerging media (the internet, interactive TV, and virtual worlds such as Second Life) must now find ways to tap into the advertising opportunities in the Long Tail.

Ad avoidance - consumers actively trying not to be exposed to advertising. Ad avoiders change channels during advertising breaks; this is sometimes known as zapping.

Outdoor advertising orOut-of-home advertising formats

Outdoor advertising, or out-of-home (OOH) advertising can really grab your attention or get in your face. Advertisers have a wide choice of poster sites, sizes and formatsю

Roadside panels: Billboards are large outdoor panels for displaying ads. Giant banners or wallscapes are hung on the front of buildings. Outdoor contractors also offer lightboxes (illuminated panels), tri-face billboards (with rotating sections allowing three different advertisements to be displayed in sequence) and scrollers (signs displaying a number of posters, one after the other).

Street furniture: Pedestrian panels are backlit - lit from behind — and normally located on streets in town and city centres.

Transit advertising: Taxis, buses, trams and trains can be wrapped in vinyl showing a company’s adverts. Ads can also be positioned inside or on the side or rear of a vehicle.

Ambient media: Adverts can be displayed on non-traditional media such as the back of a receipt from a shop or a travel ticker. The use of floor graphics is common in supermarkets and shopping centres.

Digital outdoor advertising: LED screens are used in similar sites to traditional billboards. Digital video billboards show short advertising spots.

Note: Paste is the adhesive used to attach posters to walls; the word can be used as a noun and as a verb. Billboards are sometimes called hoardings in India and the UK.






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