Advertising Strategies
Hierarchy of effects model
It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase.
The steps are:
1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. The actual purchase
Celebrity Endorsement
A famous personality is used to endorse the product e.g. a famous basketball player (Lebron James) recommends a particular brand of kicks.
Bandwagon
Bandwagon is a form of propaganda that exploits the desire of most people to join the crowd or be on the winning side, and avoid winding up the losing side. Few of us would want to wear nerdy cloths, smell differently from everyone else, or be unpopular.
The popularity of a product is important to many people. Even if most of us say we make out own choice when buying something we often choose well-advertised items- the popular ones. Advertising copywriters must be careful with the bandwagon propaganda technique because most of us see ourselves as individuals who think for themselves. If Bandwagon commercial is to obvious, viewers may reject the product outright.
Red Herring
Often times an advertisement is completely the exterior (entertainment). This technique tries to purely be entertaining, and has nothing or very little to do with the actual product. This technique can generate a lot of discussion among consumers, however can also lack a call to action or important info on a product.
False Cause and Effect /
This technique uses appealing words and images to sell the product. The message this commercial gives, through indirectly, is that if you buy the item, you will be using a wonderful product, and it will change your life. This cosmetic will make you look younger, this car will give you status, this magazine will make you a leader.
Testimonial
Consists of a written or spoken statement, sometimes from a person figure, sometimes from a private citizen, extolling the virtue of some product. The term "testimonial" most commonly applies to the sales-pitches attributed to ordinary citizens, whereas "endorsement" usually applies to pitches by celebrities.
Demographic Positioning
The process that a consumer goes through when purchasing, requires them to like, trust and prefer a product over others. A great way of achieving this is to place people who appear to be from the same target demographic within an advert. Often these likenesses are a slightly better model than the real thing.
Exaggeration
Making things seem bigger and better than what is possible, makes the product more appealing and stunning. It could be the exaggeration of a benefit caused by the product or an exaggeration of other elements of the advert.
Scare Tactic
This employs the fear of the audience into a course of action. Scare tactic shows a negative side effect or not using a product or following a action. Is often followed by a call to action.
Personification
Personification is the process of giving a product a character brand. Creating a unique and colourful character that is memorable and likeable. This character is often then associated with the product, and appears on the packaging/logo.
Call to Action
A call to action gives a place to go for more information, or next step in doing/purchasing/using. Often a website, phone number or stockist. Usually appears on the bottom of a print ad or end of a tv advert and is the last piece of information.
Sex Appeal
Sex sells. It’s a given fact in the advertising world. By placing attractive people within an advert, it grabs the audiences attention and brings with it the assumption of transfer. If I use this product I will be attractive like this, or I will be more appealing to good looking people.
Humour
Making people laugh makes it memorable, and creates discussion. More discussion, means more interest. Word of mouth is by far the most effective for of advertising. If a friend tells you a product is good or mentions a product in conversation, you will be far more inclined to buy it because of a sense of trustworthiness/reassurance.
Heart Strings / Emotive
Broadcast media, such as radio, TV or digital are ideal mediums to trigger emotion. And music can be emotional magic, creating an instant emotional response in the audience. Creating this response allows the audience to relate/link this feeling with the product. Exceptionally effective for family related products.
Snob Appeal / Ideal Image
The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous life style e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.
Bribery
Bribery seems to give a desirable extra something. We humans tend to be greedy. e.g. Buy a burger; get free fries.
Facts and Figures
Statistics and objective factual information is used to prove the superiority of the product e.g. a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 k.p.h.
New Thing
Attempts to make the consumer feel like they will be left behind the times if they don't have the product. Similar in some respects to bandwagon technique and can be difficult to differentiate the two.
Weasel Words
“Weasel words" are used to suggest a positive meaning without actually really making any guarantee e.g. a scientist says that a diet product might help you to lose weight the way it helped him to lose weight.
Sounds Good
Music and other sound effects add to the excitement of commercials. Sound can make products seem more impressive (particularly car adverts). It can be used as an attention grabbing device and helps sets the mood. Jingles also serve as a means of triggering memory and recall.
Put Downs
Pitting one product in direct competition against another. Stating that your product is better than the competition or that the competition is not good at all. Often done symbolically, with the competition being dressed in a particular colour, to avoid lawsuits. Competitors brands are often referred to as the generic brand.
Repetition
Repeating phrases, or terms over and over again, is a great way to get key information to stick in peoples heads. ($3, $3, $3, $3, $3, $3, $3) Songs can also be catchy.
