Advertising has always played a special role in popular culture. The primary goal of advertisements is to stimulate curiosity and interest that leads to the purchase of a product or service. Countless research has been invested in finding the best techniques to use in advertising that produces favorable results. While the way ads are created and displayed has changed over the years there are some classic techniques that continue to be very successful.
Association is a very popular technique that is seen in numerous modern ads. In order for this to work, a product is directly associated with a powerful psychological stimulus. This association may be in the form of a famous person. Consumers are used to seeing ads featuring famous athletes, musical performers, actors and other celebrities. The association can also be a catchy phrase or jingle that becomes part of pop culture.
The idea that it is important to people to keep up with the popular crowd is the theory behind the bandwagon technique. An ad using this method implies that other people are happily using product X and if you are not using it too, you are missing out. The ad may feature a desirable group that is attractive and successful in some way. By using product X, the ad implies, you too may be just like them.
Advertisements often include claims about what makes a product or service better than its competitors. Claims are a good way for one brand to separate itself from others in a crowded market. For example, an imprinted desk calendar has the same months, days and dates as countless others. A way to make a particular calendar stand out as unique is to claim it has a style preferred two to one by business professionals. This immediately makes the calendar more attractive to members of this group. Ad claims can include detailed facts and statistics. They may also contain a bit of hype to create more interest among potential buyers.
Promotions that go along with advertisements are highly effective in drawing in consumers. Promotions are created to build buzz and excitement. Small promotions often feature coupons or special event discounts. Large promotions use free gifts and promotional products to attract attention. These promotional products can be imprinted with your company’s logo and contact details so every time they are used by current and potential customers, you gain marketing exposure. Whatever style you choose, ideas like tote bags or the promo desk calendar are time-tested for success.
It is often said that a person needs to see an ad at least seven times before making a purchase. Repetition is a common component of successful advertisements. The more consumers see an ad, the more likely they are to remember it when making buying decisions. Repetition is also a good way to build brand loyalty. Billboards are an example of a way to use repetition to draw attention to your company or a particular marketing campaign. People drive past them every day and start to recognize your brand.