Advertising has a major influence on everyday life. It allows a company to persuade a potential customer of the benefits of a product or service. The most effective advertisements catch the attention of their target audience, and say something that is both meaningful and believable.
Different advertisers try to appeal to people in different ways. They try to persuade people by appealing to their feelings (emotional appeal) or to their thoughts and ideas and intelligence (factual appeal). Some advertisements use a combination of both types of appeal. As well as products, advertisements can advertise a service.
The style of the advertising campaign is often determined by an advertising agency that the company hires. The agency may use a number of strategies and techniques to promote the product in its campaign.
Repetitive advertising
The most important technique is repetitive advertising which is a technique that uses frequent showings of an advertisement to remind consumers about a particular product. Advertisers believe that if the general public is constantly exposed to the ad, they are more likely to buy the product being promoted. A typical example of this is fast food advertisements, which are run during commercial breaks on television. For instance, the same advertisement for McDonalds may be repeated several times during one break or shown once during each break throughout a movie or sporting event. Viewers who are bombarded by these junk food images find them fixed in their mind and, as a result, difficult to resist. This is the way that repetitive advertising works.
Slogans
Another technique employed in advertising is the use of slogans. Slogans are short phrases which are easy to remember. American Express uses the slogan ‘Don’t leave home without it’. This slogan is used repeatedly so that people readily associate it with the credit card.
Different advertisers try to appeal to people in different ways. They try to persuade people by appealing to their feelings (emotional appeal) or to their thoughts and ideas and intelligence (factual appeal). Some advertisements use a combination of both types of appeal. As well as products, advertisements can advertise a service.
The style of the advertising campaign is often determined by an advertising agency that the company hires. The agency may use a number of strategies and techniques to promote the product in its campaign.
Repetitive advertising
The most important technique is repetitive advertising which is a technique that uses frequent showings of an advertisement to remind consumers about a particular product. Advertisers believe that if the general public is constantly exposed to the ad, they are more likely to buy the product being promoted. A typical example of this is fast food advertisements, which are run during commercial breaks on television. For instance, the same advertisement for McDonalds may be repeated several times during one break or shown once during each break throughout a movie or sporting event. Viewers who are bombarded by these junk food images find them fixed in their mind and, as a result, difficult to resist. This is the way that repetitive advertising works.
Slogans
Another technique employed in advertising is the use of slogans. Slogans are short phrases which are easy to remember. American Express uses the slogan ‘Don’t leave home without it’. This slogan is used repeatedly so that people readily associate it with the credit card.
