Basic Advertising Techniques. Celebrity Endorsement FUses the name recognition of the celebrity to draw attention to the product.

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Presentation transcript:

Basic Advertising Techniques

Celebrity Endorsement FUses the name recognition of the celebrity to draw attention to the product

Expert Testimonial Fprofessionals’ knowledge used to endorse product (doctors, pharmacists, scientists)

Bandwagon (Everybody’s Doing It) FThis technique uses the need to belong; peer pressure

Happy Family FCreating scenes of family life to sell a product

Special Offer F“buy one get one free” claims as well as give aways and competitions are part of this technique

Snob Appeal Fby using the product, the consumer will be part of an elite club of the rich and famous

Visual Appeal Fmakes product look delicious or refreshing or beautiful

Plain folk FNo frills; average looking people convince us of the honesty and authenticity of the product

Sex Appeal FProbably the most widely used technique FAn attractive or handsome body is used to promote a product FProbably the most widely used technique FAn attractive or handsome body is used to promote a product

Tech Talk (science and stats) FClaims such as: F“9 out of 10 dentists surveyed” or F“new and improved” FOr phrases/images that promote a scientifice mystique FClaims such as: F“9 out of 10 dentists surveyed” or F“new and improved” FOr phrases/images that promote a scientifice mystique

Humor F“make them laugh” FThis is used repeatedly for many products, especially beer ads. F“make them laugh” FThis is used repeatedly for many products, especially beer ads.

Weasel Words Glittering Generalities Fwords used to suggest positive associations with the product without any concrete guarantee

Transfer FThese ads tend to blend fact and fantasy to sell an escape or a particular emotional experience (emotional transfer to the consumer) Fappealing or poetic phrases that promise nothing FThese ads tend to blend fact and fantasy to sell an escape or a particular emotional experience (emotional transfer to the consumer) Fappealing or poetic phrases that promise nothing

Fears and Insecurities FSlice of death commercials that tap into fears and insecurities

Quick Fix/Magic Fads promise a quick resolution to a problem Fproblems will disappear like magic Fads promise a quick resolution to a problem Fproblems will disappear like magic

Value and Reliability FStresses logic over associations FPitches both the quality of the goods and their reasonable prices FStresses logic over associations FPitches both the quality of the goods and their reasonable prices

Health—Nature Fimplies product contributes to health and wellness F“no preservatives added” F“all natural” Fproduct is “green” Fimplies product contributes to health and wellness F“no preservatives added” F“all natural” Fproduct is “green”

Patriotism FThe U.S. flag and other national icons are used to boost sales FThese are especially used after wars FThe U.S. flag and other national icons are used to boost sales FThese are especially used after wars

Positive Effects FAlthough commercials always sever the interest of the company or product at times they can be educational

Avant Garde Fproduct will put consumer ahead of everyone else—you’ll be the first to have it

Symbols Flogos, brands, suggestive innuendo