Advertising Techniques

Nowadays, advertising has become an indispensable part of the business. In fact, no business can survive in the long run, in the absence of proper advertisement. It not just informs the customers about the product, but also helps in boosting sales, builds reputation, creates brand awareness and increases market value.

While all the companies spend on advertising, but not all the companies get it right. This happens because of the techniques they use for marketing their product.

Hence, advertising techniques play a crucial role in making or breaking the brand.

Advertising Techniques

The different types of Advertising Techniques are explained below:

Bandwagon

It involves the use of persuasive content which calls people to join the bandwagon. In this technique, the advertiser attempts to convince customers that everyone else has already booked or purchased the product and only you are the one left. It is based on a psychological phenomenon Fear of Missing Out or FOMO.

For Example Ad by Airtel and Maybelline

Storytelling

This is one of the most effective methods of advertising. It often makes customers relate and believe that the same story happens to them too. And in the middle of the story they introduce their product, as a solution to their problems.

For Example Ad by Fevicol and Army with Santro

Testimonial

In this, an expert like a doctor, dermatologist or paediatrician, is shown in the ad to show testify and recommend the product. It is a great way to draw attention.

For Example Pediasure or Sensodyne

Patriotic Advertisements

In this technique, the ad says that the purchase will contribute to the development of the country. It will display the love for the country.

For Example Hero Ad campaign ‘Hum me hai Hero’

Facts and statistics

A technique of advertising wherein numbers, facts and graphs are shown to prove superiority. It often convinces the customers to buy the product.

For Example Ads by Dove, and Dettol.

Logical Appeal

In this technique, the advertisers persuade customers to make rational and smart decisions by choosing their product.

For Example Ads of LIC – Zindagi k sath bhi, Zindagi k bad bhi, and Tata Sky (now Tata Play) – Isko laga dala to life jhingalala.

Emotional Appeal

When the brands know their customers well, the ads perform best. The marketing experts clearly understand the needs and expectations of the target audience from the product. When the advertiser uses emotions to tell the story, customers can feel it relatable and respond accordingly.

For Example Ads of Brook Bond Red Label – Taste of Togetherness, and Surf Exel – Daag Achhe Hai

Name Calling

It is a way of arousing the opponent to tarnish their image. This is often used by politicians during their election campaigns.

For Example Ads for Pepsodent and Bournvita

Endorsements

You might have seen ads in which celebrities, famous personalities or athletes appear and endorse a brand by telling us how the product has benefitted them.

For Example Sachin Tendulkar in Boost – boost is a secret of my energy.

Repetition

Words and phrases are often repeated to call the attention of the public. Also, it makes people remember the product slogan or ad for a long time. This technique is appropriate for new products or brands that look for raising brand awareness.

For Example Ad by Rin – Do din zyada chale and Vim – Nazariya Badlo

Plain folks

In this technique, the advertiser convinces customers by saying – people just like you use this product.

For Example Ghadi – Mere pas bhi ghadi hai, and Nirma – Sabki pasand nirma.

Promotions and Rewards

Advertisers announce discounts, sales, coupons, rewards or free gifts, to lure people to buy the product.

For Example Diwali sale by Amazon and Flipkart

Urgency

Ads like this, make you feel that you can’t live without this product and that you need it right away.

For Example Limited period offers by brands

Colour Psychology

In an advertisement, you can find colours in the background, fonts, branding elements and so forth. Hence, it is a must to think before choosing the right colour, because it has a great impact on the human brain.

For Example The word ‘sale’ is often highlighted in red colour, to get the desired response. Also, organic products commonly use green colour.

Visual Path

This technique takes the attention of the viewer to the specific element. Hence, the viewer follows the path that takes to the focus element.

For Example, Youtube channels use this technique to request people subscribe to their channel.

Body Language

The body language of the model used in the ad is very important. It is because the body language of a person gives non-verbal signals. And these signals are the message that viewers get.

For Example Ads by Siyarams, Glow and Lovely, and Denver for Men (Shahrukh Khan)

Social Media Influencers

One of the trending ways to advertise a product is to use social media influencers who have a separate fan base. These influencers create content for your brand and share it on their social media account.

A word from Business Jargons

An effective ad is one that develops desires in its viewers and listeners. It is possible when the advertiser uses the right advertising techniques to advertise the product.