Advertising is not an exact science but rather an art of suggestion, inculcation, and hypnosis. The terms itself come from the Latin word “reklamare,” which means scream, outcry and shout loudly. However, you won’t push sell your product by crying out its name and advantages.
The subtle process of advertising suggests considering the psychology of potential customers.
Let’s start with a short Digression into the history of advertising, which is rooted in the distant past.
For example, the walls of the tomb of Ptolemy I, the Egyptian pharaoh who ruled from 367 to 283 BC, are covered with advertising of different goods, including the price for each one.
The content was something like “Buy this product. An eternal bliss guaranteed.” That was one of the attempts of psychological influence on the customer.
“In advertising, not to be different is virtually suicidal” – Bill Bernbach #advertising… Click To Tweet
Almost any primitive advertising contains three keywords: new, cheap, and practical. Surprisingly, these words haven’t lost relevance after many centuries.
The current high level of competence pushes marketers and advertisers to have something special, unique, and original. Something that stands out of the crowd and is much better than the analogs.
How to create advertising that hit the bull’s eye?
First of all, each age is characterized by the manifestation of particular needs. In fact, this is one of the most important criteria that determines the purchase motivation will, ability as well as preferences.
• For a child of school age, the typical demands are the satisfaction of selfishness. The desire for new sensations, and the acceptance of circumstances and people.
• For adolescence, the everyday needs are searching for answers to the eternal questions of being. Freeing from restriction and being like everyone else.
• People aged 20 to 45 always want to be in the spotlight, influence people and events. They want to be more successful than their peers.
• Aged people are interested in respect and supports, search for a patron, and helping others.
The satisfaction of the need usually leads to its extinction while the satisfaction of interest causes new interest. Moreover, this means that the creators of advertising need to know what mechanisms can cause attention. And save it for a particular time.
So the primary purpose of advertising is to convey information, accompanying it with emotions so as to create incentives.
Here the first psychological method of influencing the consumer is a conviction. This is the changing the mood of the potential customer and motivating him to the target action for the sake of buying the advertised product.
Well, casing interest is not that easy. The main tricks are as follows:
- Arguments warning of a possible danger (for example, what can happen to a person who violates the law) or based on indisputable, universal, personal experience (for example, “Do you want to be wealthy and healthy?”)
- Creating a positive attitude towards the advertised product.
- Limiting the duration of the proposal.
- Giving gifts to the first customers of the advertised product or service.
- Bonus free accessories.
According to professional advertisers, there are
Eight Fundamental Ways Of Attracting The Attention Of The Consumer:
- A universal, unique trade offer (the novelty and freshness of the goods quite often become a guarantee of the success of its implementation).
- Repeatability of advertising.
- The size of letters.
- The font (according to psychologists, rounded letters are better perceived by women aged 25–56 while most men tend to trust in a classic or poster font)
- Positive emotionality.
Although the advertisements of product on the Internet and offline are different because of the nuances of subjective perception, there are some common patterns:
- Bold font creates a sense of reliability, stability, and heaviness. It is widely used for advertising of real estate and cars.
- Black letters are best perceived on a yellow background; green and red – on white background.
- Black letters on a white background are seen as a positive advertisement while white letters on a black background are treated as something negative.
- The worst combinations are red letters on a green background, orange/blue letters on a white background or red letters on a yellow background.
Three Main Laws of Perception
- The law of similarity
If different images or objects are similar to each other in some quality, they will be perceived as a whole
If a lot of objects or images move at the same speed, they will be perceived as a whole.
- And the law of proximity
If objects are close to one another, they will be perceived as a whole.
Apart from these three cornerstones, one should also consider the most important properties of perception:
• Subject matter – requires a clear idea of the topic of advertising, its properties, and features.
• Integrity – it is better to show at once the reverse side of the coin than wait for customers to reveal it and lose trust in the brand.
• Constancy – changing the advertising of the same products more often than one time a year reduces its popularity.
• The relation of a figure and a background – the background of advertising should not be richer in content than the advertised product.
“Make it simple. Make it memorable. Make it inviting to look at” – Leo Burnett #advertising… Click To Tweet Keep in mind that poor advertising can cause the rejection of the proposed products. Be sure to examine your target audience before taking the final decision on issuing of advertising.
I wish you success in marketing and business. May lady luck smile on you!
Guest Post By Lucy Adams
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