There are a myriad of advertising techniques that can be used to influence the population. Bootstrap recognizes these as very effective, and condemns the all too frequent abuse of this knowledge in the marketing industry. We feel it is our moral responsibility as advertisers to proceed with caution when using these methods. Bootstrap requires clients to fairly and honestly represent their business or their product, without an abuse of power occurring. We provide this information as education on the marketing industry and insight into the tactics that competitors might be employing. Bootstrap believes the best tactic is to honestly communicate with an audience that has real need for a business, service, or product, and our job is to connect our clients with that audience. We hold the opinion that many of these strategies are unfair manipulations of the public and the psychology of the human brain.
Emotional Appeal
This technique of advertising is done with help of two factors. The first is the needs of consumers and the second is fear factor.
Most common appeals under need are:
- Need for something new
- Need for getting acceptance
- Need for not being ignored
- Need for change of old things
- Need for security
- Need to become attractive, etc.
Most common appeals under fear are:
- Fear of accident
- Fear of death
- Fear of being avoided
- Fear of getting sick
- Fear of getting old, etc.
Promotional Advertising
This technique involves giving away samples of the product for free to the consumers. The items are offered in the trade fairs, promotional events, and ad campaigns in order to gain the attention of the customers.
Bandwagon Advertising
This type of technique involves convincing the customers to join the group of people who have bought this product and be on the winning side. For e.g. recent Pantene shampoo ad which says “15 crores women trusted Pantene, and you?
Facts and Statistics
Here, advertisers use numbers, proofs, and real examples to show how good their product works. For e.g. “Lysol floor cleaner cleans 99.99% germs” or “Colgate is recommended by 70% of the dentists of the world” or Eno – just 6 seconds
Unfinished Ads
The advertisers here just play with words by saying that their product works better but don’t answer how much more than the competitor. For e.g. Lays – no one can eat just one or Horlicks – more nutrition daily. The ads don’t say who can eat more or how much more nutrition.
Weasel Words
In this technique, the advertisers don’t say that they are the best from the rest, but don’t also deny. E.g. Sunsilk Hairfall Solution – reduces hairfall. The ad doesn’t say stops hairfall.
Endorsements
The advertisers use celebrities to advertise their products. The celebrities or star endorse the product by telling their own experiences with the product. Recently a diamond jewelry ad had superstar Amitabh Bacchan and his wife Jaya advertising the product. The ad showed how he impressed his wife by making a smart choice of buying this brand. Again, Sachin Tendulkar, a cricket star, endorsed for a shoe brand.
Complementing the Customers
Here, the advertisers used punch lines which complement the consumers who buy their products. E.g. Revlon says “Because you are worth it.”
Ideal Family and Ideal Kids
The advertisers using this technique show that the families or kids using their product are a happy go lucky family. The ad always has a neat and well furnished home, well mannered kids and the family is a simple and sweet kind of family. E.g. a Dettol soap ad shows everyone in the family using that soap and so is always protected from germs. They show a fluorescent color line covering whole body of each family member when compared to other people who don’t use this soap.
Patriotic Advertisements
These ads show how one can support their country while he uses their product or service. For example, some products together formed a union and claimed in their ad that if you buy any one of these products, you are going to help a child to go to school. One more cellular company ad had a celebrity showing that if the customers use this company’s sim card, then they can help control population of the country.
Questioning the Customers
The advertisers using this technique ask questions to the consumers to get response for their products. E.g. Amway advertisement keeps on asking questions like who has so many farms completely organic in nature, who gives the strength to climb up the stairs at the age of 70, who makes the kids grow in a proper and nutritious ways, is there anyone who is listening to these entire questions. And then at last the answer comes – “Amway : We are Listening.”
Bribe
This technique is used to bribe the customers with something extra if they buy the product using lines like “buy one shirt and get one free”, or “be the member for the club for two years and get 20% off on all services.”
Surrogate Advertising
This technique is generally used by the companies which cannot advertise their products directly. The advertisers use indirect advertisements to advertise their product so that the customers know about the actual product. The biggest example of this technique is liquor ads. These ads never show anyone drinking actual liquor and in place of that they are shown drinking some mineral water, soft drink or soda.
According to the Management Study Guide: http://www.managementstudyguide.com/advertising-techniques.htm