advertising-aims-tactics.ppt

advertising tactics

2. Advertising aims basically at two things:
INFORMpeople about a
product, a service…
PERSUADE
people to act
Firstadvertiserswantour
attention.Thentheykeepus
interestedtoapointweare
madetobelievewereally
needsomething.Finallythis
willmakeusbuyacertain
product.
AIDA
MODEL

3. 1
Appealingtoour
basicneeds
Commercials often
try to make you feel
good about yourself
or make you wish
you were as
“perfect” as the
people portrayed.

4. 2
Idealfamiliesareallattractiveand
pleasantlooking–andeveryoneseems
togetalong!Peopletendtoidentifywith
themandwishtheywerethemselves
likethat.
Emotionalambience
andfamilyfun
Aproductisshownas
somethingthatbrings
familiestogether,or
helpsthemhavefun.

5. 3Doyoulookgoodenough?
Advertiserstrytoconvinceyouthatifyoudon'tusetheir
products,youlookabitstrange,old,toofat…Mostpeople
depictedinadsareyoung,healthy,attractive…
Exploitingpeople’sfearsandmaking
themself-consciousoftendoesthe
trick.

6. 4StarPower&Testemonials
Oneofthetacticsistohavefamous
peopleorcartooncharactersadvertise
theproduct.Ifcelebritiestestifythat
theyusetheproduct,thensoshould
you.

7. 5Colour&Visualeffects
Illustrations,pictures…arevisually
invitingandeasytounderstand.They
areusedtobreakupandsupplement
thetext.
Visualeffectsaremore
appealingandmemorable
becausetheyareeitherfunny
orshocking.
What does he have that
I don’t?
Content!

8. 6PutDowns
Advertiserstendtocompareandputdown
theircompetition'sproducttomaketheir
ownseembetter.
7Bandwagon
Join the crowd! Don't be
left out! Everyone is buying
it: aren't you?

9. 8Slogan
Theyareclaimedtobethemosteffective
meansofdrawingattentiontooneormore
aspectsofaproduct–theyshouldbe
suggestiveandcatchy.