You can read part I here and Part II here.

In the final installment of our advertising strategies series, here are a few more strategies you need to know about.

Star Power

Sports heroes, movie stars, and teenage heartthrobs tell people what product to use and people choose their products according to their favourite celebrity’s endorsement.

Bandwagon

Join the crowd! Don’t be left out! Everyone is buying this product— Why aren’t you?

Excitement

Watch the expressions on their faces– never a dull moment, never boring. “This toy is the most fun since fried bananas!” the boy seems to say. Or one bit of snack food and you’re surfing in California or soaring on your skateboard.

Bribery

Bribery seems to give a desirable extra something. We humans tend to be greedy. e.g. Buy a burger; get free fries.

Testimonial

The testimonial technique has a double advantage. It can be an effective way to engage and interest your audience. And also a great way to characterize the brand’s personality and relationship with the audience.

You can get testimonials from famous, infamous, or just plain interesting folks. Here are some categories:

Celebrities: The advantage is instant recognition and interest. Just make sure you select a celebrity who has an image that is compatible with your brand personality. (A testimonial, by the way, requires that the the celeb actually uses the product. A “celebrity presenter” simply talks about the product.)

Interesting users: Select real users who also happen to be interesting or amusing in themselves. Perhaps they have a bold personality, or an interesting job. Or an unusual appearance. Or perhaps they’ve accomplished something that sets them apart, like winning the bronze medal in the 20 km walking race at the 2000 Olympics.

Experts: The doctor, the scientist, the computer whiz, the professional chef. These are people we look up to. People who have credibility because of their general or specific expertise.

Average citizen: The average citizen tries the product in the ad. Or explains why she switched. Or the benefits he now enjoys. They reflect a mirror image of the target audience, and that’s what makes them believable.

Humour

One of the most common type of advertising appeals to peoples sense of humour, everyone likes a good laugh, though the advertising will not persuade the consumers to buy the product, it will get the consumers attention. It is important however to link the product well into the humour because often people only remember the humour and not the product.

Glittering generalities

Another technique used to influence people’s thinking is the glittering generality.  This technique uses words that sound good but have little real meaning.  Many advertising slogans are glittering generalities.  For example, statements such as “It contains a miracle ingredient!” or “It’s new and improved to be better than ever!” tell nothing about the product or its ingredients.

*Images courtesy: Google Images; Cover photo: Mingwei Li on Unsplash

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