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Effective Advertising Techniques: Strategies to Influence Consumer Behavior

Explore various advertising techniques that influence how products and services are presented and perceived. Discover methods like the Bandwagon Effect, which encourages purchases based on popularity; Emotional Appeal, connecting with consumers' feelings; Glittering Generalities, promising much with little substance; and Plain Folks Appeal, targeting everyday experiences. Learn about the importance of Testimonials featuring celebrities and experts, and how Scientific Appeal uses data to persuade. Combining these approaches can enhance advertising effectiveness and consumer response.

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Effective Advertising Techniques: Strategies to Influence Consumer Behavior

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  1. TECHNIQUES OF ADVERTISING - The methods used to buy and sell us products and services

  2. THE BANDWAGON EFFECT • Encourages you to buy a product or service because everyone else is • Often there is oversell in this type of advertising http://www.youtube.com/watch?v=Q5uwXkOFdrk&feature=related http://www.youtube.com/watch?v=OYecfV3ubP8 http://www.youtube.com/watch?v=WcDpFLSTZWU&feature=related http://www.youtube.com/watch?v=TgDxWNV4wWY

  3. EMOTIONAL APPEAL • Uses strong emotional; language that connects you with your fears or desires • Many PSAs use this technique to hammer home their message http://www.youtube.com/watch?v=P1Z8xxWhh5k&feature=PlayList&p=547B610255C4979C&playnext=1&playnext_from=PL&index=2 http://www.youtube.com/watch?v=jlXRengzZoc http://www.youtube.com/watch?v=nMwxWHaZUro http://www.youtube.com/watch?v=xffOCZYX6F8 http://www.youtube.com/watch?v=QINv6rebyTU

  4. GLITTERING GENERALITIES • Relates the product or services to words or images that promise everything, but deliver little or nothing http://www.youtube.com/watch?v=oFqUUSRya2o http://www.youtube.com/watch?v=_PwP1EjaBik http://www.youtube.com/watch?v=IocCC1-jeTY

  5. PLAIN FOLKS APPEAL • Relates a product or service to the experience of ordinary folks • This is a technique meant to appeal to consumers who want value rather than prestige http://www.youtube.com/watch?v=qkKXl_KtpZM&feature=PlayList&p=515EE366A914D2CD&playnext=1&playnext_from=PL&index=2 http://www.youtube.com/watch?v=Ug75diEyiA0 http://www.youtube.com/watch?v=vYEXzx-TINc&feature=related

  6. TESTIMONIALS • Use of celebrities or experts to speak for a product • Sometimes advertisers insult our intelligence with celebrities who have little credibility about the product being promoted http://www.youtube.com/watch?v=45mMioJ5szc http://www.youtube.com/watch?v=mjP82KOtreE&feature=related http://www.youtube.com/watch?v=aXSQy2ATQxk http://www.youtube.com/watch?v=hVIjtF2eBrc

  7. SCIENTIFC APPEAL http://www.youtube.com/watch?v=9XUKOUbp_PA • Uses statistics or scientific data to persuade consumers to buy a product or service

  8. WHEN IN DOUBT DOUBLE UP • As you have seen in several of our examples an approach used by many ad agencies is to combine two or more of the approaches http://www.youtube.com/watch?v=ygh-sTzy5p8 http://www.youtube.com/watch?v=MLcYyivv9AI&NR=1 http://www.youtube.com/watch?v=USn5t5nQWU8&feature=related

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