The media and companies use different techniques to advertise different products. The method used to advertise a productthe or service depends on target customers and response expected from customers.
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Channeal of advertisement includes television, radio, cinema, the internet, billboards, and posters (Allen and Semenik 45). These channels are readily available to many people around the world. Methods of advertising include repetition, use of celebrities, association, and emotional appeal (Allen and Semenik 46). These mea thods have different effects on people.
Repetition involves reiteration of certain messages for prolonged periods in order to create brand familiarity. This method aims to keep the image of a certain product in the minds of customers (Allen and Semenik 49). In addition, it builds familiarity and liking for a product.
However, too much repetition may be ineffective and discourage customers from embracing a product. The technique makes customers accept a brand even though its quality may be poor.
Companies use famous people such as celebrities and athletes to advertise their products. This method is effective because people assume that if celebrities use those products, then they are appropriate for everyone (Hansen and Sverre 72). However, that is not the case.
They are paid to improve the image and acceptance of a product. This method creates delusions in people’s mind and makes them believe that any product endorsed by a famous person is good for them.
Another technique of advertising is an association. This technique involves associating a product with a certain state of being or emotion in order to create psychological connections in customers (Hansen and Sverre 74). This technique affects customers emotionally by manipulating them to believe that a certain product has a direct association with certain states of health or certain condition.
Bandwagon technique advertises products by convincing customers that other people are using those products (Allen and Semenik 52). Advertisers create the assumption that if customers fail to buy a certain product, then they will be left out and miss the benefits of the product. These techniques evoke approval from customers by creating feelings of patriotism in customers. People are deceived into buying a product from a conviction that others are using them.
Another technique used by advertisers is promotion. They use promotional rewards such as coupons, sweepstakes, and shopping vouchers to attract customers to purchase their products (Allen and Semenik 55). The technique is very effective because it creates a false sense of receiving free rewards or prizes from advertisers.
In addition, advertisers offer limited-time offers in order to add urgency in the minds of customers (Hansen and Sverre 75). This technique deceives people into believing that additional products that are offered are free. However, companies factor the costs of these products into prices of products.
Lastly, advertises use emotional appeal to attract customers to buy their products. This technique manipulates the emotions of customers into buying certain products.
As such, the technique utilizes a customer’s needs and fears. Advertisers take advantage of customer’s need for security, acceptance, change, and embracement to convince them to buy their products (Hansen and Sverre 77). On the other hand, they utilize customers’ fear of accidents, sickness, avoidance, and death. This technique takes advantage of a customer’s intrinsic needs and fears.
In conclusion, advertisers use different techniques to convince customers to buy their products. They include the use of celebrities, repetition, emotional appeal, association, and bandwagon.
These techniques have different effects on customers such as deception and emotional manipulation. For example, the association technique deceives customers into believing that a product is associated with a certain health benefit or outcome in order to convince them to buy.
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Allen, Chris, and Semenik Richard. Advertising and Integrated Brand Promotion. New York: Cengage Learning, 2009. Print.
Hansen, Flemming, and Christensen Sverre. Emotions, Advertising, and Consumer Choice. New York: Copenhagen Business School Press, 2007. Print.