The purpose of using different advertising strategies is to influence consumers to buy. With the help of advertising psychology, it is possible to understand it.
Advertising has been one of the essential components of marketing communication. Marketing communication is a type of interaction that a marketer uses to communicate with a consumer to achieve marketing goals. Today’s primary goal of marketing communication is to create a productive relationship between the brand and the consumer.
Nowadays, you have to work so much harder to stand out with your ads. When creating ads, it is necessary to make clear how to build the ad so that it will bring the desired results. The primary purpose of advertising is to influence consumers to buy their products or service through information. With the help of psychology and advertising psychology, it is possible to understand the consumer’s motivation to buy, either by using existing reasons for purchase or by creating new ones.
The reason for using advertising strategies and psychology is to associate the real need of a particular consumer with the advertised product, the values of which are identical to the consumer and use it to satisfy the consumer’s needs.
For understanding the advertising psychology and advertising strategies, it is first necessary to find out the general concept of advertising. Gerald de Groot defines advertising as an activity designed to instill in people’s expectations and attitudes towards the advertised goods or services. Thus, advertising as a phenomenon of mass media dissemination is directed anonymously, is paid, psychologically influences and informs people, and belongs to someone as an author.
Advertising is the most effective marketing tool to educate the buyer about a company, product, service, or idea. Philip Kotler, who is the father of Marketing, has said that influencing thousands is no better than advertising.
Anne Anastasi has simply put it that advertising psychology is mainly the application of communication and influencing psychology in the field of marketing problems. Advertising psychology is a branch of psychology in which the general laws of psychology apply to analyze, explain, predict the behavior of a person as a recipient of advertising, and to classify advertisements and human types based on the substantive problems of advertising.
To understand the psychological nature of advertising, we must first find the answer to why advertising exists. The two primary motives of advertising strategies are to inform a person about the existence of a product or service, its characteristics, and conditions for receiving it, and to influence a person to consume that particular product or service. The vital issue of advertising is to create the right message with the desired effect. The effect of advertising is directly related to how the recipient processes the advertising directed at him. The most commonly used ad message processing steps are:
For the effect of the need to be apparent, a particular subjective state of the consumer, the so-called state of motivation, is required. Motivation defines as a state of tension that creates, maintains, and directs behavior towards a specific goal. For advertising psychology, it is interesting that motivation results in the desire to acquire the advertised product or service.
At this point, you will see the ad from the moment you open your phone in the morning. When navigating your social media accounts or reading the news, it’s impossible not to see ads – a friend sells his reliable, economical family car, or that some make-up brand has launched a new product. Advertisements always surround people because they appear on television, radio, the Internet, and in print. It forces companies to think carefully about each of their ads so that it stands out the most.
The University of Southern California created an infographic about this topic. According to that, in the ’70s, people were exposed to somewhere around 500 ads a day, but now it’s at least 5,000 ads. Advertisements that have emotional content work better than rational content because of the positive feeling that the ad creates can more easily influence the consumer to buy your product or service. The colors used by the ads also play a role. For example, turning your light green buy-in button in an online advertisement to yellow usually increases the number of clicks. Color contrast also plays a role, which can change the number of clicks.
University of Southern California
I have a post about colors in marketing that goes into detail about how colors can affect you. COLORS IN BRANDING AND MARKETING
Will Rogers has said that advertising is when through it, a person buys goods for non-existent money that she does not need. The purpose of advertising strategies are to encourage people to consume new services or products and to help them spread, which would result in specific lasting preferences and ultimately remain faithful to that company or product.
Gathering information about the different methods in advertising psychology is very important, but there are still specific rules that are reprehensible. The Marketing Act is vital in advertising startegies and psychology, and according to it, advertising should comply with the following:
Advertise to produce what people want to buy
It is necessary to know people’s consumption needs, think about the product to be marketed, and give up forced campaigns. Produce what people want to buy, not try to sell what you accidentally produce.
Advertising starts with a name and a good idea.
The origin, meaning, or visuals of a product or company name are of great importance. Successful choice of names requires good taste, intuition, broad horizons, and knowledge of the relevant literature or the use of appropriate specialists. Happiness also plays a big part in that. Once again, the use of specific colors or color combinations is beneficial, as it is ingrained in the human subconscious.
Everything is irrelevant in the absence of original, surprising ideas that capture the psychological nature of people. There has to be a so-called big idea, a vision of a campaign described in three or four sentences, where advertising is moving. A great idea provides the direction and purpose of a strategy that can be linked to clearly understood, consumer-perceived characteristics of a well-thought-out service or product. There is one fundamental idea of good advertising.
The big idea of the car company Avis was that they did not try to compete or denigrate the number one, the Hertz company. It explicitly said that Avis is number two. It hit several flies with one blow. First, they ruled out Hertz conspiracies as a dangerous rival and took the reputation of an honest company. Secondly, they excluded companies from the third and below. The main argument in advertising was the idea that if it were number two, there is a reason to be more diligent than number one, that in this case, there is where to catch. Avis comes with a positioning ad, from which comes the most famous last line in the history of advertising: “The line at our counter is shorter.”
The ad must highlight a unique feature or a promise.
It can also be called a unique selling point, i.e., IF you buy this product, THEN you get a particular feature or opportunity, and it is impossible to get it elsewhere. It is important to remember that it is not essential what the manufacturer’s advertisement offers, but what the consumer reads out of it. An overstretched ad is not okay.
Advertising must be understandable, distinctive, concise, and striking.
The ambiguity of the advertisement is appropriate if that is the purpose of the ad. The advertising duration is short, and the consumer usually sees the advertisement at a random time, so she must immediately understand what to do without having to do a thorough preliminary work on the product or service. Just as a product or service must be distinctive, so must advertising. A person’s time and attention to one activity are limited, so the advertisement must be as long as necessary, but at the same time as short as possible. There are many ads, and it is not possible to delve into all of them in time. Advertising must be a whole, where each element supports the other and is consistent with the other.
The name in the advertisement must become part of the consumer’s consciousness.
There are often problems with advertisements that they do not reach consumers, because if the consumer has no connection with the given product or company, it is difficult to establish relationships with one advertising message. Therefore, it is necessary to find a possibility to make advertising reach the consumer’s consciousness in an instant, creating a meaningful psychological experience or experience. A well-memorized character or name evokes emotions, memories, desires, or joy of recognition.
Advertising must not ridicule the main characters.
When choosing the main character of the advertisement, it should be someone with whom the consumer can identify, i.e., realizing the psychological effect of the ad. If the advertising character perceives the danger, the consumer also perceives it, and if the main character is delighted, the consumer sees it as a rule.
Avoid advertising wear by cyclically presenting or varying performance.
Advertisers are always between the two lights. If we do not repeat the product’s advertising, the message will not reach a sufficient number of consumers and will not become ingrained in their subconscious. However, if you advertise too much, the so-called advertising wear will occur and may achieve a boomerang effect, the opposite effect, which is detrimental to the actor himself.
Advertising must not violate the courtesy rules.
If it is something that can not fulfill, it must not be allowed. Also, it is not permitted to show partial info in the ad as a whole; for example, a vegan product ad, but it does not mention that it still contains dairy products. Misleading comparisons that cannot be verified are prohibited. Distorted advertisements, where products appear better through processing than they are, are also a violation.
There is no rule that it is necessary to use psychology in your advertisements. Still, without it, there can be many sources of danger, such as not knowing the latest trends or misleading the hidden side of advertising psychology. However, the so-called golden rules of advertising should be clear.
The main mistake when using the principles of psychology is that the product you want to advertise is not visible enough, i.e., whether you use the wrong colors or general and unspoken slogans.
Good advertising can be achieved by good advertising strategies and linking theory and practice because excellent advertising can be created based on intuition as well as real data and facts found on experience. In the case of advertising, analysis and research play a significant role in obtaining the desired results as quickly as possible. Advertising research takes all psychological points of view, where the advertising message and its visual are a condition of behavior and the behavior of receiving and responding to the advertisement.
However, specific ways have developed to do this most effectively. Here is an example of how one advertising survey works:
1.Implementation of advertising strategies
TIME: Before the creative work begins
RESEARCH PROBLEM: Product category determination, segmentation, message kernel testing.
METHODS: Examining consumer attitudes and purchasing behavior
2.Development of the basic concept
TIME: Before production
RESEARCH PROBLEM: Concept testing, product/service name testing, slogan testing
METHODS: Qualitative interviews, comparison tests, semantic differential, skin galvanic reaction.
3.Pre-testing
TIME: Before the ad runs
RESEARCH PROBLEM: Pre-testing of text, pre-testing of initial TV or radio advertising
METHODS: Consumer jury, comparative group testing, comparative testing of advertisements, psychological rating scales
4. Follow – up testing
TIME: After ad serving
RESEARCH PROBLEM: Measuring advertising effectiveness, measuring changes in consumer attitudes, increasing sales
METHODS: Directed recall, free recall, sales tests, demand tests, aptitude tests.
The biggest mistake is not to use the right advertising strategies and principles of psychology to achieve the desired results with your marketing activities, regardless of how much money or people it took to deal with it. The product or service to be advertised does not stand out if the advertising message was not understandable, and the consumer has no previous experience with that product or company. The colors used in your materials and ads also affect the results.
What was the last ad you saw and thought it was good? Comment down below. Do you use some of these advertising strategies?
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