5 Most Common Advertising Tactics

Ad Project

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and Commercial Analysis Sheet

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com/windows-10-and-the-

foot-in-the-door/

Promotions

Coupons, sweepstakes, games with prizes and gifts with purchases create excitement, and participation encourages customers to build a relationship with the sponsoring product or service. The attraction of getting something "free" or earning "rewards" makes promotions successful. Limited-time offers and entry deadlines add urgency to this advertising technique's call to action.

Elements of Advertising

Bandwagon

The bandwagon technique sells a product or service by convincing the customer that others are using it and they should join the crowd. Some bandwagon ads suggest that you'll be left out if you don't buy what's being sold. These ads often employ glittering generalities, words linked to highly valued ideas or instant approval, which may not relate to the subject of the advertisement: "America loves..." connects patriotism with a product, creating an automatic positive response.

Association

Associating a product or company with a

famous person, catchy jingle, desirable state of being or powerful emotion creates a strong psychological connection in the customer. Sporting equipment companies use successful athletes in their ads, automakers display their cars in front of mansions, and cosmetic companies sign celebrities to represent their products. These ads encourage an emotional response in customers, which then is linked to the product being advertised, making it attractive through transference.

Claims

Promoting specific features or making claims about what a product or service can do for customers provides results. Claims inform, educate, and develop expectations in the buyer.

Claims can state facts or simply use hype, such as calling one brand of orange juice "the best" when nutritionally it is identical to other brands. Claims may mislead through omission or by using "weasel words." Common weasel words include "helps," "fights" and "virtually."

5 Most Common Advertising Techniques

Repetition

Repetition is a simple yet effective technique used to build identity awareness and customer memory. This works well in TV because sight and sound allows the advertiser to disguise the repetition by changing its delivery from visual to audio. Oftentimes though the advertisement never explains what the product does, viewers remembered its name.