The objective of any advertising - to make the person has committed certain actions: buy, vote, give money, etc. To people that have done so, it must be sufficiently strong to influence.
The process of the advertising can be divided into 3 phases.
1. Physical delivery.
Advertising must reach the people at least in some form. Now this is for television, radio, newspapers, leaflets, etc. But this is not enough. You must make sure that people drew attention to the information, read the text ...
2. Filtering.
The fact that advertising has got into the hands of humans, does not mean that he will notice it and how it will respond. It is important that it (advertising) has passed through the filters of perception, has got inside. This level of tuning, falling.
1. Advertising should cause at least some confidence (conscious, unconscious but still better).
2. It should fall into the card (adjustment of values).
3. It should be described in language understandable to the client (predicates, sorting gate).
4. Etc.
3. Impact.
Well, after the advertisement came inside, it is important that it is earned, and to ensure that a person has committed the necessary steps. Techniques are many, and there are more and more.
Delivery.
The level of delivery is important - if people do not notice, do not read, do not pay attention, all the other tricks would no longer be needed. Here is used the fact that advertisers are called stopping - various tricks to attract attention. These may include:
1. Sharp color (contrasting choice of colors).
2. Moving object in a static (less) background.
3. The rapid movement in the frame.
4. The high brightness of the image.
5. Loud sound.
6. The dramatic change in sound.
7. ...
For example, we know that advertising with moving elements attract the attention of an average of 1.5 times more than static.
If advertising has attracted your attention, you might think, as indeed, it is made. Only problem is that people gradually stop responding to stimulus, and had to invent a new one. For example, recently in the wall advertising (leaflets) was a fashionable word "Stop!". Most likely, it will soon cease to work at the same time ruined the lives of professionals on safety, that this word is not used for marketing purposes.
However, there is a contradiction: drawing attention, you can alienate people at the level of adjustment.
Adjustment.
At the level of the filters have fun ...
Adjust because you need to very many ways:
1) Values;
2) Channels of perception;
3) Gateway sorting;
Will add later.
Impact.
Here at the level of exposure can really deal with a bunch of techniques that use, benefit and will benefit advertisers.
Sale of property.
First, a small article from Izvestia:
Dealers happiness. Why do we buy products from commercials.
We do not even suspect, what has the power over our advertising. Before the eyes of an endless relay race streak "Сникерсы" and "Mars", pomahivaya wings, and fly Always Libresse, in bottomless pots fearlessly throw Gallina Blanca broth cubes under hand with Maggy. We are looking at all this "magnificence" and wonder why the products, so annoying to us in television to attract us to the shelves of shops.
The secret is really simple:
instead of pads we buy self-confidence, Dirol replaces our trip to the dentist for beautiful teeth, printing a set of cosmetics, we are opening the door to the world brilliant and successful flirting, as he bought "Tea with the bishop" - buy comfort and family happiness.
Manufacturers of advertising are well aware of this feature of the human psyche and has long developed a scenario is not selling a particular product, a way of life. Let's try to figure out what is actually offered us spots during a single evening of television.
"Steep party"
Young people tell about the joys that give them a plate of chewing gum Wrigley's (they have to deliver lectures from boredom, and did not wake up in the pocket), and meanwhile in the background flash tanned красавцы roller, fashionable interiors of shops, cool shmotki, SARS, person. You ponevole raises the idea that it is Wrigley's - your pass into the society of these girls and tempting "pontovo prikinutyh" guys. For a few rubles you have the opportunity to acquire all the attributes of "cool hangouts".
The same scheme advertised chips Estrella, carbonated water, Coca-Cola, the range of goods Youth NUF NUF ...
"Happy Family"
Happy Mom in incendiary dance prepares soup in front of well-groomed, happy children. Is not that happiness for the hostess? And here it is seeking to buy a near cube, sometimes not even suspecting that the true 'reason is that children can not tolerate the soup, to cook which takes half the output, while in the kitchen not only potantsuesh, but there is nowhere to walk and move. Did you buy just a cube! Maggy? And, maybe, culinary talent, the solution to family problems, or a kitchen with a dance floor?
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