Advertisements, the text of which contains psychological elements, can increase the demand for the advertised products or services. Properly compiled advertising material allows you to convey to the potential audience information about the products offered, as well as information about planned promotions. As practice shows, in order to increase the range of potential audiences, advertisers use various "tricks". These include various holiday drawings of valuable prizes, big discounts and other promotions. In this article, we propose to consider examples of advertising texts that help increase the consumer audience.
What is sales text
In order to get the first potential customers, an entrepreneur should conduct advertising campaign. From the day of its appearance to the present day, advertising has been the most effective means of attracting customers. To determine the circle of potential audience and increase the demand for the offer, entrepreneurs carry out various marketing activities. main goal these activities is to improve sales efficiency.
Many modern representatives small and big business use various platforms on the Internet to promote their products. Using the Internet to promote a product or service on the market has a number of advantages. Firstly, the entrepreneur gets the opportunity to quickly convey information about the proposed product to his target audience. Secondly, some specialized services offer placement of promotional materials free of charge.
Examples of advertising a product with a “sales” text can be seen on the pages of social networks. Many social networks are one of the best marketing tools due to the ability to choose the target audience to which the commercial will be shown. Also, many entrepreneurs order branded T-shirts for their employees, which depict the company logo. Such a move also allows you to increase public interest in the activities of the advertiser.
A distinctive feature of the advertising text is the motivation of the reader to perform a certain course of action. Such an action can be both registration on the advertiser's website and the purchase of the offered products. When compiling a “selling” text, a list of simple rules should be taken into account:
- In the heading section, you need to reflect the main idea of the entire ad unit. Here you can also point out the consumer's benefit from cooperation with the advertiser. As practice shows, in order to attract the interest of a wide range of audiences, it is necessary to add intrigue to the title of the text.
- When compiling the main part of the message, various psychological techniques are used to use certain channels of perception. Also in this section of the ads, the benefits of the offered products or services are listed.
- The advertising text should be meaningful, concise and take into account the interests of the end user.
- Many advertisers use various historical facts and accurate data in ad units in order to attract the interest of a potential client.
- The main component of the advertising text is the minimum intrusiveness to its viewer.
The main purpose of advertising texts is to present or promote ideas, services and products on the market to increase their sales. Rules for submitting information
In order to interest potential customers, the advertiser should choose the right method of presenting information about his offer. The choice of a particular technique depends on several parameters. First of all, you should take into account the specifics of the site where the advertisement will be placed. You will also need to analyze the interests of the people who make up the main target audience.
As a rule, most advertisers indicate in this section the price category of their offer or information about planned promotions. Probably, every user of the Internet and social networks has seen advertising texts with the heading: “Items under $10”, “Seasonal discounts 90%” and other similar ads. As a rule, such headlines motivate users to make a purchase or use the advertiser's service.
It is important to note that "selling" texts are not always posted on thematic forums or in in social networks. Such announcements are often published in printed publications and placed on advertising links. You can increase the effectiveness of this marketing tool with the help of mailing lists and distribution of leaflets. Many readers may be interested in the question of why advertisers use various psychological techniques. The main task such advertising is not only the motivation of the client to buy, but also the dissemination of information about the offer of the advertiser to their friends and acquaintances.
It should be mentioned separately that quite often the advertiser is faced with the problem of choosing a marketing tool. Selling texts are incompatible with " SEO optimization”, which forces the entrepreneur to choose between these tools. An attempt to use a combination of these methods can lead to a narrowing of the circle of potential audience.
Let's take a look at what an example ad should look like. Before you start developing your material, you need to analyze the various techniques used by other employers. These actions are necessary to identify the main components that make advertising successful. Here you should consider the features of your proposal. The advertisement must include not only up-to-date information, but also those data that may be useful to the consumer.
When creating a marketing model, you should focus on the interests of the target group. It is important to pay attention to the fact that in order to attract the interest of potential buyers, only the main quality of the products or services offered is indicated. In this regard, you will need to carefully analyze your offer in order to identify those parameters that can arouse interest in the proposed product and the desire to become its owner. As practice shows, comparing your product with famous brand allows you to arouse the interest of the audience. An example of such advertising, which could be seen on TV, is Nikola kvass. Talented marketers were able to draw an analogy between this product and Coca-Cola.
Qualitative advertising text, first of all, must have correct and clear content In order for the offered products to be recognizable, it is necessary to add a unique and exclusive style. Many people who see such advertising will recognize this product from a dozen "faceless" counterparts. The use of catchy slogans also adds to the uniqueness of the text. In order to achieve success in an advertising company, you will need to correctly structure the advertisement and add a high-quality media file to it.
Examples of ineffective ad units
Advertising is one of the most effective marketing tools that are used to increase sales. Improper use of this tool can lead to a drop in brand prestige and entrepreneurial status. As practice shows, such materials should contain only truthful information. Irrelevant information, an attempt to embellish reality and other "dirty" tricks can lead to a drop in sales. The same rule applies to intrusive advertising.
As an example, let's take "Casino Volcano" and similar materials. Their frequent mention, importunity and other "dirty" marketing techniques create the impression of a low demand for the advertiser's offer. The use of such tools makes it necessary to constantly increase the advertising campaign budget in order to attract the required number of customers who will provide the entrepreneur with the planned income.
It is also inappropriate to try to work with the maximum circle of the audience. A non-targeted group of consumers is guaranteed to miss the ad unit past their eyes. This means that the investment in the advertising campaign will not pay for itself due to the large influx of new customers.
Based on this fact, we can conclude that working with the target audience is the main parameter of the successful activity of the advertiser. In order to identify a portrait of a potential client, the following criteria should be considered:
- age and gender;
- place of residence;
- social status.
What tricks are used by marketers
Next, we propose to analyze the question of what should contain the text of an advertisement for any product. First of all, it is necessary to choose those components that can distinguish the entrepreneur's offer among thousands of similar analogues. It is important to understand that an entrepreneur cannot say that the quality of the products produced exceeds the quality of the goods that are produced by Vasya or Petya. The indication of specific persons (companies or brands) may negatively affect the status of the advertiser.
Sometimes one short phrase is enough for advertising, which at the same time can convey all the information the consumer needs. In order to attract an audience, marketers develop various strategies for promoting a product or service on the market. It is the development of a strategy that allows you to get the maximum performance from the placed ad.
As a rule, marketers use such tools as the "classic sales scheme" and "unique offer", in which the representatives of the entrepreneur accompany each stage of the sale of goods.
To begin with, we propose to disassemble the strategy "unique selling proposition". In such advertising, it is necessary to highlight a number of product features that present it in a favorable light. Among the selection criteria, one should highlight the pricing policy, quality and brand awareness. You can increase the interest of the audience thanks to seasonal and holiday discounts, bright packaging and seller's guarantees. You can motivate the buyer to purchase a product or service using such parameters as the possibility of paying in installments or free delivery.
This method is quite often used in advertising on TV. A sample ad built using the "unique offer" method contains phrases such as "Become special", "Get now - pay later" and "Perfect quality - low price". Most often, such template phrases can be seen in advertising for budget smartphones and household goods. A prime example The selling unique offer is an advertisement from M Video and Eldorado.
Next, you should move on to the classic marketing promotion scheme, which is called AIDA. Materials built according to this scheme should attract the attention of the audience, arouse interest, which will later develop into a desire to make a purchase. Using this scheme allows you to increase the volume tenfold. Usually, this method used to inform the target audience about the impending sale at a "low" price.
- Tired of living paycheck to paycheck? Do you have unique opportunity solve your financial difficulties. Get a loan from our bank and make your dream come true.”
- "Do you think you're ugly and ugly? Our firm will solve your problems! Have time to buy fashionable and inexpensive clothes in order to outshine everyone with your appearance.
- "This you have not seen before! Fashionable clothes from a famous brand! Fashion and style will allow you to conquer all the men around you.
In order to encourage a potential client to action, advertisers use phrases such as "Come in to find out more", "Come in and get a discount", "Come in and change your life."
The ad must be quite interesting in order for the buyer to keep their eyes on it and focus their thoughts Conclusion
Many of the slogans and phrases given in this article may seem primitive. Most of them are built in such a way as to act on the level of intuition. A person may well understand that such tricks are used to attract the interest of the public, but will not be able to refrain from a call to action.
Advertising surrounds us absolutely everywhere - on banners, in the media, on goods that we constantly buy. But if we stop for a moment and think carefully, then not everything that is advertised, we really would like to buy.
And there are such small and rather modest advertisements, after reading which, the first impulse is to immediately purchase the advertised product. Why is this happening? What makes an ordinary ad so attractive or, on the contrary, repulsive?
Why is it needed
1. Demo
Most of all television advertising, as well as ads in print media, are made precisely in order to demonstrate to a potential buyer certain advantages of the product or service offered, and most importantly, to draw attention to one's own trademark, which will definitely pop up in a person's memory when he buys a similar one. goods in the store. Majority large companies and corporations are trying to make just such advertising. Moreover, in order to accustom consumers to their own brand, huge financial resources are constantly allocated.
2. Advertising that initially assumes a direct response from the addressee
That is, it motivates potential customers to place an order immediately with a phone call, sending a coupon or fax. Such advertising is designed for people who are able to place an order quickly enough, preferably immediately. In other words, your advertisement should literally make people imagine how they can use the product you advertise and what benefits it can bring directly to them. As a rule, it is your advertising that, for the most part, determines the success or, on the contrary, the failure of your business.
And so that your own business could bring you really decent money, you need to write the right advertising texts.
How to write a sales copy
1. The perfect headline
You must learn one fairly simple axiom: a powerful headline is almost 70% of the effectiveness of your advertising, so writing it is a really big and very important thing. As experience has shown, negative headlines are more attractive than positive ones. It is the negative emotional connotation of the words you have chosen for the name that makes the potential client identify with him. The main goal of any headline is to grab attention in every way. Use this trick and write headlines that will initially focus on potential customers and will definitely attract attention.
2. Do not write unverified information, always check everything to the smallest detail
Checking everything is the key to consistent success in any advertising. Subject your letters, announcements, publications, and merchandise to the utmost scrutiny. Always read order forms and phone numbers carefully, and make sure you know the purpose of each ad. Never rely on chance or chance. Check your texts carefully. And remember that successful millionaires in advertising are the very people who have checked everything for sure and found out for themselves what works in each specific case. You will never have an end to your probationary period in this area!
3. Capacious phrases, short paragraphs, small sentences
This is how quality ads should be written. They should be really easy to understand and absolutely easy to order. If we compare such texts with the skills of the student high school, then they should not be higher than grade 8, the sentences should be short and understandable for any level of perception, and remember that the potential client absolutely does not need figurative means and ornate complex sentences. If after the third word he reads he loses interest in your ad, then you definitely won’t be able to earn money.
4. Only specifics and no generalizations
Specific phrases make your offer more believable, but if you use abstract vocabulary and generalize facts, then potential customers will immediately decide that you are just making it up. The phrase “Earn cash daily” is absolutely inappropriate, since it is believed that getting paid for any work every day is simply unlikely. But “Get up to $350 a day by doing simple work on ...” is much more credible, because the client believes that you have already calculated everything, which means that he should try it too. Everyone knows the fact that specific words always win over common ones, so just review your text again and make it more specific.
5. Let your personal information work for you
Most advertising uses the principle of identifying a potential client with the advertising hero - the so-called "Me too" principle. But there were so many such ads that people simply got tired of them and completely stopped working.
You need to find your unique approach to composing the text. What interesting things do you have directly? Are you elderly or even old? Are you blonde, brunette or red? You're young? Did you barely finish school? Here's how to use it to your advantage personal information, including not too attractive, in its own ad! Try to be unique in everything and use it in advertising. People need to know you - this is how they will begin to trust you as an advertiser, and trust is a positive quality - it gives some incentive to place orders.
6. Focus on benefits, not features
Focus the attention of a potential customer on specific benefits, and not on those features that distinguish your product from similar ones. And understand, finally, the difference between these concepts. Benefits are exactly what your product offers to consumers, and distinctive features are any components that various ways payment and more. Distinctive features focus on the product itself, and benefits - on the consumer, and they sound accordingly: “How much money can a potential client make? How many kilograms will he lose weight and in how many days? Rearrange the text of your ad, shifting the focus on the consumer, not on the advertised product.
7. Make friends with adjectives and adverbs and use them generously in your own text.
There is a fairly common misconception that people who want to buy something are guided solely by logic. But this is fundamentally wrong! People make purchases under the influence of some of their own emotions. Try to create a fairly practical and really logical product, and then rewrite the text, adding emotions to it. Outline in unexpected colors to your potential consumer the prospect of life with and without your wonderful product. Literally make him desperately need your unprecedented offer. Try to make it so that it is your product that attracts the consumer at a subtle level of emotions, then your sales will increase significantly.
This is a really powerful tool for any sales, which must be used. Be able to organically include these reviews in all the ads that you compose, especially since really successful selling texts at least one third consist of such reviews on the product itself or any service of the company. It is not difficult to obtain such information. Just draw up and make a specific form for such a review, print it out on paper and simply distribute it to customers. So they will feel that their opinion about your service or product is very important to you. And the answers you get can, in turn, then be used in your own advertising.
9. Nice free bonuses with a certain time limit
Anything free is an essential element of any advertisement. Believe me, the word "free" is really the most powerful word that can be. If your product costs more than $20, then free bonuses must be attached to it. For goods cheaper than this amount, you should also try to find an opportunity to offer any bonuses. But most importantly, these bonuses should be limited to a certain time period, for example, "now", which encourages the buyer to make a purchase immediately. This technique acts as a sale effect on the potential consumer, so all your advertising should encourage people to buy immediately. A free apps to your proposal will cost you very little, just include something here that will cost you very little to produce, but at the same time will be really valuable to the consumer.
10. Compulsory Warranty
This is the most The best way which will help you earn the trust of your customers. Moreover, such a guarantee should apply to all the goods you sell, since the opportunity to return is the strongest incentive that can literally suppress all doubts, objections and fears that can simply prevent you from placing an order.
11. Easy ordering procedure
Try to make it really elementary. Provide customers with a clear sequence of actions: “Pick up the phone and make a call to the number ... right now” or “Fill out the order form and send it to the address ...”. Potential customers should be as clear as possible so that they can immediately place an order.
Summing up
To make it more clear to you, the format of a good advertising text should be something like this:
- Title.
- Subtitle (if necessary).
- Announcement of the advertised product.
- Main ad text.
- Recommended customer reviews.
- Free bonuses.
- Mandatory guarantee.
- Last paragraph.
- P.S. - postscript.
Consider the rules for compiling advertising texts, or, as they are sometimes called, advertising messages. The concept of advertising messages determines the intonation and the system of arguments with which you will address the consumer, they will become the tip of the iceberg that your future buyer will see. Therefore, everything that you can say positively in favor of your product should be said in this appeal.
The more useful the consumer learns from your appeal to him, the more likely it is your product that will attract the greatest demand. Some compare the behavior of an advertiser to that of a lawyer in a trial where the buyers are the jury. And you need to tell them everything that is possible in order to achieve your goal. And the goal of the entrepreneur and the advertiser is the same - sale! All words that you are ready to say must be subordinated to this goal. But in order to achieve it in full, you need to know the product being sold and potential customers well.
Features of the advertising text
In your product, you need to identify key features that could distinguish it from similar ones. Remember? "Our show is the most musical of entertainment and the most entertaining of musicals!" This does not mean at all that someone determines the musicality and entertainment of programs with a special device, and then gives out statistics to everyone, but nevertheless an interesting move was found, and it was immediately beaten and put into circulation.
This example is more of a joke, but the same rules apply in the serious world: Volkswagen And Volvo have been claiming for years that their cars are standards of quality and safety, Toyota advertises reliability and ease of management, and the company Ferrari keeps talking about the gigantic speeds that her cars are capable of developing. So, the key property of the product is the basis of your appeal to the consumer. Such a property should be found in the process of developing the concept and subject of advertising.
Well if key quality more than one, then the advertising campaign has an excellent chance of really creating in the minds of consumers an opinion about your product as standing out among its own kind. But remember that the key quality must be to promise the buyer exactly what he wants to receive, otherwise he will never even be interested in your product. At the heart of any advertising appeal should be a movement to satisfy the desires of the consumer. In addition, your widespread statements in words and actions that you are striving to please the client will work in favor of the company's reputation, which will also favorably affect the sale of your products.
In order to confidently state that you are a competent representative of the product you are selling, you must know everything about it in detail, and not in general. You can get this information by reading the relevant literature and comparing your products with similar ones on the market, following directly the production of the goods.
For a person, there is nothing more convincing in advertising than comparison. If you can easily explain the advantages of your product over others using examples and comparisons, then the advertising campaign will achieve its goal - the consumer will see with his own eyes the advantages of your product, be convinced of this and now will convince his friends and relatives in favor of this choice. Advertising promises such as "before and after" also fall into this category. If show standing side by side leather boots, one of which is treated with the cream you produce and the other is not (provided that the difference is perceptible), then this will convince better than words.
- How is this product useful for people?
- What is it made of?
- Does it have any advantages over other similar products?
- What is its price?
- Does he need any maintenance?
The same questions should be answered in relation to competing products, and the most important question with such a comparison: what is the main difference between them? Your advertisement should give honest answers to the buyer on these questions.
Advertising messages can be addressed either to a whole group of people or to an individual. The more precisely you know your reader, the more precisely the appeal should be chosen. Answer the following questions for yourself when you write a promotional message for a group of people:
- What are their common goals and activities?
- What unites them?
In other words, it is necessary to get a clear answer to the question: “Who is our consumer?”, That is, to determine the target audience. It is important to know what approximate amount of money consumers will be able to pay to satisfy their need for a product, how long they will be ready to buy again, how consumers relate to the product and its manufacturer, what affects their choice, what is the capacity and ability of the market to expand.
Advertising text rules
The following rules will help you when compiling advertising texts.
1. Saying the product is great is not enough; I have to say why it's great. However, if you have nothing to say, limit yourself to just a catchy illustration and an original title with a promise, and leave your address instead of text.
2. Readers need to visualize what you are writing about. If they present how they use this product, then you wrote your message correctly.
And yet the most common, "classic" beginning is the description of the product. And the first sentence should contain the following meaning: if the buyer purchases your product, then he will only benefit from this. The next proposition follows logically from the previous one. If the reader does not see the relationship between the initial and subsequent sentences, then he may think that he was deceived and will not read the entire message. In this sense, the following example cannot be considered successful:
Do you want to become a millionaire? We ourselves would like to become them. But we know how you can feel like a millionaire. Have you tried our latest invention - menthol shaving cream?
Yes, the first sentence is short and interesting, in the form of a question. But it assumes that the letter will talk about how you can make a million, which is not consistent with the subsequent content.
4. Focus on the most important point of your advertising message. First of all, you should highlight, as already mentioned, the point that describes the difference between yours and other products. This point is located at the very beginning of the letter, and you should strengthen it throughout the writing of the entire text.
Factors such as acceptable price, fast delivery or excellent service can be used as the hallmark of your product.
5. Not many people will buy a product just because they will help someone out. How, for example, buyers will react to the following letter:
After several years of effort and money, we have finally created an electronic dictionary.
This message does not cause almost no desire to buy the product. But if you remake it and focus the buyer's attention not on the problems of the manufacturer, but on the problems of the consumer, and even write it correctly, it will turn out like this:
Your suffering is over! Time is running out and it's time for your literacy to improve! Now you can use WRITE-SPELL (electronic dictionary).
7. We remind you once again that when choosing an illustration (photo or drawing), keep in mind that it must comply with your advertising strategy, convey, together with the text and headline, the main idea that you are trying to convey.
As an attraction for women, for example, it is always good to place a photo of children or fashionable dresses, flowers or perfumes, fashion models. A man should be affected by photos of new cars, sports battles, weapons and, of course, beautiful women. Regardless of the nature of the target audience, funny scenes from the life of animals always look good. Humor can also grab the reader's attention. In any case, the picture increases the effect of the advertising text by about 2 times.
8. Flattery, unsubstantiated statements, exaggerations give the impression of unreliability. Just one sentence can destroy the credibility of the entire message. Example:
These are the best plastic pipes on the market today. They are the latest achievement of the chemical industry.
To talk about which pipes are the best, you need to examine all the pipes on the market today. But we are not sure if the person who talks so peremptorily about pipes in the above example did it. And of course we suspect that this person does not know everything about the latest inventions in this area.
9. Indicating the price of the product, show in numbers how much money buyers will save if they buy your product.
10. The chances of attracting attention increase if you write about the actions that you need to take in order to receive the ordered products. And if the reader is provided with a blank check or a custom-made form, then these actions will be of great benefit. For both psychological and logical reasons, readers are spurred to action by a reminder of the reward for making a decision. The steps the buyer needs to take should be easy.
We expect a prompt response from the buyer to our letter. The more he weighs our offer, the less likely we are to make a deal with him. Here are the most common examples that encourage quick response:
Buy before prices go up! Buy while the discount lasts! Buy now, it's not long before Christmas!
The author of the advertising message must be self-confident. Instead of writing "if you want to save your time, then...", you must write "to save my time", because in the first case, the implication is: I doubt if you want to do it. And if such doubts are in the head of the manufacturer or sales manager, then they will certainly be passed on to the reader.
The envelope and the paper on which the letter is written must be from the same series. Tricks such as "Urgent", "Personal" marks, if this is not true, are unacceptable.
11. The title is designed, like the picture, to draw the reader's attention to the text of the advertisement. Therefore, the first requirement for the title is ease of reading and understanding. The title should be simple and clear. But this is not enough. He must interest the potential client, offer him something that he wanted to receive, or hint that an easy way to get something the buyer needs is described in the text below.
The headline accounts for more than 75% of attention, which means that 8 out of 10 readers of your advertising text will not be interested in the content of the entire message, limiting themselves to the headline.
12. If you managed to attract the reader with the “bait” contained in the title, then the text should play the role of a “hook”, swallowing which the reader will become your client. The picture of the product becomes more vivid when the recipient of the letter is himself the hero of this story.
This effect is based on the playful nature of advertising. The phenomenon of play is of interest to many humanities and natural sciences, since play is an important component in many areas of human activity (any learning process, creativity, courtship ritual, many marital quarrels, etc.). Advertising, apparently, is also one of the areas of activity that has a gaming basis. J. Huizinga identifies a number of features of the game, which are reflected in the following quotes.
“The game “represents” a struggle for something, or is a competition in who will present something better than others ... The game can be called a free activity, which is realized as a “false” activity performed outside everyday life, however, it can to completely master the player, not to pursue any direct material interest, not to seek benefit, but to be a free activity that takes place within a deliberately limited space and time, proceeds in an orderly manner, according to certain rules, and brings to life social groups that prefer to surround themselves with mystery, or emphasizing their difference from the rest of the world with all kinds of disguise. J. Huizing also notes that in the course of the game, a special attitude of people to game events is formed - half-belief.
Game techniques in the preparation of advertising texts
Many game techniques also save language means for expressing meaning, which, if the norms of the language and the rules of speech communication were preserved, would receive a more detailed embodiment in the text. Thus, graphic distortions create the possibility of a “dual” reading of a phrase and, thereby, recognizing two different but related meanings in its composition ( "Well, I froze!").
A. Graphic and phonetic distortions.
B. Intentional spelling errors.
Spelling error as a game technique has two main functions in advertising.
a) Often it allows you to introduce additional connotations. "Take care of your teeth with deshtva!"(Advertising for a dental clinic.)
b) Another function of a spelling error is to make an advertising phrase (usually a slogan) more harmonious phonetically or graphically (to create intra-phrase repetitions).
B. Game morphology: neologisms.
"The fill is the thrill" -"The filler is what excites" (Candy advertisement Fazerfills with liquor. Word fill- it's truncated filling.)
G. Game techniques of semantic compatibility (techniques for creating a paradox).
Often in Russian advertising, the rules of semantic compatibility of lexemes and phrases are subjected to game rethinking, in violation of which the effect of a paradox (combination of the incompatible) is often created. It can be based on metaphorical, metonymic transformations of the semantics of words, models of synecdoche and other types of tropes. To create a playful effect, it is important that the advertising text does not use the figurative meaning of words already fixed in the language. The figurative meaning must be created anew, then the phrase will be perceived as non-standard, playful. There are several semantic types in this group of game techniques.
1. Attributing to an object properties and actions that are not characteristic of it. This is the most common type of language-generated paradox used in advertising texts. Can be distinguished following goals(or "trends" - in the Freudian sense), which is served here by the language game.
Increasing the animacy rank of an object.
This type includes examples in which inanimate objects acquire the characteristics of animate or animals are assigned properties and actions that are characteristic only of a person (“personification”).
"Amata. The kindest home computer.
Lowering the animacy rank of an object.
“And yet I forgot something!” (Twix. The phrase is spoken by a woman; the word "something" refers to her husband.)
Expansion of the sphere of control of the addressee.
Expansion of the sphere of sensations of the addressee.
Creating the impression of a non-standard product.
“Our bottles are washed with hot steam!”(Beer advertisement Schlitz.)
2. Manipulations with evaluation scales.
Creation of new rating scales (grading of non-gradable concepts). *
"More tomato for you money!"(Literally - "More "tomatoes" for your money!")
Create a new scale pole.
The main technique used to create a new pole of the scale is paradoxical hyperbole.
"Are you still using prehistoric copiers?"
Rearrangement of the pole of the scale.
“Not just clean - immaculately clean!”(Detergent advertisement Ariel.)
3. Playing on the polysemy of a word, or the consonance of two words (phrases), or their semantic similarity (pun). There are three main semantic types of pun.
Pun "neighbours". This type of pun rarely gives an increment of meaning, more often it is based on a simple summation of words that are consonant or similar in meaning.
"In good tea, the soul is not tea".
The pun "mask" suggests "a sharp collision of the meaning of the played" words or phrases, in which the initial understanding is abruptly replaced by another. It can be based on the effect of deceived expectation, when an ordinary phenomenon is “unmasked” as an error or absurdity, or on the effect of comic shock, when the unusual or absurd becomes ordinary, understandable.
“'Hoper-invest' is a great company. From others".
The pun "family" is characterized by the fact that the played meanings (as in the "mask" type) sharply clash, but there is no winner, none of the meanings cancels the other.
“We raise everything: even the mood”(Advertising forklifts.) Advertising pun targets.
With the help of a pun, a causal relationship is indirectly established, which is important for the advertiser.
“The Guiding Star has risen - prices have fallen”(Advertisement for the Guiding Star company, which sells computers.)
With the help of a pun, the “hidden” meaning of the name of the product (false etymology) is revealed.
4. Stylistic dissonance.
Game techniques for creating stylistic dissonance (or stylistic contrast) are the use of linguistic means that are uncharacteristic or even conventionally unacceptable in a given communicative situation. We list the techniques of stylistic contrast in the preparation of advertising texts.
Dissonance between real and expected objective modality.
In the following example, the text is structured in such a way that a possible purchase, deal, win is presented as a fait accompli. “Every Saturday you watch “What? Where? When?""
The dissonance of the real and expected communicative role of the speaker.
The dissonance of the real and expected communicative function of the utterance.
Genre dissonance (global or local).
Hermes Finance. Only good news."(Disguise advertising under the genre of news programs).
Prepared based on the materials of the book: E.N. Zaretskaya. Business conversation. - M. 2002
Advertising is modern way introduce customers to your product. She talks about the merits of the product and encourages a person to purchase it. However, there are special tools that work more efficiently, because they are able to influence the human subconscious. Knowing this, manufacturers invent new tricks so that we eventually want to use their services or buy such a necessary thing for us! An example of advertising a product: for sure, each of us has simply memorized that Orbit chewing gums maintain Ph at the proper level. And when we are going to buy something like this, we remember this particular brand. This is the effect of promoting a product on the market.
The target audience
Before you start an advertising campaign, you need to decide which category of the population your products are designed for. It is this factor that will help you understand where advertising will “work” and there are really many ways, but each person has their own priorities: if, for example, it is a medicine that is suitable for older people, you should not actively advertise it on dating sites! It will be a waste of time. But to place a board or print it in a reputable newspaper is the right decision. Attractive flyers, brochures that can be distributed in the clinic will be much more effective and will find your potential buyers faster.
Well, for young people who are looking for sports equipment, it will be right to post information on social networks or on popular youth sites. In addition, such an audience is attracted by videos or information on the popular radio wave.
Outdoor advertising is a powerful weapon
This one is called especially intrusive by many, but marketers say that it is very effective. And it works like this: a person against his will reads brochures and remembers slogans. And our subconscious mind processes information and draws conclusions. The result will not be long in coming: we already want to purchase this or that thing or use this or that service.
- Shields are familiar objects that catch our eye all over the city. They attract attention and make the client get more detailed information about a company or service. The working side is directed towards the flow of people, but the non-working side is not so effective, because you have to turn around to study what is written.
- Signs are a simple form of advertising that tells a person where to go to find your store or office. An example of product advertising: cute prints of small feet on the pavement or in the supermarket hall. Such signs may be of interest and lead to the department where the desired product is displayed.
- Streamers - stretch advertising awnings, which are most often located above the tracks and local roads. The driver has the opportunity to read the text and remember the contact details - this option is considered more effective than shields.
- Sandwich people are a great publicity stunt: people dress up in eye-catching costumes and interact with potential customers.
- Advertising on public transport It's not too expensive, but it works great. She sees a huge flow of people.
- Urban constructions - creation of advertising images on shops, pedestals, kiosks.
Static advertising
- Announcements in elevators. Despite the simplicity of submitting a call to action, this method works effectively. A person, being in a confined space, is simply forced to study material that is located right at eye level. So he will definitely remember him, and maybe even become interested.
- Advertising in the subway and in transport. The situation is similar. Only it acts even more actively - a lot of free time, plus there is an opportunity not only to read the material, but also to analyze it.
Internet - assistant in product promotion
And, of course, nowhere can you do without global network! Advertising of any product should be not only of high quality, but also accessible to the general public. And the easiest way to achieve this is on the Internet - millions of people daily search for necessary information and your advertisement encourages them to do right choice. In addition, it is on the network that you can use all available types of information: radio, text brochures, videos. Main types:
The network is very actively used which has proven itself well. Marketers claim that she is able to sell anything! There are two types of this event:
- Texts and banners that are placed on pages that match in meaning and context with similar advertising. This method has a huge plus - it does not irritate the reader so much and can be very useful in terms of information content.
- Advertisement placed in search engines. It works simply: you enter a query into a search engine, and as a result, a window pops up on the right or left with an image or description of the promoted product/service. An example of an advertisement for a product: "We will sell a car inexpensively", "We will make furniture quickly and efficiently."
Guerrilla Marketing
This type of advertising is perfect for both novice businessmen and real pros. In addition, you have a chance to save money - there are almost no cash costs, but you have to spend a lot of time. What is the method? Everyone knows that the popularity of social networks and various forums and blogs is only increasing, which means that you have an excellent platform where you can promote your product. Write reviews, share your impressions, recommend to a wide range of members of the forum... As a result, people begin to perceive such recommendations as verified and reliable information. Many companies work in this way, and there really is a result: in addition to promoting their products, the company also acquires a good business reputation. For example, advertising a new product requires a positive public opinion from the company. With the help of guerrilla marketing, it can be constantly shaped and fueled by interest in your products.
Television and print advertising
This type of advertising is not cheap, but it works perfectly. The thing is that it is able to reach a very wide mass of the audience. And everyone can find something for themselves. So if you are ready to spend a lot of money on promoting goods and services, use the media of any level, besides, visual advertising is perfectly perceived by a potential buyer.
Dear readers, all types of advertising are effective to varying degrees. There are many factors to consider in order for it to really help you promote your own business. But remember: to increase your sales, you will have to invest in informing potential buyers. Good luck!
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