Why understanding the psychology of public psychology and any successful advertising efforts is very important...
Advertising has long been a form of beautification or access to goods and goods. In fact, advertising has been an informal concept since the beginning of civilization. The former method was oral advertising, or the benefits of verbally promoting products when merchants sold goods directly to people on the street. However, with the advent of paper and writing, advertising has taken on a more formal form.
Egyptians and ancient Greeks used papyrus to advertise and used rock paintings. The English advertisements of magazines we know today can be traced back to the end of the 17th century. Newspaper advertisements in the United States began in the first half of the 18th century, with advertisements about the manor. With the development of mass media and the different forms and communication channels of broadcasting, television, newspapers, magazines and of course the Internet in the 20th century, advertising has become an important aspect of product commercialization. People began to understand the potential of advertising, and with the establishment of an advertising company in the first advertising company opened in the United States in 1841, it became a business.
As the ad itself became a business, the method of using advertising became more formalized, controlled and systematized, and product advertising began as an advertisement for newspaper ads, billboards, siding, flyers, leaflets, magazines, newspapers, television and radio. , recently on the internet. Online advertising is now a very powerful means of delivering information to customers. However, in order to truly attract customers, advertising will have to work in accordance with the principles of psychology and sociology. Therefore, advertisers or advertising professionals must also be sociologists and psychologists to truly influence the minds of consumers.
The principles of advertising are primarily based on cognitive psychology and the psychological processes of attention, perception, association, and memory to produce a complete impact or use of a product or brand. Any ad must first focus on its ability to capture the consumer's attention. Strong information, strong visuals and dazzling colors are sometimes used on the panels and billboards. For commercials, sometimes eye-catching clothing and attractive models are used.
Once you draw attention with color and sound or text, the point is to maintain consumer interest by using "association." The topic or product that a particular customer base can associate with is for baby food, and the characteristics of the mother and baby are such that the association will be more related to the relevance or context of the advertisement. Some colors also have associated value, and some brands and companies use specific colors to promote their products. For example, easygroup uses orange and Vodafone uses red as the standard color for all ads. A company logo or symbol is also part of the development brand, which helps to give the brand an identity and a strong association value.
The association should be like this, not only for the purpose of quickly understanding and perceiving consumers, but also for a long time in their memory. Therefore, memory or retention is an important aspect of advertising psychology, because only consumers can easily remember their novelty or use text for a long time, color and digital advertising is the most effective.
A brand's development is equally effective because a brand helps to increase attention, develop associations [for example, we associate Coca-Cola or Pepsi with young people, celebrities and popular soft drinks on all occasions] and remember or keep any An image or product related to the service. Therefore, brands are important in advertising because brands help to provide the product's name and unique identity. Therefore, Gucci bags or Sony cameras are famous for brands rather than products.
Today, brands are recognized for their name, quality and advertising reputation, highlighting the uniqueness of the brand. For example, HSBC recently advertised at airports around the world to focus on different preferences and preferences of people from different perspectives and cultures. So when you see two different views of the same thing showing the same thing, you know that this is HSBC. Some brands develop slogans or mottos that make the brand stand out and give it a unique personality.
You may be surprised at why the model looks lifeless at the fashion show. Fashion shows are usually arranged for designer brands that sell clothing and accessories. Usually these fashion shows try to emphasize clothes, which is why these models are often expressionless. Although these fashion shows treat clothes as animated, in the case of commercial advertising, expression is widely used, because through visual media, emotions must be transmitted to consumers through the screen to produce effects. Delivering information through the media is a challenge, and advertisers use emotions extensively to help people retain information that describes products.
Whatever it is, the spell has an impact and has a lasting impact on the consumer's mind. Product information, the brand's motto and consumer thoughts, these are the three important ladies in the advertisement.
However, it is important to understand that advertisements in different media must be different. Radio ads should focus on the strength of sound and text; Internet ads will focus on vision and color; newspaper ads will focus on space and themes; TV ads will focus more on the emotions and contexts used. It is important to use actions, uppercase letters, contrast colors, etc. In order to draw attention to the product, the product will be highlighted in some form.
How does all this affect the masses and the consumers who actually buy the products? In addition to focusing on the rendering process, retaining the words that produce sound and help with memory and the associated value of products and advertising, there are other factors that consumers sometimes need. Advertising is not just enough, because customers will be seriously buying products, taking into account the necessity, quality, functionality and price of the product.
If a company only focuses on the physical aspects of any product, say - Apple iPhone looks good, then it may not be the best way to influence the market. Function is as important as price. Then, of course, 'hype' this will somehow trigger some sort of mass psychology, so people sometimes queue up for new releases. However, trying to use popular psychology or a hype about products or hysteria is just a short-term advertising strategy. The long-term establishment of products is through real quality, availability and price, and all companies should definitely emphasize these.
Competition may have a lot to do with the type of advertising companies use, so the weaknesses of other similar products from other companies will be subtly highlighted, although this may not always have a positive impact on the customer's thinking. Often, most advertising is a unique product, even remotely similar to other products, can play a positive role, and can effectively generate hype and consumer curiosity. Focusing on unique and outstanding product differentiation and novelty to attract curiosity is one way to increase product visibility, so this gives consumers reasons to learn more and they will enter the store to inquire about the product. While celebrities are primarily used for advertising to support products or promote brands, celebrity cultures only strongly influence young people, so the overall value of celebrity ads may be overestimated. This will require a separate discussion of celebrity culture.
The ultimate goal of all advertisers and promoters is to ensure the sale of products and services and increase sales and potential consumer interest, which is the first short-term step in launching new products to the market. Retaining customer benefits is a different game that requires brand reputation, product quality, correct pricing and consistently high quality advertising to greatly ensure product success.
Orignal From: Advertising psychology
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