In today’s world, advertising techniques have become one of the most important and effective communication tools. With increasing competition in global markets and rapid changes in technology, companies must look for innovative and attractive ways to attract audiences. Successful advertising is not limited to introducing products or services, but aims to create a deeper and lasting relationship with customers.
There are different advertising techniques, each of which can affect the audience in different ways. From social media advertising to using content marketing and email marketing, each technique has its own advantages and challenges. This article examines various advertising techniques that can help companies convey their messages to their audiences in a more engaging and effective manner.
By using these techniques, you can not only increase sales, but also help create a strong and sustainable brand.
Marketing tactics are the specific actions a company takes to implement its marketing strategy. For example, advertising in newspapers or on television is a common marketing tactic. Companies can use different marketing tactics and the best tactic depends on their products, target market and marketing budget. Marketing strategy and tactics must work together to achieve the desired results.
Marketing strategy refers to a company’s overall plan to achieve its marketing goals and considers strengths, weaknesses, target market, and competition. A marketing tactic is a specific action taken to implement a marketing strategy. For example, if the marketing strategy is to increase brand awareness, a tactic could be advertising on Instagram.
Tactics should not be implemented without considering the overall strategy; This is like shooting an arrow without aiming. A company that executes tactics without developing a solid strategy is likely to have little success. Marketing strategy and tactics must work together to be successful. Strategy provides overall direction, while tactics are specific actions taken to achieve a goal.
Learn more: What is the difference between marketing strategy and marketing plan?
In creative advertising, there are various techniques as follows:
1. Brainstorming
Brainstorming is one of the creative methods of creating ideas that is used in many sciences and is used by many managers and experts. The steps of this technique are as follows:
Nominal Group Technique (NGT) is a small, organized group process for generating advertising ideas. This technique is especially used to eliminate the influence of a powerful person on the results of the group idea creation process, whether the source of this influence is an official or a person.
The NGT technique, similar to the brainstorming method, uses a group of six to 12 people. In this method, the group leader also acts as the secretary of the meeting and records the group’s responses in time on a suitable screen that is visible to all participants.
The decision-making process using the nominal group technique consists of four distinct stages that can be modified depending on different situations:
1-First step:
-Each group member writes his ideas on paper independently and without discussion.
2-Second step:
-The group members express their ideas in order and the group leader records these ideas on the screen. At this stage, there is no discussion or judgment about the ideas.
3-The third step:
-The group discusses the recorded ideas so that each idea is well understood. At this stage, members can ask questions and ask for more explanations.
4-Fourth step:
-Group members vote independently and confidentially on each idea. Voting results are collected and analyzed to identify the best ideas.
Scenario writing means analyzing information, thinking and writing about advertising programs and systems that can shape a potential advertisement for a company or individual. It is a complex process that requires considerable time and effort and is used to solve a variety of different problems.
The scenario writing technique in advertising has different implementation methods and solutions, which are used more than creative techniques such as brainstorming and triage. For example, in many companies, different groups consisting of managers and advertising executives use this technique to prepare advertising teasers.
This process is used not only as a tool to create effective advertising, but also to analyze the market, audience, and possible effects of advertising.
This technique is similar to other types of brainstorming, whose steps are summarized as follows:
1- Each participant silently creates his ideas about a problem.
2- Each member reads an idea out loud.
3- Other members try to combine their idea and the read idea in the form of one idea.
4- Again, the other member reads his idea out loud and the other members try to combine it with the previous idea.
5 This process continues until a practical solution is found.
One of the most effective sciences in advertising is psychology. Among the psychological techniques that can be mentioned are the following:
Have you ever noticed why advertising companies, car designers and decorators use special shapes and icons?
The reason is that there is a psychological effect behind colors and one of the advertising techniques is choosing the right color. Each color has a special influence. Some of our reactions to colors are the result of social learning, while others are linked to our body’s physiological responses.
A better understanding of colors can have a huge impact in advertising and in everyday or professional life. In the following, some examples of the use of colors are explained.
✔ Normal clothes with green or yellow color attract attention.
✔ A dark blue shirt or jacket can indicate reliability.
✔ Brown clothes may look stylish, but it will be boring and monotonous.
✔ Adding a little warm or cool colors such as golden yellow or green will brighten your appearance and mental processes.
✔ Dark gray, black or garlic blue clothes make you look successful, knowledgeable and serious.
✔ A simple white shirt brings respect and formality. A non-white shirt gives you a conservative and milder look.
✔ Business cards and letterheads should be in neutral colors such as white and beige, which are easier to read.
✔ Pale blue walls create more peace than white walls and attract more attention.
✔ Crimson or dark purple furniture makes your work environment look luxurious and royal.
✔ Use bold and catchy colors for promotional items, websites and promotional signs to attract more customers.
✔ For more readability, use black color in text printing.
✔ Restaurants and delis often use red and yellow colors to attract more attention. These colors are clearly visible and people remember them more. Most of the big companies design and present their product logos with these colors.
✔ Sensitive buttons and danger notification or emergency stop levers are usually red.
✔ Green color is a sign of passage and safety.
So far, no science has been able to claim that advertising techniques are over. As long as the human mind is alive and can think, the waves of science will continue on their way, and in the meantime, it can be said that the category of advertising is becoming more incredible and interesting day by day.
Sources: Advertising Tactics and Techniques