Advertising is not an exact science but rather an art of suggestion, inculcation, and hypnosis. The terms itself come from the Latin word “reklamare,” which means scream, outcry and shout loudly. However, you won’t push sell your product by crying out its name and advantages.
The subtle process of advertising suggests considering the psychology of potential customers.
Let’s start with a short Digression into the history of advertising, which is rooted in the distant past.
For example, the walls of the tomb of Ptolemy I, the Egyptian pharaoh who ruled from 367 to 283 BC, are covered with advertising of different goods, including the price for each one.
The content was something like “Buy this product. An eternal bliss guaranteed.” That was one of the attempts of psychological influence on the customer.
Almost any primitive advertising contains three keywords: new, cheap, and practical. Surprisingly, these words haven’t lost relevance after many centuries.
The current high level of competence pushes marketers and advertisers to have something special, unique, and original. Something that stands out of the crowd and is much better than the analogs.
How to create advertising that hit the bull’s eye?
First of all, each age is characterized by the manifestation of particular needs. In fact, this is one of the most important criteria that determines the purchase motivation will, ability as well as preferences.
For example:
• For a child of school age, the typical demands are the satisfaction of selfishness. The desire for new sensations, and the acceptance of circumstances and people.
• For adolescence, the everyday needs are searching for answers to the eternal questions of being. Freeing from restriction and being like everyone else.
• People aged 20 to 45 always want to be in the spotlight, influence people and events. They want to be more successful than their peers.
• Aged people are interested in respect and supports, search for a patron, and helping others.
The satisfaction of the need usually leads to its extinction while the satisfaction of interest causes new interest. Moreover, this means that the creators of advertising need to know what mechanisms can cause attention. And save it for a particular time.
So the primary purpose of advertising is to convey information, accompanying it with emotions so as to create incentives.
Here the first psychological method of influencing the consumer is a conviction. This is the changing the mood of the potential customer and motivating him to the target action for the sake of buying the advertised product.
Well, casing interest is not that easy. The main tricks are as follows:
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According to professional advertisers, there are
Eight Fundamental Ways Of Attracting The Attention Of The Consumer:
Although the advertisements of product on the Internet and offline are different because of the nuances of subjective perception, there are some common patterns:
Three Main Laws of Perception
If different images or objects are similar to each other in some quality, they will be perceived as a whole
If a lot of objects or images move at the same speed, they will be perceived as a whole.
If objects are close to one another, they will be perceived as a whole.
Apart from these three cornerstones, one should also consider the most important properties of perception:
• Subject matter – requires a clear idea of the topic of advertising, its properties, and features.
• Integrity – it is better to show at once the reverse side of the coin than wait for customers to reveal it and lose trust in the brand.
• Constancy – changing the advertising of the same products more often than one time a year reduces its popularity.
• The relation of a figure and a background – the background of advertising should not be richer in content than the advertised product.
Keep in mind that poor advertising can cause the rejection of the proposed products. Be sure to examine your target audience before taking the final decision on issuing of advertising.