Consumers Perception Of Advertising
In the last post I talked about The 6 key points you need to be a aware of when creating a logo for your business. Now am going to talk about how businesses advertise and the consumers perception of your advertising.
What is advertising?
IPA says advertising is “the means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost”
Kotler and Armstrong thinks “advertising is a paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines and television”
I personally think its both definitions..what do you think?
Check out some advertisements below that are creative and clever..see what the key persuasive selling messages are.
What determines the key advertising messages?
The advertising message is often more important than the amount spent. The advertising message must be carefully targeted to impact the target customer audience. A successful advertising message should have the following characteristics:
Meaningful- customers should find the message relevant
Distinctive – capture the customers attention
Believable – which is hard too do since most consumers doubt the true authenticity of an advertisement
What makes a consumer take action?
In advertisements, action words in present tense are used and visual imagery is use to illustrate that action. Also Important benefits to the consumer is highlighted in the advertisment, that sometimes will make a consumer want to take action, especially if they know they will get alot of value from it.
Advertisers also like to use persuasive techniques to play on consumers emotions such as fear, guilt, insecurity, shock and even humour.
I hope you have found this post useful, let me know what you think by leaving a comment below.
11 Responses
One of the concepts I’ve heard mentioned…and like…is focus on finding out what your customers problem is and find a solution. Don’t focus on your product.
Your customer doesn’t want a drill…he wants a hole.
Cheers,
Rod
Thanks for your comments Rob. I personally like the YKM bag and the camera store bus
Your right Rod, its better to create a product that solves a problem, than focus on creating a product that no one wants. I like your quote “Your customer doesn’t want a drill…he wants a hole”
Hey Avis
You always provide such good information. Some good adverts, I thought the Drink Driver parking was very thoughtful. My question with the 3m glass would it be breakable if there was a fire?
Cheers
Kerie 
Avis:
Great that you covered some fundamentals–it really can be a lot of the little things that really add up! Take care,
Ralph
Hi Kerie
It would be wonderful if it could break..I ‘ll be the first one to try 
but would anyone put money in a 3m glass, that anyone could break? I doubt it
Avis
Thanks Ralph
Your right…its like little pieces of a puzzle, that fits together to form a bigger picture
Avis,
Of course this is a useful post… This is great stuff.
Especially like the money behind the glass and the ipod popcorn.
Keep up the informative messages.
They’re great.
Rob