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Understanding the Persuasive Power of Advertising Techniques Across Media

This article explores the various forms of persuasion utilized in advertising through different media like TV, radio, magazines, billboards, flyers, and the internet. It highlights strategies like brand advertising, informative ads, and emotional appeals. By examining target markets, age groups, and interests, we uncover how advertisers connect with consumers. Techniques such as humor, fear, and testimonials play key roles in influencing buying decisions. Also discussed are the effectiveness of slogans, jingles, and lifestyle ads in creating memorable campaigns.

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Understanding the Persuasive Power of Advertising Techniques Across Media

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  1. Advertising Forms of Persuasion & Advertising Techniques

  2. TV Radio Magazine Ads Billboards Flyers Internet Where do you see/hear advertisements

  3. Target Market….Who is the Customer? • The company is trying to reach a certain customer. • Age Group • Male/Female • Student • Single/Married • Special Interest • Music, Sports, Fashion, Food

  4. Types of Advertising • Brand Advertising • If you remember the brand name, you will buy that brand @ the store. • You start to depend on the quality • Usually more expensive – to pay cost of advertising

  5. Types of AdvertisingBrand con’t. • Slogans & Jingles • Catchy tunes &phrases entertain you and help you remember a brand. • “Who lives in a pineapple under the sea?”

  6. Types of Advertising • Informative • Designed to Influence you to buy product • They educate/inform you about the product • (Car- Features: breaks, fuel, air bags etc)

  7. Types of Advertising • Persuasive • Forms of Persuasion • Rational Appeal • Uses facts and knowledge • Emotional Appeal • Play on emotional desires and needs • (shows a product bringing love or success to someone or something)

  8. Types of Advertising: Forms of Persuasion • Positive Appeal • An ad that says a product is wonderful • (tells good but not the bad)

  9. Types of Advertising: Forms of Persuasion • Negative Appeal • An ad that says something is dangerous-arouses your curiosity

  10. Types of Advertising: Forms of Persuasion • Humor Appeal • Etrade Commercial • Meant to stick in your mind (you’re so amused you tell others)

  11. Types of Advertising: Forms of Persuasion • Sex Appeal • Cashew Commercials • Plays on your desire to be attractive

  12. Types of Advertising: Forms of Persuasion • Fear Appeal • Reminds you of natural fears, and suggests a product or service will somehow protect you

  13. Types of Advertising • Comparative • Two competing products are used

  14. Advertising Techniques • Testimonial • Shows people saying how good a product is

  15. Endorsement • A “famous” person saying how good a product is

  16. Problem Solving • White Strips • Provide a solution to some difficulty

  17. Advertising Techniques • Scientific Ad • Shows favorable results from a test

  18. Advertising Techniques • Demonstration Ad • Shows how a product works

  19. Advertising Techniques • Life-Style Ad • Connects a product with a glamorous way of life

  20. Advertising Techniques • Bandwagon • Shows lots of people using the product

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