Types of Advertising and Advertising Techniques

Advertising plays a ubiquitous role in modern society, influencing consumer behaviour through a variety of methods. Psychologists have identified various types of advertising and techniques used to persuade consumers, with some focusing on message content and others on how and where the advertising is delivered.

Advertising Media

Advertising media refers to the channels through which advertisements are delivered to target audiences. This encompasses a wide range of platforms, each with its own strengths and limitations:

• Television advertising offers high reach and impactful audio-visual formats but can be expensive and easily ignored.
• Radio advertising provides affordability and geographic targeting but lacks visual elements.
• Magazine advertising allows for niche targeting and high-quality visuals but suffers from declining readership.
• Online advertising offers precise targeting, measurability, and interactive formats but faces challenges like banner blindness and ad-blocking software.

Persuasive Techniques

Beyond the choice of media, the effectiveness of advertising hinges on the persuasive techniques employed. Two prominent routes to persuasion have been identified:

Central Route

The central route to persuasion relies on engaging the consumer's cognitive processes by providing detailed information and strong arguments. This approach works best when the message is personally relevant to the consumer. For example, an advertisement for a new smartphone that highlights its advanced camera features would appeal to someone interested in photography.

Peripheral Route

In contrast, the peripheral route utilizes superficial cues and emotional appeals to influence consumers. This route is often employed when the message is not personally relevant or when consumers are less motivated to process information. Celebrity endorsements and humorous advertisements are common examples of the peripheral route.

Marketing Mix Models

Marketing mix models provide frameworks for understanding the different elements involved in bringing a product or service to market. Two widely recognized models are:

The 4 Ps (McCarthy)

1. Product: This refers to the tangible good or intangible service being offered.
2. Price: Determining the right price point based on market demand, competition, and production costs is crucial.
3. Place: Distribution channels and physical or online locations where the product is available significantly impact accessibility.
4. Promotion: This encompasses all communication activities used to promote the product, including advertising, public relations, and sales promotions.

The 4 Cs (Lauterborn)

1. Consumer: This customer-centric approach prioritizes understanding consumer wants and needs.
2. Cost: It considers not just the price but also other costs associated with acquiring the product, such as time, effort, and psychological costs.
3. Communication: Focuses on establishing two-way communication with consumers to gather feedback and build relationships.
4. Convenience: Emphasizes making the purchase process as convenient as possible for the consumer.

Product Placement in Films

Product placement, a subtle yet powerful advertising technique, involves integrating brands and products into entertainment content like films and television shows. A study by Auty and Lewis (2004) demonstrated the influence of product placement on children. In their experiment, 105 UK students watched film clips containing product placements. The results showed that children were significantly more likely to choose Pepsi over Coca-Cola after seeing a Pepsi advertisement within the film.

Conclusion

The field of advertising utilizes a multifaceted approach, employing various techniques and strategies to influence consumer behaviour. From strategic marketing mix models to persuasive techniques and creative product placements, advertisers constantly seek innovative ways to capture attention and drive purchase decisions. Understanding these methods is crucial for both consumers and marketers alike, fostering critical thinking about the persuasive messages that permeate our daily lives.

Source: Cambridge International AS & A Level – Mark Scheme, February/March 2023, Psychology Essay