Advertising moguls are very clever people. They hone in to peoples senses and basic wants and desires and they promote their product accordingly. Appealing to people initially on a visual scale will have immediate impact - there can be few people who don't form opinions on whether a TV advert is 'good' or not. Viewers even have their favourite ads and many have become as entertaining as the programmes themselves.
Take Bravia for instance. This is a branch of Sony that deals with LCD TV's. The term was coined due to the initials: Best Resolution Audio Visual Integrated Architecture. Bit of a mouthful yes but if you thought you were buying exactly what it says on the tin and you understood what Bravia meant, wouldn't you just want it? Everybody wants the best.
On top of that philosophy Bravia sounds very much like 'brave' and electronics and technology advertising are very often aimed towards men who like the idea of having 'stuff' that makes them look 'brave'.
The TV advertising for Bravia has included millions of coloured balls bouncing down a street in San Francisco to relaxing music. The visual impact was great - it grabbed your attention and held it throughout the duration of the ad. The aim was to draw attention to the depth of strong colours that Bravia make clear is at the top of their priorities for their LCD TV's. This was an effective marketing campaign.
Another great advertising campaign was that of Dairy Milk, using the ape playing drums. Of course, the ape has no connection to chocolate whatsoever and it's one of those ads you either love or hate but the main point is that it got everyone talking and drew attention to the product - the whole aim of advertising in the first place.
Marmite have also jumped on the 'love it or hate it' bandwagon. They know their product is exactly that - you either love it or hate it - it's not something you can get used to or grow to like, it's one or the other. So they incorporated this attitude into their TV marketing and once again it got people talking.
As did the ad that advised women to have a 'happy period'. Man, that ad was SO annoying! It stirred much speculation that only a man could have come up with that idea because a 'happy period' just isn't possible and if he had ever experienced one he would know that! However, maybe it wasn't a man's idea. Maybe it was a woman? Companies advertise to get their product into the minds of buyers and using a line like 'have a happy period' did just the job.
Citroen are another company that have come up with a great advertising campaign. Their car unfolds into a transformer and either skates across ice or dances to some really cool music. A catchy song and a clever advert will get people talking about the product and even seeking out the advert online.
But do these types of adverts have any impact on sales? Well, yes they do. Getting a product into someone's mind is the first point. Once that is achieved you need to make them want it. Easy - everybody wants to think they are getting a little bit of luxury, a little bit of quality. So, make a fancy pancy advert, get more business.
Author Resource:-
Shaun Parker is a marketing expert with many years of experience in the advertising industry. Find out more about Bravia LCD TV's at http://www.sony.pl/hub/bravia
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