MIND OVER MATTER

Brand & Marketing

Jul 7, 2016

399 Views

When was the last time you viewed an ad that gave you instant fear or made you feel hungry all over again?

You might not realize it, but advertising agencies employ certain psychological techniques to evoke such emotions and attract customers towards the product. Not many marketers are psychology experts yet they know the best ways and means to increase sales by understanding their consumer’s emotional feelings.

The bigger question here is how marketers are able to use psychology to their advantage.

Create memories: Advertisers rely on this to make campaigns that inspire consumers to think about the positive experiences they had with the product. This leads to better recall value and used as a tactic to remain in the minds of the consumers.

Ring a bell: Certain words leaves such an impact on viewers and readers, emotionally that they are immediately able to familiarize with the product. Advertising and marketing agencies actually sit back and study current trending words and include them in print ads, TV commercials, radio ads, etc. This technique helps in striking a chord with the customers easily.

Highlight Positives: Some ads draw comparison by bringing two products of different brand together. Reason being to help consumers make better choice while purchasing, without making any efforts on market research. Consumers in a way gets conditioned and every single time would look for the same brand.

Herd Approach: Many people are influenced by opposite party purchases. They wait, observe and accordingly make the first move towards buying the product. If the people are making investments in bulk towards a particular product, they feel convinced to buy as well. So, marketers give statistics and images which convinces the potential buyers and also, gives them security.

In the pursuit of understanding different psychological needs of consumers, every advertising and marketing agencies must utilize these techniques to communicate better ideas and develop top brand preference in the minds of potential customer groups.

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