Sunday, February 9, 2014

4 Creative Advertising Techniques You Shouldn’t Miss – GEC Business Review

by Bernard Wong

Nowadays, there are many creative and unique approaches to successful advertising campaigns. For instance, small and medium enterprises (SMEs) can make the most of social media networking, email advertising as well as text messaging, print, radio and TV. All of communication mediums have numerous benefits for SMEs. Nevertheless, it is important to remember a few crucial details before embarking on your ad campaign. 

What are some creative advertisement techniques? And what are the creative strategies that really work across brands and target groups?

1. Using a Metaphor
One of the simplest and easiest ways to communicate what your brand stands for is to use a metaphor. For instance the skin care, sometimes, the visual of a flower is used to convey how delicate a prone to damage the skin is. In fact, consumers now have reached the level of sophistication in order to understand and decode a visual metaphor in an ad without the need for supportive copy to explain.

2. Exaggerate the Situation
It is about creating an exaggerated product benefit. Look at some chewing gum TV commercials which had lit up by the teeth of chewers. To depict that the chewing of these whitening gums had such an extraordinary benefit on the teeth of the chewers. In fact, the focus was on creating a memorable, if not unbelievable situation, to create a sense of wonder around the product.

3. Create conflict or Drama around the Brand
Some brands use this technique by creating two opposing characters that have an antagonistic interaction which is then resolved by the introduction of the product or the service that unites them under a common joy of consumption. This conflict can be done in a dramatic or a humorous way depending on the characteristics one wants associated with the brand. For instance, we see it in ads which have a husband and wife arguing over something, or a mother in law and the daughter in law trying to do a one uppance on each other.

4. Promise a Tangible or Intangible Benefit
It is the promise to the customers through your copy or your visuals. Showing the customers how the product would tackle the problem they face, and give them the solution would be a strategy that immediately grabs a target consumer’s attention. For instance a washing powder that gives you stain free clothes with minimum scoops of powder, you need to quantify the benefit the customers get with using your product.

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