Allison Albee 11-17-11 Mrs. Corbett/ AP Lit 7th Period The Importance of Choosing a Proper Advertising Technique What convinces buyers to purchase milk when they stop by the grocery store? Is it thetaste or the health benefits? Or is it the way that milk is portrayed to the buyers? In todayscompetitive market, it is the responsibility of an advertising team to identify a target audience inwhich a specific product will show the most success and present the product in a way that highlyappeals to the chosen audience. A television commercial typically runs for thirty seconds andwill contain sixty-five words or less, limiting a creative teams time to sell an audience, and thuschallenging their creative wits and forcing them to dig deeper into the numerous advertisingtechniques (Admongo.gov). But, these techniques can only prove successful when presentedproperly. If a creative team were to set teenagers as the primary audience, then a reasonable formof advertising to consider would be testimonials or endorsements in which advertisers couldpresent the product alongside celebrities that the audience looks up to, thus giving the product apositive edge. Should the target audience be middle-aged adults, then a celebrity may notconvince them to buy a product. Instead, a simple display of benefits and sense appeal may provethe product to be worth while to a more skeptical crowd. Therefore, in order to successfullyadvertise a product or service, it is necessary properly determine the advertising technique incorrespondence with the target audience.
Repetition is one of the most simple yet effective techniques used in advertising. Thebasic idea of an advertisement is to introduce a product to an audience, and with the use ofrepetition, an advertiser increases the odds that the viewers will be able to recall the informationgiven to them. Advertisers may choose a phrase, word, or simply the products name to presentperiodically throughout the commercial (Admongo.gov). This technique is utilized mostprominently when advertising childrens products; although children may not be able to recall allinformation presented to them, they are able to clearly identify the product because of the adsconsistent use of the products name. Association is a common method of advertisement chosen because it effectively links aproduct with the desire of its audience, whether its fame, wealth, sex, health, or a number ofother features typically desired by viewers (Admongo.gov). Advertisers use association in thehopes of transferring positivity toward their product to potential buyers (Foster, 1). In the timeafter the 9/11 attacks on America, advertisers were in a frenzy to associate their products withthe American flag, bald eagle, or any other patriotic symbol due to the trend of intense patriotismthat resulted. As Americans came together in their patriotism, advertisers jumped at the chance toadvertise to America as a united audience with a common love and respect. Another parallel of association are testimonials and celebrity endorsements. In 1994, milksales were had been in a steady decline for more than twenty-five years and advertisers weredesperate to find a way to convince people to drink more milk products (Gourley, 1). In theprimary stages of designing an advertising campaign, advertisers will typically research theirtarget audiences knowledge of the product and work around the facts. In this instance, thecreative team found that teens and young adults saw milk as dull and outdated, thus definingtheir mission as a way to make milk "cool" once more. Once the team defined their target
audience as mostly young viewers, it was determined that the best way to update a campaign forsuch an audience would be to bring in recent celebrities that the viewers would quickly identifywith. The campaign displayed photographs of celebrities wearing painted milk mustaches, givingoff the immediate response that if a celebrity associates with the product, it must be worthwhile(Gourely, 1). The strength of a testimonial campaign is that it is not the advertisers that convincethe audience to jump on the bandwagon, but public figures that the audience looks up to andtrusts, such as celebrities, doctors, or sport stars. The power of persuasion all depends on theadvertisers choice of endorsers. Depending on the target audience chosen for the product, advertisers can choose to playon the fears that their audience may have (Admongo.gov). Advertisers are responsible forconsidering every angle from which they can approach the product, and when using the feartactic, advertisers typically will not discuss what the product could do for them, but what mighthappen if they did not have said product. When trying to sell a product to an audience ofunwilling buyers, advertisers will ditch their attempts to persuade the intended audience that theywant it, but instead that they need it. In the 1930s and 40s, make-up companies gainedmomentum by examining the variety of fears an insecurities that women showed in regards totheir appearances and illustrate the immediate need of such products to avoid imperfections suchas wrinkles (xroads.virginia.edu). Advertisements would refer to common fears such as weight,blemishes or age, and in turn connect their product in a manner to give the illusion that make-upwas an instantaneous fix for insecurities. An old witch would be presented, but with the use ofthis cream or that, a beautiful woman would appear. By playing off of the fears and insecuritiesof women and adding a sense of urgency in the need of such products, advertisers were able toquickly put their products at the top of a womans consumption needs (xroads.virginia.edu).
In todays economy, it is necessary for advertisers to consider every aspect of a campaignin order to determine how it can show the most success on the market. The first and foremost jobof a creative team is to identify a target audience that will be most interested in the productintroduced to them. Should an advertising team place a product amongst the wrong age group orinterest group, the company in charge of the product could lose money due to a lack of interestamong the chosen audience. If the campaign is directed at viewers that relate to the product andtypically show interest towards products of its kind, then the campaign can show immediatesuccess. But, choosing the right audience is not the only key to success. Once the target audienceis chosen, advertisers need to be able to properly choose a technique that corresponds with theage or interests of the viewers. Because middle-aged viewers tend to be more skeptical towardsadvertisements, a campaign may need to center around the facts of the product, whereas simplerepetition can engrain a products name into a young audiences minds. Only once an advertisercan properly determine a target audience and corresponding advertising technique can acampaign and its product truly show success on the market.