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1. Assignmnet # 03
Submitted to : Mam
Rukhsana
Submitted by: Arwa Asghar
13051516-68
Saira Zafar 13051516-069
Kishwer Parveen 13051516-073
Topic: Tehniques & Process of
Advertisement
Department: Center of Mass
Media & Communication
Universty of Gujrat Hafiz
Hayat Campus

2. Advertising Techniques
A successful advertisement creates a desire in viewers, listeners or readers. It also provides
information on how to fulfill that desire and makes the potential customer feel good about doing
so. With so many products and service providers in the marketplace, using a proven technique in
your advertising increases the likelihood that your ad dollars will return value. Basic techniques
used in propaganda transfer successfully to advertising and remain the most frequently
employed.
Repetition
Repetition is a simple yet effective technique used to build identity awareness and customer
memory. Even advertisements using other successful approaches mention the product or
company name more than once, particularly in television because its combination of sight and
sound, allows the advertiser to disguise the repetition by changing its delivery (from visual to
audio). An ad first shown during a Super Bowl broadcast for a product called HeadOn remains
the classic example of this advertising technique. Though the advertisement never explained
what the product does, viewers remembered its name
Claims
Advertising that promotes specific features or makes claims about what a product or service can
do for the potential customers provides successful results by informing, educating and
developing expectations in the buyer. Claims can state facts or simply use hype, such as calling
one brand of orange juice "the best" when nutritionally it is identical to other brands. Claims may
mislead through omission or by using what some advertisers and political campaigners call
"weasel words." These are subtle statement modifiers that render the claim meaningless if
studied closely. Common weasel words include "helps," "fights" and "virtually."
Association
Associating a product or company with a famous person, catchy jingle, desirable state of being
or powerful emotion creates a strong psychological connection in the customer. Sporting
equipment companies use successful athletes in their ads, automakers display their cars in front
of mansions, brewers show their beer consumed by groups of friends having fun and cosmetic
companies sign celebrities to represent their products. These ads encourage an emotional
response in customers, which then is linked to the product being advertised, making it attractive
through transference.
Bandwagon
The bandwagon technique sells a product or service by convincing the customer that others are
customer will be left out if they do not buy what's being sold. These ads often employ "glittering
generalities," words linked to highly valued ideas or concepts that evoke instant approval, which

3. may or may not relate to the subject of the advertisement. "America loves..." connects patriotism
with a product, creating an automatic positive response.
Promotions
Coupons, sweepstakes, games with prizes and gifts with purchases create excitement, and
participation encourages customers to build a relationship with the sponsoring product or service.
The attraction of getting something "free" or earning "rewards" makes promotions successful.
Limited-time offers and entry deadlines add urgency to this advertising technique's call to action.
Media advertising should be part of an overall promotion campaign that targets a desired
audience and convinces them to take action that benefits your company.
Advertising Techniques
Creative advertising techniques are communication tools - the tools you use to attract attention,
engage minds, trigger emotion, and change what people think.
All of which can lead to clicks, calls and customers.
You'll make stronger ads if you use the techniques that work best for your product or service - in
traditional, social and digital media.
> 1 Create an interesting character.
> 2 Introduce a human touch: personification.
> 3 Take it over the top: exaggeration.
> 4 Pick a niche: demographic positioning.
> 5 Say it symbolically: metaphors and similes.
> Slideshow & introduction: How to use creative advertising techniques.
> 6 Evoke an emotional response.
> 7 Promise a specific benefit.
> 8 Persuade with credible testimonials.
> 9 Lead with a problem, then offer a solution.
Album of all example ads: TV, print, digital

4. > 10 Engage with dramatic conflict.
> 11 Express rational and emotional reasons.
> 12 Tell a simple visual story.
> 13 Sell with sex.
> 14 Demonstrate intense or hidden motivation.
> 15 Get radically realistic.
Process of advertisement
From Brief to Research
Once the brief has been received from the client, research will take place. This will include
looking at some of the following - the advertisers’ service or product will be compared with the
competition, their ranking in the market-place will be looked at, as will consumers’ perceptions
of their brand in comparison to their competitors’. The advertising and media agencies will also
analyse the competitors’ advertising.
From Researchto Plan
Using the research, the media agency will identify who the target audience is and the media that
should be used to reach that target audience in the most cost effective way.
Together, the agencies will, together, make recommendations on which markets are to be
reached, distribution changes, pricing and which media channels will be used to deliver the
message.
From Plan to Execution
The agency’s creative people will have the job of converting the advertising communication into
words and pictures. The copywriter will, as the name suggests, write the copy, whilst the art
director will visually implement the copywriter’s message. Whilst the Advertising agency will be
involved at every stage of the production of the commercials, they won’t actually do the filming
or taping – that will be done by outside production companies. The traffic department within the

5. advertising agency will ensure that the commercials are ready on time and that the client and
legal approvals have been granted.
From Execution to Analyzing Campaign Effectiveness
Once the advertisement or commercial has run, the media agency will verify this and check its
performance.
Go to our case studies page for more information. From here, you can visit our collection of
some 1,000 effectiveness case studies, all of which are available for download from this site at
£10.00 each to students or £40.00 to non members of the IPA. You can view videos and other
creative work associated with winning case studies by visiting ourEffectiveness Awards
showcase. You can also view, comment on creative work from our member agencies by visiting
our Creative Gallery.