You see a roast chicken commercial and suddenly you feel like a goodol leg and sauce combo. Or maybe you hear the familiar tune of a dishwashing detergent commercial and you remember that you really should buy more before you go out. Advertising is a miracle when we want things or think we need them. It's a mix of BTL and online / digital. To make it look attractive, the design and creative team uses lots of motion graphics and engaging graphic designs. We're also seeing an increase in 3D animations and visual effects as there are now so many mobile apps that make it easy for you to create such animated content. They have huge drag and drop libraries / templates from which the user can create designs very easily.
We all know we have a common aversion to ads. You have a hard time not finding anyone complaining about a 5-second ad interrupting the streamed video or a kid scolding about pop-up ads while browsing their favorite social networking site. In fact, statistics show that around seven out of ten people today said they found advertising annoying. In fact, many people say that they absolutely hate advertising. And yet, with this strong dislike, why do these tools still work for us at the end of the day?
Here are some basic instincts we'll break down into what exactly and how marketers are targeting.
A lot of ads are aimed at our bodies (wait for it):
No, they don't literally hit our body parts, although there are actually marketing techniques these days that target our senses specifically. For this particular point, however, we are talking about general advertising from the days of paper ads to the online ads of the digital age. In e-commerce Product photo editing is one of the most important elements in any campaign as it visually stimulates the audience and evokes a reaction in the other senses.
The researchers confirmed that "the mere sight of delicious food stimulates the appetite. “This is being amplified with today's technology, making things look higher resolution and in brighter colors that alarm our minds even more. Just like that, you feel like a juicy burger because they have been processed so well in those flames and grill marks. This also works beyond the food industry. A well-edited photo of a perfume ad or even a car ad automatically resonates in our noses, especially if we've already associated the brand with a particular fragrance in our head.
In addition to photography, there is now video and audio too. Just look at the surge in popularity of ASMR videos. When you hear the hiss of a barbecue or see how billowing a dress looks in perfect lighting, your mind begins to secrete happiness hormones. And since we all like to be happy, in the end we like to buy.
Repeated exposure is a proven conditioning strategy:
It sounds creepy to call it conditioning, like we're all being programmed or something, but that's essentially advertising. Just take a look at one of the oldest tools in the marketing book, jingles. They are repetitive, easy to remember, and if you were 30 you would lie and say that you don't have at least a few jingles on your mind and come back to you at the most random moments. This is a strategic way for them to help our minds relate them to certain activities as well. When you're doing laundry, a detergent song might come to mind and just like that, the brand is the first thing that comes to mind when you think of laundry.
Then there are only visual indications everywhere. This is called passive advertisingeven if it doesn't feel like it. Because we're used to so many ads around us, we don't give them a second look. In fact, most of the people don't remember the ads they see in general. But because it has reached us repeatedly, let's say on the street, we always cross the way to work, it is already in the subconscious. Even if you don't remember the ad about shoes on the corner, your brand tendencies are leaning towards that particular pair of shoes.
Social media marketing (Facebook, Instagram, Twitter, WhatsApp, LinkedIn and many more) plays a major role here. The advertisers also use Google Remarketing, which follows users on other websites and audio-video streaming platforms. In this way, they continuously hammer the audience.
People love to adapt:
It is in the basic human nature of people to want to adapt to society. Even those who claim to be different simply adapt to a different set of ideals. This is exactly why, despite their individuality, you can essentially group people together. And the advertising world uses this to its advantage.
"Check Out This Popular Brand Everyone Loves!" Now you'll want this shirt even if 500 other people are lining up for it, especially because those other 500 people are proving your brain that you need to have it too. On the other hand, you have the ads that are essentially screaming, "We're different! We don't like these big machines!" And just like that, you're in because you want to use products that show that they are out of the norm . These are exactly the reasons why trends and fads appear in the first place.
At the time of the COVID-19 lockdown, we saw advertising bombings from several OTT platforms (Over The Top). Aside from BTL activities, they have been everywhere – radio, television, mobile apps, YouTube, games, and more. Because they have content for the age genre, they continually target each gender and age group. Studies show that conformity comes from the basic neural signals that are also involved in reinforcement learning. We tend to see what others think is positive and we stick with it. You can dive deep a study about it, to.
So there you have it. Advertising works even when we are fighting the machine.