TOOLS AND

TECHNIQUES OF Dr Juhi P Pathak

ADVERTISING
The notes are based on secondary sources for educational purposes. 
TOOLS OF ADVERTISING
Advertising is one of the most important aspects of marketing because consumers
can't buy products unless they know what they are and where to get them.
Businesses can employ a variety of different advertising tools to inform consumers
about the benefits of their products and services, increase brand awareness and drive
sales.
PRINT AND OUTDOOR
ADVERTISING
Print and outdoor advertisements relay information to consumers through physical
means. Print advertisements are ads placed in publications, such as newspapers,
newsletters and magazines. Examples of outdoor advertising include billboards,
signs and posters. Direct mail is another physical advertising tool that involves
mailing printed materials such as leaflets and catalogs directly to consumers. Print
and outdoor advertising can direct consumers to other advertising channels,
including company websites and social media platforms.
TV AND RADIO

Television and radio are two traditional advertising tools that do not require the
delivery of information in a physical form. TV and radio ads can potentially reach
millions of consumers simultaneously. The effectiveness of TV and radio ads
depends on the popularity of the show during which the ads are broadcast. The time
of day and popularity of programming govern how expensive it is to buy TV and
radio ads.
TELEMARKETING

Telemarketing is a means of advertising over the phone. Phone marketing engages

consumers directly and requires their full attention, which can make it an effective
advertising method, but some consumers consider phone advertising an annoyance.
In addition, more and more consumers use cell phones as a primary means of voice
communication, and laws prohibit commercial telemarketers from calling cell
phones.
WEB AND SOCIAL MEDIA

Web and social media advertisements communicate with consumers through the
internet. Web advertisements can take many forms -- from text and banner ads on
websites to full TV-style commercials aired before or during video content. Sending
email to consumers is another way businesses advertise on the web; as with direct
mail and telemarketing, though, consumers don't always appreciate this unsolicited
contact. Social media marketing is the use of social networking and community
websites such as Facebook, Twitter and Google+ to advertise and interact with
consumers.
TECHNIQUES OF
ADVERTISING
EMOTIONAL APPEAL
This technique of advertising is done with help of two factors - needs of
consumers and fear factor.
Most common appeals under need are:
•need for something new
•need for getting acceptance
•need for not being ignored
•need for change of old things
•need for security
•need to become attractive, etc.
Most common appeals under fear are:

•fear of accident
•fear of death
•fear of being avoided
•fear of getting sick
•fear of getting old, etc.
PROMOTIONAL ADVERTISING

This technique involves giving away samples of the product for free to the
consumers. The items are offered in the trade fairs, promotional events, and ad
campaigns in order to gain the attention of the customers.
If consumers get nothing out of connecting with your brand, why would they even
both? Integrate coupons, games, sweepstakes, contests, and free gifts with purchases
to get potential customers excited about your brand. Participation is a major
technique for advertising.
BANDWAGON ADVERTISING

This type of technique involves convincing the customers to join the group of people
who have bought this product and be on the winning side. For e.g. recent Pantene
shampoo ad which says “15crores women trusted Pantene, and you?”
The “bandwagon” approach involves convincing consumers to join a group of
people who have purchased your product in order to be “on the winning side.” Use
numbers and encourage brand ambassadors to get the point across.
The bandwagon effect is a tactic that marketers use to persuade consumers that
everyone is using their product. This encourages consumers to join in ongoing
trends. It's a psychological tactic and an emotional appeal to people's fear of being
left out, making it quite effective for younger generations.
SOCIAL PROOF

Social proof is a technique that uses social influence to persuade prospective

consumers to copy the actions of other customers. By using customer testimonials,
companies prove the effectiveness and value of their product to potential customers.
Testimonials are similar to referrals and can attain consumers' trust by having
another consumer, to whom new customers can relate, speak positively about a
brand. Marketing professionals can also refer to awards for safety, speed or strength
that their company has attained as social proof.
FACTS AND STATISTICS

Here, advertisers use numbers, proofs, and real examples to show how good their
product works. For e.g. “Lizol floor cleaner cleans 99.99% germs” or “Colgate is
recommended by 70% of the dentists of the world” or Eno - just 6 seconds.
UNFINISHED ADS

The advertisers here just play with words by saying that their product works better but
don’t answer how much more than the competitor. For e.g. Lays - no one can eat just
one or Horlicks - more nutrition daily. The ads don’t say who can eat more or how
much more nutrition.

This technique makes claims without providing details, making the advertisement feel
unfinished. For example, a fruit snack company may claim that its product provides
nutrition without specifying the types or quantity of nutrition included. This can
persuade viewers to seek more information on a company website or call a sales
representative, which provides the company with more opportunities to sell to
consumers. Often, companies use this technique to highlight how their product or
service is better than a competitor's.
WEASEL WORDS

In this technique, the advertisers don’t say that they are the best from the rest, but
don’t also deny. E.g. Sunsilk Hairfall Solution - reduces hairfall. The ad doesn’t say
stops hairfall.
ENDORSEMENTS

The advertisers use celebrities to advertise their products. The celebrities or star
endorse the product by telling their own experiences with the product. Recently a
diamond jewellery ad had superstar Amitabh Bacchan and his wife Jaya advertising
the product. The ad showed how he impressed his wife by making a smart choice of
buying this brand. Again, Sachin tendulkar, a cricket star, endorsed for a shoe brand.
COMPLEMENTING THE CUSTOMERS

Here, the advertisers used punch lines which complement the consumers who buy
their products. E.g. Revlon says “Because you are worth it.”
IDEAL FAMILY AND IDEAL KIDS

The advertisers using this technique show that the families or kids using their product
are a happy go lucky family. The ad always has a neat and well furnished home, well
mannered kids and the family is a simple and sweet kind of family. E.g. a dettol soap
ad shows everyone in the family using that soap and so is always protected from
germs. They show a florescent color line covering whole body of each family
member when compared to other people who don’t use this soap.
PATRIOTIC ADVERTISEMENTS

These ads show how one can support their country while he uses their product or
service. For e. g some products together formed a union and claimed in their ad that if
you buy any one of these products, you are going to help a child to go to school. One
more cellular company ad had a celebrity showing that if the customers use this
company’s sim card, then they can help control population of the country.
QUESTIONING THE CUSTOMERS

The advertisers using this technique ask questions to the consumers to get response
for their products. E.g. Amway advertisement keeps on asking questions like who has
so many farms completely organic in nature, who gives the strength to climb up the
stairs at the age of 70, who makes the kids grow in a proper and nutritious ways, is
there anyone who is listening to these entire questions. And then at last the answer
comes - “Amway : We are Listening.”
BRIBE
This technique is used to bribe the customers with some thing extra if they buy the product using lines like
“buy one shirt and get one free”, or “be the member for the club for two years and get 20% off on all
services.”
Marketers use the promotions and rewards technique to create special offers and discounts that entice
consumers to buy a product. Here are example promotions and rewards to consider including:

Free shipping
Buy-one, get-one-free offers
No interest
A certain percentage off
Free samples
Coupons
SURROGATE ADVERTISING

This technique is generally used by the companies which cannot advertise

their products directly. The advertisers use indirect advertisements to
advertise their product so that the customers know about the actual
product. The biggest example of this technique is liquor ads. These ads
never show anyone drinking actual liquor and in place of that they are
shown drinking some mineral water, soft drink or soda.
AUGMENTED REALITY

Augmented reality is an experience where computers enhance real-world

environments by appealing to a person’s various senses. For instance, consider a
clothing brand that wants to advertise a new collection. One of its stores might set up
a life-size screen that captures a picture of a consumer and shows them how they
would look in different clothing items. This experience differentiates the brand from
competitors by intriguing customers and creating a more convenient shopping
experience.
OTHER TECHNIQUES…
COLOR PSYCHOLOGY
Color psychology is the use of colors to elicit certain emotions. Marketing
professionals use this technique in all forms of visual marketing. It's important to
consider colors in backgrounds, product packaging, fonts and branding because a
particular color palette can send specific messages. For example, muted colors can
provide consumers with a sense of calmness, so marketers often use light colors in
advertisements for sleep-related products. Many companies use one color to
represent their brand that becomes recognizable to consumers.
COMPOSITION
Composition entails the arrangement of elements in an advertisement and how they
occupy space. This technique is present in every type of visual advertisement.
Composition helps influence perspective by creating a visual flow that directs the
viewer's eye from one element to the next. Arrows or borders are examples of
composition that marketing professionals may insert in an attempt to guide a
viewer's eyes in the intended direction.
FOCAL POINT
A focal point is the main point of interest in an image. Choosing a focal point is
important to ensure your message is clear to viewers. You can create a focal point in
several ways. For example, you can use selective focus, which blurs everything in
the background to garner attention toward your focal point. You can also use lighting
to emphasize a product and create a dark background around it.
TYPOGRAPHIC COMPOSITION

Typography, more commonly known as fonts, includes the style and appearance of
text. It can portray messages with words while also remaining visually appealing. To
ensure that text is interesting to consumers, a designer may manipulate letters into
shapes or add texture. It's important to remain aware of the amount of text you use in
an advertisement. When typography is not the primary element, it may be beneficial
to use it sparingly so you don't distract from the message of the advertisement.
RULE OF THIRDS

The rule of thirds is a visual tool that helps content creators and designers place
elements on a space in a visually appealing fashion. Executing the rule of thirds
entails dividing a design space into six equal rectangles, creating two rows and three
columns of space to fill. To maintain balance, creators place important elements such
as the brand name and product at the cross points of the rectangles.
SYMBOLISM

Symbolism is when one object or idea represents another. Marketers use metaphors
and similes in advertisements to achieve symbolism. This technique helps customers
associate the product with something familiar and attribute the symbol's qualities to
the product. For example, a marketing strategy for a particular candle can use a
visual metaphor to compare the scent of the candle to a pine forest.
POINT OF VIEW

The point-of-view advertising technique displays an action as if the viewer is

performing or experiencing it themselves. This can create a powerful connection
with viewers by immersing them in the ad. Often, this technique is useful for selling
lifestyle products, such as outdoor equipment. To film point-of-view advertisements,
camera operators or stunt artists wear the camera at eye level to represent a first-
person point of view.
ANTHROPOMORPHISM

Anthropomorphism involves transforming inanimate objects into creatures that can

walk and talk. This tactic uses personification to make the advertisement memorable.
Companies may create a mascot by choosing an animal to represent their brand and
use anthropomorphism to incorporate their mascot into advertisements. Sometimes,
brands may create merchandise of the character to sell or distribute as gifts to
consumers if their advertisements are successful and the character becomes easily
recognizable.
GAZE
Gaze is a technique involving eye contact. Highlighting someone's eyes is effective in
directing attention and establishing a tone for an advertisement. Here are two common
types of gaze techniques:
Direct gaze
The character or person featured in the advertisement looks directly at the viewers. This
develops a connection and can motivate consumers to feel certain emotions based on other
aspects of the advertisement. For example, perfume advertisements use this technique by
including conventionally attractive people to associate a sense of desire with the smell of a
particular perfume.
Three-quarter gaze
The character or person featured in an advertisement intently directs their eyes elsewhere
on screen. This can generate a sense of mystery and wonder or help emphasize the focal
point of the ad. Beauty products often use this technique by having actors gaze into a
mirror while applying makeup, face wash or another item.
VISUAL PATH

As the name of this technique implies, a visual path guides the viewer as they look at
a specific piece of content. One of the most notable shapes for a visual path is the
“Z” shape that directs consumers from the top-left corner to the top-right corner.
From here, the viewer’s gaze naturally shifts down to the bottom-left corner before
moving to the bottom-right corner. You can apply visual paths on websites and
product packaging to ensure the viewer retains the most relevant information.
BODY LANGUAGE

Because many companies rely on textual and verbal messaging, you can differentiate
yourself by incorporating body language into your marketing strategies. Consider
how models or actors in advertisements convey emotions through their postures and
facial expressions. By leveraging these nonverbal cues, you can quickly encourage
viewers to feel a certain way about a product. For instance, an advertisement that
depicts a caring interaction between a doctor and patient might convince the
audience of the hospital’s empathetic approach.
THANK YOU!