With over 16 years of personal experience in brand advertising, I have seen the industry evolve and adapt to the new digital advertising mediums. One thing I have noticed is that the core techniques and principles of advertising have stayed pretty constant. The infographic below provides an easy to follow guide to the techniques applied to everyday advertising. Below are a few insights from the infographic and some further thoughts from my experience.
- A common mistake see in the advertising industry is to confuse Art and Creative Expression with Advertising. This infographic clearly tells the story that advertising is anchored in consumer psychology and less about art
- One technique not clearly noted, but engrained into many of the thoughts is Perceived Value. Today’s consumer is more educated than ever and simple techniques from the past no longer work. Today value is your product, service or ads being in the right place, at the right time and provide the right information that the consumer seeks.
- One marketing technique that has influenced advertising is the desire to drive conspicuous consumption; spending on goods and services acquired mainly for the purpose of displaying social status and wealth. Peer Reality is a related advertising technique that displays a group of a peers from a desired target market consuming a product or service, causing desire, want, envy and a perceived notion of need.
- Today we see an ever-increasing need to specifically target the “early adopters”. These individuals are the first to research products, purchase product and eventually become your brand ambassadors. Humans are naturally inclined to share their experiences. With the explosion of social mediums, the early adopters are able to share their thoughts and influence purchases by their peers.
Our team at IM Republic utilizes these techniques daily when crafting marketing strategies and advertising campaigns. Our marketing and design teams approach each new project with a foundation in statistics and previous campaign experience. With the foundation in place and clear goals defined, the design team integrates strategy with creativity. Learn More.
Creative without strategy is called ‘art‘. Creative with strategy is called ‘advertising‘ – Jef I. Richard
(infographic located here)