Top 5 Advertising Gimmicks That You Have Fallen For
In today's world of the Internet, advertisements have become a part of our daily life. In fact, if it weren't for advertising, many of the opportunities to make money with the Internet would not be available to us. Advertisers have always pushed the edge when it comes to getting the word out on a product. From deceptive slogans and exaggerated imagery to extreme publicity stunts and even subliminal messaging, marketing majors have tried nearly everything to sell a product. In the end though, what ever the marketing campaign is, it always comes down to selling a product or service. For advertisers and marketers, there are 5 tried and true methods that are guaranteed to coerce the consumer into spending their money.
Pardon me, would you have any Grey Poupon? (Grey Poupon Mustard)
Silly Rabbit! - Trix are for Kids! (Trix Cereal)
Waassup? (Budweiser Beer)
Have it your way! (Burger King)
Got Milk? (California Milk Producers)
Like a rock (GM Trucks)
Gimme a break… Gimme a break…Break me off a piece of that Kit Kat Bar (Kit Kat Candy Bar)
What would you do for a Klondike bar? (Klondike Ice Cream)
Melts in your mouth, not in your hands (M & M’s candies)
Like a good neighbor…..State Farm is there (State Farm Insurance)
I'd like to teach the world to sing (Coca-Cola)
I'm Lovin' It (McDonalds)
Check out the rest of this list here: Greatest Slogans and Jingles of all Time.
Jingles, Slogans, & Catch Phrases
Think back to your childhood. I bet you can think of several jingles and slogans that have etched themselves into your brain. Jingles work because they play on your emotions and attraction to rhythm & harmony. Jingle makers exploit your brain's ability to remember things through associations by carefully choosing words that create something that is hard to forget. When making a purchasing decision, these "little songs" will subconsciously be brought to the front of your mind. This forces you to think about a particular product and may even compel you to buy it. Often times, these catch phrases can also get "stuck in your head,"making you think about it for a very long time. Some of the best Jingles and Slogans have been around for decades. Check the list to the right and see how many you remember.
While it is true that the best form of advertising is word of mouth from a happy buyer, a customer testimonial can sometimes be an advertising gimmick. This type of deceptive advertising is most often seen on those infomercials that I know you have been sucked into watching. Most of the time these 'customers' are actually paid actors. The next time an infomercial comes on check for these things to help identify who are the paid actors and the genuine buyers:
1) Listen to the words of the customers. Do they sound staged, rehearsed, or like they are read from a cue card?
2) Do the customers appear as if they are out of place? Do they seem timid or nervous?
3) Look for the fine print on the screen. Sometimes it is splashed on the screen for a short period of time or is so small it can barely be read.
A recent study by Brand Affinity Technologies has clearly shown that celebrity endorsements are more effective than regular forms of advertisements in social media. The same is true for other advertising mediums (such as radio and TV) and advertisers know this. In our celebrity obsessed society, its easy to see how this would work. But does a celebrity endorsement really mean that the product works well or that it is superior? No, it doesn't. It simply means that that company has a bigger marketing budget than the other guys do. Despite this, consumers still fall for this gimmick everyday.
Coupons, which sometimes afford the buyer with great deals, are actually an advertising gimmick. The idea of saving money will usually make a consumer feel good about themselves and could propel them into a purchase they would not have otherwise made. Are you really saving money though if you had to spend money that you had no intention of spending in the first place?
Also, many coupons only knock of a small portion of an already marked up price. Often times, there are products available that are cheaper than a brand name product with a coupon. That's not to say that coupons are bad or useless. Intelligent use of coupons can and will result in a major savings. However, this usually requires a little more work on the part of the consumer (such as following sales, looking for double and triple coupon offers, driving to multiple stores, etc).
Grocery store discount cards also fall into this category. How many times have you been to your local grocer only to realize at the time of check out that you have forgotten your shopper card at home? Now you must resort to begging or even crying to the other patrons to get the discount. How silly is that? Personally, I hate loyalty shopper cards for this reason. If I forget my card, I must pay 'full price' (actually this is should be called an inflated price, because everyone gets the discount but me in this case). Maybe I'm in the minority, but for this reason, I avoid shopping at these establishments. Besides, in my experience, these "discount cards" really don't save you any money. They're just a way for businesses to collect and analyze your shopping habits.
We've all probably heard that it takes around 66 days to form a habit. That is to say that after doing something repeatedly for at least 66 days, it will become an automatic action. Advertisers also know this. Did you know that the average person views around 3,000 advertisements a day? People can't possibly comprehend that many messages every day. Repetition helps ensure that an advertiser's message is comprehended and understood. It is a key concept when attempting to get a consumer's attention. Eventually consumers may give in and try a product simply because they've heard the commercial a multitude of times.
Questions & Answers
Could you get in trouble if you paid actors that said they bought items and you asked them to share what they thought about them? Could you go to jail or would you just get in trouble and not be able to make an advertisement? Is there any way to figure out if the person is not telling the truth?
It's not illegal to use paid actors to sell a product. Depending on what the actors do and say, it may be unethical. I would recommend getting the actors to use the products and give you a real, authentic opinion of the products. Alternatively, I would use actors to play the part of a real customer. Real customers may be happy with a product, but they may not do well in front of a camera. In any case, if you hire actors, they should not lie. If you have actors that lie, it could undermine the credibility of your advertisement and your product. People who see the ads may be able to tell that the actors are lying. When thinking about advertising, it's important to focus on your audience and your message.