There are a multitude of tactics involved in the creation of an advertisement. An effective advertisement should be able to cut through the clutter of other ads, deliver the desired message, and develop brand-name recognition. A few of the advertising methods are repetition, strategic location, and eye appeal. Since the population of America is bombarded daily with more advertisements than is tolerable, advertisers have had to learn how to make their advertisements stick.
A basic but useful way of advertising is by the frequent or repetitive appearance of a brand name or symbol in public areas. The human memory is more or less a three-step process beginning with sensory memory which absorbs an experience, then the short-term memory, and lastly, the long-term memory. In order for an experience, such as a commercial for the fast-food restaurant Checkers, to stick in a person’s mind that commercial needs to be repeated. The more frequent the commercial for Checkers is seen by a viewer the greater the chance that it will be stored in short-term memory and possibly the long-term memory. That is why commercials are shown frequently and sometimes back to back. Memory recall of an advertisement is extremely important for companies who are attempting to establish brand-name recognition within customers. Out of the seemingly endless variety of brands from which a customer has to choose from, a product with a familiar brand name will hold sway over a completely unheard of brand. When a product becomes familiar to an individual memories become attached and the basis of customer loyalty begins to develop.
Another tactic advertisers use to lure customers in is by placing advertisements in strategic locations, or areas where they may be optimally viewed by the public. Coca Cola advertises on their merchandise, commercials, and even their transport vehicles. Coca Cola use to sponsor movies so they could take advantage of the advertising opportunities by shooting scenes of the actors drinking Coca Cola in the film. If it was a box office hit, then millions of viewers would have received the effect of the advertisement for Coca Cola. Over time, Coca Cola’s successful advertisement campaigns have been so effective in building customer loyalty that the brand is now associated with the roots of American culture.
An advertisement may be strategically displayed, catchy, and repetitive but if it fails to convince viewers that they need that specific product, then it will be less effective. Perfume, for example, is often advertised in a manner which implies that any woman who spritzes herself with the scent will become more sought after by men. People desire to be accepted by society and therefore a good advertisement should convince an individual that his or her lifestyle may be changed in a positive way if they purchase that product. Some advertisements which display anorexic thin girls have been so effective in captivating the public’s attention that a large percentage of teenage females feel that they should a physique similar to the actresses in the media.
Advertisements clutter up the American scene, but only the most tactful ones will penetrate the American minds. A few useful advertising tactics are repetition, strategic location, and the ability to sway the public’s desires. So while advertising has been accepted as part of the American culture, any knowledgeable individual should be able to effectively analyze the underlying message.
