Determining the message theme/major selling ideas – BMS Notes

These days, each business that wants to sell its goods has to promote it in order to educate consumers about it, boost sales, enhance its market value, and establish a brand and reputation within the sector. Every company invests a significant amount of money in product advertising, but the money invested will only be profitable if the product is advertised using the most effective strategies. Here are a few of the most popular strategies that marketers use to get the intended outcomes.

Appealing to Emotions

• The two elements that aid in this advertising strategy are customer requirements and the fear factor. Commonest appeals made under necessity are:
• the need for something fresh
• the need for receiving approval
• the need of not ignoring
• the need of changing the status quo
• the need for security
• must become more appealing, etc.
• The most typical pleas made under terror are:
• dread of mishap
• dread of passing away
• dread of being shunned
• dread of becoming ill
• aversion to ageing, etc.

Advertising for Promotion

This strategy entails providing customers with complimentary product samples. To attract clients, the products are shown at trade shows, special events, and advertising campaigns.

Ads on a Bandwagon

This kind of marketing strategy entails persuading consumers to purchase this product in order to get an advantage over others. Consider the recent commercial for Pantene shampoo, “15 crores of women trusted Pantene, and you? ”

Data & Information

Here, marketers demonstrate the efficacy of their product using data, evidence, and actual customer experiences. For example, “99.99 percent of germs are cleaned with Lizol floor cleaning,” “Colgate is recommended by 70% of dentists worldwide,” or “Eno – merely 6 seconds.”

Unfinished Commercials

The ads here are basically playing about with words when they claim that their product is superior than the competition, but they never specify by how much. For instance. Nobody can have only one Lays or Horlicks meal every day. Who can eat more and how much more nourishment is stated in the advertisements?

Words with Weasels

Using this tactic, the advertisements neither affirm nor deny that they are the best among the competition. E.g. Hairfall is decreased with Sunsilk Hairfall Solution. It doesn’t state “stops hairfall” in the advertisement.

Endorsements

Celebrities are used by the marketers to promote their goods. By sharing their own product experiences, the celebrities or stars recommend the product. Superstar Amitabh Bacchan and his wife Jaya recently endorsed a piece of diamond jewellery. The advertisement demonstrated how he pleased his spouse by choosing wisely to purchase this brand. Once again, cricket player Sachin Tendulkar provided brand endorsements for shoes.

Enhancing the Clientele

In this instance, the marketers used punchlines that complemented the customers who purchase their goods. E.g. “Because you are worth it,” Revlon responds.

Ideal Children and Ideal Family

By using this tactic, marketers portray families or children who use their products as content, upbeat units. The family in the advertisement is a straightforward and endearing one, with tidy and tastefully equipped rooms and well-mannered children. For instance, a commercial for Dettol soap depicts the whole family using the soap and being always germ-free. When they compare the whole body of each family member to those who do not use this soap, they display a fluorescent colour line.

10. Advertisements that are patriotic

These advertisements demonstrate how one may utilise their product or service and yet support their nation. Regarding e. Several items banded together to establish a union, claiming in their advertisement that purchasing any one of these goods would assist a youngster in attending school. In a different mobile business advertisement, a famous person demonstrated how users of the firm’s SIM card may contribute to national population management.

11. Asking the Customers Questions

Using this tactic, marketers pose queries to customers in an effort to gauge interest in their goods. E.g. Amway’s advertisements persistently pose questions such as: Who owns so many organic farms? Who provides people the stamina to climb stairs at 70 years old? Who raises children in healthful and appropriate ways? Is anybody really paying attention to these issues? Finally, the response appears: “Amway: We are Listening.”

12. Bribe

This strategy involves offering clients something more in exchange for their purchase, such as “buy one shirt, get one free” or “be a club member for two years and receive 20 percent discount on all services.”

13. Ads by Surrogates

Businesses which are unable to directly market their goods often choose this tactic. In order to inform consumers about the real product, marketers utilise indirect ads to promote their goods. Liquor advertisements are the best illustration of this strategy. These advertisements never feature anybody sipping real booze; instead, they feature people sipping soda, mineral water, or soft drinks.

These are the main strategies that marketers use to promote their goods. Online advertising can be done through a variety of strategies, including web banner advertising, which involves placing a banner on websites, content advertising, which uses content to promote a product online, link advertising, which involves placing links on other websites that take users directly to the product website, etc.