Psychological techniques in advertising

Advertising in the broadest sense of the word is information about certain goods, services, manufacturers. The main task of quality marketing is to awaken the desire of the target audience to purchase products or use the service. Many believe that advertising is just a set of attractive images and words through which the impact on the consumer is effected. In fact, its role is much more significant, because an effective video (ad) always forms the need to perform a specific action, that is, to buy a product or service.

but rational considerations. Any product, product or service is designed to meet the existing need. As you know, there are five groups of needs. A. Maslow suggested that the average person meets the needs of the next degree (with the advertised and purchased products and goods contributing little to the satisfaction of normal human needs, but undeniably justify the salary of marketers and advertisers): 85% physiological, 70% safety and protection, 51% - love and belonging, 40% - self-esteem, 12% - self-actualization. Physiological needs are needs for food, drink, sleep, shelter, intimacy, etc. Obviously, what products and goods that we buy are designed to meet these needs. The need for security lies at the heart of advertising armored doors, alarms, security systems for apartments, personal cars, self-defense, etc. The need for belonging and love - this need is based on advertising social networks, dating services, family entertainment, interest clubs and etc. The need for respect - fashion clothing, style-related products, cosmetics, sports cars, gadgets - all use the need for respect. The need for self-actualization - here we are talking about advertising of art objects, educational services, travel related to self-development, etc. What methods of influence are used in marketing:

Classification of advertising methods

Most citizens refer to advertising as an annoying fly, creating additional difficulties when watching a movie (transfer), reading a favorite magazine, surfing the Internet. Do not even help posting information in unusual places or a non-standard form of presentation. Therefore, marketing experts have developed methods of influence that can attract the attention of the audience to advertising and affect the hidden corners of the soul of recipients. The most common classification is the division of receptions into three main categories, including:

• information;
• emotional;
• psychological.

The first of these methods give detailed information about the benefits of the product, while their main goal is to influence the behavior by convincing the consumer of the need for a particular product (service). Most often, such exposure options are suitable for printed publications, when in a small text, information on products is clearly, concisely, laconically available. Usually a form of advice or address to the addressee is used, which is convicted of the benefits, benefits, availability of the object of advertising. A standard example of information methods was the indication of the old (inflated) and new price, which is relevant only for a limited period of time.

 "Cheap smartphone"


Do not lose vigilance with any purchases on the Internet. Let's say you found the smartphone you need at a price half that of official electronics stores. Do not rush to make a purchase, first, read all the terms of the transaction. If you are asked to prepay for a smartphone, then most likely you are dealing with scammers.


Surely on the site with surprisingly cheap smartphones will be indicated phones of the call center, it will be superfluous to contact the operators and find out what is the secret of low prices. Also look for buyers' reviews of this store. 

Emotional means of influence are directed at the production of certain feelings associated with our worldview. Especially effective, these methods have proven themselves among children and teenagers, and the most popular topics have become relationships with friends, family, and the other half. Quite often in commercials such appeals sound as: "Prove your feelings - buy jewelry (car, perfume, beer can, etc.) right now." Goods act as a kind of catalyst for love, happiness, a bright future for the consumer. Sometimes the products are advertised in a festive atmosphere (parties, concerts, recreation on the beach), which gives rise to the imagination of a person the relationship between the object being sold and fun, joy, detachment from problems or depression.

The most popular psychological method was the appeal to a sense of fear. Here the main thing is to find a fine line that would show the need to purchase goods (services), but at the same time did not cause the consumer to disgust. The effectiveness of the video, built on the application of this method, is almost impossible to predict, because it is not possible to predict the reaction of the addressee reliably. Complicating the development of the "message" is the variability of human nature, since what the customers liked yesterday may lose appeal in the present. Therefore, for the creation of advertising, built on psychological methods, only recognized marketing professionals are taken.