Advertising is familiar to modern man, it firmly entered into all areas from which at least some information comes from. And this technique was born at the dawn of mankind with the advent of the exchange of products and the emergence of trade relations between people. Then they talked about the product. There was verbal advertising, but it always had its goals, highlighting the advantages of the product among analogues. Now this method of promotion can be found everywhere: on the Internet, on television, in print media, on the radio (in the elevator, car and public transport), on billboards on the streets and facades of buildings, and so on. The text, sound and image work to achieve the goal.
Definition
An advertising message is an information stream transmitting to potential consumers information about a product or service, forming their motivation for new consumption. It is almost impossible to do without this method of promotion and effectively build a business. Information has various characteristics, can be calm and peaceful, and may prompt immediate action. The advertising message has the same characteristics, divided according to the purpose of use into informative, exhortative and reminiscent. Each species has its own place in the product life cycle.
The basis of exhortation in advertising
This type of product promotion forms the selective demand of the audience. The exhilarating function of advertising is based on the psychological characteristics of consumer behavior. This type of impact is similar to suggestion, convincing that among the available offers, it’s a promoted product that will help solve customer problems, making them happier and more comfortable. Within the framework of such an impact, hidden comparisons with other similar products are possible with emphasizing the advantages of the advertised object.
Place in promotion
Exhortative advertising is especially significant at the beginning of the appearance of a product on the market, when the product went on sale, but has not yet found its buyer, has not won respect from consumers. Apply this type of promotion and at the stage of growth in sales, if necessary, additionally attract a new audience, "pull" customers from competitors. In such cases, aggressive promotional activity is launched with an exhortatory character. Such an impact is a slow, but confident, gradual formation of the image of the brand and the manufacturer, the compilation of motivation to make a purchase, the conviction of the consumer that this product is what he needs.
Purpose of use
The purpose of exhortatory advertising is to draw attention to a product or service, to show its distinctive features and advantages among many analogues with the same properties or qualities. Its purpose is to isolate the product from a number of others that are produced by competing firms, it is advantageous to present its differences in order to stimulate the consumer to purchase a promoted product or to use a new service. This is a way to attract as many new consumers as possible, to increase demand.
Tasks
The main task of exhortatory advertising is to create a preference for selective attitude to the created image of the product, different from other similar ones. It is necessary to make the consumer believe in the exclusivity of the product and stimulate the desire to immediately buy it or urgently find out more information about its advantages regarding similar products from other manufacturers. Its task is to convince the consumer of the exclusivity of the promoted product.
The exhilarating form of advertising is the creation of selective demand in the face of fierce competition. Not only a product, but also a brand can be advertised, because consumers trust a reliable and well-established manufacturer. Its task is to create an arrangement for this trademark, brand, product, to make it desirable for the target audience.
Effective formation of selective demand is based on creating a brand with all the necessary attributes: the same packaging, a beautiful label, an advertising slogan, etc. Promotional advertising affects the senses, consciousness and subconscious of people, which leads to positive results in marketing products. Examples include brands such as Disney, BMW, Bosch, Nivea, etc.
Comparison in advertising
The boundaries between the types of promotion are blurred and can carry each other's features. So, exhortation advertising can use the comparative method. She, drawing parallels between the advertised product and competing, emphasizes its advantage. Most often these are daily demand products. The buyer, seeing his benefit, seeks to make a purchase immediately. The method is used in advertising detergents, car tires, cosmetic products, batteries, toothpastes and other consumer goods. It is, of course, forbidden to name specific brands of competitors, but with the help of a visual series, voice acting, skillful directorial ideas, the comparison is quite clearly read by the consumer.
Exhortative advertising can encourage the buyer to switch to a new product, increasing the value of its properties. By stimulating demand, promotion methods increase customer profits. The correct mix, combining various types of impact, is of great importance in the economy, increasing the income of producers. With the help of advertising, people learn information of national importance, about new technologies, social goals, achievements, properties and quality of goods, and they just start to dream and desire, to set new bold goals.