02/07/2021
Tip #3: Attention Seeking Potential
Earlier, the advertisers used to keep the end of an ad engaging so that users can go home with messages intact.
But with the coming of remote control operated TV sets, the user has more control on what they want to see.
So, your advertisement or campaign must be attention seeking from the very first second.
If this is not so, then the user can very quickly switch to other channel.
To get the attention of viewers, brands use advertisement techniques that invoke extreme emotions.
For Example:
In a Deodorant Ad, a man sprays deodorant on his body and girls get attracted to him from all the directions.
There are so many other ways of attention seeking potential which can be handy for you and your product, so choose it wisely whichever suits your product.
A. Testimonial Route of Social Proof: Some advertisers and brands use reports and surveys to make customers believe that the product they are showcasing is one of the best. If you don’t use it, you are going to be disadvantaged.
Some examples of such brands are USHA, Fena, Colgate, Sensodyne, etc.
Moreover, many brands have this tendency to use doctor’s coat to make people believe that the product is best for you.
B. Unexpected Expected Delightful Surprise: To avoid huge investment, instead of hiring an expert agency, many companies opt for someone with little hands-on making creative ads and they spoon-feed their ideas to the audience.
But it fails drastically because if you spoon-feed your audience, they will not admire the things they already know.
The audience likes unexpected ads with delightful surprises in the end.
The ad should be designed in such a way that leaves a smile on the faces of people.
Pidilite did many experiments in doing things like this; they made a few ads that left a smile on people’s face and things that were unexpected.
The same thing happened with the ad of Royal Stag -Men will be Men, Airtel followed the suit.
