Advertisements are everywhere! At the movie, in the mail, on television (where ad time almost equals program time in some cases), in printed material like magazines and newspapers, along the road, you name a place and there is probably an ad there.
All this is a challenge to the advertisers for they must come up with a way to get over the mental block set up by consumers for self-protection. How can you get others to notice your ad among the thousands of others? One effective way of doing this is through building curiosity with sights and sounds.
Sounds often involve music. Many TV ads include some type of mood setting designed to make you at least watch the ad. Other types of sounds also build curiosity and attract attention. The Superman serials on TV in the 50s were popular with kids partly because of the air sound as the hero landed or took off.
Curiosity is also built through the visual. A blanket over the newest model of a car makes consumers wonder what it will look like. Women in general sell products better than men in ads. A collage of movie clips are used in trailers to stimulate the imagination and make people want to see the whole thing.
The double edged sword of both sound and sight will help raise an ad from the ignored to the noticed. By using both the ear gate and eye gate attention is more likely gained. Yet, if everyone does this, then your ad will remain indistinct.
One form of advertising is unique in this regard. This method is called banner ads. A large billboard or long banner is pulled behind a small airplane over a large group of people. Since this is the only ad visible at the time, it is sure that there is no competition for attention.
Picture yourself sitting on a beach, basking in the sun when you hear in the distance the drone of a plane. You are relaxing so you have time and interest to check it out. Coming your way is a single engine plane pulling some type of banner. Your curiosity is pricked. You want to know what it says. You wait with anticipation until the banner is in plain view and you read it, probably several times.
The plane goes by but after a few minutes it has circled around and passes by again. You read it a second time. The third time, you have it memorized and recite the message in your mind before it is in sight. Perhaps you even comment to friends nearby.
The advertiser has accomplished his goal. He has made you curious, used sounds and then sights to declare his message, and repeated it over a period of time until it was fixed in your memory. And no competitor could present the advantage of his product or service. The advertiser will be confident that, if you can need the product, his name will be at the top of your list.
All this is a challenge to the advertisers for they must come up with a way to get over the mental block set up by consumers for self-protection. How can you get others to notice your ad among the thousands of others? One effective way of doing this is through building curiosity with sights and sounds.
Sounds often involve music. Many TV ads include some type of mood setting designed to make you at least watch the ad. Other types of sounds also build curiosity and attract attention. The Superman serials on TV in the 50s were popular with kids partly because of the air sound as the hero landed or took off.
Curiosity is also built through the visual. A blanket over the newest model of a car makes consumers wonder what it will look like. Women in general sell products better than men in ads. A collage of movie clips are used in trailers to stimulate the imagination and make people want to see the whole thing.
The double edged sword of both sound and sight will help raise an ad from the ignored to the noticed. By using both the ear gate and eye gate attention is more likely gained. Yet, if everyone does this, then your ad will remain indistinct.
One form of advertising is unique in this regard. This method is called banner ads. A large billboard or long banner is pulled behind a small airplane over a large group of people. Since this is the only ad visible at the time, it is sure that there is no competition for attention.
Picture yourself sitting on a beach, basking in the sun when you hear in the distance the drone of a plane. You are relaxing so you have time and interest to check it out. Coming your way is a single engine plane pulling some type of banner. Your curiosity is pricked. You want to know what it says. You wait with anticipation until the banner is in plain view and you read it, probably several times.
The plane goes by but after a few minutes it has circled around and passes by again. You read it a second time. The third time, you have it memorized and recite the message in your mind before it is in sight. Perhaps you even comment to friends nearby.
The advertiser has accomplished his goal. He has made you curious, used sounds and then sights to declare his message, and repeated it over a period of time until it was fixed in your memory. And no competitor could present the advantage of his product or service. The advertiser will be confident that, if you can need the product, his name will be at the top of your list.
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