Advertisement is a paid form of publicity and communication. Advertisement psychology holds a grip on consumer’s psyche and cognition. Advertisement is always made with the object to have mass appeal. So it is designed and made on the same lines that it can make long lasting impact on the consumer’s memory. Everything is well knitted in an advertisement while reading and reflecting on consumer’s psychology.
Advertising has been there since time immemorial only with its method of displaying has been changed with passing time and advancement in technology. None of the media is untouched by advertising. Advertising can be done via
using any media be it television, radio, print which includes newspaper, magazines, pamphlets, brochure, handbills, or outdoor media can be hoardings, billboards, out of home, kiosk, canopies, etc, and now the new media or the online media. The only difference that the principles or theorems get changed for example for the televsion advertisement must be appealing in visuals and strong with verbal sounds. While for radio ads the focus should be on the words and sounds, for the prints the things go with the concept, theme colour and fonts depending on the space occupied by the ad, like for hoarding neon lights are used during the night time so as to grasp the attention of passerby.Advertisement psychology begins the work firstly by drawing attention, whether be it t.v. or radio commercials the ad should be noticed by the potential consumer, after this begin the process of generating interest to make a mind to buy the product and services, it arises a desire to make a headway to finally buy that product and services. Basically ads stimulate the sensory organs and leads to formation of perception. The ad
works on with the concept that hit or triggers the emotion where human beings can identify themselves and their needs. The ad hits the cognitive level of consumers subtly and unknowingly influence them the best exemplary of these are Food Products ads, Durable Goods ads, Life Insurances & Medical Insurances ads, Cosmetic products, Car and Bike and Home Loans ads, etc. The various kinds of companies study the buying behaviour of the consumer.The ads are made such that along with communicating and conveying the message it works on that whatever message is sent to the consumer should be retained in their memory for a long lasting time creating a brand image for the company which can easily be recalled when the consumer is asked or required. Therefore catchy taglines are made. Consumers look for various aspects of products and services like quality, usability, price, durability, and brand name which give enough scope for advertisement to competent ads. Sometimes the consumers which cannot buy the product or services at present but whenever they have the purchasing power can then acts as potential buyer.
From an unknown product or unknown service provider to an established brand image and brand value advertisements plays a crucial role both for the company as well as for the consumers by reading the traces of human psychology. Sometimes the pre launching market surveys and post launching market surveys are done this helps in modifying the advertisement psychology.
Advertisement psychology while gripping on the consumer’s cognition level, detects it’s and frame the advertisements accordingly for everlasting buying process.