Social advertising is effective only when it creates at least minimal changes in the consumer's attitude to the problem; to determine the extent of these changes, advertising practice research is widely used.
The most common and accessible to the author is the method of questioning. This method serves as a good alternative to laboratory experiments, allows you to explore the psychology of the consumer, in particular, his attitude to advertising.
The results obtained will be processed using the methods of mathematical statistics. The survey is carried out mainly selectively, since the main task is to find out the opinion of other people from the general population with the help of the respondents.
The developed advertising layout is placed on the central streets of Moscow, however, to determine the psychological impact, there is no need to evaluate each outdoor advertisement, you can limit yourself to one option. Thus, the survey was conducted in the central region of Moscow (Taganskaya metro station), in order to study the psychological impact social advertising World Fund wildlife. The age category of the respondents is 20-45 years. The survey covered 50 men and 50 women of these age categories. This optimal size groups of consumers in order to identify the effectiveness of advertising, tk. with the smallest number of people, the test results are unreliable; increasing the number to 150 people and above leads to a sharp increase in research costs, slightly increasing the accuracy of the results.
This survey cannot high precision represent the general population, respectively, the data of a sociological survey are limited by the subjective factor of the respondents. However, the survey gives a fairly accurate representation of consumers about the prevailing opinions. target audience to which the presented social advertising is oriented.
goal
The impact of social advertising is displayed in economic efficiency: the goal is to draw public attention to "forest" problems. Achieved goal advertising campaign-- raising public awareness of the WWF project, making some consumers want to help. Based on their results, it can be concluded that the methods and methods of psychological influence used in this social advertising really turned out to be effective.
The following are the methods of influence used in this advertisement. When creating social advertising, a certain strategy of psychological impact on the buyer was built. A model of the structure of the psychological impact of advertising AIDMA was chosen (attention - attention; interest - interest; motive - motive; desire - desire; activity - activity). Attention is concentrated due to the moving image. This social advertising is aimed at the consciousness, the subconscious and the feelings of a person. At the same time, the influence on behavior is realized as the development of a direct impact on the intellect by emphasizing the significance of each individual and the importance of her specific act in a given situation;
Social advertising immediately affects the subconscious of the consumer, avoiding mental activity, which significantly increases its effectiveness. This advertisement is characterized by two scenarios of perception: direct infection with feelings and active evaluation of the poster by the viewer. The advertisement created an unusual situation from the point of view of the usual flow of time, when the trees disappear one after another literally in a second. After that, a person’s natural curiosity is activated, since he needs to understand what caused such a situation. This advertisement evokes a certain mood, a state of carelessness in relation to the riches of nature. And directs thinking in a certain direction against the background of the evoked mood.
Having considered the techniques of psychological impact that were used in this advertising message, the author concludes that from the point of view of psychological impact, advertising turned out to be effective. It attracted the attention of consumers and fixed the necessary information in the memory.
The author conducted a study based on the method of questioning. Respondents were given questionnaires (Appendix 6), where they answered questions that help determine the psychological impact of advertising. Based on the results obtained, diagrams were compiled.
Appendix 9 shows the ratio of two types of respondents: those who often visit the central districts of Moscow and those who rarely visit such places. 53% of respondents often visit the center of the capital, of which 30% are men, and 23% are women. The information obtained can be useful in further media planning. outdoor advertising this company.
In Appendix 10, to the question: “Have you seen this advertisement before?” -- 37% of respondents noted that they had seen this advertisement, while 21% of respondents often visit the city center.
Appendix 11 clearly demonstrates the public's lack of awareness of the problematic state of Russian forests: 66% of respondents do not know about the current state of forests, and 34% are aware (8% have seen this advertisement before; this factor could affect their answer). However, after this advertisement, given the indicators of Appendix 12, the author expects to increase attention to this issue.
The question “whether the advertising arguments are stated clearly and clearly” reveals the general attitude of the consumer towards advertising (Appendix 12). 78% of respondents consider advertising persuasive (43% - women, 35% - men). Therefore, this diagram once again proves that the techniques used in advertising have been effective.
In Appendix 13, the diagram shows the data collected based on the results of answers to the main question of the advertising campaign “how much does this advertisement motivate to help the fund”. The vast majority of respondents (54%) motivate this advertisement, 30% find it difficult to answer, and only 16% do not motivate this advertisement, however, 4% out of 16% felt that the advertising arguments were presented clearly and clearly.
Based on the charts, we can conclude that the outdoor social advertising of the World Wildlife Fund company has the proper psychological impact and fulfills the main goal. Of course, this assessment is rather arbitrary, especially since the studies were carried out at the very beginning of the advertising campaign. Nevertheless, the study shows quite good results, which provide a rough estimate of the psychological effectiveness of advertising.
The conducted research provides information not only about the degree of psychological impact, the results of the survey are also useful for the foundation itself, because find out the percentage of people who are not familiar with the problem.
The degree of psychological effectiveness in the first place shows whether the goal is achieved. The purpose of this public service announcement is to preserve the forest expanses of Russia by attracting the public. So, to determine the degree of attracting the attention of the audience to the advertising message, we used the following formula: B = O / P, where B is the degree of attracting the attention of passers-by; O - the number of people who paid attention to the shield during certain period; P is the total number of people who walked past the sign in the same period.
Outdoor advertising of the World Wildlife Fund is located at st. Alexander Solzhenitsyn. Not far from the WWF office. The conducted studies are based on the method of observation. On the street, the reaction of pedestrians passing along the street was noted for one hour.
Of the 94 people, 66 paid attention to social advertising (19 of them stopped and looked at the advertisement for a long time), and the remaining 28 people passed by (Appendix 14). Consequently, the degree of involvement: 28/66 × 2.4, i.e., almost 70% of passers-by paid attention to social advertising.
This study clearly demonstrates the effectiveness of the advertising campaign. Significant efficiency is achieved due to the convenient location of outdoor advertising - at the traffic light, in addition, advertising is located on a very busy street, where large outlets, cafes and subway. Also, the advertisement is located not far from the road next to the traffic light, where a large number of motorists who have the opportunity to view the poster at a stop.
During the advertising campaign and after its completion, after evaluating its effect, we can say that the evaluation of the effectiveness of an advertising campaign is the final stage of planning, this evaluation measures the results of communication activities.
Thus, based on the work done by the author, it is possible to summarize the feasibility of carrying out advertising company.Developed advertising corresponds to the set goals and objectives. When developing this advertisement, the peculiarities of consumer perception, their age category and the level of loyalty, which is confirmed by research. The outdoor social advertising created by the author is of commercial and social importance, and the research carried out has a specific practical application.
WWF is the largest influential environmental international non-governmental organization. The Foundation works in more than 130 countries in the fields of conservation environment. The main task of the fund is to preserve the biological diversity of the Earth, by achieving harmony between man and nature, by changing people's attitude to natural resources.
International environmental organization founded in September 1961; founder -- Julian Huxley. And in 1994, the Russian representative office of WWF was opened.
The World Wildlife Fund, following the United Nations, declared 2011 the International Year of Forests, so the main objective of this advertisement is to increase interest in the issue raised, since at the moment the Russian audience knows too little about the actual state of Russian forests.
As a result, the author developed social advertising for public organization World Wildlife Fund. The main goal of the work done was: to increase the public's attention to the "acute" flattering problem and push for decisive action aimed at supporting the foundation.
The design of outdoor advertising is based on the theme of the WWF advertising campaign. In the work, the author uses various stylistic and visual effects to emphasize the significance of the problem, attract attention and have a decisive impact on the consumer's subconscious. The developed advertising performs an informational function, a motivational, incentive and socializing function.
The study, based on the method of questioning, was carried out directly near outdoor advertising. The information received by the author can be used in media planning of social advertising. Based on the results obtained, it can be concluded that the outdoor social advertising of the World Wildlife Fund company has the proper psychological impact and fulfills the main goal.
The next study was carried out near st. metro Taganskaya, it determined the degree of attracting the attention of the audience to the advertising message. According to the results of the calculation, the degree of involvement?2.4, i.e., almost 70% of passers-by paid attention to social advertising. This study clearly demonstrates the effectiveness of an advertising company; significant efficiency is achieved due to the convenient location of outdoor advertising.
The nature of man, his essence, has been of interest to scientists for a long time. Despite the fact that there is no consensus among researchers about what human nature is, marketers have long been convinced that special methods can influence people's behavior. But what makes a person behave the way he does? Genetics? Culture? Society? Maybe. But a lot also depends on the character and a number of certain characteristics of a particular individual, such as age, gender, location, and so on.
Physicians and psychologists began to study human behavior in the late 19th century. These studies have revolutionized the understanding of what exactly influences human behavior. Therefore, the new science was adopted by smart marketers who began to apply the methods of social psychology in their work. Their goal was to increase sales, which is understandable.
Many of the tactics used since the early 20th century still work well today, but neuroscience research has added several other factors such as color, sound, and visuals. In order to convince a potential buyer of the need to purchase, you need to arouse in him an emotional need to perform an action, and this can be achieved with the help of effective ways and tricks. FreelanceToday presents 4 tactics for influencing the consumer.
Emotional attraction of color
Early marketing was mostly black and white in terms of color impact. Advertising in newspapers and on TV, despite this forced restriction, still worked well, but with the advent of color, everything changed. Marketers faced a new challenge: they needed to figure out which colors would work best for their target audience. And with the help of a science like psychology, they did a great job with this problem. To date, a huge number of studies related to the psychological triggers of color have been published. The infographic below shows exactly what criteria marketers use when choosing a brand or product color scheme.
Any color or shade evokes certain emotions in a person, that is, it is safe to say that color can influence behavior. What will be the main color scheme of the advertising campaign is determined by the characteristics of the market in which the product operates. Wherein right choice colors matter a lot.
Consider, for example, colors such as pink and purple. First of all, these colors are associated with femininity and beauty, that is, its emotional focus is best suited for a female audience. The image below shows how Prevention magazine uses color to promote their fitness video course. Saturated shades of purple and pink definitely attract the attention of women, while men receive a clear signal - this product is not for them.
There are a number of other emotional triggers associated with words or element placement, but more on that later. So far, the conversation is about emotions. Why, for example, does Facebook use the color blue and its shades? Blue is associated with trust and security, which is exactly what social media users need.
But if the brand is focused primarily on selling its products, it makes sense to use colors like red or orange, as they can stimulate impulsive consumer behavior.
Words and visuals
As already mentioned, marketing techniques developed at the beginning of the 20th century still work great. Research shows that 85% of buying decisions are driven by emotions or only 15% are rational. Indeed, certain emotions clearly influence human behavior. Joy, excitement, a sense of missed opportunity, or humor can spur the consumer to take the desired action. Negative emotions, such as fear, also work well. If a person feels that he is missing big deal, it is difficult for him to think rationally, since he is very excited at this moment. This is a very effective technique that is used very often.
But it's not just color that evokes emotions. Text messages and their visual design can also influence consumer behavior. Here good example promoting an advertising message from Basecamp. Basecamp, an online project management tool, does not rely on color, but on text content.
What do we see? Before us is a small banner that contains several emotional appeals. The emphasis is only on words, and the most important word here is “chaos”. It is this word that immediately captures the attention of a person, as it contains a very powerful emotional message. Nobody likes disorder, and if you make a person feel what will happen if chaos can penetrate his projects or even hint that such a threat exists, this can push him to take action. The organization of chaos reduces fears, because as the reader reads the text, he is convinced that with the help of Basecamp, he can maintain control over his work.
What goals did Basecamp marketers set for themselves? First of all, they needed to evoke the right emotions in a person who makes key decisions in the team. Of course, the target company will certainly want to join the 5,000 other firms that joined Basecamp last week. Because then it becomes part of a community of brands doing things right. In addition, there is a call for urgency in the text, and the blue color of the action button refers to a sense of security and trust. Well, the last emotional argument is completely irresistible - the message on the button offers a two-month trial period for free.
Humor and entertainment
If a person is in a good mood, his behavior is much easier to control. Marketers have long understood this and are actively using humor in advertising. Humor in advertising messages allows you to reach a very large audience, as it is often understandable to a wide variety of people.
This is how Virgin Airlines congratulated Americans on Thanksgiving Day. In the poster, we see an airport employee directing the aircraft while holding two roasted turkey legs, the symbol of this national holiday. Interestingly, the humor here is understandable not only to Americans, people living outside the United States also know about the custom of serving a fried turkey to the table on Thanksgiving Day.
Humor works very well on social media, as users are primarily looking for entertaining content. Funny pictures and messages let you promote trademark without causing the user to feel like they are being forced into something. The brand is perceived as friendly, while users remember the name of the product or company better, as humor makes them laugh, and laughter is a strong emotion.
The Psychology of Placement
The way the elements of an advertising message are placed also influences consumer behavior. When marketers are working on a flyer, poster, or web page, they know from the start that some design elements carry more weight than others. The weight is affected by the color, size of the elements and, of course, their location. The main elements attract the attention of the viewer, which is the goal of the marketer. If these elements do not consistently lead the viewer to the most important message, such as a purchase, the ad is considered ineffective.
You can find out how the user's eye moves with the help of heat maps, this technology works great in the case of web pages. Here, for example, is the Baby.com website page, its original design (on the left).
The map clearly shows that the main attention of users was paid to the face of the baby, and only then they began to view the rest of the content. Marketers are not happy with this. As a result, an illustration was posted on the site, in which the child looks at the text content, that is, what needs to be conveyed to the consumer. The red spots on the heatmap show that the redesign was successful.
As you can see from the examples above, with the help of color, words, visual design and correct location elements, it is possible to have a psychological impact on a potential consumer. If marketers take into account all of these factors and emotional triggers when developing an advertising strategy, then they can significantly increase their chances of success.
Svetlana RumyantsevaThe main purpose of advertising is to interest the consumer and push them to buy the advertised product. But often the potential buyer resists the impact and does not want to make a purchase. How to influence a person to induce him to action and not cause irritation? This is where the psychology of advertising comes in.
The psychology of advertising is a separate branch of psychology that deals with the substantiation of theoretical and practical ways increasing the efficiency and effectiveness of promotional materials by influencing mental processes and phenomena. Advertising has become integral part Everyday life, it can be found anywhere: on television, on radio, on the Internet, in newspapers and magazines. Modern cities are fed up with outdoor advertising: billboards, banners, streamers, on transport, advertising on street screens. There are various ways to influence the audience with one goal - the buyer must buy a product or service.
The main types of psychological influence on a person are information, persuasion, suggestion and motivation.
Information method
The most neutral method of influence. Informing does not have an emotional coloring, does not address the personality of the consumer and does not concern the value system, needs and interests. The main purpose of information is the imprinting of advertising material in the memory. These methods of influence include advertisements in the form of columns in newspapers, magazines, websites. There is information about the sale, supply, demand. The impact of advertising on the psyche of a human consumer with this method is minimal.
persuasion method
The main method of psychological impact of advertising on a person is persuasion. The main task is to convince potential buyers in the advantages and uniqueness of the advertised product and the need to purchase it. Persuasive advertising is the most aggressive form of advertising. main task which is to form consumer demand for the proposed product.
The main goal is achieved by convincing the buyer of the need, the need to purchase the product with the help of reasoned evidence. The product is characterized with better side, are revealed distinctive features and the ability to satisfy the desires of potential buyers. But persuasion works only if the consumer is interested in the product. Then it is much easier to convince of the need to purchase this particular product.
Basic Persuasion Techniques
Interests and needs of buyers. Quite an efficient way. Often, the main interests, desires, problems of potential consumers are monitored, which later form the basis of the proposal. The main needs of the target audience are included in the slogans of goods and services.
The novelty of the advertised product. People are more likely to pay attention to new products, this causes interest. Therefore, in order to attract the attention of buyers, advertisements for already known products highlight new characteristics or properties.
Problem situation. Advertising creates a certain problem situation. The question of a solution is posed, which arouses interest. This approach encourages thinking about possible ways solution of the given problem. And, of course, the advertisement offers an “ideal” option that will fully satisfy the needs of the consumer.
Complicity. Most often, this method is used in television advertising. Advertising is addressed to the viewer, appeals are used (you, you), offers to participate, test the product in action and make sure of its effectiveness. Often the advertisement is shot in the form of a report from the scene, which makes the buyer an accomplice of what is happening.
For "advertisers", whose task is to create a well-selling advertisement, in addition to methods of influencing a person, it is important to know and special turns of speech that enhance the impact of advertising. One of the most popular turns of speech, which helps to convince of the need for a purchase, is an antithesis. This is a short enough slogan to make it easier to remember, using a contrasting technique that helps to emphasize the benefits of the buyer. Persuasive Advertising Examples:
We work - you relax ("Indesit")
You love us - we kill you (anti-tobacco advertising)
Kvass - yes, "chemistry" - no! (kvass "Nikola").
Thirst is nothing, image is everything! (drink "Sprite").
suggestion method
As a rule, this is an intentional or unintentional effect of one person on the psyche of another. It can be hidden or with the consent of the suggestible. The main difference is lack of adequate awareness of the information presented. This method of influencing advertising does not work for all people. Everyone has a different degree of suggestibility, susceptibility and ability to obey.
The higher the level of knowledge of a person, the richer his life experience, competence, the more difficult it is for him to inspire something.
Studies have shown that it is easier to inspire people with a low level of education and young people. Women are more suggestible than men, this is due to the natural characteristics of the female psyche. Suggestion is directed at a person's ability to perceive information without providing facts or evidence.
Use of keywords. In advertising, which is aimed at suggestion, specific and figurative keywords are used. They must be understandable so that when they are pronounced, a clear picture emerges in the mind of a person. All this increases significantly. But abstract phrases can confuse or even remain incomprehensible to the consumer.
Use of epithets. When describing goods, qualitative adjectives are used that characterize the product from the best side, which forms a positive attitude towards the advertising product in the consumer.
No negative particles. At the psychological level, particles “not” or “no” repel a person, cause suspicion and doubt. To inspire the buyer with the need to buy, you should instill confidence and hope for a good result. Any negative statement can be turned into a positive one.. For example, "you don't want to be sick" should be replaced with "you want to be healthy".
Certain dynamics of speech. One of the most important advertising techniques. The impact can be increased by:
A high rate of speech is an indicator of intelligence, and therefore, has listeners. But we should not forget that a person must understand it and perceive what they are trying to convey to him. According to psychologists, a person perceives a low male voice better..
Purchasing incentive method
All the techniques and methods of the psychological impact of advertising on the consumer ultimately boil down to one thing: inducing a person to buy. The purpose of this method is to cause the desired reaction to the advertised product or service, which will ultimately encourage the buyer to purchase the product. Since the purpose of this type of advertising is to attract customers and purchase, it uses a clear message for the consumer in the form of an inciting slogan.
Some people develop resistance to advertising over time.. But advertising experts have foreseen this phenomenon. Special impact techniques have been developed for such an audience.
Command substitution method is applied. For example, if earlier there was a command - "buy", now - "everyone buys, people buy", etc.
Creates the illusion of choice. The buyer is invited to choose from several modifications of one product, which in any case is beneficial to the manufacturer.
The command contained in the question. Instead of directly voicing a command, questions are used to prompt action. They do not give an answer, but hide the command.
Attracting popular personalities to advertise the product. A well-known publicity stunt. Some celebrities advertise all sorts of products. Artists, athletes, singers project their success onto the advertising product. This is aimed at a wide audience of fans. They want to imitate idols. The choice of a popular person cannot be wrong, so the buyer does not need to think. Buying a product, the consumer will feel on the same level with the star.
There are also phrases and even individual words that encourage a purchase. For example:
"Offer only valid until..."
“Until the end of the action left ...”
"... and receive as a gift ..."
"The number of places (goods) is limited"
“Order a product right now and get a discount (gift, promo code, etc.)
"Money Back Guarantee"
Advertising specialists always make sure that it becomes effective. Having chosen any form of advertising, they try. High-quality advertising brings aesthetic satisfaction, causes positive emotions. It should be memorable and easy to understand for the target audience.
Advertising performance levels
The first level of psychological effectiveness of advertising. Potential buyers are unwilling to purchase an advertising product. There is a desire to get rid of the obsessive influence. Ignore commercials, ads in printed publications. In such cases, manifestation of negative feelings is possible: hostility, indignation, discontent, irritation.
The second level of advertising effectiveness. Potential buyers remain indifferent to product advertising, it does not cause absolutely no emotions. The consumer does not want to buy a product, use a service, and often does not even remember what was advertised. He is not interested.
The third level of psychological effectiveness. There is already interest here. Product advertising generates curiosity and attracts attention. An interested viewer highlights only the plot of the video, but not the product itself. He has no desire to buy the proposed product or service. Advertising exists separately from the object. The buyer does not associate advertising with the product.
Fourth level of efficiency. Advertising is interesting and attracts the attention of the viewer. In this case, the potential buyer remembers the plot of the video and the product itself, which is advertised. The consumer thinks about making a purchase of a product, but is not ready for a momentary purchase. He needs to think and perhaps the result will be positive and advertising will effectively fulfill its function.
The fifth level of psychological effectiveness of advertising. Advertising is of great interest to potential buyers. When viewing, representatives of the target audience experience pleasant emotions, they pay attention not only to the plot, but also to the product. There is a desire and desire, no matter what, to purchase the advertised product or use the proposed service.
Non-standard advertising
In recent years, advertising has become an extremely popular phenomenon in the world, so it is not surprising that new types and forms of advertising appear every year. In particular, viral advertising and non-traditional advertising media are very popular. Viral videos with little money can bring unheard of popularity and the desire to buy a product or service from the right target audience. Among non-traditional advertising media, you can find anything - from trees and benches to people! Advertising in public, as a phenomenon, has existed for a long time, but only in the modern world can it sometimes “shoot” better than multi-million dollar advertising on TV. Firstly, due to its originality and creative approach of the creators. The most popular and effective advertising in public is advertising on clothing and body art.
Conclusion
In recent years, special programs have been created and advertising psychology courses to improve the skills of specialists in this field. Each specialist wants to ensure that advertising meets the fifth level of psychological productivity and fully fulfills its tasks. After all, the main thing is the end result and positive emotions of the consumer.
March 17, 2014, 12:54Among them, the means of psychological impact of advertising on the consumer, psychologists distinguish the following: hypnosis, suggestion, imitation, contagion, persuasion, image, the “halo” mechanism, identification, the “25th frame” technology, advertising shows on television, neurolinguistic programming, socio-psychological installation. Let's say a few words about each of them.
- 1. Hypnosis. It can be used in both commercial and political advertising. Previously, hypnosis was considered as a special form of artificially induced sleep, but now this concept is interpreted extremely broadly in connection with the development of neurolinguistic programming. The most suitable means for hypnosis can be television, as well as stadiums filled with people with a "miracle" attitude (Chumak, Kashpirovsky).
- 2. Suggestion. It is the main psychological phenomenon in self-promotion (suggestio). According to some psychologists, suggestion should be understood as “the direct and unorganized influence of one person (suggestor) on another (suggerend) or group (17). On television, suggestion is achieved by repeatedly showing videos in different time days.
- 3. Imitation. Some advertisers believe that in advertising the method of creating conditions for imitation works most effectively in those cases when it is advertised that it is prestigious for a person, what is bought by him in order to be like a famous, popular personality. So, for example, imitation of children's advertising is known. Frequent change bright pictures on the screen attracts them more than other TV shows. In adults, imitation of an advertising character is more often determined by the coincidence of what he saw with what is due to his value orientations, as well as motivation and needs, the desire to be like a successful authoritative person.
- 4. Infection. Many psychologists define the method of infection as an unconscious, involuntary exposure of an individual to certain mental states. In this case, the individual does not experience deliberate pressure, but unconsciously learns patterns of behavior of other people, obeying them. This is especially true for advertising on television, when a person is shown well-groomed beautiful people who want to imitate. try to look the same. The phenomenon of infection is also used by advertisers during mass events, for example, at discos, when fluid consumption (beer, lemonade) increases.
- 5. Belief. This is a widely used method based on increasing information about the advertised product, on exaggerations, on comparing the advantages of the advertised product with the shortcomings of the goods of competitors on pre-prepared questions and answers, on demonstrating the uniqueness of the proposed product.
Based on experiments conducted by advertising researchers, it has been proven that advertising based on a direct appeal to the viewer, seeking to convince him to purchase this product, is rated much lower by consumers than dialogue-based advertising. The latter is unobtrusive and easily perceived.
- 6. Image(from French or English Image - image, appearance). Some authors of books on the psychology of advertising, for example Feofanov O.A., include psychophysiological characteristics in this concept (sensation of color, sound, etc., but most tend to see in it (30, p. 135) the concept of prestige. So, professor O.A. Feofanov (ibid.), is of the opinion that the most effective is the advertising that uses the image of celebrities, popular people (stars of show business, theater, cinema) to achieve its goals. popular person, acquires the status of prestige, she is more trusted.
- 7. halo mechanism. A very popular method in advertising to influence the subconscious mind of the consumer. It is used mainly in places of personal sales (supermarkets). As a rule, so-called eye-stollers are installed in the lobbies of stores, that is, objects, models, installations, etc., while using images famous people(singers, actors, etc.).
- 8. Identification. Psychologists attribute this phenomenon directly to the personality of the consumer himself. That is, the consumer, seeing the advertised character, somewhere in his subconscious puts himself in his place, while striving to be like him, as if identifying himself with him. This phenomenon is more commonly seen in food advertisements.
- 9. Technology "25th frame". A very popular advertising method these days. The term was first introduced in the early 1950s by James Vickery, owner of the research firm Subliminal Projection Company. According to him, the 25th frame mounted in the film affects the subconscious of a person and can make him buy what he does not particularly need at the moment. This argument was later refuted by him. Until now, the phenomenon of the “25th frame” is mentioned with reservations.
- 10. Advertising shows. Stage-wise, they resemble well-known talk shows; in time, they take an average of 5 to 30 minutes. During their implementation, the method of accelerated speech of the presenter demonstrating the goods is used. The fast pace of the presenter's speech deprives the audience of the opportunity to realize the situation of psychological influence, consult with someone, and draw on their personal past experience.
- 11. Neuro-Linguistic Programming (NLP). It arose as a kind of psychological practice in the early 70s of the 20th century. How is it decoded? The "neuro" part reflects the idea that human behavior originates in neurological processes through the organs of sight, hearing, touch, smell; Linguistic or linguistic indicates that we use our language to organize our thoughts and to communicate; “Programming” refers to the ways in which we organize our action ideas to get results. As a rule, NLP is used for the purpose of psychotherapeutic treatment (getting rid of bad habits, ability development, etc.).
12. Socio-psychological setting. Such an attitude forms the consumer's attitude towards advertising (television commercial, billboard, etc.). If only positive arguments are given regarding advertising, then the attitude of the consumer will be appropriate. Conversely, negative evaluations form a negative opinion.
All of the above methods indicate that advertising is a manipulator that affects the human psyche and encourages a person to make a purchase. In this regard, psychologists come to the conclusion about the ethical problems that arise as a result of the impact of advertising on the consumer. But so far they have not come to a consensus on who can take responsibility for determining the degree, forms and limits of psychological influences in advertising: how and what can or can not influence the consumer. Therefore, this question in the field of advertising psychology remains open.
Advertising is an integral part of such a large process as marketing, and plays almost the most important role in it. important role. Marketing, like advertising, is also considered today as a communication system that includes a whole range of technologies for working with clients (see Appendix No. 8, Fig. 3). We note that advertising activity, as a communication system, has a specific structure (see appendix p. 32). These are: the psychology of self-promotion (PS), the psychology of advertising (PR), the psychology of propaganda (commercial, political) (PP), the psychology of marketing communications (PMC).
The latter, in turn, has subspecies: public relations (PR), sales personnel (PS), direct marketing (DM), sales promotion (SP), but before talking about them, it should be noted that without marketing there was no the concept of advertising. If we consider the scheme (see appendix p. 32), we can conclude that the appearance of goods and, as a result, prices led to the emergence of a sales system, and then to the emergence whole system marketing communications. But marketing, unlike advertising itself, does not set itself the goal of selling what is being produced. Marketing proceeds primarily from the interests and needs of the consumers themselves. Thus, the purpose of marketing is to study and satisfy the multiple human needs for profit. In this sense, advertising is only a means to achieve marketing goals. But in order to investigate them, a science is needed, which is called the psychology of advertising. It is she who explores the needs of consumers, the motives of their behavior when buying a particular product, studies the psychology of people's lifestyle.
Let's consider directly the components of the marketing communications complex (see Appendix No. 8, Fig. 3).
- 1. Publications (PR). Its main difference from traditional commercial advertising is that PR activities are aimed primarily at creating an advertising image, brand, that is, working with information and the process of forming opinions about goods (services).
- 2. Sales promotion. (SP) One of the advertising researchers, Professor I.I. Rozhkov (24, p. 37) writes that sales promotion is an activity to implement commercial and creative ideas that stimulate the sale of the advertiser's products or services, often in short time. He also writes that the purpose of the joint venture is to create in the minds of consumers a sense of great value of goods marked with a certain trademark. Here we mean the brand. That is, in other words, goal is to create a positive assessment from the consumer about the product.
- 3. Direct marketing. Its main goal is to “constantly maintain targeted two-way communications with individual consumers or firms that buy or have the intention to buy certain goods (24, p. 37). In other words, it is necessary to maintain an indirect relationship with the consumer (firm, individual), so that the latter does not lose sight of this product, is aware of its existence. Psychologists in the field of advertising also refer this method to political advertising. So, for example, congratulations on Victory Day to a war veteran on behalf of the President Russian Federation is nothing more than direct marketing.
- 4. Personnel-sailing (PS - personal sales). TO personal sales include any form of sale of goods, during which there is a direct contact between the seller and the consumer. This may be a sale in a store, on the market, on the street, etc.
When we talk about a consumer, we mean a person with certain needs. What is a need? Psychologists understand it as an objective need for something that can be satisfied by a whole group of goods (food, information, etc.). Now we can return to the types of such consumers.
Psychologists refer to the first type as an active consumer who knows what he wants, that is, he consciously relates to the upcoming purchase. The second includes a consumer with conscious needs, but the possibility of unconscious needs is allowed. That is, in other words, the consumer can change his mind for various reasons. And the third type includes a consumer who does not have specific needs for a particular product (service) and does not have internal conditions for this. That is, we can conclude that the mechanisms of psychological impact on the consumer are based on the search for existing buyers of this product or potential consumers.
When we talk about studying the needs of consumers, we mean the whole problem facing psychologists in the field of advertising. And it needs a solution, like most other problems, because it is the main one among others. Here it is important for psychologists to separate innate from acquired needs; since the former cannot be changed, the latter can be influenced. But psychologists do not give an unambiguous answer to this question. Some believe that human needs are formed by advertising, others - that needs form advertising as such.
For the last remark of psychologists in the field of studying advertising, Leontiev A.N. the concept of “objectification” was introduced, that is, the embodiment of innate human needs by advertising. But in a number of cases, such “objectification” has the opposite effect, not in favor of the product, since a person, drawing on his personal past experience or the experience of other people, comparing the price and quality of the product, is already wary of buying this particular product, in some cases there are socio-psychological attitudes, which have already been mentioned earlier.
As already noted, advertising activity is a whole complex that has a certain structure, that is, types. One of these types is the psychology of advertising and propaganda in the media. Propaganda, therefore, is also a type of advertising activity. The term "propaganda" psychologists mean "a method of psychological influence on the population with the help of the media and communications" (18, p. 256). Distinguish between commercial and political propaganda.
Their main difference from each other is that political propaganda gives not only positive assessments, but also negative ones in order to destroy a competitor. When identifying the goals of propaganda, it should be noted its commonality with advertising. In fact, commercial advertising and propaganda are just different forms of advertising communications. The main purpose of propaganda is to impose an opinion. It can be open (speech to the people of a party member) or hidden (leaflet, brochure). The difference between advertising and propaganda is that in traditional commercial advertising, in order to check the product, you need to buy it, and in propaganda, information is listed that a person may never encounter.
Another important significant similarity between advertising and propaganda is that in propaganda the opinion imposed on a person makes him a propagandist, the same effect is observed in advertising, when a person who bought a thing becomes an advertiser, according to Professor O. Feofanov, a special role in propaganda is played by the so-called institutional advertising, that is, advertising not of goods or services, but of companies producing them. And another significant point, according to psychologists, is that advertising, like propaganda, often does not think about the benefits of the advertised product (in advertising) and ideas (in propaganda), that is, it is not always possible to say that or another idea or product may meet the immediate needs of consumers. Often propaganda can be mistaken for political advertising. But still, this is advertising, because it creates a certain positive image of a particular politician or party.
For this, a whole concept was introduced - image-making (literally - the creation of an image, an image). The difference between political advertising and commercial advertising is that in the first one they focus primarily on the content, in the second - on the form. But both political and commercial advertising are united by the same idea, which is that you need to do (say) not what you know how to do, but what people need.
Means of psychological influence on the consumer. We have reviewed different kinds marketing and advertising communications, but did not say where they would best be placed. To do this, there are mass media (media), as the most effective means of influencing advertising on the consumer. There are several types of advertising in the media: television, radio advertising, advertising in the press. There are other means, such as outdoor advertising or advertising on transport, advertising on the Internet. Television advertising occupies, perhaps, the first place in terms of the popularity of its viewing by consumers. It has several advantages over other types. Firstly, she has a very large human audience, which she influences almost around the clock; secondly, it has a high speed of information transfer; thirdly, the advertiser can exercise control over advertising (at what time and with what frequency to show it); fourthly, television, with the help of color, sound, movement of images, provides a high degree of involvement of the viewer in what is happening on the screen. According to a number of experts in the field of advertising studies, television generates a symbolic "reality", which creates a situation "nearby, but not together." With the help of language, visual images, television makes a person a participant in events taking place on the other side of the planet, giving rise to the phenomenon of “reliability of a television event” (20, p. 5).
One of the main problems facing psychologists in the field of studying advertising today is the problem of the influence of television advertising on viewers, on the changes that occur under their influence in individuals and society as a whole. Often television advertising carries Negative consequences, which affect children, adolescents and can provoke a suicide attempt or any mental disorders (hysteria, paranoia, etc.), which were already mentioned earlier. We will dwell on this problem in more detail in the last part of our work, when we talk about the impact of advertising on culture and society. In the meantime, let's return to the consideration of the following types of advertising in the media. The next type can be called radio advertising.
Compared to television advertising, it has a number of disadvantages, in particular, we can only hear the transmitted information, but not see it, however, radio advertising also has a fairly large audience of listeners. But in many respects, it loses to television advertising. Therefore, the effectiveness of advertising depends on the sound characteristics: the form of presentation of the advertised material, the timbre of the announcer's voice, the frequency of repeated radio messages.
The next type of advertising in the media can be called advertising in the press (newspapers, magazines). Advertising in the press is conditionally divided into announcements and text materials (articles, notes, reports, interviews, etc.). A group of American researchers (18) on the basis of studies of the motivation of readers of newspapers and magazines, and, consequently, consumers of advertising placed in the press, made several important conclusions:
- 1) Through the newspaper, people identify society as a whole:
- 2) Newspapers (magazines) help a person not to feel cut off from the outside world;
- 3) The authority of the newspaper (magazine) is reinforced by the belief that, unlike the means of disseminating information, relying on a fleeting spoken word (TV, radio), it is to some extent responsible for everything printed, and it can always be claimed;
- 4) Newspaper (magazine) advertising is familiar due to direct contact. There is a deep-seated belief in society that newspaper advertising is practically usable for immediate use. The next type of advertising in the media is outdoor advertising. This is the oldest type of advertising, which is still one of the most common in the advertising of goods and services.
Among the means of outdoor advertising are the following: billboards, various installations of illuminated advertising, electronic displays and newspapers, "creeping line", signs, signs, advertising on transport and others. characteristic feature outdoor advertising is that it, like television advertising, has a large audience, and this simplifies the solution of the tasks assigned to it - relatively inexpensive and at the same time mass contact with advertising consumers. It differs from other types of advertising in the media by the absence of a specific target group of users and the inability to track their reaction to advertising immediately. Advertising on transport (transit) - a subspecies of outdoor advertising - is good mass, that is, it will reach everyone who is on the street. The disadvantage is the same - the absence of a specific target group of consumers. Therefore, with the help of advertising on transport, mainly items of mass demand are promoted. Such advertising has an exceptional advantage over all other types - continuous exposure to the same audience from 10 to 20 minutes or more during the trip. There is another type of advertising - souvenir - these are T-shirts, pens, calendars, packages with brands of manufacturers of the goods advertised on them. They work in the same way as bulletin boards and signs.
But before releasing the advertised product to the masses, that is, to the media and directly to the market, advertising psychologists draw up a plan that should answer a number of important questions. This process has been named media planning. Among such questions are the following:
- 1. How many potential buyers should be covered by the advertising message?
- 2. In what specific advertising media should the advertisement be placed?
- 3. How many times a month should a potential buyer see them?
- 4. When is the best time for ads to appear?
- 5. What region or district is it appropriate to cover with advertising?
- 6. How much money should be allocated for each advertising medium?
If this plan was drawn up correctly and all the possible needs of potential buyers, their lifestyle and other criteria were taken into account, then, therefore, the successful promotion of the product to the market and its consumption depends on a successful plan.
McDonald D. identified 6 types of buyers using psychometric methods:
- - evaluators - are interested in finding the optimal ratio of price and quality;
- - mods - interested in the latest models, focused on their own image;
- - loyal - constantly buy products of the same respectable firms, pay attention to both quality and image;
- - lovers of diversity - fickle, capricious and inconsistent;
- - buyers on vacation - appreciate the pleasure associated with the acquisition of purchases;
- - emotional - often confused, impulsive and unsystematic in their addictions.
Advertising is the transfer of targeted information about services and goods, about their manufacturers, which has the character of persuasion. One of the most important aspects of advertising is to awaken the desire of a potential audience to buy a certain product. Therefore, the vast majority of advertising is designed to be persuasive in nature in order to attract new adherents to a product or idea. It is believed that advertising is, first of all, a set of words and graphic images, with the help of which the consumer is influenced. Although it is obvious that words and images addressed to a person do not automatically become deeds, if it were otherwise, then children always obeyed their parents, students obeyed teachers, subordinates obeyed bosses, crime did not exist. In reality, we rarely pay attention to even very correct advice, and listen only to those that correspond to our worldview and needs. At present, the vast majority regard advertising as an annoying fly, which is brushed aside by changing the TV channel, scrolling through a magazine, ignoring it on transport and on the Internet. However, it is impossible to imagine a picture of the modern world without advertising - it has firmly entered our lives and has become an integral function of society. Advertising is increasingly interfering in a person's life, controlling him at the conscious and unconscious levels. It is interesting that awareness of the need does not always occur. The need may remain incomprehensible, but in any case, a person forms a goal in front of him, an object to which he strives in the hope of getting rid of emotional anxiety, to experience pleasure. Motivations can also be unconscious, for example, attraction, attitudes, frustration states, deep suggestion (hypnotic suggestions). Advertising text at the optimum, it ensures the transition of attraction into a conscious motive, focusing the consumer's attention on those properties of the need that make it identifiable. The advertising text should inspire the recipient with optimistic moods, convincing them of the possibility of overcoming obstacles. Applied in modern conditions means of psychology in advertising are diverse, many of them are technically perfect, have a complex classification according to purpose, place of application, nature of use, degree of emotional and mental impact on people. In advertising activities, methods and methods of psychological, emotional and intellectual influence on people are widely used, since advertising is a socio-psychological phenomenon that affects the hidden corners of the human soul. Any type of advertising in the media - print, television or radio advertising - uses a variety of psychological techniques to "hit the nerve" of a potential consumer. This impact is carried out by combining ideas about this product with our deep and basic needs (not only physical, but emotional). Hidden in advertising is the message that buying this product will not only be beneficial and pleasant, but will also make us better and happier than we really are. Let's analyze the methods that are used in advertising to manipulate public consciousness. - information method. Some types of advertising give information about the product and product, trying to influence beliefs - an integral element of our attitudes. Such advertising explains what the product is intended for and describes its properties. Newspapers and magazines are ideal for this type of advertising. The most commonly used method of appeal or advice is to save money or get a better service or product. The feeling that you are making a bargain is a powerful motivator when you decide to buy something. It's so effective method that they often release special price lists with inflated prices, and in advertising prices are much lower. The buyer will not be destined to know that no one ever intended to sell the goods at a significantly inflated price. - Emotional method. Often advertising affects the emotional component of our installations. The impact on emotions is the most the best way influence our behaviour. For example, many of the commercials and posters speak to our love for friends, family, good times and the feelings they are associated with. Advertising, addressing us, asks: “Call your friends - show them your love, buy diamonds, perfume, cars, perfumes - show how much you love and appreciate them, sit with friends, drink beer - have a good time ". Goods become material evidence of care and love for people. The more closely a product is linked to our natural positive emotions the more effective the ad will be.
When product advertising is associated with entertainment - this is also an emotional method, advertising in this way awakens in us the emotions associated with family and a sense of love. This method is clearly seen in advertisements for beer, soft drinks, and baby products. When vacationing people, a beach or a ski base, a bohemian party appear in the frame of the clip, all this evokes anticipation and recollection of the holiday in the memory and imagination of people. So gradually this product from an advertising clip becomes an integral part of the activity and, more importantly, an integral part of the feelings associated with this activity. Certain cultural symbols in ads evoke warm feelings in viewers, and those feelings are transferred to the advertised products, as expected by the ad maker. There is a kind of substitution of the associative series: a holiday - joyful emotions, an advertised product - joyful emotions. A boy and his dog, a grandmother who bakes an apple pie, the image of the national flag, the return of family members are all examples of such symbols.
These symbols frequently appear in advertisements of all kinds. When we associate this or that product with positive feelings caused by a cultural symbol, a whole chain of associations is called up. Even the name of a product can influence our feelings and attitudes towards the product, especially if the name is a significant word in our native language. Also, one of the main feelings that advertising actively influences is the desire to be young and attractive to people of the opposite sex. "Buy this shampoo, perfume, cream, etc. and you will become desired and loved." The most effective sales method is one in which it is described that the product can provide a good psychological state of a person and satisfy his personal needs. Also, the impact on a person can be carried out through a natural human desire to be part of society - “all mothers trust”, “good housewives use”, “all children love”, “a real man buys”, - in our minds, we, depending on situations, we automatically classify ourselves as one or another group, falling into the advertising trap “you are with us only if you have IT”.
Often the psychological method is used to give the viewer a sense of their own uniqueness or the uniqueness of a new thing. Interestingly, this method is especially characteristic of large corporations that struggle with the image of huge faceless and indifferent institutions. Related article: Spasmodic dysphonia. Etiopathogenesis.
Methods of medical and corrective influence - Patriotic methods. It is quite common in advertising to call for national pride. Such appeals often come across in advertising during the four-year Olympic Games and the World Cup. From the point of view of advertising, love for the motherland, patriotism are in the sales market, and not in the head office of the company. Sometimes individual international events are reflected in promotional products. After the invasion of Afghanistan in 1979 by Soviet troops, a wave of anti-Soviet sentiment rose in the United States. One of the Turkish vodka producers launched a campaign of "revolutionary vodka without revolution". But when nationalism crosses the line and turns into tasteless chauvinism, commercially it loses its meaning. Method of awakening fear. This type of advertising creates in the viewer's imagination the threat and fear of what can happen to a person if he does not purchase this product.
This advertisement is considered the most popular in Russia, and it has a great effect on the Russian consumer. Example of an advertisement: a child gets sick because he does not take a certain type of vitamin, or when an advertisement for the latest computer tells viewers that this particular computer is an effective means of teaching a child at school. Naturally, any parent wants his child to be healthy and successful - this is where a subtle and at the same time powerful effect on the guilt and fear that every father and mother has. It happens that such an appeal is not veiled in any way, especially often this happens if the advertised products relate to the safety of children. Such an appeal to the parental instinct, such as caring for your offspring, playing on a sense of responsibility for children, is most often used in advertising. The psychological study of persuasion shows that appealing to feelings of fear can result in a variety of effects. Specialists in the field of social psychology and advertising have long come to the conclusion that a certain optimal level of fear is needed, then persuasion will be most effective. A weaker impulse will not take desired result, and too aggressive advertising can cause the opposite effect - disgust and defense mechanisms will turn on, then the advertiser's "message" will not reach the viewer. Addressing the feeling of fear in advertising is effective, but you should be very careful with it. But with all the variety of methods, it is not easy to predict the success of a planned advertisement, since all people are individual. Each of them behaves in its own way, which makes the behavior of the mass consumer almost unpredictable. The advertiser's activities in terms of influencing consumer behavior are further complicated, firstly, by the constant change by people of their opinions, beliefs and tastes. What we liked the last few years may lose its appeal tomorrow. Secondly, the behavior of some people is inconsistent and unpredictable. Thirdly, people often cannot explain their own actions. Any woman can say that she bought a dress out of necessity, or that it cost a third less, while real reason may be completely different. Often we do not understand why we behave this way and not otherwise, and if we understand the real motives of our behavior, we are afraid to express them. Our motivation refers to the internal drives that underlie the consumer's purchasing actions. These urges stem from the need to reduce their needs and satisfy their "wants" that arise in the process of life. Unfortunately, motivation cannot be observed directly.
Often a decision is determined by a whole combination of motives. The reasons that a person stops buying goods from one company and switches to another may be different: close proximity, a richer assortment, more successful advertising from a marketing point of view. There can be many of these reasons for the buyer to switch to the products or services of another company, even if the prices for some goods are lower in the first case. People have different needs and desires, and therefore different motivations. It is difficult to understand the needs, the same need can be satisfied in different ways. Similarly, the same product must satisfy different needs of people, and it is not always clear which need or desire a given product satisfies. In addition to internal, consumer behavior is subject to many external influences emanating from the family, social and cultural environment. A family has a huge influence on any person.
Our attitudes and beliefs regarding morality, religious beliefs, politics, interpersonal relationships are formed, first of all, in the family. From an early age, the family instills consumer views in us - our attitude to goods and our consumer habits. Food preferences, in particular, are formed on the basis of the food that a person consumes in the process of growing up. If from an early age a person is accustomed to the fact that a headache should be treated with “Ъ…” .., and household appliances should be of the “Y…” company, then an adult’s buying habits will most likely remain unchanged. In recent years, family influence has diminished as working parents are less involved in raising children who seek social values outside of the family circle. The influence of "authorities" on the consumer is also great. “Authority” is a person or organization whose attitudes or opinions are considered correct by those people who have common interests with the first in a certain field of activity. Authorities exist in all areas (sports, religion, economics, fashion, finance, etc.). We reason like this: “If such and such (or such and such) believes that this is the best cosmetics, then it is so. She (he) understands this better”, etc. For this reason, media personalities are so actively used in advertising, large commodity producers often resort to their “services”. The influence of cultural heritage and traditions on the consumer is also very high. Americans eat hot dogs, peanut butter, and apple pie in large quantities. In Europe, you can buy hamburger sandwiches, but they will have a different taste, and you may not find a chocolate milkshake at all. The population of the US and Canada is a conglomeration of nations, some of these subcultures are based on race, national origin, religion, or simply geographic proximity. The advertiser must understand the essence of such subcultures, since cultural differences can greatly affect the reaction caused by a particular product or its advertising. Representatives of these subcultures pass on their views and value systems from generation to generation. Racial, religious and ethnic groups have their own basis, which influences the formation of preferences for clothing, food, drinks, personal hygiene and household items, to name a few. Today advertising agencies companies specializing in markets that bring together national minorities are experiencing a real boom, and companies are coming to understand that appealing to special interests often gives a good result. Thus, external influences on the consumer are just as important as internal ones. Awareness of all these factors helps market specialists create those strategies on the basis of which advertising is built.
