Insider tips from advertising psychology – part 2

The effects of advertising media can be massively increased with some basic methods. However, it is important that the principles and advertising psychology behind them are observed. Some of the most important methods and models are presented here in an easy-to-understand way.

An experiment in advertising psychology

In advertising psychology, scientific methods are used to research mechanisms through which advertising influences the behavior and experience of consumers.

One of the most famous experiments is the so-called HOBA experiment. It simultaneously explains one of the most central components of advertising in general and therefore serves as the basis for most advertising processes.

In the experiment, a soap with the invented brand name HOBA was presented to the subjects. During the presentation, images of beautiful landscapes and lightly dressed ladies were played in the background. Finally, during the final questioning, the subjects associated the background stimuli with the product itself.

Today, this approach is called emotional charging. The aim here is to link a positive secondary stimulus with the actual product. Subsequently, the customer reacts to the product itself with the same positive reaction and attitude that he actually shows during the secondary stimulus. There are numerous successful examples in advertising today. For example, cosmetic products are associated with the refreshing feeling of a beach; cars are often depicted with sporty attributes, and products for mothers are mostly presented with cute, dear toddlers, awakening the so-called child schema.

Via the HOBA effect, it is therefore possible to transfer positive reactions that occur in a neutral context to the product itself. Corresponding stimuli have a particularly strong effect if they are clearly visible on the respective promotional item or promotional product.

Known advertising methods with provable effects

One of the most important functions of promotional items and promotional products is to remain in the memory of consumers. This is the only way to achieve a lasting effect and actually initiate purchases or maintain follow-up purchases.

Advertising psychology works here mainly with models of memory psychology. One of the most effective methods is repetition. Regardless of whether a promotion is good or bad, it is significantly more likely to be remembered if it is repeated often. However, this effect is often enhanced with additional methods.

Since every repetition of promotional items and promotional products costs money, the effectiveness of each campaign also plays an important role. It has been shown here that strong emotions can significantly strengthen the individual advertising effect. So if promotional items and promotional products contain stimuli such as humor, eroticism or beautiful music, they remain longer in the memory.

Another well-known and effective method is advertising with public figures. In advertising psychology, this approach is called “learning from the model”. The people advertising are usually successful, likeable or enjoy a high degree of authority. If an athlete advertises a deodorant brand, for example, this shows that the deodorant brand must be particularly good. After all, the famous athlete would not settle for an inferior deodorant. So if the athlete with his high demands is satisfied with this product, then the consumer knows that his needs are probably also met. Due to the so-called fundamental attribution error, the consumer is usually unaware that the advertiser is probably promoting the product in question primarily on the basis of the fee.

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