Advertising is a subtle strategy of communicating information for promoting, alluring and convincing people to act accordingly and expectedly to achieve satisfying results in form of generation of sale of ideas, goods, services and for events.

Definitions of Advertising :

According to Albert Ferry : 

“Advertising is the preparation of visual or oral messages and their dissemination through print media for the purpose of making people aware of and favourably inclined towards a products, brand, service, institution, idea or point of view”.

According to Boyard O’ Wheeler : 

“Advertising is a non-personal presentation of ideas, goods or services for the purpose of inducing people.”

Techniques of Advertisement :

• Emotional appeal : 

This technique of advertising is done with the help of two factors : need of consumer and fear factor. Most common appeals under these are : need for something new, need to become attractive, etc., need for getting acceptance, need for not being ignored, need for replacing of old things, need for security.

• Promotional advertising : 

This technique involves giving away samples of the product free to the consumer. These items are offered in trade fairs, promotional events, and ad campaigns, in order to gain attention of the customers.

• Bandwagon advertising : 

This type of technique involves convincing the customers to join the group of people who have bought this product and be on the winning side.

• Facts and Statistics : 

Here, advertisers use numbers, proofs and real examples to show how well their product works.

• Unfinished advertisement : 

The advertisers just play with words by saying that their product works better, but don’t answer how much more than the competitor. For example : Ad of Lays says -“No one can eat just one.”

• Weasel words : 

In this technique, the advertisers don’t say that they are the best, but they don’t deny this also. 

For example, : 

The ad of Sunsilk hairfall solution says that it reduces hairfall, but the advertisement doesn’t say that it stops hairfall.

• Endorsements : 

The advertisers use celebrities to advertise their product. The celebrities or stars endorse the product by telling their own experiences associated with the product.

• Complimenting the customers : 

Here, the advertisers use punch lines which compliment the consumers who buy their products. 

For example : 

Gamier says – “Take care.”