A defining feature of modern consumers is banner blindness—a phenomenon where users subconsciously ignore any form of advertising, whether it’s a banner ad, a Google search result, or even a brand mention in a favorite blogger’s post.
To ensure that an advertising message reaches the target audience and is positively received, it’s not enough to simply create and place high-quality ads. Marketers must use specialized techniques that evolve with new trends, advertising tools, and platforms.
Key Advertising Techniques:
- Social Proof
- Emotional Influence
- Discounts and Other Incentives
- The Barnum (Forer) Effect
- The Illusion of Choice
- The Peak-End Rule
- Repetition
- Storytelling
- Associations and Fantasies
- Gamification and Augmented Reality
1. Social Proof
The most powerful form of proof remains recommendations from authoritative figures. Real customer reviews also build trust, but they must be verified to ensure they are genuine and not just paid advertisements.
2. Emotional Influence
One of the strongest emotions in marketing—though not always positive—is fear. The fear of missing out (FOMO) is a powerful psychological trigger. On the other hand, positive emotions, such as nostalgia, can also be effective. Ads featuring old music, vintage clothing, or familiar characters can create strong emotional connections.
3. Discounts and Other Incentives
Special offers can attract people who were previously unaware of your brand. Discounts can also be personalized for customers who have already engaged with your sales funnel (e.g., making a first purchase or registering on your website). Loyalty programs, communities, and gifts can further motivate customers.
4. The Barnum (Forer) Effect
Psychologists describe this as people’s tendency to believe broad, general statements about human problems, desires, and traits as being personally relevant. Ads using this effect often present a list of common problems followed by an offer that seems tailor-made for the consumer.
5. The Illusion of Choice
Most consumers don’t want the cheapest or the most expensive option. Instead, they seek a middle-ground choice—for example, a mid-tier pricing plan. Smart pricing strategies can subtly guide customers toward desired products.
6. The Peak-End Rule
This psychological principle, discovered by Daniel Kahneman, is widely used in advertising. People tend to evaluate experiences based on their most intense moments and their ending. This means that an ad should create a striking impression at a peak moment and conclude with a strong closing message.
7. Repetition
Ensure that your ads, branded content, and general brand mentions appear repeatedly across different platforms to the same users. Consistency builds familiarity and trust.
8. Storytelling
A compelling ad campaign tells a story that consumers can relate to. In some cases, storytelling encourages continued engagement, making people eager to watch the next video or read the next installment in a series.
9. Associations and Fantasies
Associative marketing is especially popular in luxury goods advertising. People are more likely to spend large sums on accessories, technology, or other high-end products if they believe these items will enhance their lives.
Another way to create strong associations is through fantasy-inspired advertising. A great example is Milka’s fictional purple cow, which reinforces the brand’s playful and imaginative identity.
10. Gamification and Augmented Reality
Augmented reality (AR) is becoming increasingly prevalent in advertising. For example, a virtual dressing room feature can be a strong selling point for a clothing store. Meanwhile, incorporating game-like elements into marketing campaigns enhances user engagement and encourages purchases.
To learn which advertising techniques will best promote your brand, contact the online marketing agency Marketing Link.
Mykola (Nick) Lukashuk
Mykola is a Google- and Microsoft-certified digital marketing professional with over 10 years of experience in business development and marketing automation.
His meta-skills combine marketing and programming expertise, enabling him to navigate the complexities of setting up and managing conversion tracking systems.
Mykola is the founder and CEO of Marketing Link—an international award-winning digital marketing agency—and the founder of Yakiv Ads, an ads automation tool.
Hobbies: home automation, cybersecurity, and driving.
