Marketing And Promotional Techniques Research Report

 

Opening Statement 

In this research report I intend to look into the wide range of marketing and promotional techniques and strategies that are available to me so that I can begin to make decisions about whether I will implement this into my own work when I come to do it. I will do this by looking at previous examples of good advertising and how the techniques in question have been used to help achieve this outcome. I will also be looking at two practical techniques and also two theoretical techniques in order to determine the effectiveness of them and decide if it is something that I want to use in my own work.

 

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Emotional Appeal (T)

Emotional appeal is a subtle but effective technique in which you add pieces of information to an advertisement to make the viewer feel some sort of connection emotionally with the advert. Companies such as Save The Children have used this very successfully in order to create an increase in traction when it comes to donations and purchases, they do this by using phrases such as “Help Children get the future they deserve” [Save The Children, 2023]. This makes the viewer feel sad for them and they then feel compelled to help and donate. Emotional appeal however is not limited to this, it is the ability to add things to your already existing advertisement plan to alter the perception of the advertisement. For example if i was advertising a new rugged casio watch i would create a whole advertising plan such as how i was going to show the features and toughness of the watch and the ability to successfully use emotional appeal would be adding that the person who is going to be demonstrating all of these features is a veteran who has just come back from war. The part that makes the viewer feel sad may be the fact that this veteran has injuries from his time in combat. Using this effectively may leave the viewer wanting to buy the product or learn more.

 

 

 

 

 

 

 

 

 

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Complimenting The Customers (T)

This technique is the ability to successfully pitch an advertisement while adding areas of compliment to your consumer. For example the hair brand company LOREAL PARIS has the slogan in some of their advertisements of “Because you're worth it” [L’Oreal Paris, 2022], this makes the consumer feel that this product is something that they could genuinely benefit from. Like most techniques this has been added on top of an already planned out marketing campaign in order to alter the intended perception of it by the audience. I feel that the company in question has used this technique well as it has offered a different approach to marketing this product and other products like it which allow it to stand out from others in the crowd. If i was to use this technique i would use it in a similar way as this company has as it has shown in terms of their sales and interaction figures that it is successful and well worth doing
 

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Endorsements (P)

Endorsements are the use of well known people and figures with a reputable nature to them in order to boost the word and popularity of your product or service. This technique however requires you to already have a strong advertising backing for your product in order for this to be successful. This is because they add no actual benefit to the advert apart from their name and the fact that they are saying they use or support your product. Companies in the past have utilised this method of advertising in order to propel their advertisement campaign, an example of this would be Jenifer Aniston partnering with the Aveeno moisturiser company to create a tagline of “Even after a poor night's sleep, this overnight moisturiser will guarantee your skin looks great regardless” [R. Nussbaum, 2021]. What this did for the product was allow it to be viewed as something which genuinely works and does what it says as the fact that someone as well known as Jenifer Aniston has said she uses it because it works, means that it must actually work.

 

 

 

 

 

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Facts And Statistics (P)

The use of good and beneficial facts and statistics can really help you explain your unique selling points (USPs) to your customer. An example of how you can use this to differentiate yourself from the competition is by saying that your product offers an extra 20% of something that your competitors do not. If I was advertising a suncream solution I would say that my product offers sun protection of up to 89% for up to 5 hours whereas my competitors only offer 83% for up to 4 hours. This straight away shows the consumer why they should purchase your product over another company and it is because you have clearly shown that your product has a higher sun protection rating. A good example of this being used in real advertising is the company Bounty giving information that their new paper towels are “2x More Absorbent so you can use less” [Bounty, 2023]. This is good as it is actually showing the viewer that if they buy this product they will be paying less money overall as it is more efficient, i intend to use a similar approach if i was to use this technique in my work.

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Conclusion

This research has really allowed me to look into a variety of different advertising techniques and has allowed me to begin to look into how I will be able to use this when I come to do my own advertisement for my product. I looked into companies which have used and adapted the techniques to benefit them and that has allowed me to look past the techniques themselves and get a different perspective and approach so that when i come to do it myself i can use the technique in my own unique way which is different to others, this will allow me to stand out from the crowd and hopefully allow me to gain more attention towards myself and my product. I believe this research will benefit me and I feel much more confident progressing further into this project knowing what I know now.

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Bibliography

 

The Children, S. (2023) International Children’s Charity, Save the Children UK. Available at: https://www.savethechildren.org.uk/?cid=par-scusgeoredirect_-go_001-3Q36374UY#! (Accessed: 20 September 2023). 

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Paris, L. (2022) Because you’re worth it, L’Oréal Paris. Available at: https://www.lorealparisusa.com/because-youre-worth-it#:~:text=Since%20its%20 inception%2C%20%E2%80%9CBecause%20You,their%20self%2Dworth%20every%20day. (Accessed: 20 September 2023). 

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Nussbaum, R. (2021) Jennifer Aniston’s secret for ‘Dewy, glowing, twinkling skin’ is $25, InStyle. Available at: https://www.instyle.com/beauty/jennifer-aniston-aveeno-overnight-facial (Accessed: 20 September 2023). 

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Paper Towels, B. (2023) 2x More Absorbent Towels, Bounty. Available at: https://bountytowels.com/en-us/shop-products/bounty-paper-towels (Accessed: 20 September 2023).