Advertisers use specific tools to gain the attention of their target audiences. Whether it is towards a specific age group, race, sex or religion, these tools have proven to engage people’s minds and to trigger specific emotions. By strategically combining these elements, advertisers create sales, clicks or votes in smart, unique ways. 

We’ve listed five common techniques used by advertisers to consider including in your next advertising brief: 

The Bandwagon Appeal

This technique attempts to persuade consumers into feeling that a product or an idea is a need when it is usually a want. Due to its popularity and social status, the intention is to make consumers feel as if they would miss out or fall behind if they don’t join this trend’s wave. Use words and phrases which imply scarcity and evoke a sense of urgency such as ‘exclusive offer’ or ‘limited availability’.

Celebrity Association or Testimonials

By using a celebrity or a public figure to promote a product, advertisers reach millions of fans around the world. Their endorsement or even a mention creates a ripple effect with consumers grappling to purchase the product. Research your target audience to pinpoint what will ultimately appeal to them. The likes of Meryl Streep may not appeal to a group of millennials, for example. 

Emotional Appeal

Advertisers appeal to the masses through emotions such as fear, sadness, excitement and happiness. This technique explicitly draws on these emotions to get consumers to buy into the idea of a product or to follow a certain trend. Advertisers concentrate on sentiments that every consumer can relate to. 


This type of advertising highlights or showcases a certain viewpoint which makes consumers laugh. Cartoons, sketches or a comic undertone is used. Through the information of the product or the message, change your consumers’ minds, positively influencing them to buy into the product. A clever, witty advert is more likely to stick in your consumers’ minds. 

Product Comparison

This technique focuses on presenting two or more products with various specifications. Each product is put up against one another with the negative characteristics highlighted. Promote the benefits of the product and backup your product’s claim by including research and the basis for your product’s uniqueness. 

Whichever technique speaks to you, make sure that you know your target audience to effectively execute a product’s marketing strategy

Contact us for more information on how to effectively market your product, knocking your competitors out of the park. 

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