Advertising Psychology – What You Should Know
- Von: Mag. Dominik Mikulaschek
Advertising psychology is a discipline concerned with researching the effect of advertising on consumer behavior. The aim is to find out which measures can be used to influence customers’ purchasing decisions. Those who can use advertising psychology to their advantage will be able to increase sales. Special offers, TV advertising and posters are some of the methods used within advertising psychology for this purpose.
AIDA formula in advertising psychology
Today, the Aida formula is regarded as the basis for advertising psychology:
A = Attention
I = Interest
D = Desire
A = Action
An explanatory video that is precisely tailored to the target group can provide an excellent opportunity to address all four points of the AIDA formula.
Methods of advertising psychology
There are four methods used in advertising psychology to influence customers’ purchasing decisions.
Shortage
Das Konzept der Verknappung kann dazu beitragen, die Kaufentscheidung zu beeinflussen. Durch Begriffe wie „Limitierte Auflage“ oder „So lange der Vorrat reicht“, tragen dazu bei, dass der Kunde das Gefühl hat, eine einmalige Gelegenheit erhält, etwas Begehrenswertes zu erhalten, wenn er schnell handelt.
Zeitfaktor
The time factor method works in a very similar way. Here, however, it is not the quantity that is limited, but the time. Offers are only available until a certain time or date. When using these methods, however, care should be taken to ensure that these limitations are actually adhered to.
Reciprocity
The principle of reciprocity was best illustrated by the Harekrishna sect. The religious community used Los Angeles airport to collect donations. Members of the sect presented travelers with a rose and asked for donations. A large number of the people approached were willing to make a donation and often returned the rose. This principle is also used in advertising. Anyone who receives a free sample of a product in the supermarket, for example, is quickly prepared to buy the product.
Free of charge
Free is a powerful word that rarely fails to have an advertising impact. Anyone who offers a product or service free of charge, even if for a limited time, has an advantage over the competition. Of course, the free offer should be a good product that convinces customers.
Advertising psychology as part of the marketing strategy
There are five ways in which you can use advertising psychology as part of your marketing strategy:
Emotionen
Mit Videos können Emotionen ausgelöst werden. Oft ist es dazu nicht einmal nötig, einen Call to Action einzubauen. Es geht einfach darum, beim Kunden positive Emotionen bezüglich dem Produkt oder einer Marke auszulösen.
Colors
A suitable color choice for the respective product is important. Certain colors are associated with different concepts and are used by professional advertising designers to trigger certain emotions in customers.
Pictures
Everyone knows the principle that a picture is worth a thousand words. A video conveys an average of 24 images per second and is therefore a powerful tool.
Children
There is also special advertising psychology for children. Experts have found that children are receptive to advertising from the age of four. A slower editing speed, bright colors, cheerful music and a sung voice-over can fascinate children and lead to them singing along to the voice-over.
Advertising psychology in the supermarket
Although explanatory videos are not used in supermarkets, there are still a number of psychological advertising tricks that are used. Carpeting in individual departments of the department store conveys a cozy atmosphere, the use of music and the offer of small items at the checkout are among the methods used to increase sales figures.
Online advertising psychology
Online advertising psychology is a particularly topical and at the same time very complex subject today. Videos can be used to trigger a reaction in customers. This can be a purchase, a comment or a click on a specific website. Various platforms are available for this purpose.
Facebook and Instagram: Use of advertising psychology
Google and YouTube: Use of advertising psychology
Conclusion
Advertising psychology is an important topic for anyone who wants to attract the attention of their customers. Explainer videos or live-action films are a powerful tool for this. Here you will find more information about your options for creating your own explanatory video so that you can present yourself in as many different ways as possible with regard to your potential advertising media and thus increase the likelihood of winning more customers in the future.
