The success of an advertising campaign depends on the creativity, accuracy and the technique used by the marketer to capture the interest of the potential customer. The use of different propaganda techniques in advertising has been one of the major ways in which product manufacturers have reached out to consumers.
Campaign #1 – [Bandwagon]
This advertising technique seeks to encourage the target audience to join an already large group that is using the service. It creates a picture of satisfaction and quality that has been appreciated by many people. An example is when advertising a new brand of laundry powder; i.e. washing your clothes with the most used laundry powder will add you to the list of the millions of families already experiencing the amazing result of Sunlight washing powder.
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Campaign #2 – [Promotion]
This propaganda technique is where the product comes along with other free items or else subsidized products. The idea of ‘free’ things or else cheap things is always appealing to customers. This technique is also characterized by a limited time span. For example; Sunlight washing powder being offered at a ‘buy two, get one free’ offer.
Campaign #3 – [Testimonial/Association]
Association of a product with a key personality or celebrity will stir an emotional connection that will have the customer explore the product. The use of famous and successful sportsmen to represent sport equipment companies is an example.
Conclusion
The propaganda technique used by an advertiser is very instrumental in the success and the returns to be expected as soon a product is released into the market. The techniques used that are successful are frequently employed to get the attention of potential customers.
References
Pearlin, L. I., & Rosenberg, M. (1952). Propaganda techniques in institutional advertising. Public Opinion Quarterly, 16(1), 5-26.
Bornstein, R. F. (1989). Subliminal techniques as propaganda tools: Review and critique. The Journal of Mind and behavior, 231-262.
Visconti, L. M., Sherry Jr, J. F., Borghini, S., & Anderson, L. (2010). Street art, sweet art? Reclaiming the “public” in public place. Journal of consumer research, 37(3), 511-529.
