Essay On Advertising Techniques

Selling makeup involves more than trying to convince a woman that a product will make her look younger, attractive or better. According to Nina Munk in an article posted in “Fortune,” selling makeup can be difficult because it is a product that individuals do not really need. Therefore, to sell cosmetics, you have to persuade the consumer to spend money on unessential items.

Targeted Advertising

Instead of targeting a large audience with a particular type of makeup, target a niche customer. Munk explains in her article that a popular cosmetics company owns dozens of different brand, with each brand targeting a different demographic, such as older women, young adults, teens, budget-conscious consumers, trendsetters and eco-friendly consumers. This technique contributed to the success of the parent cosmetic company. Even if you just sell one type or brand of makeup, targeting a specific customer with appropriate advertisements can prove more fruitful than appealing to masses.

Link Selling

Use advertisements to show the benefit of purchasing a combination of makeup products instead of a single item. For example, if you create an ad for eye shadow, you can show the other products used to create the model’s look so a customer is more likely to purchase the eye shadow along with the eyeliner, mascara and even eye makeup remover. Another example of link selling is creating an advertisement for lipstick with an explanation at the bottom of the ad that the model paired the lipstick with lip liner to prevent feathering.

Sell Aspirations

Sell an aspiration, escapism, in makeup advertisement. According to marketing professional Helen Oakley, the most popular types of aspirations that makeup companies use in advertisements include social appeal, sex appeal and feminine appeal. Use the power of imagery to communicate that a makeup product will help produce the pleasure or perfection the consumer seeks.

Use of Keywords

Words in advertisements can have as much power as the images themselves. When creating a makeup advertisement, use words or phrases that will cause a consumer to favor a product. Such words can include “new,” “hot,” “long lasting,” “flirty,” “even,” “better,” “glides,” “hydrating” and “wears for hours.” These keywords describe features or benefits of makeup that consumers seek, which may not be apparent with just a picture of a model

About the Author

Flora Richards-Gustafson has been writing professionally since 2003. She creates copy for websites, marketing materials and printed publications. Richards-Gustafson specializes in SEO and writing about small-business strategies, health and beauty, interior design, emergency preparedness and education. Richards-Gustafson received a Bachelor of Arts from George Fox University in 2003 and was recognized by Cambridge's "Who's Who" in 2009 as a leading woman entrepreneur.

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The Techniques of Advertising Essay

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The Techniques of Advertising


There are obviously a lot of techniques used for adverting such as getting the attention of the reader or viewer. Advertising has been used for decades; however different techniques are slowly being introduced. As example of this would be that in the 60's, companies had a low budget to advertise, whereas now a days they have multi-million pound budgets to advertise their product.

In a company's business plan, a large portion of their money is spent on advertising. This is firstly done to get them in a safe stable place n their market. This is the main factor why they 'risk' a lot of their money into investing in advertising. The reason for doing…show more content…

The reason for this as some members of the public found them to graphic for everyday ads.

There are many different ways a product can be noticed, they range from Bill Boards to Pop-Up adverts on a website. All different companies will use the web to advertise, and better known brands such as Coca-Cola will advertise on popular television stations that will be viewed thousands of times.

There is one main body that controls advertising; this is called the ASA (Advertising Standards Agency). The ASA is the independent, self-regulatory body for non-broadcast advertisements, sales promotions and direct marketing in the UK. They administer the British code of Advertising, sales promotions and direct marketing to ensure that advertisements are legal, decent, honest and truthful. As example of the ASA enforcing these laws is with '24/7 Locksmiths'. They advertised with the headline

"Call and we are there…" and stated

"Free call out 24 hours, 7 days a-week, 365 days a year."

However the complainer had paid a £50 deposit and was then told by them that they could not replace his locks and his deposit was non-refundable. Due to this the ASA removed the Ad.

All adverts have their own way of attracting the viewers attention, however they usually appeal to out basic instincts or needs. To do this adverting agencies reflect them in the advert. There are other

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