When it Comes to Advertising, The Subconscious Mind Can Be Your Friend Or Enemy

Science still hasn’t explored the depths of the subconscious mind completely. In many ways it’s still a mystery. From what I can gather it helps us make decisions, it warns us of danger and generates that strange feeling we get in our stomachs when things just don’t seem right. It also never sleeps.

For decades scientists have been studying it. For years I have been also trying to understand it and how it relates to advertising and marketing. The one thing I have figured out is that it can be a friend or an enemy. Let me share my insight.

Since I was very little I have always been attracted to certain brands of automobiles. I don’t know why at such a young age I was partial to one over another. Maybe it was because I overhead conversations of adult family members who liked one over another. Whatever the reason it was on a subconscious level at that point. Later it may have become a conscious choice as I began to know the strengths and shortcomings of particular manufacturers.

So what triggered the favoritism? Was it color, size, design, amount of chrome? Car manufacturers have been asking this question since the Model T. One thing I do know. The subconscious plays a key role in the decision of what car to buy. You know that feeling. It comes over you when you sit down in that perfect automobile and then follow the salesman to his cubicle to sign the deal. Sure, your conscious mind made sure you got a good deal, got the features you wanted, and the right financing. However, it was your subconscious that said, “this is the one, buy it.”

How many times have we as consumers made those kinds of decisions when purchasing something? It doesn’t mean we are doing the wrong thing it just means that we are listening to something deep inside of us that without our conscious knowledge has taken in information, made a decision and then through a “feeling” has transmitted that decision to our conscious mind. This is a very powerful thing.

As an advertiser, marketer, or designer you can choose to tap into this phenomenon for your good or choose to ignore it and maybe see very negative results. I’ll cite an example.

You have a product. Just for an example let’s say you’re a contractor and you build houses. The potential buyer walks up to your house and gets a feeling about it. Now that feeling could be very positive. At first glance it’s got great curb appeal, good landscaping, a nice front door. But wait a minute. The subconscious mind is active and seeing things that the conscious mind may be ignoring. What about that out of plumb window or wall? Maybe the trim joints aren’t tight or there is caulk missing. The subconscious picks these details up and formulates an opinion. The potential customer’s gut begins to talk to him. He gets a bad feeling deep down. That’s called intuition.

Now, many times a consumer will ignore this feeling and against his or her better judgment go ahead and buy. Most of the time things work out, but when it doesn’t there can be huge costs to pay. That out of plumb window could mean the whole house is shifting on a poor foundation. The miss-fitting trim could mean poor quality construction. There could be some real problems hidden by a good paint job and a slick sales presentation.

The same goes with ads. Are your ads well designed with thought given to flow and hierarchy? Do they look professional? Does the photography show your product in its best light or are there flaws and blemishes showing. The conscious mind may not see them but the sub-conscious mind will. It sends a message you don’t want sent to your potential costumer.

On the other hand by paying close attention to detail and by hiring a trained, experienced, professional designer, marketing person, or photographer you ensure that these details will be seen to.

Books have been written on this topic so I’ll defer to the experts on all the in’s and out’s of how this works. I hope though that I’ve gotten you to thinking about your advertising and how, whether you knew it or not, you can help or hurt yourself as an advertiser.

Issues Should Face When Designing a Banner

Banners along with other online advertising designs are becoming increasingly common. A banner ad should be well designed to get the required result from marketing efforts. It is true that sometimes being different is OK but not always. The real thing which works magic is to know when to be different and when to conform. A good designer is well aware of whether or not something will work or not and help to produce a banner that works well to make you spread your business. If you don’t want to be different it will not make much difference. You just keep in mind few essential things while designing a banner.

The first most common requirement in designing a banner is its size. Today’s standardized grid type layouts usually support banners of certain size. You can start your canvas easily using any banner size on nay graphic editing software like adobe Photoshop. The purpose of the banner is to grab the attention of the viewer or reader. You should select background according to the target audience. For young audience use the background colors which are appealing for them. You can use image or scenery to present the idea you want to bring out. Next is to select the color scheme. Your purpose is to attract the customers and you don’t want the banner color scheme to be washed out or blend with the design of the site too much. It is good to test different version, especially if your banner will be placed on various sites. Your banner should always contain anything identifying your product, service or cause.

Make it sure that your brand is prominently identifies and you also have included marketing text to tempt readers to check out what you offer. Use animations, keep the message short, link the banner to specific page, use bright colors, feature a call to action, use the word free in your banner and give the benefit of clicking on your banner are certain tips if used can provide you an effective and successful banner design while not being different on banner design.

When you have finalized your design, don’t forget it to save in different sizes and formats. Having different sizes and color scheme will help you to change banner images on the fly instead of twisting the entire site’s layout every time when change is required. It is not necessary to be different to get required results instead you have to make sure that clear and precise message should be delivered to the right audience in an effective manner.

Web Banner Advertising Verses Search Engine Advertising (Pay Per Click)

Web Banner and Search Engine Advertising are two very different online ad models. Search engine advertising (commonly referred to as pay per click advertising) provides a very simple method of presentation, in as much as your ad is restricted to text only and a limit is placed on the maximum number of characters that can be used per line. The maximum number of lines that can be used in your advertisement is also restricted.

Search Engine Advertising offers only a limited amount of text to promote your product or service. Google for example, in addition to displaying your URL, will only allow you to display 3 lines of text for your ad. The first line displays the title of your ad and is restricted to a maximum of 25 characters. This is followed by two lines of description, each restricted to a maximum of 35 characters per line. Clearly this restricts the amount of information that can be used to promote your product and you will therefore need to consider the content of your advertisement very carefully.

This type of pay per click advertising will only allow you to promote a very limited number of sales benefits and offers only limited value, in terms of promoting your product or service.

If the criteria for measuring the success of your online ads includes, both brand awareness and return on investment, then internet banner advertising offers a more flexible solution.

Web Banner Advertising enables you to use media rich content in your advertisements.

Internet banner advertising campaigns will enable you to use media rich, banner display advertisements. Designs can include your logo, your corporate colors, flash animation and even video. This will allow you to promote your brand image in a similar way to offline advertising, except that the creative content can be even more dynamic and interesting.

Advertising campaigns can include a wide range of different banner shapes and sizes.

Most internet banner advertising networks will accept a wide range of different sizes and shapes of web banners and there are no restrictions on the amount of words or characters that can be used in your advertisement. The most common web banner sizes used for advertising campaigns are as follows:

  • Banners (468×60 pixels)
  • Leaderboards (728×90 pixels)
  • Skyscrapers (120×600 pixels)
  • Rectangles (300×250 pixels)

Search engine advertising is an established method of internet advertising, as you only incur a cost when a customer clicks on your advertisement and visits your website. However, what is not so well known is that web banner advertising can also be purchased on the same basis. The average cost per click for banner advertising campaigns compares favorably to pay per click advertising. Depending on the type of product or service you wish to promote, you may find that internet banner advertising offers a considerably cheaper alternative.

Guerrilla Marketing Methods – Vehicle and Body Advertising

This space for rent: Attractive signs for your business are great, but they are stationary; the only people who see them are those who walk or drive by them. In many ways, mobile signs can attract more attention.

What better way to get your signs in motion than to put them on a moving vehicle, or a moving person?

What is it?

Vehicle advertising: The most obvious examples are the small signs you may have seen on city buses. Transportation companies often rent space on their fleet vehicles to advertisers as an additional source of income. This means anywhere the bus goes, your advertising will be seen by the people in the area, both foot traffic and vehicle traffic.

Other forms of vehicle advertising include:

  • Interior bus signs
  • Taxi and limo billboards
  • Bumper stickers
  • Vehicle wraps
  • Self-service

Body advertising: How about a walking, talking advertisement for your business? You can find people who are willing, for a small fee, to wear temporary tattoos advertising your product or service. These tattoos often make a great conversation piece, and can make a lot of people aware of your business.

How do you do it?

Vehicle advertising: For bus, taxi, and limo advertising, contact your local transportation companies and ask about their ad rates for fleet vehicles. You will probably need to supply your own designs for the ads, but the rates are often fairly inexpensive for the amount of exposure you’ll receive. Be sure to spend a lot of time coming up with a catchy advertisement!

You can have custom bumper stickers printed for your business. It’s a good idea to feature your (easy to remember) website prominently on a custom bumper sticker. Give them away to family, friends, customers, and at community events. Consider supplying free bumper stickers to other local businesses, to give away to their customers.

Vehicle wraps are partial or full vehicle advertisements that generate some interesting reactions. You pay people — usually those who drive back and forth to work every day — to have their personal vehicles “wrapped” with advertisements for your business.

You can also wrap your own personal vehicle, or get body or window detailing done with your business information. No matter where you drive, you will constantly be advertising your product or service!

Body advertising: Your first step here is to design a compelling temporary tattoo that people can identify quickly with your business. Again, it is a good idea to prominently feature your URL in the design, to allow prospective customers to find more information quickly.

When choosing people to wear your temporary tattoos:

  • Decide how much you’re willing to pay each person you recruit. You may want to base this on the number of days the tattoo should remain visible and in good condition.
  • Specify where the tattoo should be worn. The back of the hand is a good, prominent place, though some advertisers have requested that people place them on their foreheads.
  • Instruct the recruits as to what information you’d like them to give when people ask about their tattoos. You may want to consider providing them with business cards, brochures, bookmarks, or other promotional items to hand out to those who show interest.
  • Ask them to keep track of how many people they talk to concerning the tattoos, so you can use the information in your marketing calculations.

Summary

  • Vehicle and body advertising serve as mobile signs for your business
  • There are many different forms of vehicle advertising, some more expensive than others
  • Body advertising is enlisting other people to place advertisements for your business on a visible part of their bodies
  • Vehicle and body advertisements must be eye-catching and compelling in order to attract interest
  • You will need an easy-to-remember URL to incorporate prominently in your vehicle or body advertising design
  • Don’t forget to enlist yourself, your personal vehicle, and your own body as advertising tools for your business!