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| Advertising With Curiosity |
By:
Donnell Johnson |
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Americans are bombarded with advertising in every part of life. They go to a movie and are given ads for more movies. They watch TV and find nearly as much time is spent on the ads as on the programs. They drive down the street and see billboards and shop signs. They read the news and find it surrounded with appeals to get their money.
All this is a challenge to the advertisers for they must come up with a way to get over the mental block set up by consumers for self-protection. How can you get others to notice your ad among the thousands of others? One effective way of doing this is through building curiosity with sights and sounds.
Sounds of course often involve music. Many ads on TV includes some type of music to set the mood for you to desire their product. Other sounds are also used to build curiosity and attract attention. It was said that the Superman serials on TV in the 50’s were especially popular with kids because of the woosh sound when the hero landed or took off.
Visual curiosity is also used. The newest model of a car is covered with a cloth to build curiosity. Women are used in ads because in general they attract the attention of male consumers. Movie trailers use a collage of clips to titillate the interest and make people so curious that they won’t miss the full show.
The double edged sword of both sound and sight will help raise an ad from the ignored to the noticed. By using both the ear gate and eye gate attention is more likely gained. Yet, if everyone does this, then your ad will remain indistinct.
One form of advertising is unique in this regard. This method is called banner ads. A large billboard or long banner is pulled behind a small airplane over a large group of people. Since this is the only ad visible at the time, it is sure that there is no competition for attention.
Imagine this: you are relaxing on the beach when you hear a small airplane coming. You open your eyes and notice it is pulling a long banner behind it with a message. You are curious as to what it says. You wait until the banner is in view and probably read the message several times.
The plane goes by but after a few minutes it has circled around and passes by again. You read it a second time. The third time, you have it memorized and recite the message in your mind before it is in sight. Perhaps you even comment to friends nearby.
The advertiser has accomplished his goal. He has made you curious, used sounds and then sights to declare his message, and repeated it over a period of time until it was fixed in your memory. And no competitor could present the advantage of his product or service. The advertiser will be confident that, if you can need the product, his name will be at the top of your list.
Learn how AirSign has been leading the industry in providing innovative aerial advertising services since 1996. They have banner towing planes stationed across the States ready to fly your message over sporting events, holidays, vacation hot spots or just to that special someone. |
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