Contents
- What is image advertising?
- Goals of image advertising
- Advantages of image advertising
- Who needs image advertising?
- Formats and channels of image advertising
- How to create image advertising?
- How to measure the effectiveness of image advertising?
What is image advertising?
Image advertising is a strategy aimed at forming a specific image of a product or brand in the minds of consumers. Instead of focusing on the technical characteristics of products, it concentrates on creating mental associations that elicit an emotional response. For example, Nike successfully emphasizes the accessibility of sports for everyone by using various images of athletes and ordinary people, making their slogan "Just Do It" one of the most memorable in the world.
Goals of image advertising
The main task of image advertising is not direct sales but creating a positive image of the product and shaping the values it represents. For instance, Mac's advertising actively uses terms like "cool" to differentiate its products from competitors. Brands like Mercedes-Benz and Rolex build associations with reliability and success, which results from effective image management. Raffaello's advertising, in turn, associates its product with romantic moments and gifting.
Advantages of image advertising
- Wide audience reach: Using various channels allows reaching diverse segments of consumers.
- Increased brand recognition: Effective image advertising helps to remember the brand and its products.
- Distinction from competitors: Creating a unique product image through emotions sets it apart from similar products.
- Minimization of resistance: Image advertising does not push the product but conveys the essence of the message, providing visual pleasure.
The main advantage lies in versatility: such advertising can promote any goods and services, and with a creative approach, the idea can be conveyed without using words.
Who needs image advertising?
Image advertising requires significant investment and is most often used by large brands willing to invest in long-term results. However, even small companies can benefit from this method if they choose the right channels and formats. For example, social projects on social media can be an effective way of promotion.
Who uses image advertising?
- Companies in highly competitive markets to highlight unique characteristics.
- Manufacturers of premium goods where exclusivity is important.
- Monopolists aiming to maintain market leadership.
- Developers of new products needing to create demand.
- Companies planning rebranding to prepare the audience for a new image.
- Brands with low loyalty that want to increase trust through demonstrating values.
Formats and channels of image advertising
Various advertising formats are used to create a vivid product image:
- Images: The main task is to convey the message through visual content.
- Videos: Allow showing not only characteristics but also emotions from using the product.
- Media articles: Help convey information about the company to the target audience.
- Product placement: Used in films and television shows to increase recognition.
- Social and charitable projects: Reflect the mission and values of the brand.
To maximize target audience reach, marketers use various channels such as radio, television, print and online media, outdoor advertising, social networks, and public events. Effective image campaigns involve multi-channel strategies where the brand should be visible across different platforms.
How to create image advertising?
The essence of image advertising lies in forming the desired perception of the product in the minds of consumers. Various techniques are used for this:
- Highlighting irrational characteristics: Advertising can claim that the product is prestigious and fashionable.
- Demonstrating consumption situations: It is important to show how the product is used in real life.
- Showing a typical representative of the target audience: This helps consumers associate themselves with the product.
- Focusing on reputation: By telling about the long history and reliability of the company, advertising builds trust.
How to measure the effectiveness of image advertising?
Effective image advertising should lead to the following results:
- Consumers perceive the company as it positions itself.
- Given value characteristics of the product are highlighted.
- Consumers are willing to pay for a specific brand and prefer it over competitors.
- Positive attitudes towards other products of the brand.
Since the results of image advertising are not always immediately visible, it is important to conduct an analysis after the campaign ends through surveys, social media monitoring, and studying feedback about the company. Long-term results may take several years, so it is important to remember that successful image advertising requires time and consistency.