Reminiscent advertising exploits the nostalgic sentiments of buyers. This exposure creates a positive memory of the past in an attempt to associate those emotions with any brand or product.
Increasingly, we see commercials with images of childhood and adolescence, as well as photographs with shades of wear and scratches. To evoke emotions through nostalgia and personal memories is a powerful, informative ad that reminds you of better times.
These emotions are used as a catalyst for consumption by associating positive feelings arising from memories of the past and associating them with a particular brand or product.
The past is often portrayed as "more simple". People tend to cling to positive memories from the past instead of negative ones from the present.
Purpose of advertising
The main marketing goal of advertising is aimed at achieving the main points: the interest of the consumer and the sale of a product or service. In rare cases, it is launched to promote the company's brand.
In marketing practice, advertising is divided into three main groups,which, depending on their goals, can solve the following types of problems:
- Informational: for consumer interest in certain goods or services.
- Persuasion: to form a group of potential customers who need this product or service.
- Reminders: to keep you constantly interested in your product or service.
Types of reminder advertising
Advertisers highlight images in their commercials that evoke attachment moments, such as periods of transition (retirement) and growth periods (adolescence and childhood).
The main goals of reminder advertising are to retain positive personal memories and the ability to perceive a particular brand or product in a positive light.
Techniques used in advertising are required to maintain a steady interest in the product offer among the target audience. The main function is a reminder of the need to purchase a certain product or a specific service operation and reinforce the requirements in the minds of consumers.
Meaning of advertising
Advertisers rely on memories of events that happen at home with family because people's daily lives revolve around these moments.
Examples of reminiscent advertising can be seen in videos that focus on childhood. This type of content is the most recurring theme in commercials.
This typeVideo productions cannot portray each individual's unique individual memories, so advertisers create common themes in their ads that apply to everyone.
This gives a large number of viewers the opportunity to imagine themselves in the advertisement, which encourages them to believe in the need to purchase the product.
Memory Ads
Our memories are the release of information from the depths of memory that we have received over time.
If the reminder ad is professional, viewers can truly believe that Spider-Man is part of their childhood even if their grandparents are watching.
Such videos can not only completely create false memories, but they change the perception of a person in favor of the brand or product that plays the ad.
Advertising reminder is very important when it is necessary to maintain awareness, keep in mind consumers information about the product or service, point of sale, cost, what are the functions and benefits of the product.
Childhood friends
Many advertisers offer home video footage of families enjoying each other and having fun in one of the city's city parks. This is done in order to evoke memories of the audience about their own experience of walking in the city park.
At the same time, anyone who views this story will involuntarily begin to immerse themselves in memories of their walks in the park with their family. Andit won't matter what park it is or where it is.
It is likely that when viewing this person will "absorb" on a subconscious level all the information that comes to him at the time of viewing the advertisement. It will not be surprising that, having watched such a video once or another, he will associate himself with the company or product that the story is about.
No matter how you feel about advertising, a reminiscent plot has its own "punching" power against anyone and everyone. If you didn’t fall for its charms today, you will definitely get caught tomorrow, and you will definitely want to purchase the product that is advertised. It is for these purposes that a permanent association of such a product or brand with childhood is carried out. Because, as you know, this time is always and for everyone the most iridescent and cloudless period of life.
What decides?
Among the main problems to be solved with reminder advertising are the following:
- Informing consumers about the release of a new product or service.
- Alert consumers about which stores can buy goods.
- Convey to consumers about the benefits and benefits of the product being sold.
Conclusion
Reminder advertising becomes relevant in the case of finished products. At this stage, consumers learn about their features. In addition, they are convinced of the benefits of the product or service.
However, this information needs to be pinned to remindconsumers to purchase a product. For example, Coca-Cola ads are designed to remind people of the company's product. Even a globally recognizable brand that everyone knows is still spent on reminder advertising.
Reminder advertising is an activity whose purpose is to ensure ongoing purchases. For example, car ads often depict happy customers admiring the features of their new car.
