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PSYCHOLOGICAL BASIS OF ADVERTISEMENT






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Advantages of Exhibitions

Exhibitions as a form of display advertising has got certain merits. Following are the important ones:

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Exhibitions of display

Exhibitions have been one of the important media of displaying articles in recent years. Exhibitions are of varying scales. It may organized by a group of manufacturers,or association of manufacturers, or even by the government or private individuals.

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Advantages of show-rooms and show-cases

There are some Advantages of show-rooms and show-cases

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Show-rooms and show-cases of display

Show-rooms are specially designed rooms for the demonstration of products. People pass such show-rooms and see the products displayed at close range.

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Advantages of exterior display

A well arranged exterior display has certain advantages over other media of publicity.

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There should be proper lighting in the windows

The light should be free from glare but at the same time should b powerful. Shaded lights should be used. It should be noted that lights should not affect the eyes of the onlookers.

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Windows should be neat and clean

No glaring glasses should be placed so as to dazzle the eyes of customers. Goods should be easily visible through window glasses.

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Important points of shop window

The position of the window should be a such as to lead to customers to the entrance of the store. The show cases should be kept in such a manner so that it could be identified easily and lead to the store.

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Shop window (window dressing) of exterior display

The job of window dressing has become more or less an art. It is an art of dressing windows by attractive display of articles inside the shop window.

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Shop front and shop sign of exterior display

The shop front and shop sign is the face of the shop. That is why it should clearly indicate the class and variety of products that the shop deals with.

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Exterior display of forms of display

The front portion is the face of the shop an they are of significant importance. Exterior display ins connected with the display of products made on the part of a shop.

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Advantages of interior display

Interior display has certain advantages of tis own.

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Interior Displays of forms of display

As the name implies, interior displays or demonstrations are arranged inside the shop. Interiors display includes demonstration of things on counter, in front of the salesmen, displays on the floor, on the walls, in show boxes. Goods can be displayed even on the ceilings. The goods should be neatly arranged and tidly displayed.

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Forms of Display

Display as a medium of advertisement can be broadly classified into three forms namely (i)interior, (2) exteriors and (3) display at other places. A discussion of each of the three forms of advertising is given below.

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Objects of Display

The objects of display are as follows:

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Display

Display means the act of putting a thing or something for view or in view. In salesmanship it means “arranging systematically salable goods so as to attract the view of the people at once.” As we have seen from our previous discussion advertising is meant to describe the important features of products and services elaborately, only a picture of an idea about the product is given in the advertising.

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Elements of Effective Advertisement

While closing our discussion over the psychological basis of advertisement, it will be relevant to analyze different elements of its psychological appeal. An advertisement consists of illustration, colour, headline, text or copy, trade mark or trade name and lay-out or arrangement of the advertisement.

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Advertisement and Attitude

Attitude is also were important physiological element at the root of advertisement. It is a permanent organisation of motivational, emotional, perceptual and cognitive processes in a person towards objects surrounding him.

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Advertisement and Suggestion

As has been pointed out earlier, the main psychological basis of advertisement is suggestions. The aim of suggestion is to motivate a person to do a particular kind of work.

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Advertisement and Memory

Memory has got much importance in the physiological basis of advertisement. The advertisement should be such that those who hear, read or see it may remember it it is with the memory that they will buy things when needed.

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