The transfer technique in advertising is constantly changing. With all the new changes, it’s hard to keep up with what works and what doesn’t.
This post will give you a thorough understanding of how to use transference in your ads without being too pushy or sales. It will help you understand how this technique can be used for different industries and products. By using transfer in advertising, you can increase your ad effectiveness by 300%.
- 1 What is transfer in advertising?
- 2 How does transfer in advertising work?
- 3 What are the types of transfer in advertising?
- 4 How to transfer advertising effectively
- 5 Examples of successful advertising campaigns with transfer
- 6 F.A.Q about transfer in advertising?
What is transfer in advertising?
One of the most important elements in advertising, a transfer is what many consider an elusive response to achieve. Advertisers need to be aware that not all consumers respond equally to this phenomenon, and they should work at gaining a better understanding of their audiences’ ability to transfer.
Transfer in advertising is when an ad stimulates a response or effect not in the same medium in which it was created, but through another medium. Ads in one place might make you think of something that happened somewhere else, and then act on that thought. Or ads can cause you to feel differently than you did before, and act accordingly. Or they can cause you to recall an experience in your past, and then act on that recall.
How does transfer in advertising work?
There are many different examples of how transfer in advertising works. For example, when one advertises bank loans, having a picture of someone receiving their loan after applying through the bank will help convince consumers that they, too, can get loans by going to that specific bank. The consumer then transfers their thoughts about how hard it would be for them to get a loan with another bank and lets go of those opinions when they see the advertisement.
Another example is when an advertiser uses a celebrity for their campaign. If the consumer likes the celebrity they see in the advertisement, chances are they will transfer their feelings about that celebrity onto whatever is being advertised.
If one advertises washing detergent, they might use a picture of someone with white clothes to help convince consumers that if they buy this specific brand of detergent, they will be able to keep their clothes clean for a longer period of time. By associating those feelings with a specific product, the consumer might transfer their thoughts about how clean their clothes stay onto the product and buy it so that they can also have cleaner clothes for a longer time.
What are the types of transfer in advertising?
There are multiple types of transfer in advertising, these include Cognitive, Affective, Behavior, and Knowledge.
Cognitive Transfer is the degree of association between a brand advertised and an attribute. For example, if Coca-Cola were to advertise that they sell 100% natural products then you would have cognitive transfer for attributes such as healthy and organic.
Affective Transfer is the degree of association between an advertisement and a feeling or emotion that it elicits in viewers, for example, if Nike were to advertise that they help athletes achieve their dreams then you would have affective transfer for feelings such as happiness and inspiration.
Behavioral Transfer is the degree of influence the advertisement has on the viewer’s likelihood of engaging in certain behavior. For example, if Adidas were to advertise that they are now available online then you would have behavioral transfer for behaviors such as brand loyalty and shopping habits.
Knowledge Transfer is the degree of association between an advertiser and their products or services expertise/expertise. For example, if Apple were to advertise that they have the best technology you would have knowledge transfer for expertise such as high quality and innovation.
How to transfer advertising effectively
– Use many images.
Some people think that if you use the technique of transfer, it must be simple and well-known. The opposite is true! You should always try to make your advertisement as original as possible. This means that there are no limits on creativity. So never hesitate to use difficult transfers which are hard to understand because they are original.
– Use transfer on objects that are popular.
People are used to seeing the same objects every day, so they will hardly be surprised if you use them in your advertisement. The key is to combine them with new elements so even the most common object can surprise someone. If you show a new element next to an old one, the viewer will not notice the difference because he is familiar with both objects. The advertisement must be well done, you need to take into account lighting and shadows to achieve the desired effect.
– Take advantage of effects.
You can make an object look like it exists by adding other elements that are related to it or modifying its shape slightly. However, you should not go too far with this because a transfer that is too complicated for the viewer does not work.
– Look closely at the screen to show us if it’s fake or true.
In conclusion, you should always look closely at an image to see what elements have been added and how the object has been changed. If you still don’t understand, you can try looking at it through a smartphone to see if there are any subtle changes in the picture.
Examples of successful advertising campaigns with transfer
– Samsung Galaxy S7 Edge advertisement
In the past, this phone was known for its strong battery. In the advertisements, they used a picture of a person with a satisfied expression on his face which expressed happiness and satisfaction from using the phone. However, when you look closely at it you will notice that he is wearing several layers of clothing in an outdoor setting. Furthermore, he is holding some kind of power bank in his hand that charges the phone. This shows how much energy the smartphone has which results in unlimited battery life.
– Pepsi Max ‘not brutal’ Advertisement
The Pepsi company has been known for its advertisements that have a lot of product placement. However, in this ad, they did something different. They designed a new can with a metallic finish called ‘Brutal’. In the advertisement, they used a fake stage with two actors who were supposed to be in a TV show. A man comes into the room and notices that there is another person inside which results in an awkward moment between them. When you look closely at their clothes, you will notice that they are wearing blue jeans and T-shirts which give an image of everyday life. There is also a TV in the background which is turned on and it’s playing their commercial with the new ‘Brutal’ can design.
F.A.Q about transfer in advertising?
The importance of transfer in advertising
The transferred meaning is a change in the way one thinks or feels about an idea or product after being influenced by a certain advertisement. This transfers the perception of the consumer from not knowing anything to knowing what they are trying to advertise.
What are the effects of transfer in advertising?
Advertising is a way of getting consumers to buy or use a particular product, service, or idea. Advertising uses certain techniques that influence the audience in order for them to take action and purchase whatever it is that the advertiser wants them to buy. One of these techniques is called transfer in advertising. In this technique, consumers are able to perceive whatever is being advertised in a different light.
When a consumer views a certain advertisement, they might not be entirely aware of the effects it has on them. A campaign can influence their thoughts and feelings about a product or idea that will have an effect on whether or not they buy into what the advertiser is trying to get across.
How much does it cost to advertise on we transfer?
We work with advertisers on a fixed cost-per-impression (CPM) and fixed cost-per-click (CPC) basis. For CPM we ask for an advertiser to pay $0.02 per 1,000 ad impressions served on we transfer. Similarly, CPC ads will be charged at $0.06 for every click from a user.
Transfer advertising is a form of marketing that makes people want to buy more products, without the need for direct selling. How can you use transfer in your own business? Let us know by leaving a comment below!