Advertising Policy
To all pervading can this “scattering” be that it is no longer even combined to the consumer`s home. The development of micro-circuitry and transistor electronics has meant that radio broadcasting and even television broadcasting can now accompany the consumer while traveling in private or public transport, on the holiday-beach, in the open countryside, in the hotel bedroom, in his bathroom- wherever he goes, in fact (except, for the present at least, when he goes to sleep)!
But in addition to the ability of mass communications methods to pervade every area of a person`s activity, the techniques employed have gained in sophistication from the advances that have been achieved in the understanding of group and individual psychology. The theory of “stereotypes” that is the the tendency of people to construct for themselves patterns of attitudes and responses to the external world as a ready guide for their behaviour -has been developed and systemized to the extend that it is longer necessary to rely on mere intuition to find and advertising platform (or theme) that will be received sympathetically by the section of the public a manufacturer is aiming at as the market for his products.
Thus it is now quite possible to use some of the techniques of clinical psychology to investigate the deeper layers of consumer-attitudes in order to frame product-policy and an advertising policy that will fit more accurately into a people`s steteotype patterns. Glasser said that we have entered a period when these methods of understanding the hidden springs of human responses will increasingly enable the advertising practitioner to aim his persuasive message at the unconscious thinking of the prospective costumer, influencing his attitudes unwares.
This is not surprising to me, in this context, that many advertising agencies employ highly qualified psychologists to advise on the framing of advertising campaigns, the copy platform (the theme), the words, type-face and layout of copy (the text of the advertisement), and the character of the visual material associated with in in the advertisement -whether this be in print, on the air, or on film, or indeed any medium.
* Continous post from Advertising Marketing one.