Advertisements are everywhere! At the movie, in the mail, on television (where ad time almost equals program time in some cases), in printed material like magazines and newspapers, along the road, you name a place and there is probably an ad there.
Advertisers must come up with a way to overcome the mental block set up by consumers. How can you get the public to notice your ad above the thousands of others? One method employed to do this is building curiosity with sounds and sights.
Sounds often involve music. Many TV ads include some type of mood setting designed to make you at least watch the ad. Other types of sounds also build curiosity and attract attention. The Superman serials on TV in the 50’s were popular with kids partly because of the air sound as the hero landed or took off.
Curiosity is also built through the visual. A blanket over the newest model of a car makes consumers wonder what it will look like. Women in general sell products better than men in ads. A collage of movie clips are used in trailers to stimulate the imagination and make people want to see the whole thing.
The double edged sword of both sound and sight will help raise an ad from the ignored to the noticed. By using both the ear gate and eye gate attention is more likely gained. Yet, if everyone does this, then your ad will remain indistinct.
One form of advertising is unique in this regard. This method is called banner ads. A large billboard or long banner is pulled behind a small airplane over a large group of people. Since this is the only ad visible at the time, it is sure that there is no competition for attention.
Imagine you are sitting on a beach, enjoying the sun when in the distance you hear the drone of an airplane. You have time and interest so you look up to check it out. Coming toward you is a single engine plane pulling a banner with a message written on it. Your curiosity rises. What does it say? You watch with anticipation until you can read the message and you probably do this several times in the 17 seconds it passes.
The plane disappears but in a few minutes it passes by again and you read it a second time. By the third time this happens you have the message memorized and after that, the sound of the plane along causes you to recite the message in your mind.
The advertiser has done his job. He has built the curiosity of you, the audience, used sounds and sights to present the message, and repeated it so that it is fixed in your memory. To top it off, the message faces no competitors. If the product or service is of use to you, he will be confident that when you need it, his name will be the one you choose.
Learn how AirSign has been leading the industry in providing innovative aerial advertising services since 1996. They have banner towing airplanes stationed across the States ready to fly your message over sporting events, holidays, vacation hot spots or just to that special someone.
