Reminiscent advertising exploits the nostalgic mood of buyers. Such an impact creates a positive memory of the past in an attempt to connect these emotions with any brand or product.
Increasingly, we notice commercials with images of childhood and youth, as well as photographs with shades of scuffs and scratches. To evoke emotions through nostalgia and personal memories is a powerful informative advertisement reminiscent of better times.
These emotions are used as a catalyst for consumption, linking positive feelings arising from memories of the past, and associating them with a specific brand or product.
The past is often portrayed as "simpler." 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: consumer interest and sale of goods or services. 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 tasks:
- Informational: for the interest of the consumer in certain goods or services.
- Credibility: to form a group of potential customers who need this product or service.
- Reminders: to constantly maintain interest in your product or service.
Types of Reminder Ads
Advertisers emphasize images in their commercials that evoke memories associated with moments of attachment, such as periods of transition (retirement) and periods of development (youth and childhood).
The main tasks of reminiscent advertising are the retention of positive personal memories and the ability to perceive a particular brand, or maybe the product in a positive light.
Techniques used in advertising are required to maintain a steady interest in the product’s offer for the target audience. The main function is a reminder of the need to purchase a specific product or a specific service operation and reinforce the requirements in the minds of consumers.
The value of advertising
Advertisers rely on memories of events that happen at home with their family, because people's daily lives revolve around these moments.
Examples of reminiscent advertising can be seen in videos, the plot of which becomes childhood. This type of content is the most common theme in commercials.
This type of video product cannot depict the unique individual memories of each person, so advertisers create common themes in their advertising plots that apply to everyone.
This gives a large number of viewers the opportunity to present themselves in advertising, which encourages them to believe in the need to purchase goods.
Advertising on memories
Our memories are a way out of the depths of memory that we have received over time.
If the reminiscent advertisement is professional, viewers can truly believe that Spider-Man is part of their childhood, even if grandfather or grandmother is watching.
Such videos can not only completely create false memories, but they change a person’s perception in favor of a brand or product that reproduces ads.
A reminder of advertising is very important when it is necessary to maintain awareness, to store in memory of consumers information about a product or service, about a place of sale, cost, about what functions and advantages of a product are.
Familiar from childhood
Many advertisers offer viewing frames of home videos of families who enjoy each other and have fun in one of the city's city parks. This is done in order to evoke the audience’s memories of their own experience walking in the city park.
At the same time, anyone who views this story will involuntarily plunge into the memories of their walks in the park with their family. And it will not matter what park it is and where it is located.
It is likely that when viewing this person, he will “absorb” at a subconscious level all the information that reaches him at the time of viewing the advertisement. It will not be surprising that, having watched one or another such video, he will associate himself with the company or product that is being described.
And no matter how you feel about advertising, a reminiscent of the plot has its own "punch" power against anyone and everyone. If you have not succumbed to his spell today, then you will surely fall for tomorrow, and you will definitely want to buy the product that is advertised. It is for these purposes that there is a constant association of such a product or brand with childhood. Because, as you know, this time is always and for all the most rainbow-free and cloudless period of life.
What decides?
Among the main problems that need to be resolved with the help of advertising reminders, you can specify the following:
- Informing consumers about the release of a new product or service.
- Notification of consumers in which stores you can buy goods.
- To inform consumers about the benefits and advantages of the goods sold.
Conclusion
Reminiscent advertising becomes relevant in the case of finished products. At this point, consumers will learn about their features. In addition, they are convinced of the benefits of this product or service.
However, this information needs to be fixed in order to remind consumers of the purchase of the product. For example, Coca-Cola ads are designed to remind people of a company's product. Even the world-famous brand, which everyone knows, is still spent on reminiscent of advertising.
Advertising reminders - this is the type of activity whose purpose is to ensure ongoing purchases. For example, car ads often portray satisfied customers admiring the features of their new car.