12 Points to be kept in mind while communicating with the audience

In order to attract the attention and create interest of the target audience, markers make use of several appeals – appeal to the basic needs, social needs and psychological needs of the audience. At the end the ads provoke the consumer to act- to buy the product.

  1. Instead of building a wall around the product, the message should create a bridge to the target audience by being persuasive.
  2. Arouse the audience, and give it a reason for listening to you.
  3. Make use of question to involve the audience.
  4. Use familiar words and build up points of interest.
  5. Use specific and concrete words.
  6. Repeat key points.
  7. Convince the audience by sticking to facts.
  8. Empathize with your audience.
  9. Use rhyme and rhythm, for instance when Waterbury’s compound is advertised they say ‘when vitality is low, Waterbury’s brings back the glow.’
  10. Make use of Zeigarnik effect, i.e., leave the message incomplete, where the audience is provoked to complete and close it by pondering over it.
  11. Ask the audience to draw conclusions.
  12. Let them know the implications of these conclusions.

In order to attract the attention and create interest of the target audience, markers make use of several appeals – appeal to the basic needs, social needs and psychological needs of the audience. At the end the ads provoke the consumer to act- to buy the product.