The concept of hype can be used with reference to the expectation generated by an advertising campaign.
Hype is a notion from the English language that is often used in our language. It can be said, therefore, that it is an Anglicism.
It is difficult to find a precise translation , since it acquires different meanings depending on the context. Among the equivalent terms that may be used, the Urgent Spanish Foundation – FundéuRAE suggests alternatives such as “expectation” (with its corresponding augmentatives) and “bombo” .
What is hype
The idea of hype refers to the excessive expectations caused by an advertising or promotional campaign . The concept can also refer to exaggerated promotion ; to the anxiety or enthusiasm that these actions generate in people; or to the disappointment that may arise from the advertising in question.
At a general level, it can be said that hype is a marketing resource. There are those who consider it as a technique that is based on the construction of high expectations from different resources (such as the spaced dissemination of successive news and the organization of special events), seeking to encourage the interest of users, consumers or clients.
Hype aims to generate in the consumer the "need" to have a product or service.
Benefits and disadvantages
Hype aspires to create or foster a desire . The goal is for people to feel that they “need” the product or service in question.
Due to its characteristics, hype tends to be effective in the production of this attraction. It is common for a craving to arise, first for information or news and finally for the element itself.
Such attention from the consumer, of course, is positive for the company . With this step already taken, the possibilities of making sales increase.
However, hype can make expectations too high and even impossible to satisfy. Overvaluation, in this way, increases the chances of subsequent disappointment.
An example
Suppose a company is preparing to launch a new basketball video game . As a first measure, it places advertisements in the NBA stadiums , spreading only the name of the game.
Weeks later, it carried out a campaign on social networks where you can see figures from this sport having fun with the video game, of which only a few images are shown.
In the next phase of the hype, the developer company announces the date on which the product will be in stores and announces that, on the previous day, it will hold the official presentation with a party that will include NBA stars and several musical shows .
So, when launch day arrives, gamers are very excited to access the product . It can be said, therefore, that the company managed to create the hype.
Hype as a name or title
Hype Williams is an American music clip director. Notorius BIG , Wu-Tang Clan , Jay-Z , Puff Daddy , Nelly Furtado , Kanye West , Christina Aguilera , Coldplay , Nicki Minaj and Beyoncé are some of the artists who worked with him.
“Hype!” , meanwhile, is a documentary focused on the Seattle music scene. Directed by Doug Pray , it was released in 1996 . In the film, musicians from bands such as Nirvana , Pearl Jam , Soundgarden , Alice in Chains , Mudhoney , The Melvins and Screaming Trees give their testimony.