Advertising

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Text of Advertising

  • 1. Advertising Do you know what you want? Take Charge of Your Finances

2. Why do we buy what we buy?

  • Who or what influences our spending habits?
    • Family
    • Friends
    • Media
      • Advertising

3. Advertising

  • Advertise
    • To call public attention to a product or service
  • Advertiser
    • A person or company that has a product they want to sell
  • Advertisement
    • Focuses attention to a product and grabs the attention of the consumer

4. How do companies create advertisements?

  • Step One: Determine and research a target audience
    • Perception of needs and wants
    • Problems consumers may encounter
    • Emotions experienced
    • Current or desired lifestyle

5. Who is the target audience?

  • Advertisements for female clothing

6. How do companies create advertisements?

  • Step Two: Grab the attention of the target audience
    • Use emotions that focus on love, belonging, prestige and self-esteem
    • Show how the consumer can save money
    • Make promises of a better life
    • Solve consumer problems
    • Use creative and appealing layouts
      • Z form
      • Color
      • Advertisement placement
      • Other techniques

7. Creative and AppealingLayouts

  • The Perfect Hamburger
    • Sesame seeds are arranged with tweezers and glue
    • A waterproof sealant is sprayed on the bun so it doesnt get soggy
    • The outside of the hamburger is cooked, but the inside is left raw so it looks plump and then painted with a brown paint
    • Grill marks are put on with a hot metal skewer
    • Paper towels are used to create a sponge below the hamburger so no juices leak onto the bun
    • A perfect lettuce leaf and slice from the center of the tomato are carefully selected
    • Entire hamburger is sprayed with glycerin to keep it fresh looking

8. How do companies create advertisements?

  • Step Three: Differentiate the advertised brand from others
    • Describe the product benefits
    • Showcase unique qualities
    • Illustrate the value and quality of the product
    • Create an advertisement consumers will remember

9. How do companies create advertisements?

  • Step Four: Change brand the consumers brand preference or habits
    • If a consumer changes their preference and begins using the advertised product or service, the advertiser has met his goal!

10. Analyze this Ad

  • Target audience
    • Desired lifestyle
  • Gain Attention
    • Prestige
    • Layout
  • Persuasion
    • 5 star ratings
    • Picture

11. Advertising Techniques

  • Incentives/Promotions
  • Slogans
  • Logos
  • Beauty Appeal
  • Testimonial/Celebrity Endorsement
  • Escape
  • Lifestyle
  • Peer approval/Bandwagon
  • Rebel
  • Unfinished Comparison

12. Incentives/Promotions

  • Incentives/Promotions
    • Add value to the purchase
      • Examples: price savings, product samples, gifts and contests
      • Clearance, White Sale, Going-out-of-Business
    • Consumers often purchase full price items when shopping for the promoted items
    • Need to read the details carefully to ensure money is actually saved

13. Slogans

  • Slogans
    • Short phrases
    • Contain the entire advertising message
    • Use rhythms, puns and alliteration
      • Quickly attract the attention of consumers and make the messages easy to remember

14. Slogans

  • Think Outside the Bun
    • Taco Bell
  • Go Brown
    • UPS
  • Be All You Can Be
    • US Army
  • Breakfast of Champions
    • Wheaties

15. Logos

  • Logos
    • Pictures or symbols that represent a company
    • Consumers identify a product or company with the logo
  • Do you recognize these logos?

16. Beauty Appeal

  • Beauty Appeal
    • Beauty attracts people
      • Examples: beautiful people, places and things
    • Companies often use models to make consumers feel like they will experience the same benefits if they use the specific product

17. Beauty Appeal 18. Testimonial/Celebrity Endorsement

  • Testimonial/Celebrity Endorsement
    • Use celebrities or professional individuals to sell products
    • Consumers are led to believe they will attain characteristics similar to the individual trying to sell them

19. Testimonial/Celebrity Endorsement

  • Revlon
  • Nike
  • National Milk Processor Board
    • Got Milk?

20. Escape

  • Escape
    • The idea of escape is a dream that consumers desire
      • Example: car companies use beautiful setting and scenery in advertisements creating a feeling of escape

21. 22. Lifestyle

  • Lifestyle
    • Associates the product with a particular style of living
      • Example: a daily vitamin or supplement
      • If consumers purchase the vitamin they will gain the same active and healthy lifestyle the individual in the advertisement portrays

23. Lifestyle 24. Peer Approval/Bandwagon

  • Peer Approval/Bandwagon
    • Associates product use with friendship and acceptance
    • Advertisements make consumers feel like they will not be well-liked if they dont use a certain product

25. 26. Rebel

  • Rebel
    • Associates a product with behaviors or lifestyles that oppose societys norms
    • Marlboro Man

27. Unfinished Comparison

  • Unfinished Comparison
    • The statements in the advertisements may be true, but are not clear or finished
      • Example:Works better in poor driving conditions.
      • Question?Works better than what?

28. Advertising Regulations

  • Federal Trade Commission (FTC)
    • Regulates marketing activities
    • Protects consumers from:
      • False advertising
      • Misleading pricing
      • Deceptive packaging and labeling
    • If a consumer feels an advertisement is false they can report it to the FTC
    • The FTC then issues a complaint
    • If the company continues false advertising they can be fined $10,000/day for every day they continue the advertisement
    • The company is also required to provide corrective advertising for any misleading claim

29. Review

  • Advertisement
  • How do companies create advertisements?
  • Advertising techniques
  • Regulations - FTC

30. Questions?