- 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?
- To call public attention to a product or service
- A person or company that has a product they want to sell
- 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
- 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
- Use creative and appealing layouts
7. Creative and AppealingLayouts
- 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
11. Advertising Techniques
- Testimonial/Celebrity Endorsement
- 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
- Contain the entire advertising message
- Use rhythms, puns and alliteration
- Quickly attract the attention of consumers and make the messages easy to remember
- Pictures or symbols that represent a company
- Consumers identify a product or company with the logo
- Do you recognize these logos?
16. Beauty Appeal
- 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
- National Milk Processor Board
- 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
- 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
- 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
- Associates a product with behaviors or lifestyles that oppose societys norms
27. 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
- 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
- How do companies create advertisements?