Transcript 7.04: Exemplify persuasive methods used in advertising and sales.

7.04: Exemplify
persuasive methods
used in advertising and
sales.
PERSONAL FINANCE
Key Terms: Advertising and
Sales Methods
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print ad
 An ad in a newspaper, magazine, telephone directory, or
other publication
direct mail advertising
 Printed advertising sent by mail to consumers’ homes
Commercial
 A brief, one minute or less, TV or radio ad used to promote
a product
Infomercial
 A TV or radio ad that promotes a product and lasts 30
minutes or longer
Key Terms: Advertising and
Sales Methods
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pop-up ad
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Billboard
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An ad that suddenly appears on a web
page or in an email message
An ad posted on a sign along the highway
Federal Trade Commission (FTC)
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An agency that regulates advertising to
ensure that ads are fair and accurate
Role of Advertising
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Purpose: To inform consumers about
goods and services; to encourage them
to purchase
Role of Advertising
Forms of advertising
Print ads---newspapers, magazines, telephone
directories
Direct mail advertising---catalogues, flyers,
newsletters
Commercials---radio, television, movies
Infomercials---30-minute ads with
demonstrations
Pop-up ads---web pages, emails
Billboards and signs---along the highway, in
subways, on buses and trucks
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Role of Advertising
Benefits for consumers
Helps save money by informing about sales
Helps save time by preventing unnecessary
trips to stores
Provide information to help make better
purchase choices
Promote health and safety through public
service ads
Helps pay the costs of publishing and
broadcasting
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Role of Advertising
Drawbacks for consumers
 Annoying ads, commercials interrupt
programs, billboards spoil beautiful view
 Consumers may be influenced to spend
money on unneeded items
 Misleading information or statements
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Role of Advertising
Regulation of ads by Federal Trade
Commission
Insures that ads are fair and accurate
Defines advertising standards for publishers
and broadcasters
Pay special attention to health and safety
claims and ads aimed at children
Monitors national advertising only
Discontinues false/inaccurate ads; orders that
monetary damages be paid to customers
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Activity
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Display the phrase “Too Good to Be True” on
a board, poster, or flip chart. Provide
magazines and newspapers. Have students
work in pairs to find and clip two ads that
sound too good to be true and circle words
that appear false or misleading. As pairs
share with the group, have them attach their
clippings collage-style around the “Too
Good…” phrase.
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Offers that are “Too Good to Be True” are just one example
of things consumers should be on the alert about when it
comes to persuasive incentives and promotions.
Referring to “Advertising and Selling Methods,”
Appendix 7.04C, share and discuss information about
clearance sales, other types of sales, coupons, rebates,
and sweepstakes.
Have students continue searching newspapers and
magazines to find examples of each, label, and attach to
the display.
Share aloud two examples of each incentive/promotion.
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From “Advertising and Selling Methods”
discuss key points about personal selling--salespeople in stores, telemarketers, and doorto-door sales reps. Have student pairs
prepare/deliver a 1- to 2-minute role play
showing selling strategies and effective ways to
respond. Have audiences list as they view
“Selling Strategies” and “Response Strategies.”
Debrief after each role play.
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From “Advertising and Selling
Methods” discuss key points about store
facilities---arrangement and ambience.
Have students share examples they have
seen in local stores to illustrate frequently
purchased items in far corners of store,
high-profit items in prominent positions,
store décor to promote an image, and
relaxing music to encourage lingering.
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Prepare in advance one cereal box puzzle for every two
to four students. Cut the cover from each box. Cut each
cover into 2-4 puzzle pieces according to number of
students desired per group. Scramble puzzle pieces;
give each student one piece. As students find matching
pieces, they identify team members for the “Cereal Box
Puzzle Activity” in FEFE Lesson 1.2.3.
Beginning with #2, follow steps in the “Body” of FEFE
1.2.3, The Impact of Advertising on Purchasing
Decisions to have students view PowerPoint, analyze an
ad and cereal box cover.
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Have students do a “30-Minute Ad Count,”
FEFE 1.2.3.A2 using the expanded list of
“Advertising Techniques” in Appendix
7.04D in lieu of the shorter list on the “Ad
Count.”
At a copier, enlarge to 11x17 “Class
Summary of 30-Minute Ad Count,” App.
7.04E. If preferred, use one sheet of flip chart
or poster paper to make an enlarged copy of
the chart by hand.
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As a Math-to-Life Connection, circulate the enlarged
chart and have each student record the number of times
each advertising technique was used in the ads they saw.
Have students total numbers in each column. Have them
calculate the percentage of the total represented by each
advertising technique. Report findings to the class.
Discuss findings using these guiding questions:
 Were there any findings that came out as expected?
 Were there any surprises?
What conclusions might be drawn?
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To review advertising techniques, play “Ready, Set, Name That
Product.” Divide class into two teams; allow teams 3 minutes to use
creative advertising ideas to name their teams. Give each team a
marker and assign a section of board to write responses.
Call out an advertising technique and read its definition from “Key
Terms.” Have teams collaborate and think of products that are
advertised using that technique, then say “Ready, Set, Name That
Product.” Have a team member race to the board to write the product
name. For example, for “testimonial,” and Bill Cosby’s commercials for
Jello, the team member would write simply Jello. For each technique
called, the team who completes their board entry first wins a point for
that round. At the end of play, the team with the highest score wins.
Have students take out clipped key terms/definitions and correct any
pairings done incorrectly at the beginning of this study.
http://pbskids.org
 www.mediaworkshop.org
 http://www.notevenonce.com
 http://www.mostofus.org
 http://www.paragonlight.com/food.html
 http://www.superbowl-ads.com
 www.teachingonline.org
 http://www.zi100llions.org
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