Advertising Techniques

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Transcript Advertising Techniques

What do you think???
What is your favorite advertisement?
Why?
Have you ever been influenced to buy a
product or service because of an
advertisement?
Do you believe that advertising techniques
are always ethical?
Advertising Techniques
And Their Influence on
Consumers
Objectives
 Define advertising
 Identify 12 types of advertising techniques
 Determine the type(s) of advertising techniques
used when viewing or listening to
advertisements
 State your opinion on the ethicality of
advertisements
 Explain how responsible consumers should
analyze, evaluate, and use advertisements
when making decisions (in 5-8 sentences)
What Is Advertising???
Any paid form of communication through
mass media directed at identified
consumers to provide information and
influence their actions (Dlabay et al)
Any paid form of nonpersonal
communication about an organization,
food, service, or idea by an identified
sponsor (Kerin).
Types of Advertisements
 Product
Pioneering
(informational)
Competitive
(persuasive)
Reminder
 Institutional
Advocacy
Pioneering institutional
Competitive institutional
Reminder institutional
Developing the Advertising Program
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Identify the target audience (Who)
Specify advertising objectives (Why)
Setting the advertising budget
Designing the advertisement
Deciding on message content (What/Why)
Creating the actual message
Selecting the right media (How)
Choosing a medium and vehicle
(When/Where)
 Evaluating the advertising program
Deciding on the Message Content
 Jingles/Slogans
 Facts and figures
 Glittering generalities
 Endorsements
 Testimonials
 Bandwagon
 Snob appeal
 Emotional appeal
 Free gifts/rewards
 Fear
 Sex
 Humor
"Buy it. Sell it. Love it."
"Keeps going and going and going."
"Can you hear me now? ...Good!"
"Where do you want to go today?"
"It takes a licking and keeps on ticking."
"Beef. It's what's for dinner."
"Cuckoo for Coco Puffs"
"Give me a break! Give me a break! Break me off a piece of that ___!"
"Have it your way."
"Have you had your break today?"
"Zoom Zoom “
Retrieved October, 2006 from http://en.wikiquote.org/wiki/Advertising_slogans
"Buy it. Sell it. Love it." ~ eBay
"Keeps going and going and going." ~ Energizer Batteries
"Can you hear me now? ...Good!" ~ Verizon wireless
"Where do you want to go today?" ~ Microsoft, 1996
"It takes a licking and keeps on ticking." ~ Timex Corporation, 1956
"Beef. It's what's for dinner." ~ Cattlemen's Beef Board
"Cuckoo for Coco Puffs"
"Give me a break! Give me a break! Break me off a piece of that Kit Kat
bar!"
"Have it your way." ~ Burger King
"Have you had your break today?" McDonald’s
"Zoom Zoom " ~ Mazda, 2000s
Retrieved October, 2006 from http://en.wikiquote.org/wiki/Advertising_slogans
Deciding on the Message Content
 Jingles/Slogans
 Facts and figures
 Glittering generalities
 Endorsements
 Testimonials
 Bandwagon
 Snob appeal
 Emotional appeal
 Free gifts/rewards
 Fear
 Sex
 Humor
Deciding on the Message Content
 Jingles/Slogans
 Facts and figures
 Glittering generalities
 Endorsements
 Testimonials
 Bandwagon
 Snob appeal
 Emotional appeal
 Free gifts/rewards
 Fear
 Sex
 Humor
What Kind of Message Content Is Used?
 FedEx
 CareerBuilder #1
 CareerBuilder #2
 Full Throttle
 Volkswagen #1
 Volkswagen #2
 Degree
 Mac #1
 Mac #2
 Mac #3
 Mac #4
 Mac #5
 Political
Advertisement
How Should Advertisements Be Viewed?
Informational/Educational?
Trustworthy?
Deceptive?
Ethical?
Unethical?
How Can We Become More Responsible
Consumers of Information?
Research on products or services
Product/Service comparison
Trusted sources
Unbiased reviews
Review
 Define advertising
 Identify 12 types of advertising techniques
 Determine the type(s) of advertising techniques
used when viewing or listening to
advertisements
 State your opinion on the ethicality of
advertisements
 Explain how responsible consumers should
analyze, evaluate, and use advertisements
when making decisions (in 5-8 sentences)
A Look Ahead…
Create a print advertisement that is targeted
towards a certain marketing segment and
incorporates one of the advertising
techniques discussed
(Not your assignment…yet)
http://www.adcracker.com/
http://www.adcracker.com/creativegames/what/index.htm
http://www.knowthis.com/promoadv/examples.htm
http://www.youtube.com/watch?v=O_WYIAHeaXo&mode=related&search=
http://marketplace.publicradio.org/shows/2006/09/25/PM200609255.html
http://www.slate.com/id/2141286/
http://www.autoblog.com/2006/05/01/vws-jetta-jolting-consumers-with-ad-campaign/
http://www.trafficsafetymarketing.gov/
http://www.apple.com/getamac/
http://www.laughparty.com/print.php?id=300
http://www.youtube.com/watch?v=eBFRBlXyzO4&mode=related&search=