Transcript Advertising and Commercials

Advertising and Commercials
Feb. 20th/21st
Evolution of Advertising
• Commercials are most
commonly tied with
advertisement.
• In ancient times the most
common form of
advertisement was by word
of mouth.
• Now you see advertisements
everywhere
– Examples: Billboards, TV
Commercials, Radio
Commercials, Internet Pop-Up
Ads, Newspaper Ads
What is Advertising?
• In general, advertising is just a way to convey the
availability of a “product” and to provide
information about the product to the consumer.
• A “product” can either be:
– An actual physical product
• Example: Shampoo or Food Product
– A Service
• Example: A commercial for a hair salon (the salon is
advertising the service of a haircut.)
The TV Commercial
• This is considered to be the
most effective form of
advertisement
• TV commercials are valuable &
expensive to companies who
want to get their product out to
the public
– Did You Know?: In 2007, a 30
second commercial during the
Super Bowl cost $2.7 million
The First
• The first television commercial was in 1941 during a
baseball game between the Brooklyn Dodgers and the
Philadelphia Phillies
• The commercial was for Bulova Watches
Advertising Techniques
• Bandwagon: This technique implies to the
consumer that “everyone” is using the
product.
• Testimonial: Advertisers want to promote
the superiority of their product by getting
either “experts” or everyday people or both
to speak out about the product.
• Pressure: This makes the consumer feel a
sense of urgency and makes them feel they
have to make a choice right away on
whether or not to buy the product
– Example: “Buy NOW, before they’re all gone!!!”
Advertising Techniques Cont.
• Appeal to Emotion: These advertisements are
designed to manipulate a consumer’s emotions
– Example: Charitable organizations use the appeal of
pity to get donations for their cause.
• Association: Advertisers try to associate their
product with something desirable
– Example: Using a beautiful landscape or celebrities for
their advertisements.
Different Types of TV Commercials
• Political TV Advertising
– These are mainly used during election time & are
heavily used during a presidential election year. Some
ads promote their own candidate & others attack their
opponents
• Infomercials
– These are commercials that run along as a regular
television program. They are also known as paid
programming.
• Network or Local Station Promotion