Transcript Media and Advertising PowerPoint

Advertising…
Do you know what you want?
Why do we buy what we buy?
 Who or what influences our spending
habits?
 Family
 Friends
 Media
 Advertising
What is a promotion?
 is any form of communication a
business or organization uses to
inform, persuade, or remind people
about its products and improve public
images.
Product Promotion
 used to convince potential customers to
buy products from it instead of from a
competitor.
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--explains major features and benefits
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--tells where products are sold
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-- advertises sales on those products
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-- answers customer questions
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-- introduces new products
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
© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing Decisions
Funded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
How do companies create
advertisements?
 Step One: Determine and research a
target audience
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Perception of needs and wants
Problems consumers may encounter
Emotions experienced
Current or desired lifestyle
Who is the target audience?
 Advertisements for female clothing
Men’s Clothing
How do companies create
advertisements?
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Step Two: Grab the attention of the
target audience
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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
Creative and Appealing
Layouts
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The Perfect Hamburger
 Sesame seeds are arranged with tweezers and glue
 A waterproof sealant is sprayed on the bun so it doesn’t 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
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
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!
© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing Decisions
Funded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
Analyze this Ad
 Target
audience
 Desired
lifestyle
 Gain Attention
 Prestige
 Layout
 Persuasion
 5 star
ratings
 Picture
Advertising Techniques
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Incentives/Promotions
Slogans
Logos
Beauty Appeal
Testimonial/Celebrity Endorsement
Escape
Lifestyle
Peer approval/Bandwagon
Rebel
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
© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing Decisions
Funded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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
Slogans
 “Think Outside the Bun”
 Taco Bell
 “Go Brown”
 UPS
 “Be All You Can Be”
 US Army
 “Breakfast of Champions”
 Wheaties
Logos
 Logos
 Pictures or symbols that represent a company
 Consumers identify a product or company with the
logo
 Do you recognize these logos?
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
Beauty Appeal
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
Testimonial/Celebrity Endorsement
 Revlon
 Nike
 National Milk Processor Board
 Got Milk?
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
© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing Decisions
Funded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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
© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing Decisions
Funded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
Lifestyle
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
don’t use a certain product
© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing Decisions
Funded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
Rebel
 Rebel
 Associates a product with behaviors or
lifestyles that oppose society’s norms
 Marlboro Man
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?
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
Review
 Advertisement
 How do companies create
advertisements?
 Advertising techniques
 Regulations - FTC
Questions?