Transcript THE POWER OF TV ADVERTISING

THE POWER OF TV
ADVERTISING
Business English 1, 2009/10, PE5
Team: Roses
Andrea Ivanković, Lara Ivičević,
Maja Jelančić, Brigita Jembrek,
Ana Jezidžić, Marina Jukić
Considering the audience…
Basic advertising strategies:
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Inspire good feelings
Feature cute kids
Appear life-like
Use sound effects
Use star power
Provide family entertainment
How do TV commercials draw
attention?
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Video
Sound
Emphasizing benefits, not characteristics
Word choice
Consumer psychology
List of needs (according to Maslow):
• Basic needs
• Approval from external
sources
• Needs for belonging
• Needs for space or territory
• Growth needs
Why do people buy?
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Fear
Exclusiveness
Greed
Need for affirmation
Envy
Priviledge
Pleasure
Emotional marketing strategy
• Rationality vs.
Emotions
• YES vs. NO
• Men vs. women
How to choose people in
commercials?
• Credibility
• Pretty vs. average
people
• Product awareness
• Famous people
• Brand promotion in
sitcoms
• Self-promotion
THANK YOU FOR YOUR
ATTENTION!