Transcript Examples of products

CONSUMER HEALTH
RESPONSE WARM UP
• Why do many companies use celebrities to endorse
their products?
• Have you ever bought something simply because
of who was on the face of the advertisement?
• What celebrities do you know of that have
endorsed a product or service? What was that
product?
CELEBRITY ENDORSEMENTS
• Big-name celebrity endorsements:
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Nike
Rolex
Buick
EA Sports (2009)
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Nike
McDonald’s
Coca-Cola
Samsung
Dunkin Donuts
• Pepsi
• L’oreal
• American
Express
• Nintendo DS
KEY TERMS
• Consumer: Anyone who buys a product or service
• Product: Anything offered to a select market that might
satisfy a want or a need.
• Service: The supplying or supplier of utilities required by
the public.
• Companies try to market to specific populations based
on what they believe the wants and needs are (target
audience).
• Examples of products: food, cars, sports equipment,
medicine, skin care products, etc.
• Examples of services: dentist’s offices, lawyers, doctors,
UPS, cell phone carriers, and so on.
EVALUATING ADVERTISEMENTS
• Strategies you can use to make an informed choice
• When looking at an advertisement, it is important to
think critically about what is being portrayed.
• Will the product really improve your situation?
• Make sure to read the fine print.
• Many times the negative aspects or side effects are listed
when most people have tuned out.
• Ask yourself, “Do I really need it?” (want vs. need)
• The advertisements sometimes use misleading terms,
and false claims to get you to buy their product. This
is known as bias.
ADVERTISING STRATEGIES
• Informational Ads:
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Make their claims mostly based on facts
Use statistics (be careful of how they present statistics)
Include the advice of “experts”
Say what the product does
Infomercials are perfect examples
ADVERTISING STRATEGIES
• Bandwagon:
• Suggests you, the customer, will be left out if they do not
buy what is being sold.
• Use glittering generalities: words that evoke a positive
response.
• Examples of glittering generalities: strong, unrivaled,
American, freedom, new, fresh, pure, better.
ADVERTISING STRATEGIES
• Testimonial:
• Companies use celebrities to endorse their products
by getting the celebrities to give great reviews.
• These can sometimes be misleading.
• Why is it beneficial for companies to use celebrities
rather than ordinary people?
ADVERTISING STRATEGIES
• Beautiful People: Using very attractive
models/families (unrealistic?) to portray the possible
outcomes of using a product.
• Good Times: The product used will help you “feel”
good or have a good time.
• Cure-all: Using the product will get rid of your
problems.
• Instant Results: Use the product, and get instant
results. What kinds of products are marketed this
way?
PARTNER ACTIVITY
• With a partner, you are now going to evaluate
advertisements.
• You will receive a printed advertisement, and your
task will be to answer the questions on the sheet in
relation to what you see.
• When you are done with the first one, trade
advertisements with a group close to you, and
complete the same thing on the back side of your
sheet.
• Be prepared to share your answers!
HOMEWORK ASSIGNMENT
EXIT TICKET
• With your same partner, you will answer the 3
questions on the exit ticket.
• Turn them in as you leave.