Transcript Advertising ppt.

Advertising…
Do you know what you want?
“Take Charge of Your Finances”
1.2.3.G1
Why do we buy what we buy?
□ Who or what influences our spending habits?
□ Family
□ Friends
□ Media
□ Advertising
© 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
1.2.3.G1
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
1.2.3.G1
How do companies create
advertisements?
□ Step One: Determine and research a target audience
□ Perception of needs and wants
□ Problems consumers may encounter
□ Emotions experienced
□ Current or desired lifestyle
© 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
1.2.3.G1
Who is the target audience?
□ Advertisements for female clothing
© 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
1.2.3.G1
How do companies create
advertisements?
□ Step Two: Grab the attention of the target audience
□ 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
© 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
1.2.3.G1
Creative and Appealing
Layouts
□ 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
© 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
1.2.3.G1
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
© 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
1.2.3.G1
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
1.2.3.G1
Analyze this Ad
□ Target audience
□ Desired lifestyle
□ Gain Attention
□ Prestige
□ Layout
□ Persuasion
□ 5 star ratings
□ Picture
© 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
1.2.3.G1
Advertising Techniques
□
□
□
□
□
□
□
□
□
□
□
□
□
Incentives/Promotions
Slogans
Logos
Beauty Appeal
Glittering Generality
Testimonial/Celebrity Endorsement
Escape
Lifestyle
Plain-Folks Appeal
Peer approval/Bandwagon
Rebel
Name-Calling
Unfinished Comparison
© 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
1.2.3.G1
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
1.2.3.G1
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
© 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
1.2.3.G1
Slogans
□ “Think Outside the Bun”
□ Taco Bell
□ “Go Brown”
□ UPS
□ “Be All You Can Be”
□ US Army
□ “Breakfast of Champions”
□ Wheaties
© 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
1.2.3.G1
Logos
□ Logos
□ Pictures or symbols that represent a company
□ Consumers identify a product or company with the logo
□ Do you recognize these logos?
© 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
1.2.3.G1
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
© 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
1.2.3.G1
Beauty Appeal
© 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
1.2.3.G1
Glittering Generality
□ A popular or desired virtue is used to create positive
feelings for a person, idea or product.
□ Vague words/phrases like: truth, democracy,
timeless, ageless, family values, better, new
© 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 Take Charge America Institute at The University of Arizona
1.2.3.G1
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
© 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
1.2.3.G1
Testimonial/Celebrity
Endorsement
□ Revlon
□ Nike
□ National Milk Processor Board
□ Got Milk?
© 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
1.2.3.G1
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
1.2.3.G1
© 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
1.2.3.G1
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
1.2.3.G1
Lifestyle
© 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
1.2.3.G1
Plain-Folks Appeal
□ Associating the product, idea or person with
normal, everyday people and activities.
© 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 Take Charge America Institute at The University of Arizona
1.2.3.G1
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
1.2.3.G1
© 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
1.2.3.G1
Rebel
□ Rebel
□ Associates a product with behaviors or lifestyles that
oppose society’s norms
□ Marlboro Man
© 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
1.2.3.G1
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?
© 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
1.2.3.G1
Name-calling
□ A negative word or feeling as attached to an idea, product,
or person.
□ The implication is that we shouldn’t be interested in
something associated with a negative label.
□ In commercials it occurs when two or more products are
compared to show that one of the products being
advertised is clearly better than the other(s)
□ Examples: Political mud-slinging
“Bargain Brand”
© 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 Take Charge America Institute at The University of Arizona
1.2.3.G1
Name-Calling
□
□
http://www.youtube.com/watch?v=ATxxKqx26bM
Affordable Health Care Act given name “Obamacare” by Republicans
□
Political Ad Example
Clipart-Microsoft Office XP 2002
Spending grew 100%
under Mayor Moneybags!
© 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 Take Charge America Institute at The University of Arizona
1.2.3.G1
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
© 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
1.2.3.G1
Application
□ Working with your group, find a print or TV ad
that represents one of the advertising techniques
depicted in this lesson.
□ Who is the target audience for your ad?
□ Which advertising technique is featured? Explain.
© 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