Transcript Consumers
It is estimated that one hears/sees over 500 ads per day Advertising is a business and companies spend billions of dollars on advertising products and services. Slots could be sold for $60,000 to close to $2 million for slots closer to game time Consumers Snickers Coke chips a majority of people believe that advertising does not affect them. Definitions ConsumerAdvertising-Advertising is a paid message designed to make consumers buy a product or service. Target audienceMarketing- Kinds of Advertising commercial political public service announcements (P.S.A.'s) don't put it in your mouth advocacy (Don't Drink and Drive) image-building (the gas company's concern for the environment). Forms of Advertising television commercials print ads radio spots banners posters billboards videos clothing To be effective good ads must have: the ability to get our attention. Hundreds of ads are seen/heard each day. Therefore, an effective ad must stand out from the competition and grab the consumer's attention. the ability to sustain our attention. It is important that the potential consumer learn something about the product. An effective ad involves the reader in the details of the ad and carries the reader's attention through the ad. the ability to transmit the message. Clarity is important if the consumer is to understand the message given the limited ad space available. the ability to convince the potential consumers to accept the message of the ad and the ad brand. Thus, the ability of the ad to persuade you to accept the product, the brand, and to buy. Some commonly used weasel words include: "helps" (the champion weasel) "like" (used in a comparative sense) "virtual" or "virtually" "acts" or "works" "can be," "up to," "as much as," "refreshes," "comforts," "tackles," "fights," "comes on," "the feel of," "the look of," "looks like," "fortified," "enriched," and "strengthened." The Ad claims the product is better, or has more of something but does not finish the comparison. e.g. "Magnavox gives you more." More what? e.g. "Anacin: Twice as much of the pain reliever doctors recommend most." Twice as much as what pain reliever? e.g. "Ford LTD --700% quieter" When the FTC asked Ford to substantiate this claim, Ford revealed that they meant the inside of the Ford was 700% quieter than the outside. The uniqueness claim is supposed to be interpreted as a claim to superiority. The "Water is Wet" Claim This technique claims something about the product that is true for any brand in that product category, for example, "Schrank’s water is really wet." The Vague Claim The vague claim is simply not clear. It uses words that are colorful but meaningless and subjective and emotional opinions that defy verification. It often overlaps with other claims. The Endorsement or Testimonial With this technique, a celebrity or authority appears in an ad to lend his or her stellar qualities to the product. Sometimes the people will actually claim to use the product, but very often they don’t. .The Scientific or Statistical Claim This method uses some sort of scientific proof or experiment, very specific numbers, or an impressive mystery ingredient. The "Compliment the Consumer" Claim This claim butters up the consumer with some form of flattery. e.g. "We think a cigar smoker is someone special." e.g. "If what you do is right for you, no matter what others do, then RC Cola is right for you." e.g. "The Lady has taste." The Rhetorical Question The rhetorical question demands a response from the audience. A question is asked and the consumer is supposed to answer in such a way as to affirm the product’s goodness. e.g. "Plymouth - isn’t that the kind of car America wants?" e.g. "What do you want most from coffee? That’s what you get most from Hills." 11. Special Offer Buy the product and get something free. 12. Bandwagon Everybody uses the product. 13. Happy Family Use the product and make your family happy. Fun Examples beauty or brains pop