Transcript Why advertise?

Supply and Demand Project
Commercial Analysis Notes
Note to students who were absent:
 Copy down the following 6 strategies.
 Attempt to locate each of the commercials
online using you tube. Follow the
instructions for what to do with each
commercial you saw
1
Supply and Demand Project
Commercial Analysis Notes
Essential Question:
 Identify the 6 major types of advertising
strategies and explain their intended
impact(s) on consumers; Evaluate which
strategies would be effective and appropriate
to get you to buy a specific product
2
Supply and Demand Project
Commercial Analysis Notes
Why advertise?
•Producers want to increase consumer demand for
their products without lowering price
•Producers create commercials (TV, Internet,
Radio) to sway consumer tastes and preferences
and make consumers BUY!!!
•Commercials use a specific advertising strategy
(or multiple ones) to influence consumer tastes and
preferences, in order to sell their product
Supply and Demand Project
Commercial Analysis Notes
Directions
•For each of the 6 commercials, write down a
1-2 sentence summary describing what you see,
how you feel (or how you think the commercial
is supposed to make you feel), and/or any other
messages you are supposed to “get” from
watching the commercial.
Supply and Demand Project
Commercial Analysis Notes
Strategy #1-Emotional Appeal: Subaru, Serve
Pro, and Windows phone
5
• Advertisers show different images to evoke
emotions out of consumers: Joy, humour, anger,
loneliness, vanity, or pity to distort views.
• Positive emotions are associated with the use of
the product; Negative emotions without the use
or with the use of a competing product.
• The most commonly used strategy; must be
carefully used, not all consumers will have the
same emotional response
Supply and Demand Project
Commercial Analysis Notes
Strategy # 2 “Bandwagon” Simpsons Coke,
Santa Pepsi Commercial
6
• Advertisers show different images that support
the idea that “EVERYONE’S” using/buying
this product therefore, shouldn’t you?
• This strategy is typically used with an already
established product
• Sometimes when an established company
introduces a new product, they will use
bandwagon to generate interest.
Supply and Demand Project
Commercial Analysis Notes
Strategy #3, Testimonial” Metro PCS,
Gatorade, Sony
7
• These commercials employ a famous actor,
musicians, athletes, or other known individuals
• They convey a message of trust, since someone
you know is using or making claims about a
product- those claims must be true.
• The person giving the testimonial is either
representing the people who use the product or
who is respected by the people that the product is
intended for.
Supply and Demand Project
Commercial Analysis Notes
Strategy # 4 Name Calling “Slowski’s, Sprint,
Samsung
• Commercial makes fun of, or makes negative
comments or suggestions about competitor.
• Very dangerous, as a direct non-factual
statement could lead to a law suit for slander
• Very cautiously done as they can lead to
advertising wars, make the “name caller” look
bad, or give the competitor free advertising.
8
Supply and Demand Project
Commercial Analysis Notes
Strategy # 5 Repetition
JG Wentworth Opera and Kmart Big Gas
Savings
9
• Product, Brand, or Company name said over,
and over, and over, and over again!
• The purpose is to provide a mental reminder to
use the product, or create company or brand
recognition.
• Repetition can also be used for important
contact information such as phone #’s and
email addresses
Supply and Demand Project
Commercial Analysis Notes
Strategy # 6 Logical Argument
Lipitor,
10
• Commercial appears to be telling simple truth
based on facts with little emotion, and may
include statistics or testimonial.
• Usually used with products that have inelastic
demand because they are seen as a necessity.
• Often the calmness and lack of imagery
suggests an air of superiority, that the product
“doesn’t need” to use the other strategies.
Supply and Demand Project
Commercial Analysis Notes
Commercial Skit (don’t copy)
•You will be placed in a group of 6-7
•Each group will be given a specific product to
create a commercial for.
•Your group will be expected to write a script
that explains what is happening in the skit,
what product you are promoting, and what role
each group member is playing
Supply and Demand Project
Commercial Analysis Notes
Commercial Skit Continued (Don’t Copy)
•Each group member will be expected to have
the script written in their notebook
•You are encouraged to use props to make
your commercial more realistic
•You MAY NOT tell the class what strategies
you are using- you will be graded on your
ability to “teach without telling”
Supply and Demand Project
Commercial Analysis Notes
Rubric
•Complete set of notes with all commercials,
minimum of 3 questions per page and complete
summary= 20 points
•Skit that is well rehearsed and includes everyone (no
one “tells” the audience what is happening) =10
points
•The advertising strategies used are clear to the
audience and appropriate to the product = 20 points!
Supply and Demand Project
Commercial Analysis Notes
Script (write on a new page), Each group
member should have this written down!
•Group Members: (First and last names)
•Product: (Each group will be given
•Advertising Strategies: (Pick 2 and only 2)
•Prop’s: (Not required, but suggested)
•Script: (Detailed, includes everyone, rehearsed)
You will be expected to write the script and have it rehearsed and
ready to present on Wed. You will not be allowed to leave class to
rehearse. Be sure to have all of this information (except
script+props)) completed prior to leaving today!