Transcript Advertising and Consumer Decisions

By: Nakoa Gabriel
Why advertise and the benefits
 Advertising- Paid form of communication sent out by
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businesses about its product or service.
Brand advertising- Using a brand names in order to make
you remember a particular brand name. (ex: Jingles and
slogans)
In formative advertising- Influences you to buy a product
by educating you about the product’s benefits.
Comparative advertising- Compares qualities of two
businesses
Defensive advertising- Responds to claims by other
businesses.
Persuasive advertising- Appeals to your emotions but,
provides no real information.
Advertising to the consumer
 Businesses pay for advertisements through the price
we pay for the product.
 Consumers benefit from advertising, as the
advertisements increase sales, which increase the
volume of products.
 However, some advertisements are deceptive, using
puffery or exaggerations to mislead the consumer. (red
bull gives you wings).
Example of Advertising pg 28
Emil saw an add on TV for tooth whitening strips in
which a celebrity said the product makes your teeth
three shades lighter. Emil wanted whiter teeth so he
bought the strips, and applied for 2 weeks every night
with positive effect.
Conclusion: Emil did not research the product clearly.
The company used a Persuasive ad in which the
celebrity acted as the emotional influence on him. He
should have looked for reviews or real life responses
from people that used the product.
Example of acceptable and not
acceptable advertisements.
Acceptable: This whey
protein will make you
stronger and enable you
to lift to the max!
Unacceptable: This Protein
will make you capable of
lifting at least 1000 pounds
over your body weight.
An example of a slogan is:
A. 90% of people like this product
B. Buy our product please
C. Got milk?
D. Our chocolate is better
An example of a product popular
brand name today is:
A. Gina Rivad
B. Thug Nguyen
C. Mrs. Lazo ;)
D. Chex cereal
Which advertising appeals to
emotion
A. Factual
B. Brand
C. Comparative
D. Persuasive
Puffery is:
A. One fish
B. A bird
C. The truth
D. Legal exaggeration
True or false: an example of puffery
is Red Bull gives you wings.