Transcript The influence of advertising

The influence of advertising
Why do you buy the things you
buy?
Product placement
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Dopamine- short dose of happiness
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Our emotional brain wants to max out
our credit card when our logical brain
knows we should save for retirement.
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https://www.youtube.com/watch?v=skifxN
PFBsk
commonly used advertising
techniques
 peer
approval
 ■ Associates product use with
friendship/acceptance.
 http://www.youtube.com/watch?v=Kaz
4vpOr1Dw
 http://www.youtube.com/watch?v=3yr
B7kXkmJk
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celebrity endorsement
■ Associates use of product with a well-known person.
◦ http://www.youtube.com/watch?v=P_jAkYEwm4M
independence
 ■ Associates product with people who can think and act
for themselves.
 https://www.youtube.com/channel/UCE5_hf5ONW6_q
y9ShfYfB4w?v=QqJth3CpfzU
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unfinished comparison
■ Use of phrases such as, “Works better in poor driving
conditions!”Works better than what.
https://www.youtube.com/watch?v=9oXb9PjlfD0
sexual attraction
 ■ Associates use of product with
increased sexual appeal.
 http://www.youtube.com/watch?v=zQzc2
hRAjcc
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entertainment
■ Associates product with entertainment
and feelings of enjoyment.
https://www.youtube.com/watch?v=qQQkEl
Ki0NQ
intelligence
■ Associates product with smart people
who can’t be fooled by gimmicks.
https://www.youtube.com/watch?v=aQn5wi
DyUHo
Marketing scare tactics
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http://www.cbc.ca/news/business/howscare-tactics-are-being-used-to-sell-usstuff-1.3115379
What tactics are used?
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https://www.youtube.com/watch?v=7gF9l
QeMXaw
Marketplace
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http://www.cbc.ca/marketplace/episodes/2
014-2015/who-pays-more-men-orwomen-battle-of-the-sexes
Buyer behavior
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http://www.youtube.com/watch?v=th8w
Wy1I2p4&feature=related
sales techniques
Some commonly used approaches:
 guarantees
 ■ Abundant use of statements such as
“lifetime guarantee” and “satisfaction
guaranteed, or your money back.” All
promises should be given in writing.
 scarcity
 ■ Merchant creates a false sense of
urgency by claiming that supply or time is
limited.
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perceptual contrast
 ■ Merchant presents undesirable/inferior
option first to make the second option
look far superior.
 scientific or numerical claims
 ■ “Nine-out-of-ten” may sound good, but
many such claims can prove impossible to
substantiate.
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◦ http://www.youtube.com/watch?v=23zGquwJf
bw
negative option
 ■ Merchandise arrives automatically
unless the consumer takes steps to stop
shipment and billing.
 ■ Often used by book and record clubs.
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◦ http://www.doubledaybookclub.com/
unethical techniques
bait and switch
 ■ Advertisement entices consumers into
the store with bargains that are too good
to be true. Once consumers are in the
store, they are told the item is unavailable
and are shown a similar, but more
expensive, item.
 ■ Often high-pressure sales tactics are
used.
 ■ Illegal in Canada.
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exploitation of fears and misgivings
◦ ■ Ad feeds or plays on consumers’ fears.
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specials
■ Advertisement of products that are not in stock
or that are not readily available to consumers at
the advertised price.
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out-of-context quotations
■ Comments by a noted person or passages from
a story taken out of context to imply an
endorsement of a product or service.
Misleading advertisements
Don’t write this
Get rich quick schemes
 Health Fraud
 Credit repair
 Product misrepresentations – products
claimed as all natural and they are not.
 Travel Fraud – telephone calls
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False advertising
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http://naturalnews.tv/v.asp?v=7EC06D27B
1A945BE85E7DA8483025962
How companies get us to buy
things!
Project brand sense
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13 countries
Average child is exposed to 40,000
commercials.
We make everyday decisions based on our
senses.
Senses – smell, sight, hearing, taste, touch
Children influence 80% of parent purchases.
Study- small study after buyology
was released.
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Name that sense with kids and teens.
◦ The participants could tell where the
products, ex. Jeans came from based on the
smell
 Abercrombie – sweet smell
Royal Mail – Mail carrier in the U.S
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out a personalized letter in
chocolate to get people to start
using the mail system again. –
emotional engagement, emotional
connection to get through all the info
we are bombarded with.
New car smell
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Worker sprays the car before it leaves the
production floor. Last 6 weeks.
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Mitsubishi – fragrance add for the Lancernew car smell and sold out in two weeks
Coconut smell
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Shop had machine that was
pumping out a coconut smell in the
middle of winter to influence
shoppers to buy summer
merchandise such as swimwear
Kellogg’s crunch- lab created a distinctive
crunch.
 Smell – kitchen appliance store pumped out the
fragrance of just baked apple pie.
◦ Theatre in Chicago piped out on to the street
the smell of popcorn.
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Sight and sound are used mostly in
communication techniques of companies
 Daimler Chrysler – department of
engineers who analyzed and implement
the perfect car door sound
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Traditions
Red roses on valentines day
 Champagne on New Years Eve.
 Tim Hortons emphasized the Canadian –
ness of its homemade baked goods. Ex.
Maple donuts.
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Buyology
Neuroimaging
 Product placement in movies
 Advertising by sponsored companies in
shows such as American Idol – coke
 Ray Bans – Men in black
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Think of some advertisements that
represent the previous categories.
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What influences you to buy
products/services? Think of the types
of advertisements that you are
exposed.
Advertising assignment