1. The power of advertising

2. There are numerous ways of advertising

3. Advertisements are everywhere Advertisements are part of our lives What about you? How do you make shopping decisions? Are you influenced by advertisements?

4. How do advertisements influence our consumer behaviour?

5. Adverts in everyday life  Every day we are exposed to about 3000 advertising messages  95 % are picked up automatically and unconsciously  only 5% are picked up consciously.

6. History of advertising  The first advertising medium was the human voice  2000 -3000 B. C. merchants in Egypt used their voice to attract customers  Today the aim of advertising is the same as in ancient times  Animating people to purchase

7. Types of advertising Any medium can be used for advertising wallpaintings billboards printed flyers radio, cinema, TV adverts web banners mobile screens web pop ups skywriting bus stop benches human billboards newspapers and magazines town criers sides of buses and trains banners at airplanes taxi doors subway platforms posters shopping carts stickers in supermarkets

8. Investment on advertising The price depends on the medium and on the number of people who are addressed Yearly investment in advertising in Germany: 30.000.000 € Costs of an advertising spot: 100.000 € for 30 seconds

9. Ways to put a product on the market Advertising spots for the same product are broadcast in short intervals The slogan is repeated permanently The people in the spots are always good-looking There are often prominent people in the spots because they function as role models

10. Ways to put a product on the market Reduction / presents Quantity discount Reduced prices Give aways

11. Ways to put a product on the market Healthy sweets without fat - but nobody talks about the great amount of unhealthy sugar in it. They make people believe that these sweets are good for your health and don‘t make fat

12. Ways to put a product on the market Perfect background Bright colours sunshine Technically manipulated photos Bright colours The perfect layout

13. Advertisements address: the general public special groups of people: men, women, children…

14. Characteristics of brands and products LOGOS must be memorable SLOGANS must be catchy! I‘m loving it! It‘s the real thing! Think different! These wordplays are constructed in a way everybody understands. They take possession of our minds.

15. Smells  Smells are used for advertising.  Many clothes brands have a certain perfume in their shops to connect customers to the brand Colours  We link certain colours with a certain product, for example pink for Telecom or yellow for the German mail company Address people‘s senses

16.  Advertisements address us emotionally.  Advertisements make us believe that we need these products  Advertisements show an escapist picture of reality  Advertisements make exaggerated promises  Advertisements we keep in mind mostly unconsciously influence our consumer behaviour The way advertisements work The basic principle: „Be simple!“

17.  Advertising in the internet overtakes advertising on TV, on the radio, in the print media.  The advertising profit of these media are going down.  Advertising in the internet is increasing In the internet you can reach the customer more precisely,you can spy him and make him predictable Advertising in the internet Why? How?

18.  contain data about websites the user has visited. The browser software saves them automatically.  record and document each of our clicks  evaluate the data and get our profile  compare our profile with others and attach us to a certain group  work out a shopping prognosis Cookies

19. These statistics are the result of a survey among German internet users about the knowledge of cookies. In 2012 about 6.9 million internet users aged 14 – 69 had never heard of cookies.

20. Advertisements aim at making us buy products The producer adverises to gain customers and thus increase his sales figures Each of us is exposed to advertising messages every day We pick up most advertisements unconsciously. We have no chance to escape from the temptation of advertising promises Résumé

21. There are many different ways of advertisements influencing us. One thing is sure: Advertisements influence our shopping decisions and our consumer behaviour