2ObjectivesIncorporate your experience with slogans, jingles, and product qualityDiscuss the 5 different types of advertisingExplain the difference between puffery and deception
3Journal #1 (Unit 2)Write down an advertising jingle or slogan of a product you have purchased.How did the jingle or slogan influence you to buy the product or to buy the product in the future?
4QualityTurn to your neighbor and tell them about a poor quality product you bought and why it was a bad purchase. Did you ever buy that product again?Turn to a different neighbor and tell them about a high quality product. Have you purchased this item more than once? Will you buy it again?
5Types of Advertising Brand Advertising Informative Advertising Goal is to make you remember a particular brand name.Slogans, JinglesProduct PlacementWayne’s WorldRicky BobbyBrands = QualityJingles:Slogans: Just Do ItInformative AdvertisingDesigned to educate you about the product’s benefitsAdvertising is lying…sometimesEducationPurpose?Cars, computers, technology products
6More types of Advertising Comparative AdvertisingCompares its product’s qualities to those of a competing productHighlights the competitor’s weaknessesLaundry Detergent AdsDefensive AdvertisingTo counter attacks from comparative adsResponse to claims
7Last type of Advertising Persuasive AdvertisingDesigned to appeal to your emotions, but it doesn’t provide much useful information.Appears to make you happier, more successful, or more satisfied.Lacks facts, appeals to emotionSEX APPEALFIGHT BACK
8Deceptive Ads vs. Puffery Deliberately designed to mislead youFactually wrong statementsIllegalTrimspaPuffery/Subjective ClaimsInnocent exaggerationDescriptions try to increase a products appealLegalSkittles
9Benefits and Costs of Advertising Consumers are made aware of new products.Businesses are able to get their product out to mass audiences.COSTSAdvertising is another expense for businesses.The cost is built into the price you pay for goods/services.Super Bowl ads
10Who pays for all this? You – the consumer Compare generic to name brandDifference is the price in advertising30 seconds of commercial time for the 2012 Superbowl cost $3M (estimated 90M viewers)NBC made $206M from commercials…
12Homework Review Why do businesses advertise? What are brand name products? What are the benefits and costs of brands for consumers?How can informative advertising help you make good buying decisions?Businesses advertise to encourage consumers to buy their products so the businesses can make a profit.Brand name products are products that are known by their name (i.e. Tide). The benefit of brands is if you like the product quality when you buy it the first time, then you can usually depend on getting the same quality the next time you buy that brand. The cost of brands is the businesses may have to increase prices to cover the cost of advertising.Informative advertising provides information that helps you make a good buying decision (although it could omit negative information).
13Homework Review Who pays for advertising? How does advertising benefit consumers?What makes an advertisement deceptive?How can using the decision making process help you avoid being misled by deceptive advertising?4. Consumers pay for the cost of advertising as it is built into the price of the product.5. Consumers may benefit from advertising because the increased sales generated by advertising allow businesses to produce a higher volume of products, which could mean lower price.6. Deceptive advertising is deliberately designed to mislead you (business intent).7. The decision making process allows you to gather information from several sources about products so you don’t make your decision based on the advertisement alone. You are reminded to consider alternative choices.