Presentation on theme: "Advertising… Do you know what you want?. Why do we buy what we buy? Who or what influences our spending habits? Family Friends Media Advertising."— Presentation transcript:
Advertising… Do you know what you want?
Why do we buy what we buy? Who or what influences our spending habits? Family Friends Media Advertising
What is a promotion? is any form of communication a business or organization uses to inform, persuade, or remind people about its products and improve public images.
Product Promotion used to convince potential customers to buy products from it instead of from a competitor. --explains major features and benefits --tells where products are sold -- advertises sales on those products -- answers customer questions -- introduces new products
How do companies create advertisements? Step One: Determine and research a target audience Perception of needs and wants Problems consumers may encounter Emotions experienced Current or desired lifestyle
Who is the target audience? Advertisements for female clothing
How do companies create advertisements? Step Two: Grab the attention of the target audience Use emotions that focus on love, belonging, prestige and self-esteem Show how the consumer can save money Make promises of a better life Solve consumer problems Use creative and appealing layouts Z form Color Advertisement placement Other techniques
Creative and Appealing Layouts The Perfect Hamburger Sesame seeds are arranged with tweezers and glue A waterproof sealant is sprayed on the bun so it doesn’t get soggy The outside of the hamburger is cooked, but the inside is left raw so it looks plump and then painted with a brown paint Grill marks are put on with a hot metal skewer Paper towels are used to create a sponge below the hamburger so no juices leak onto the bun A perfect lettuce leaf and slice from the center of the tomato are carefully selected Entire hamburger is sprayed with glycerin to keep it fresh looking
How do companies create advertisements? Step Three: Differentiate the advertised brand from others Describe the product benefits Showcase unique qualities Illustrate the value and quality of the product Create an advertisement consumers will remember
Slogans Slogans Short phrases Contain the entire advertising message Use rhythms, puns and alliteration Quickly attract the attention of consumers and make the messages easy to remember
Slogans “Think Outside the Bun” Taco Bell “Go Brown” UPS “Be All You Can Be” US Army “Breakfast of Champions” Wheaties
Logos Logos Pictures or symbols that represent a company Consumers identify a product or company with the logo Do you recognize these logos?
Beauty Appeal Beauty Appeal Beauty attracts people Examples: beautiful people, places and things Companies often use models to make consumers feel like they will experience the same benefits if they use the specific product
Testimonial/Celebrity Endorsement Testimonial/Celebrity Endorsement Use celebrities or “professional” individuals to sell products Consumers are led to believe they will attain characteristics similar to the individual trying to sell them
Peer Approval/Bandwagon Peer Approval/Bandwagon Associates product use with friendship and acceptance Advertisements make consumers feel like they will not be well-liked if they don’t use a certain product
Rebel Rebel Associates a product with behaviors or lifestyles that oppose society’s norms Marlboro Man
Unfinished Comparison Unfinished Comparison The statements in the advertisements may be true, but are not clear or “finished” Example: Works better in poor driving conditions. Question? Works better than what?
Advertising Regulations Federal Trade Commission (FTC) Regulates marketing activities Protects consumers from: False advertising Misleading pricing Deceptive packaging and labeling If a consumer feels an advertisement is false they can report it to the FTC The FTC then issues a complaint If the company continues false advertising they can be fined $10,000/day for every day they continue the advertisement The company is also required to provide corrective advertising for any misleading claim
Review Advertisement How do companies create advertisements? Advertising techniques Regulations - FTC