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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.

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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:

1 Advertising… Do you know what you want?

2 Why do we buy what we buy?  Who or what influences our spending habits? Family Friends Media  Advertising

3 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.

4 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

5 © Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing Decisions Funded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona Advertising  Advertise To call public attention to a product or service  Advertiser A person or company that has a product they want to sell  Advertisement Focuses attention to a product and grabs the attention of the consumer

6 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

7 Who is the target audience?  Advertisements for female clothing

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9 Men’s Clothing

10 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

11 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

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13 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

14 © Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing Decisions Funded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona How do companies create advertisements?  Step Four: Change brand the consumers’ brand preference or habits If a consumer changes their preference and begins using the advertised product or service, the advertiser has met his goal!

15 Analyze this Ad  Target audience Desired lifestyle  Gain Attention Prestige Layout  Persuasion 5 star ratings Picture

16 Advertising Techniques  Incentives/Promotions  Slogans  Logos  Beauty Appeal  Testimonial/Celebrity Endorsement  Escape  Lifestyle  Peer approval/Bandwagon  Rebel

17 © Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing Decisions Funded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona Incentives/Promotions  Incentives/Promotions Add value to the purchase  Examples: price savings, product samples, gifts and contests  Clearance, White Sale, Going-out-of-Business Consumers often purchase full price items when shopping for the promoted items Need to read the details carefully to ensure money is actually saved

18 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

19 Slogans  “Think Outside the Bun” Taco Bell  “Go Brown” UPS  “Be All You Can Be” US Army  “Breakfast of Champions” Wheaties

20 Logos  Logos Pictures or symbols that represent a company Consumers identify a product or company with the logo  Do you recognize these logos?

21 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

22 Beauty Appeal

23 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

24 Testimonial/Celebrity Endorsement  Revlon  Nike  National Milk Processor Board Got Milk?

25 © Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing Decisions Funded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona Escape  Escape The idea of escape is a dream that consumers desire  Example: car companies use beautiful setting and scenery in advertisements creating a feeling of escape

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27 © Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing Decisions Funded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona Lifestyle  Lifestyle Associates the product with a particular style of living  Example: a daily vitamin or supplement  If consumers purchase the vitamin they will gain the same active and healthy lifestyle the individual in the advertisement portrays

28 Lifestyle

29 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

30 © Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing Decisions Funded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona

31 Rebel  Rebel Associates a product with behaviors or lifestyles that oppose society’s norms Marlboro Man

32 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?

33 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

34 Review  Advertisement  How do companies create advertisements?  Advertising techniques  Regulations - FTC

35 Questions?


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