2 Why do we buy what we buy? Who or what influences our spending habits? FamilyFriendsMediaAdvertising
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 Promotionused 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
6 How do companies create advertisements? Step One: Determine and research a target audiencePerception of needs and wantsProblems consumers may encounterEmotions experiencedCurrent or desired lifestyle
7 Who is the target audience? Advertisements for female clothing
10 How do companies create advertisements? Step Two: Grab the attention of the target audienceUse emotions that focus on love, belonging, prestige and self-esteemShow how the consumer can save moneyMake promises of a better lifeSolve consumer problemsUse creative and appealing layoutsZ formColorAdvertisement placementOther techniques
11 Creative and Appealing Layouts The Perfect HamburgerSesame seeds are arranged with tweezers and glueA waterproof sealant is sprayed on the bun so it doesn’t get soggyThe outside of the hamburger is cooked, but the inside is left raw so it looks plump and then painted with a brown paintGrill marks are put on with a hot metal skewerPaper towels are used to create a sponge below the hamburger so no juices leak onto the bunA perfect lettuce leaf and slice from the center of the tomato are carefully selectedEntire hamburger is sprayed with glycerin to keep it fresh looking
13 How do companies create advertisements? Step Three: Differentiate the advertised brand from othersDescribe the product benefitsShowcase unique qualitiesIllustrate the value and quality of the productCreate an advertisement consumers will remember
18 Slogans Slogans Short phrases Contain the entire advertising message Use rhythms, puns and alliterationQuickly 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 logoDo you recognize these logos?
21 Beauty Appeal Beauty Appeal Beauty attracts people Examples: beautiful people, places and thingsCompanies often use models to make consumers feel like they will experience the same benefits if they use the specific product
23 Testimonial/Celebrity Endorsement Use celebrities or “professional” individuals to sell productsConsumers are led to believe they will attain characteristics similar to the individual trying to sell them
31 RebelRebelAssociates a product with behaviors or lifestyles that oppose society’s normsMarlboro Man
32 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 activitiesProtects consumers from:False advertisingMisleading pricingDeceptive packaging and labelingIf a consumer feels an advertisement is false they can report it to the FTCThe FTC then issues a complaintIf the company continues false advertising they can be fined $10,000/day for every day they continue the advertisementThe company is also required to provide corrective advertising for any misleading claim
34 Review Advertisement How do companies create advertisements? Advertising techniquesRegulations - FTC