1. Being a wise consumer
Don’t get suckered!

2. What is a consumer?
Definition: a person who purchases goods and/or services.
What are goods?
An object people want that they can touch or hold.
-item you buy
- examples: clothes, bike, binder…
What are services?
An action that a person does for someone else.
-examples: haircuts, medical check-up…

3. What influences your Buying decisions? Media 1. Internal factors:
- your personal taste
- your needs
2. External factors:
- TV
- news
- magazines
- internet
- billboards
Media

4. How do companies get us to want them? Advertising
– sending out messages designed to interest consumers in buying a product.
The 2 goals of advertising:
1. to get your attention
2. to get you to buy!
**Advertisers will use a variety of techniques to appeal to you, their potential costumer. **

5. examples

6. more
examples

8. McDonald's Commercial with LeBron James and Dwight – 1 minute

9. GEICO Dikembe Mutombo Commercial 2013 – 30 sec

10. Appealing to the consumers
Technique
Hidden Message
Bandwagon
Everyone is using it-- Don’t be left behind.
Rich & Famous
It will make you feel rich and famous.
Free Rewards
It offers great value because you get something for free.

11. Technique Hidden Message
Good Times
It will add more fun to your life.
Star Power
It will make you just like this celebrity.
Excitement
They are smiling and happy. I will be too if I buy this item.

12. Technique Hidden Message
A glittering generality (also called glowing generality) is an emotionally appealing phrase so closely associated with highly valued concepts and beliefs that it carries conviction without supporting information or reason. Such highly valued concepts attract general approval and acclaim.
Technique
Hidden Message
Glittering Generalities
Uses an emotionally appealing phrase, but isn’t supported by reason.
“The best coffee for the best YOU!”
Great outdoors
It is associated with nature so it must be healthy.
Testimonial
The “real doctor” says it will be good for me, so it must be true.

13. Technique Hidden Message
Emotional
Influences you to buy through appealing to your emotions
Plain Folks
When everyday normal people promote the product
Scientific
Provides statistical evidence to encourage you to buy their product
Humor
Humor can lighten the tone in a message or make an ad more memorable

14. examples
Advertising Techniques 5:34 min

15. WHY DO THEY WANT A TARGET AUDIENCE?
What does
target audience mean?
In marketing and advertising, a target audience is a specific group of people the marketing message of a product is aimed at.
WHY DO THEY WANT A TARGET AUDIENCE?

17. WHO IS THE TARGET AUDIENCE?

18. WHO IS THE TARGET AUDIENCE?

19. WHO IS THE TARGET AUDIENCE?

20. WHO IS THE TARGET AUDIENCE?

21. WHO IS THE TARGET AUDIENCE?

22. “Be their voice” – The Effects of Advertising to children
4:18 min

23. One person from each
Group needs to pick
A magazine to use
For the back of
Your notes.