1. A slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose.motto phrasepolitical commercialreligious

2. Descriptive: For an uncommon or confusing product a tagline can add clarity. Benefit Based: help customers visualize value and focusing attention on a benefit Point of Difference: In a highly competitive market place, moving beyond the benefit to what makes the brand better can help it stand out.

3. Witty Catchphrase Personality: establish the brand's personality.personality Visionary: suggests the image of the company can be very Provocative or Motivating: Telling customers what to do why a brand is important can motivate action

4. Resources: http://www.fastcompany.com/articles/20 08/09/the-best-advertising-slogans-of- all-time.html?page=0%2C0 http://www.adglitz.com/2010/08/24/top- n-best-100-ad-slogans-taglines- punchlines-advertising-campaigns/

5. Lesson 1-1 pg 4: Needs and Wants

6. Copyright © 2006 Thomson Business and Economics. All rights reserved. 1–61–6 Three criteria must be met for communication to be classified as advertising: 1.The communication must be paid for. 2.The communication must be delivered through mass media. 3.The communication must be attempting to persuade.

7. CONSUMER: someone who uses products What consumer decisions did you make today before leaving home? NEED: something you cannot live without EX? WANT: something that you would like to have but can live without EX?

8. How much do you need? Food at grocery store vs. dining at expensive restaurants Style vs. Function Coat from Abercrombie vs. Coat from Kohl's What’s the Difference?

9. Defined: every that affects or is affected by consumer consumption (use) Impacts purchasing decisions Need it now or buy on sale later or online? Functional or Emotional? Ex

10. Functional Reg. washer and dryer or Steam Washer/Dryer? Cheap tires (don’t last as long) vs. Expensive tires that last longer House vs. apartment $$ Emotional The product makes you feel proud or satisfied Toyota vs. Lexus Same Head company

11.  Consumers spend 98% of income  How much is saved for every $100 earned?  Most spend more than they earn?  Credit Cards/Loans  Results: financial trouble (take accounting!)  Bankruptcy How do your needs and wants determine what you buy?

12. There were 1,408,041 bankruptcy filings in 1998. In 1990,that number was 718,107. Calculate the percent of increase in bankruptcy filings between 1990 and 1998. H int*** To determine the percent of increase, first subtract the number of filings from 1990 from 1998, then divide the results by the number 1990 filings Move for Hint

13. 1408041-718107 78107 =.98 or 96% Bankruptcy increased by 96% from 1990 to 1998

14. How do you choose what you buy? Advertisement: a paid public announcement emphasis on desirable qualities of the product or service intent to persuade you to buy an product or service What Makes a Great Ad

15. Brand-purpose to remember the brand not just the product Ex? Informative-teaches you about the benefits of a product Ex? Defensive-The losing product defending itself Ex? Persuasive-Product makes you happy or more glamorous or more athletic

16. http://www.metacafe.com/watch/ 424246/aarps_new_advertising_cr eative_focuses_on_the_needs_of_ multiple/ http://www.metacafe.com/watch/ 424246/aarps_new_advertising_cr eative_focuses_on_the_needs_of_ multiple/

17. INFORMATIVE ADVERTISMENT http://www.youtube.com/watch?v=Gb9vOp7 wCqQ http://www.youtube.com/watch?v=Gb9vOp7 wCqQ http://www.youtube.com/watch?v=ZTpXh33M beg&feature=related http://www.youtube.com/watch?v=ZTpXh33M beg&feature=related

18. To promote Reebok’s night safety running shoes in Singapore, this ad targets consumers through a purely illustrative advertisement, overcoming any language barriers. PERSUASIVE ADVERTISEMENT

19. Student Example-Purrell http://www.youtube.com/ watch?v=y26IPHcdY2s&s afety_mode=true&persis t_safety_mode=1&safe= active Informative- http://vimeo.com/ 23883753 http://vimeo.com/ 23883753

20. Mac GuyPC Guy

21. DEFENSIVE ADVERTISING Informative- http://vimeo.com/23883753http://vimeo.com/23883753

22. Defensive-provides info about products strengths and weaknesses

23. Understanding consumer behavior Successful products can often be traced to great advertising Great Products that fail often are a result of poor advertising Repeat business and reputation IMPORTANT!

24. Lesson 1.2

25. 1.How do you look? 2.Where do you live? 3.What do you think?

26. Your Values-make own decisions and priorities What two version of yourself do you see in advertisements?

27. Pros Educates consumer Buy better products Pay lower prices Spend less time shopping Makes Products Cheaper Cons Biased Asdf Raises the standard of living for some

28. Why is the newest technology used for television commercials? Discuss with partner

29. Advertisers want consumers to notice their commercials. However, viewers quickly become accustomed to special effects it is necessary to continually use the newest technology to generate the same level of interest. Answer