Presentation on theme: "Advertising… Do you know what you want?"— Presentation transcript:
1Advertising… Do you know what you want? “Take Charge of Your Finances”
2Why do we buy what we buy? Who or what influences our spending habits? FamilyFriendsMediaAdvertising
3Advertising Advertise Advertiser Advertisement To call public attention to a product or serviceAdvertiserA person or company that has a product they want to sellAdvertisementFocuses attention to a product and grabs the attention of the consumer
4How do companies create advertisements? Step One: Determine and research a target audiencePerception of needs and wantsProblems consumers may encounterEmotions experiencedCurrent or desired lifestyle
6How 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
9Creative 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
10How 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
11How do companies create advertisements? Step Four: Change the consumers’ brand preference or habitsIf a consumer changes their preference and begins using the advertised product or service, the advertiser has met his goal!
12Analyze this Ad Target audience Gain Attention Persuasion Desired lifestyleGain AttentionPrestigeLayoutPersuasion5 star ratingsPicture
14Incentives/Promotions Add value to the purchaseExamples: price savings, product samples, gifts and contestsClearance, White Sale, Going-out-of-BusinessConsumers often purchase full price items when shopping for the promoted itemsNeed to read the details carefully to ensure money is actually saved
15Slogans 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
16Slogans “Think Outside the Bun” “Go Brown” “Be All You Can Be” Taco Bell“Go Brown”UPS“Be All You Can Be”US Army“Breakfast of Champions”Wheaties
17Logos Logos Do you recognize these logos? Pictures or symbols that represent a companyConsumers identify a product or company with the logoDo you recognize these logos?
18Beauty 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
20Testimonial/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
24LifestyleLifestyleAssociates the product with a particular style of livingExample: a daily vitamin or supplementIf consumers purchase the vitamin they will gain the same active and healthy lifestyle the individual in the advertisement portrays
28Unfinished 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?
29Advertising 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
30Review Advertisement How do companies create advertisements? Advertising techniquesRegulations - FTCReview