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Advertising… Do you know what you want?

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Presentation on theme: "Advertising… Do you know what you want?"— Presentation transcript:

1 Advertising… Do you know what you want?
“Take Charge of Your Finances”

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

3 Advertising Advertise Advertiser Advertisement
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

4 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

5 Who is the target audience?

6 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

7 Z-Form

8 Emotions in Ads Watch Super bowl Commercials

9 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

10 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

11 How do companies create advertisements?
Step Four: Change 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!

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

13 Advertising Techniques
Incentives/Promotions Slogans Logos Beauty Appeal Testimonial/Celebrity Endorsement Escape Lifestyle Peer approval/Bandwagon Rebel Unfinished Comparison

14 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

15 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

16 Slogans “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

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

18 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

19 Beauty Appeal

20 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

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

22 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


24 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

25 Lifestyle

26 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


28 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?

29 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

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

31 Questions?

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