Advertising & Consumer Decisions Chapter 1.5

Warm-Up What is Advertising? On your note organizer, answer the following questions: –What is advertising? –Is there different types of advertising? If yes, explain. –Can advertising be marketed to specific people?

Warm-Up Pick up article and answer sheet on the computer stand “Advertising Invades Instant Messaging”

Types of Advertising Brand Advertising Informative Advertising Comparative Advertising Defensive Advertising Persuasive Advertising

Brand Advertising The purpose is to cause you to remember a particular brand name The advertisers hope that if you remember the brand name, you will be more likely to buy the product when you shop

Jingles and Slogans Effective type of brand advertising Catchy tunes so people will remember them

Can you guess the company related to these Top 10 Jingles? According to Advertising Age magazine, the top 10 jingles are: 1. “You Deserve a Break Today” 2. “Be All That You Can Be” 3. “Pepsi Cola Hits the Spot” 4. “M’m, M’m, Good” 5. “See the USA in Your Chevrolet” 6. “I Wish I Was an Oscar Meyer Weiner” 7. “Double Your Pleasure, Double Your Fun” 8. “Winston Tastes Good Like a Cigarette Should” 9. “It’s the Real Thing” 10. “A Little Dab’ll Do Ya”

Here are the answers: 1. “You Deserve a Break Today” (McDonald’s) 2. “Be All That You Can Be” (U.S. Army) 3. “Pepsi Cola Hits the Spot” 4. “M’m, M’m, Good” (Campbell’s Soup) 5. “See the USA in Your Chevrolet” (General Motors) 6. “I Wish I Was an Oscar Meyer Weiner” 7. “Double Your Pleasure, Double Your Fun” (Wrigley’s Doublemint Gum) 8. “Winston Tastes Good Like a Cigarette Should” 9. “It’s the Real Thing” (Coca Cola) 10. “A Little Dab’ll Do Ya” (Brylcreem)

Can you name any catchy jingles or slogans?

Benefits of Brand Advertising If you like the product quality when you buy it the first time, then you can usually depend on getting the same quality the next time that you buy that brand

Costs of Brand Advertising To pay for the cost of advertising, businesses may have to increase the price of the product, but if the quality of the product is good, shoppers will keep buying the product.

Watch Advertising Tactics

Advertising Activity Collect objects and give them new uses. For instance, a toy hoop could be a waist reducer, and some strange looking kitchen gadget might be a new type of mosquito catcher. Use your imagination! Search everywhere--from the tools in the garage to the kitchen drawer--for fun objects. Divide the class into small groups, and give each group one of the objects to work with. A radio promo could be the icing on a student's advertising campaign! A promo might include facts about the usefulness of the invention, a clever jingle or song, sound effects, humor... the possibilities are endless. Students may choose to tape record their promos for use during the Invention Convention.

Advertising Activity You will be given an object that now has new purposes. You and your group need to decide on the following: –a catchy name –write a slogan –draw an ad –Write a paragraph explaining why brand advertising is a good way to introduce new products

Informative Advertising Designed to influence you to buy a product by educating you about the product’s benefits –Ex. Computers and automobiles –How does an automobile advertisement educate you?

Informative Ads and Decision Making Provides information that help you make a good buying decision But, no ad will tell you about the downside of the product or about the lower price at another competitor store

Comparative Advertising Compares it’s product’s qualities to those of a competing product Companies will slant their product in favor of another advertised product –For Ex. McDonalds will advertise it’s menu is much healthier than Wendy’s menu, even though McDonalds food takes like a hockey puck Pros: –Can supply useful information, such as the best qualities of the product –Will tell you the competitors weaknesses Can you think of a comparative advertisement?

Defensive Advertising Counter attacks to comparative advertising Does not provide a complete picture of a product any more than comparative advertising Use both ads and make your best choice

Persuasive Advertising Designed to appeal to your emotions to influence you to buy, but it doesn’t provide useful information Ads try to convince you that owning a particular product will make you happier, more successful, or more satisfied Ads portray attractive, popular people who appear happy and are popular b/c they are using the product

Persuasive Ads cont. Cosmetics use this type of advertising Remember that owning a particular product it not likely to change your life in a significant way Ignore persuasive ads in your decision making process

Alternate Advertisement Get into four groups Each group will get a group activity sheet –Read them, discuss them, answer the questions, and go through magazines to find examples of this type of advertisement Present your groups findings to the class

Warm-Up Get your group together and take about 5 minutes to go through your advertisement presentation

Puffery in Advertisements Any ad that contains exaggeration Puffery is legal Deceptive advertising is not- if a vitamin company says it will “cure” you, it’s advertising is deceptive unless it has proof that the statement is true.

Consider the following statement: –“Often advertising is not about keeping up with the Joneses, but about separating you from them. That’s especially true of advertising directed at a particular group, such as adolescence or young adults-it’s called ‘dog-whistle advertising because it goes out at frequencies only dogs can here.” Dr. James Twitchell Smithsonian, April 2000 –What does the author mean by this statement? Some ads specifically target young people. They use language, images, and messages that strike a cord with teens, but which might not have the same appeal to your parents.

Think of examples of ads that appeal to you, but not to your parents… –What type of ad is it? –Why don’t your parents like it? –What is it that separates these ads from those that appeal to your parents?

You are going to be advertising executives Take 3 pieces of paper On the 1 st piece, write the name of a product that would be difficult to get teenagers to buy, or something that is unlikely to be trendy among teenagers (Indicate whether it will be marketed to boys, girls, or to both genders) Put it in the box labeled “Product” A few examples are: lawnmowers, shoehorns, antacids, or medicated powder itch On the 2 nd and 3 rd piece of paper, write the names of 2 magazines they read regularly –Guys: Put the papers in the box labeled “Guy’s Magazine Choices” –Girls: Put the papers in the box labeled “Girl’s Magazine Choices” Get into groups of 4 or 5 Each group- get an advertising scenario Each group- pick 2 pieces of paper out of the “product” box If the product is geared to girls, pick out of the girl magazine box. If product is geared to guy’s, pick out of the guy’s magazine box. Handout scenarios-Fill in the blanks on your groups scenario Come up with an advertising campaign for your product

Ad Campaign Presentation Briefly explain your group’s ad campaign –What is your product? –What is your magazine? –Read your scenario –How is your ad relevant in that magazine? –How are you going to spend the allotted money? –Show your magazine ad

Complete “Ad Campaign Follow-Up” Handout

Parody Ads Fun way to make fun of a popular advertisement Parody ads are spoofed, you take an element in the original ad that gives it power, and then make them absurd You turn the message around to show that it is ridiculous or even untrue

Parody Assignment Individually, take a parody ad and answer the following questions: –What was the first thing you noticed about the ad? –What is being made fun of in the ad? –What is different or the same compared to the real ad? –How did it make you feel? –Did the parody ad change how you look at the original advertisements? Present your parody ads to the class. Discuss your answers to the above questions.

Create your own Parody Ad Pick any advertisement in a magazine and spoof it- make it into a parody You can use any means that is available to create this spoof ad –You will present the following to the class: What advertisement is being spoofed? Why did you pick this advertisement to spoof? What are you trying to make fun of from the original ad? How are you showing that the original advertisement is ridiculous or even untrue?