Today’s Agenda 1.Ready for the quiz? Chapters 1-3 – You may use your notes once you’ve finished the quiz. Come up and show me that you have completed it and then you can go back and use them for 10 minutes. You have 35 minutes to complete this task. 2.Persuasion in the Market place ch. 15 p. 412 #1- 16 assignment is due 3.Discuss Advertising, Marketing and Design 4.HW: Read ch. 21, 19, & 23 finish the prototype for tomorrow you will be presenting it in class.

Chapter 15 Persuasion in the Marketplace

Share with the person next to you: What is your favorite or most memorable TV commercial and what makes it memorable? NOTES ON ADVERTISING (Persuasion in the Market Place!!! Top 10 Super Bowl Commercials of 2015

Did you know? Americans are bombarded with about 3,000 to 5,000 advertising messages each day- so overwhelming that we don’t even notice! What types of advertising do you see here in this room? 1. What are the forms of advertising?

Forms of Advertising Print ads in newspapers, magazines, telephone directories and other publications Direct Mail Radio and TV commercials Infomercials Ads that appear on Web pages, that pop up in separate windows or in messages. Billboards

WHY ADVERTISE? To increase sales and make a profit To sell goods, services, ideas, and images To convince you that their product is better than their competitors To inform consumers about products and services that are available

The History of Advertising Advertising started 3,000 years ago in Egypt Newspaper advertising- First found in London in the 1600’s. The first products included: – coffee, chocolate, and tea – Shortly after there were ads for books and medicine

Advertising and… Emotions, logic and credibility Who does the product target? – A specific group of consumers at which a company aims its products and services. is there a certain age gender an emotion you want the person to feel from using this product. – Check this out! Check this out!

2. THE PURPOSE: To cause you to remember a particular brand name. NOTE: If you usually buy the brand you think of first, than brand advertising has influenced your buying decisions. JINGLES: These catchy tunes entertain you, so you remember the brand. (Logos & trademarks give products instant identification)

Informative Advertising 3. Designed to influence you to buy a product by educating you about the product’s benefits. Often used for complex or technical products such as computers and automobiles. ex. An ad explaining the benefits of anti-lock brakes. (demonstrations, scientific claims)

Advertising that tries to win your favor by comparing its product’s qualities to those of a competing product. 4. PURPOSE: To convince you to buy the advertised product instead of the targeted competing product. NOTE: Comparative ads are always slanted in favor of the advertised product.

Defensive Advertising 5. Used to counter attacks from comparative ads The company is trying to convince you that its product is the best choice.

Persuasive Advertising Designed to appeal to your EMOTIONS to influence you to buy, but it doesn’t provide much useful information. 6. Many ads try to convince you that you will be happier, more attractive, successful, etc. “You will be as happy or popular as the people in the ads if you use this product.” (bandwagon technique, famous person testimonial, nostalgic, fear, compliment the consumer, transfer/fantasy ad techniques)

Deceptive Ads Versus Puffery 7. Puffery – Innocent exaggerations used to sell products ex. “Vitamin 2K32 will make you feel younger and more limber” (It is legal – it is too vague to be proven) 8. Deceptive advertising –Advertising deliberately designed to mislead you (It is illegal)

Other Advertising Techniques Non-rational Claims – An ad that appeals to emotions and gives no information about the product or service Rational Claims – Based on information and facts Referral Sales Schemes – offer cash for people you refer Unclear Claims – – “New and Improved” – “Unique”

9. Advertising: Who pays for it? Companies/businesses hoping to earn a profit Around $200 billion is spent on advertising annually We do! You and other consumers are paying for it. The cost of advertising is built into the price you pay for it. – Product construction costs – Packaging – Advertising costs – Delivery costs (think distribution costs) – Profit

Product Development NEW! Improved!

Your mission: Develop a product to market Carefully design an advertising campaign/logo for your product Create the actual prototype/mock up (you will be presenting the prototype to our class- the executives of a company)

Things to identify in your presentation: – Target market (age, gender, where will it be sold) What do they do for a living? How much money do they make? This is most significant if you're selling relatively expensive or luxury items. Most people can afford a carob bar. You can't say the same of custom murals. What other aspects of their lives matter? If you're launching a roof-tiling service, your target customers probably own their homes. – Principles of good design – Should be eye catching and colorful – Creativity is a large part of your grade! – Cost of your product to make and cost of packaging and distribution costs!

Brand Alphabet by: Heidi Cody

A.All Laundry Detergent B.Bubblicious C.Campbell’s Soup D.Dawn Dishwashing Soap E.Eggo Waffles F.Fritos G.Gatorade H.Hebrew National I.Ice J.Jell-O (blue background=the sugar free version) K.Kool-Aid L.Lysol M.M&M’s N.Nilla Wafers

O.Oreo P.Pez Q.Q-Tips R.Reese’s S.Starburst T.Tide U.Uncle Ben’s V.V8 W.Whisk X.Xtra laundry detergent Y.York peppermint patties Z.Zest Soap

Homework Day 3 1.Study for Quiz (Ch. 15) 1.RE-READ the chapter--- yes, ALL OF THE ONES WE HAVE COVERED SO FAR! Skim the end of the chapter reviews each day so it sticks with you! 2.Design a product and market the product. Remember you WILL be presenting it in class tomorrow!