Persuasion in the Marketplace

Warm Up... How many of you have a television in your bedroom? How many hours of television do you watch daily? What is your favorite television program? Do you subscribe to any magazines, podcasts, websites? What are they? Does advertising affect you while using the web?

Objectives You will be able to: –Identify key forms of advertising –Analyze the impact of advertising –Formulate your own opinion about the benefits and drawbacks of advertising. –Recognize methods of persuasion used in advertising –Evaluate multiple ads techniques

Can You Relate?

Media Literacy 68% of American 8-18 year-olds have television sets in their bedrooms Excessive TV viewing has been linked to obesity. Researchers estimate that children view an average of 40,000 TV ads per year 30% of young people say they either talk on the phone, instant message, watch TV, listen to music or surf the Web for fun "most of the time" while they're doing homework Among the top 20 most watched shows by teens, 70% include sexual content PBS TEACHERS

First Things First… Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action.

Types of Advertising Direct mail advertising: printed advertising sent through mail directly to your home.

Types of Advertising Radio and TV commercialsRadioTV commercials Infomercials: TV or radio ads that run 30 min. or longer and are designed to resemble programming.Infomercials: Web page ads; ads; pop- ups Billboards and signs

What do you think? BenefitsDrawbacks

Benefits and Drawbacks BENEFITS Helps you save $$ and time Helps you make better consumer choices Public Service Ads (PSAs) promote health/safety Helps pay for programming DRAWBACKS Annoying Power of persuasion Spend $$ you normally wouldnt Deceptive

Evaluating Advertisements What do you think? Do you make purchasing decisions based on your feelings or facts? Give me an example of a time when you purchased something just because you were persuaded by the advertisement.

Methods of Persuasion Positive Images I am laughing and smiling because I dont have heartburn anymore! Status Associates product use with those who have status, who are successful, and who enjoy and understand the fine things in life. Peer approval Associates product use with friendship/acceptance.

Methods of Persuasion Puffery and Subjective Claims Exaggerated claims or descriptions intended to increase product appeal. Factual claims must be backed up with evidence. Hero endorsement Associates use of product with a well-known person. Must reflect their honest opinion. ordinary consumers must be disclosed

Methods of Persuasion Sexual attraction Associates use of product with increased sexual appeal. Before-and-After Comparisons Use pictures to show the supposed results of a product or service. Humor, Slogans, and Jingles Ads that make consumers laugh leave a lasting impression.

Carousel Brainstorm: Advertising Techniques

Emotional Appeals –Bandwagon: –Group I.D: –Trendsetter: –Hidden Fears: –Traditional Values:

Promotional and Sales Tactics Price Promotions Sales (clearance, seasonal, etc) –Going out of business: Liquidation Loss Leaders –An item priced below the retailers cost in order to attract customers. Price Comparisons –Suggested retail price

Promotional and Sales Tactics Incentives –A reward offered to encourage a particular behavior –Coupons –Rebates –Contests Personal Selling –Salespeople –Telemarketing (do not call list –Door-to Door sales (Cooling-Off rule)(Cooling-Off rule)

You will Evaluate 3 of the 5 Advertisements shown to you in your groups. You will need a recorder and a timekeeper. 1.Coke- 1:08 2.Green Police- 2:42 3.Human Chain- 3:45

Evaluating Advertisements Winner Of 2010 Best TV Advertisement Award

Rules for evaluating advertisements Ask yourself basic questions Does the ad appeal to your emotions? Look beyond the appeal to find out what the ad really says (or doesnt say) about the product or service. What are the special features of the product? Are these features necessary? As you read, listen to, or watch advertisements... Search for fraud and deception in the ad. Be alert to ads that are misleading (those that make unreasonable claims about the product or service). Read the fine print, or listen carefully.

Now its your turn. Before you leave class today, write down… –3 important terms or ideas to remember about advertising –2 advertising ideas or facts you would like to know more about –1 advertising concept or term you think you have mastered