Advertising and Commercials Feb. 20 th /21 st

Evolution of Advertising Commercials are most commonly tied with advertisement. In ancient times the most common form of advertisement was by word of mouth. Now you see advertisements everywhere – Examples: Billboards, TV Commercials, Radio Commercials, Internet Pop-Up Ads, Newspaper Ads

What is Advertising? In general, advertising is just a way to convey the availability of a “product” and to provide information about the product to the consumer. A “product” can either be: –An actual physical product Example: Shampoo or Food Product –A Service Example: A commercial for a hair salon (the salon is advertising the service of a haircut.)

The TV Commercial This is considered to be the most effective form of advertisement TV commercials are valuable & expensive to companies who want to get their product out to the public – Did You Know? : In 2007, a 30 second commercial during the Super Bowl cost $2.7 million

The First The first television commercial was in 1941 during a baseball game between the Brooklyn Dodgers and the Philadelphia Phillies The commercial was for Bulova Watches

Advertising Techniques Bandwagon: This technique implies to the consumer that “everyone” is using the product. Bandwagon: Testimonial: Advertisers want to promote the superiority of their product by getting either “experts” or everyday people or both to speak out about the product. Testimonial: Pressure: This makes the consumer feel a sense of urgency and makes them feel they have to make a choice right away on whether or not to buy the product – Example: “Buy NOW, before they’re all gone!!!”

Advertising Techniques Cont. Appeal to Emotion: These advertisements are designed to manipulate a consumer’s emotions – Example: Charitable organizations use the appeal of pity to get donations for their cause. Association: Advertisers try to associate their product with something desirable Association: – Example: Using a beautiful landscape or celebrities for their advertisements.

Different Types of TV Commercials Political TV Advertising –These are mainly used during election time & are heavily used during a presidential election year. Some ads promote their own candidate & others attack their opponents Infomercials –These are commercials that run along as a regular television program. They are also known as paid programming. Network or Local Station Promotion