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2. Promiscuous Purchaser  Buys 50% of products seen advertised o Highly responsive to advertising  Usually don’t have much money Immune Purchaser  Consider ads beneath their dignity  Believe ads are aimed at promiscuous purchasers  Account for 90% of all purchases of advertised products  Believes self to be immune; does not take defensive action o Hidden susceptibility We are so convinced of our immunity to advertising that we allow it to become invisible

3. Super Bowl (Yglesias)  30 second slot in 2012: $4 million  2010 (low point in advertising): 2.64 million o Super Bowls are “four of the five most-watched broadcasts in American history” Prime-Time TV (Crupi)  30 Second slot in 2011: $108,956  During American Idol: $475,000  During Grey’s Anatomy: 225,000

4.  Companies that advertise during the NFL game “outperform the S&P 500 during the subsequent week” (Yglesias)  Movies advertised during the game see “a 40% boost at the box office” (Yglesias)  Apple introduced Macintosh computer during Super Bowl o Grossed $30 million 1 st week o $100 million following month

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6.  Red o highest action o Motivation quotient o Strong masculine appeal  Blue o Most widely appealing color o Cool, soothing, and relaxing  Yellow o Warm and antiseptic o Makes containers appear larger  Best signaling colors: o Red o Green o yellow

7.  Costs more than products contained  Color is attention-getting device o Color with pictures most effective

8.  Usually surplus of products made by large manufacturers  Reflect the premium prices paid for brand recognition and advertising

9.  Grocery Market Theory o Store is designed to encourage shoppers to buy high-profit, impulse items o Greet shoppers with display of low cost “Specials” Target’s $1 aisles on entryway o Coupon bins shows store’s concern for shopper o Deli smell stimulates hunger  Main items placed on outside walls o Get shopper moving through store

10.  High-profit items placed at eye-level  Candy (impulse item for adults) placed in racks near areas where customers will be waiting in line  Lower shelves hold children’s items

11.  Weasel Words: o A word or phrase that weakens a statement o Deprives of real meaning o Used to avoid firm commitment to truth Ex: helps, as much as, up to, many, most “Cleans most hard to clean dishes” “Up to ten more miles per tank of gas” “helps control dandruff symptoms” “From $19.95” o invisible to purchasers due to overuse

12.  Psychosell: ads work on two basic personality holes found in most people o Lack of genuinely pleasurable experiences o Lack of self-acceptance  Ads imply fun, excitement, adventure  Ads show owner/user of product being accepted by others

13.  Commercial– “Now in a moment” Commercial– “Now in a moment”

14.  Demonstration Ads o Used to show how product works o May often be deceiving  Use of color– Vidalia Chop Wizard o Consider black and white vs. color images