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Advertising

VIEWS: 9 PAGES: 20

  • pg 1
									Persuasion in the Marketplace
                                              Conversation Cards

• 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?


• What do you think about the television rating system?


• What magazines do you like to read?


• Do you subscribe to any magazines? What are they?
                                                      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
                                                   Media Literacy

• 68% of American 8-18 year-olds have television sets in their
  bedrooms

• Excessive TV viewing has been linked to obesity.

• 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

• 75% of children willingly share personal information about
  themselves over the Internet in exchange for goods and
  services

     PBS TEACHERS http://www.pbs.org/teachers/media_lit/quiz.html
                                                  More Food for Thought

• Researchers estimate that children view an average of 40,000 TV ads per
  year

• Among the top 20 most watched shows by teens, 70% include sexual
  content

• The TV rating code "TVY7, FV" indicates that: program is appropriate
  for kids over age 7, although it contains animated and/or live action
  violence.

• Approximately $530 million was spent on presidential election
  advertising during the 2004 election

• 63% of American families "usually” keep the TV on while eating dinner.

             PBS TEACHERS http://www.pbs.org/teachers/media_lit/quiz.html
                                         First Things First…

• Advertise: (v) 1: to call public attention to by
  emphasizing desirable qualities so as to arouse a
  desire to buy or patronize.

   – Similar words: Notify, Promote, Announce

• Merriam-Webster Dictionary
                                      The Role of Advertising
• Direct mail advertising: printed advertising sent
  through mail directly to your home.

• Radio and TV commercials

• Infomercials: TV or radio ads that run 30 min. or
  longer and are designed to resemble programming.

• Web page ads; e-mail ads; pop-ups

• Billboards and signs
                                  Benefits and Drawbacks

              What do you think?
• What are some consumer benefits of advertising?

• What are some consumer drawbacks of advertising?

• Do you think the benefits outweigh the drawbacks?
  Why?
                                 Benefits and Drawbacks

BENEFITS                  DRAWBACKS
• Helps you save $$ and   • Annoying
  time                    • Power of persuasion
• Helps you make better   • Spend $$ you normally
  consumer choices          wouldn’t
• Public Service Ads      • Deceptive
  (PSAs) promote
  health/safety
• Helps pay for
  programming
                               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 don’t 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.
                          Emotional Appeals

–   Bandwagon:

–   Group I.D:

–   Trendsetter:

– Hidden Fears:

–   Traditional Values:
                    Carousel Brainstorm: Advertising Techniques

•   You will work with your table
•   Pick a recorder
•   Pick a runner
•   Follow Directions
                                     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 www.donotcall.gov)
   – Door-to Door sales (Cooling-Off rule)
       Evaluating Advertisements




Super bowl Ads
                         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
     doesn’t 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 it’s 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

								
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