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  1. 1. Tricks  of  the  Trade  
  2. 2. All of an advertisement’s components are carefully created to try to make us think or feel a certain way, and to distract us from things that would deter us from buying that product, like the social or environmental costs associated with it. There is nothing accidental in an ad. It is never "just a picture" or 30 seconds of TV time. A team of marketing experts, including psychologists puts a lot of time, research, thought, and money into commercial advertisements. Most often, products are pitched to make us believe that our perceived deficiencies or imperfections can be overcome by buying a certain product: We will become better basketball players if we buy the right shoes, or we will have more friends if we use the right cell phone network. The 33 million teenagers in the United States today are considered the country’s largest consumer demographic because teens often have disposable income, and are susceptible to peer pressure and “fitting in.” Not only that, advertisers and producers capitalize on teen insecurity and ultimately use “cool” to sell products, whether it’s music, shoes, or soda. On average, America’s teens view 3,000 ads and day, and in 2009, they spent $100 billion, and influenced their parents (by nagging) to spend an additional $50 billion! With that much money at stake, it’s easy to understand why teens are such a prime target for marketers View the PowerPoint to find out the tricks of the trade in Adverting and the many methods, or advertising strategies used to try to manipulate the public into buying our product. Often, they’re selling an image or lifestyle, not really the product.
  3. 3. Research  Department   Here  at  Manipulate  Inc.  to  understand  the  public’s  opinions  and  preferences  be<er,  research  is  conducted.     We  interview  people  at  the  mall,    telephone  surveys  are  used,  and  focus  groups  are  formed  to  find  out  all   the  informaDon  we  can  about  our  perspecDve  customers.    Then  we  will  know  where,  when,  to  whom,  and   how  best  to  adverDse.       •  Above  is  a  picture  of  one  of  our  Focus  Groups.  Focus  Groups  are  when  a  diverse  group  of  people   assemble  to  parDcipate  in  a  guided  discussion  about  a  parDcular  product  before  it  is  launched,   or  to  provide  ongoing  feedback  about  an  ad  campaign.      
  4. 4. We  conduct  extensive  research  to  be<er  idenDfy  with  our  target  audience.   A  target  audience  is  a  group  of  people  to  whom  adverDsing  is  directed.  The  process  of   creaDng  an  ad  to  appeal  to  a  target  audience,  and  of  placing  it  in  a  locaDon  where  the   target  is  likely  to  see  it,  is  called  targeDng.   What  Target  Audience  Do  You  Belong  in?  
  5. 5. Forms  of  Media   ALer  we  have  done  the  research  and   found  our  target  audience,  we  then   choose  the  form  of  adverDsing.    The   next  slide  illustrates  all  the  different   forms  of  adverDsing.    Categorize  them   into  groups  and  try  to  idenDfy  as  many   as  you  can    
  6. 6. When  we  have  our  target  audience  and   know  what  form  of  adverDsing  we  are   using,  it  is  Dme  to  create  the  campaign.   What  follows  are  the  various  markeDng   strategies  and  persuasive  techniques   adverDsers  use  to  get  the  publics   a<enDon  and  convince  them  to  buy  or   buy  into  their  product,  service,  or   opinion.      
  7. 7. EmoDonal  ConnecDon   •  A  successful  adverDsement  appeals  and  plays  on  the  audiences   emoDons  (needs,  desires,  and  fears).    They  make  you  feel   inadequate  or  not  good  enough  unDl  you  buy  their  product,  then   you  will  be  saDsfied.       –  The  desire  to  be  accepted  by  others,  to  belong,  and  be  saDsfied   –  The  desire  for  life  to  be  filled  with  happiness  and  excitement   –  The  desire  to  be  more  a<racDve,  funny,  athleDc  –  self  confident   –  The  fear  of  being  rejected,  ridiculed,  or  afraid    
  8. 8. EmoDonal  ConnecDon  -­‐  Acceptance  
  9. 9. EmoDonal  ConnecDon  -­‐  happiness  
  10. 10. EmoDonal  ConnecDon  -­‐  a<racDve,  self   confident  
  11. 11. Emo.onal  Connec.on  –   Be  Be5er    
  12. 12. EmoDonal  ConnecDon  -­‐  Fear  of  being   ashamed  or  ridiculed    
  13. 13. EmoDonal  ConnecDon  -­‐  Fear  of  being   ashamed  or  ridiculed    
  14. 14. EmoDonal  ConnecDon  -­‐  Fear  of  being   ashamed  or  ridiculed    
  15. 15. Emo.onal  Connec.on     Fear:    Using  a  product  to  solve   something  you  worry  about,  like  bad   breath  
  16. 16. Lifestyle  or  Product     •  Your  not  buying  a  product  your  buying  a  lifestyle   of  fame,  beauty,  and  wealth   •   We  make  promises  that  the  customer’s  lifestyle   will  change  if  our  product  is  purchased.   •  Most  of  the  Dme  you  do  not  know  what  is  even   being  sold  
  17. 17. Lifestyle  or  Product  
  18. 18. Lifestyle  or  Product  
  19. 19. Lifestyle  or  Product  
  20. 20. Ideal  Kids  &  Families     Family  Fun   These  ads  feature  kids  or  families  that  seem   perfect.  They  are  hip  looking,  with  the  ho<est   fashions,  haircuts,  and  toys.  Ideal  families  are   always  a<racDve  and  everyone  seems  to  get   along.  These  ads  represent  the  types  of  kids  and   families  adverDsers  think  the  people  viewing  the   ad  would  like  to  be.   These  ads  feature  a  product  that  is  shown  to  bring   families  together,  or  helps  them  have  fun   together.  All  it  takes  is  for  Mom  or  Dad  to  bring   home  the  “right”  food,  and  a  ho-­‐hum  dinner   turns  into  a  family  party.  
  21. 21. Ideal  Family  
  22. 22. Family  Fun  
  23. 23. Ideal  Family    
  24. 24. Cartoon  Characters   •  These  ads  rely  on  cartoon  characters  to  excite   young  kids  into  wanDng  the  products  being   sold.  Cartoons  make  young  kids  idenDfy  with   products.  
  25. 25. Cartoon  Characters  
  26. 26. Star  Power  -­‐  Tes.monials  and   endorsements   •  These  ads  feature  a  favorite  sports  star  or  music   celebrity  using,  or  promoDng  a  product  as  the   best.  For  example,  clothing  designers  give  clothes   to  hip-­‐hop  stars  to  wear  on  stage  (especially  for   awards  shows)  so  millions  of  people  will  see  this   clothing  line,  and  think  it’s  “cool.     •  Featuring  someone,  like  a  celebrity,  saying  how   the  product  worked  for  them  can  be  convincing.    
  27. 27. Star  Power  -­‐    
  28. 28. Star  Power  -­‐    
  29. 29. Bandwagon   •  These  ads  tell  you  to  join  the  crowd!  Don’t  be   leL  out!  Everyone  is  buying  the  latest  snack   food:  Aren’t  you?  If  you’re  “cool”  and  want  to   “fit  in”  you  should  be  buying  it  too.  
  30. 30. Bandwagon  
  31. 31. Bandwagon  
  32. 32. Bandwagon  
  33. 33. Bandwagon  
  34. 34. Put  Downs   •  These  ads  put  down  their  compeDDon’s   product  to  make  their  own  product  seem   be<er.  They  oLen  use  sarcasm,  comparison   studies,  and  tesDmonials.   •  AdverDsements  will  also  try  and  make  you  feel   bad  about  yourself  so  that  you  go  out  and  buy   their  product    
  35. 35. Put  Downs  
  36. 36. Put  Downs  
  37. 37. Put  Downs  
  38. 38. Put  Downs  
  39. 39. R  U  Cool  Enough?   •  These  ads  try  to  convince  you  that  if  you  don’t   use  their  products,  you  are  a  nerd.  Ads  do  this   by  showing  people  who  look  un-­‐cool:  Once   they  try  the  product,  they  suddenly  becoming   hip  looking  and  are  shown  doing  cool  things.  
  40. 40. R  U  Cool  Enough?  
  41. 41. R  U  Cool  Enough?  
  42. 42. R  U  Cool  Enough?  
  43. 43. R  U  Cool  Enough?  
  44. 44. Excitement   •  These  ads  promise  excitement  if  you  buy  their   product.  One  bite  of  a  snack  food  and  you’re   suddenly  snowboarding  on  the  mountain,  or   onstage  singing  to  a  crowd  of  adoring  fans!   There  is  never  a  dull  moment  if  you  are  using   this  product.      
  45. 45. Excitement  
  46. 46. Excitement  
  47. 47. Claim  and  Hype   •  Saying  how  the  product  works  or  how  it  will   help  you.    Usually  these  commercials  use   words  like  amazing  incredible  to  make  the   product  more  appealing    
  48. 48. Claim  and  Hype  
  49. 49. Claim  and  Hype  
  50. 50. Claim  and  Hype  
  51. 51. Bandwagon  
  52. 52. Cooking  Nature   •  These  ads  show  the  transform-­‐  acDon  that   occurs  from  raw  materials  to  end  product   without  showing  the  process.  By  showing   oranges  change  straight  to  orange  juice,  it   implies  that  when  you  drink  processed  orange   juice,  you  are  eaDng  a  natural  orange,  when   actually  it  is  unnaturally  filled  with  sugar  and   addiDves!  
  53. 53. Cooking  Nature  
  54. 54. Cooking  Nature  
  55. 55. Special  Ingredient     •  Telling  you  that  there  is  a  special  ingredient   makes  the  customer  think  that  this  product  is   be<er  then  the  others.      
  56. 56. Special  Ingredient    
  57. 57. Special  Ingredient    
  58. 58. Prizes,  Sweep  Stakes,  Games,  Sales   •  Using  a  chance  to  win  a  prize  or  a  discounted   price  to  boost  sales.    This  can  also  be  viewed   as  bribery  or  extra  incenDve  to  purchase  the   product.      
  59. 59. Prizes,  Sweep  Stakes,  Games,  Sales  
  60. 60. Prizes,  Sweep  Stakes,  Games,  Sales  
  61. 61. Prizes,  Sweep  Stakes,  Games,  Sales  
  62. 62. Prizes,  Sweep  Stakes,  Games,  Sales  
  63. 63. The  list  goes  on……   –  Heart  Strings  –  Ads  that  draw  you  into  a  story  and  make  you  feel   good.     –  Call  to  ac.on:  Telling  you  what  to  do—  “Buy  today!”  or  “Vote   now”—removes  all  doubt  about  next  steps.     –  Repe..on  –  AdverDsers  hope  you  remember  the  product  if  you   hear  it  and  see  it  over  and  over  again     –  Sounds  Good  –  Music  and  other  sound  effects  add  to  the   excitement.    Also  the  use  of  jingles  so  that  you  remember  the   product.    Have  you  ever  noDced  that  the  volume  of  the   commercials  is  higher  than  the  sound  for  the  program  that   follows.   –  Facts  and  Figures  –  When  you  use  facts  and  staDsDcs  to  enhance   products  credibility   –  Weasel  words  –  The  use  of  words  that  can  mislead  viewers  like   “Natural”,  “New  and  Improved”,  “Be<er  TasDng”.     –  Humor  -­‐  Using  ads  that  make  you  laugh  can  catch  your  a<enDon   and  be  memorable.