Advertising

Advertising…
Do you know what you
want?
“Take Charge of Your Finances”

1.2.3.G1
© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing Decisions
Funded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
Why do we buy what we
buy?
□ Who or what influences our spending habits?
□ Family
□ Friends
□ Media
□Advertising

1.2.3.G1
Advertising
□ Advertise
□ To call public attention to a product or service
□ Advertiser
□ A person or company that has a product they want to
sell
□ Advertisement
□ Focuses attention to a product and grabs the attention
of the consumer

1.2.3.G1
How do companies create
advertisements?
□ Step One: Determine and research a target audience
□ Perception of needs and wants
□ Problems consumers may encounter
□ Emotions experienced
□ Current or desired lifestyle

1.2.3.G1
Who is the target
audience?
□ Advertisements for female clothing

1.2.3.G1
advertisements?
□ Step Two: Grab the attention of the target audience
□ Use emotions that focus on love, belonging, prestige and
self-esteem
□ Show how the consumer can save money
□ Make promises of a better life
□ Solve consumer problems
□ Use creative and appealing layouts
□Z form
□Color
□Advertisement placement
□Other techniques

1.2.3.G1
Creative and Appealing
Layouts
□ The Perfect Hamburger
□ Sesame seeds are arranged with tweezers and glue
□ A waterproof sealant is sprayed on the bun so it doesn’t get soggy
□ The outside of the hamburger is cooked, but the inside is left raw
so it looks plump and then painted with a brown paint
□ Grill marks are put on with a hot metal skewer
□ Paper towels are used to create a sponge below the hamburger so
no juices leak onto the bun
□ A perfect lettuce leaf and slice from the center of the tomato are
carefully selected
□ Entire hamburger is sprayed with glycerin to keep it fresh looking

1.2.3.G1
advertisements?
□ Step Three: Differentiate the advertised brand from
others
□ Describe the product benefits
□ Showcase unique qualities
□ Illustrate the value and quality of the product
□ Create an advertisement consumers will remember

1.2.3.G1
advertisements?
□ Step Four: Change brand the consumers’ brand
preference or habits
□ If a consumer changes their preference and begins using
the advertised product or service, the advertiser has met
his goal!

1.2.3.G1
Analyze this Ad
□ Target audience
□ Desired lifestyle
□ Gain Attention
□ Prestige
□ Layout
□ Persuasion
□ 5 star ratings
□ Picture

1.2.3.G1
Advertising Techniques
□ Incentives/Promotions
□ Slogans
□ Logos
□ Beauty Appeal
□ Testimonial/Celebrity Endorsement
□ Escape
□ Lifestyle
□ Peer approval/Bandwagon
□ Rebel
□ Unfinished Comparison

1.2.3.G1
Incentives/Promotions
□ Incentives/Promotions
□ Add value to the purchase
□Examples: price savings, product samples, gifts and contests
□Clearance, White Sale, Going-out-of-Business
□ Consumers often purchase full price items when
shopping for the promoted items
□ Need to read the details carefully to ensure money is
actually saved

1.2.3.G1
Slogans
□ Slogans
□ Short phrases
□ Contain the entire advertising message
□ Use rhythms, puns and alliteration
□Quickly attract the attention of consumers and make the
messages easy to remember

1.2.3.G1
Slogans
□ “Think Outside the Bun”
□ Taco Bell
□ “Go Brown”
□ UPS
□ “Be All You Can Be”
□ US Army
□ “Breakfast of Champions”
□ Wheaties

1.2.3.G1
Logos
□ Logos
□ Pictures or symbols that represent a company
□ Consumers identify a product or company with the logo
□ Do you recognize these logos?

1.2.3.G1
Beauty Appeal
□ Beauty Appeal
□ Beauty attracts people
□Examples: beautiful people, places and things
□ Companies often use models to make consumers feel
like they will experience the same benefits if they use the
specific product

1.2.3.G1
Beauty Appeal

1.2.3.G1
Testimonial/Celebrity
Endorsement
□ Testimonial/Celebrity Endorsement
□ Use celebrities or “professional” individuals to sell
products
□ Consumers are led to believe they will attain
characteristics similar to the individual trying to sell
them

1.2.3.G1
Testimonial/Celebrity
Endorsement
□ Revlon
□ Nike
□ National Milk Processor Board
□ Got Milk?

1.2.3.G1
Escape
□ Escape
□ The idea of escape is a dream that consumers desire
□Example: car companies use beautiful setting and scenery in
advertisements creating a feeling of escape

1.2.3.G1

1.2.3.G1
Lifestyle
□ Lifestyle
□ Associates the product with a particular style of living
□Example: a daily vitamin or supplement
□If consumers purchase the vitamin they will gain the same
active and healthy lifestyle the individual in the advertisement
portrays

1.2.3.G1
Lifestyle

1.2.3.G1
Peer Approval/Bandwagon
□ Peer Approval/Bandwagon
□ Associates product use with friendship and acceptance
□ Advertisements make consumers feel like they will not
be well-liked if they don’t use a certain product

1.2.3.G1
Rebel
□ Rebel
□ Associates a product with behaviors or lifestyles that
oppose society’s norms
□ Marlboro Man

1.2.3.G1
Unfinished Comparison
□ Unfinished Comparison
□ The statements in the advertisements may be true, but
are not clear or “finished”
□Example: Works better in poor driving conditions.
□Question? Works better than what?

1.2.3.G1
Advertising Regulations
□ Federal Trade Commission (FTC)
□ Regulates marketing activities
□ Protects consumers from:
□ False advertising
□ Misleading pricing
□ Deceptive packaging and labeling
□ If a consumer feels an advertisement is false they can report it to
the FTC
□ The FTC then issues a complaint
□ If the company continues false advertising they can be fined
$10,000/day for every day they continue the advertisement
□ The company is also required to provide corrective advertising for
any misleading claim

1.2.3.G1
Review
□ Advertisement
□ How do companies create advertisements?
□ Advertising techniques
□ Regulations - FTC

Advertising

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (14)

Similar to Advertising

Similar to Advertising (20)

Recently uploaded

Recently uploaded (20)

Advertising