The CMO Survey - Highlights and Insights Report - Spring 2024
Advertising strategies
1. ADVERTISTING
STATEGIES
Ms.
Reynolds
Standard Demonstrate strategies that enable consumers
3.2.3 to become advocates.
2. Learning Objectives
• After the lesson students will
recognize advertising
strategies
• Students will be able to
analyze how persuasive
techniques effect their
consumer habits
3. How does Advertising effect my
consumer choices?
As a consumer, it’s in your
best interests to understand
the techniques used by
advertisers to influence your
consumer behavior
7. Funny or Exciting
• Use of Humor
• Of course, one of the most
effective ways to get the
audience's attention is to be
funny -- if the attempt works
and doesn't misfire.
8.
9. Association Principal
An advertising technique that involves drawing a
mental link between a product and desirable qualities
of various kinds that may include attractiveness,
wealth, success, family, patriotism, or security
In the following slide you will see
how Publix is using the idea that it is
Patriotic to shop at their store.
10.
11. Emotional appeal
Techniques in which the advertiser tries
to play up on the emotions of the
audience, often in lieu of information
that might appeal to an audience
rationally.
18. Heart Strings
• Goes covers this idea of an emotional pull
• These ads make you go AWWWWHHHH!
• Heavy around the Holidays especially
Christmas. People have an idea of what
the Perfect holidays are like for
EVERYBODY else.
19.
20. Sounds Good
• Add music to a product so when you hear
the sound/song you think of the product.
Whats that called.com
http://www.whatsthatcalled.com/forum/index.php?automodule=blog&blogid=1&
21. Cartoon Characters
• Using a cartoon character to plug
a product that does not have a
cartoon character.
• Cartoon/Animation movies or
shows in which their characters
are in the ads do not count.
36. Weasel Words
• When they use
words that will key
you in but are not
clear if they are
honest
How is makeup better than bare?
37. OMISSION
• They leave things
out
• Usually there is a
small
• * with the real
details.
38. Are You Cool Enough?
• Making you feel
like
buying/wearing
the product will
make you cool
and/or popular
Editor's Notes
Advertising is a multi-billion dollar industry with one main goal: persuading people to buy products. This is an industry that’s spent an enormous amount of time and effort to figure out the best strategies for getting you to do exactly what they want.
http://www.apple.com/getamac/ads/
Though the Dr. Pepper ad is about unique personality traits the subtle theme is be a Pepper like everyone else.
Humor is one of the best ways to break through the "noise" of all the competition advertising messages out there and get people to pay attention to the sales pitch.
One kind of emotional appeal is the fear appeal, where the advertiser implicitly or explicitly draws upon people's anxieties to sell a product. For example, a security alarm company might show a scenario where the home of a mother and her children is burglarized.
