advertising 1.2.3.g1 3
TRANSCRIPT
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Advertising…Do you know what you want?
“Take Charge of Your Finances”
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded 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
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
Who is the target audience?
□Advertisements for female clothing
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
How do companies create 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
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
How do companies create 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
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
How do companies create 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!
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
Analyze this Ad
□Target audience□Desired
lifestyle
□Gain Attention□Prestige□Layout
□Persuasion□5 star ratings□Picture
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
Advertising Techniques
□Incentives/Promotions□Slogans□Logos□Beauty Appeal□Testimonial/Celebrity Endorsement□Escape□Lifestyle□Peer approval/Bandwagon□Rebel□Unfinished Comparison
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
Slogans
□“Think Outside the Bun”□Taco Bell
□“Go Brown”□UPS
□“Be All You Can Be”□US Army
□“Breakfast of Champions”□Wheaties
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
Logos
□Logos□Pictures or symbols that represent a
company□Consumers identify a product or
company with the logo
□Do you recognize these logos?
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
Beauty Appeal
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
Testimonial/Celebrity Endorsement
□Revlon
□Nike
□National Milk Processor Board□Got Milk?
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
Lifestyle
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
Rebel
□Rebel□Associates a product with behaviors or
lifestyles that oppose society’s norms□Marlboro Man
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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?
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
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
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© Family Economics & Financial Education – March 2007 – Consumer Decisions Unit – The Impact of Advertising on Purchasing DecisionsFunded by a grant from Take Charge America, Inc. to the Norton School of Family and Consumer Sciences at the University of Arizona
Review
□Advertisement□How do companies create
advertisements?□Advertising techniques□Regulations - FTC
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Questions?