AdvertisingTypes & Goals

Learning Targets➝ALT2: Students will understand the components of a marketing campaign➝AST2-3: Understand the importance of evaluating marketing plans

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Types of Advertising

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•Brand Advertising•Informative Advertising•Comparative Advertising•Defensive Advertising•Persuasive Advertising

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Brand advertising-Intended to make you remember a brand rather than a specific product, useful for companies that make several products (automotive parts, cookies, chips)

Example: You might be willing to try a new variety of Doritos if you like the other ones

Informative

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➝Informative teach you about the product’s benefits. Useful for product benefits a consumer doesn’t understand. Examples⇾Ads for prescriptions⇾Medical products informs consumers of the conditions the product treats⇾Aspirin advertised that this could help with heart attacks

Comparative ➝Compares the benefits or qualities of two or

more similar products➝These ads emphasize the strengths of the

advertised product and the weaknesses of other products

Example: Extra legroom is important to a car shopper who is tall

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Big concept

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Bring the attention of your audience over a key concept using icons or illustrations

Comparative

Defensive advertising is the losing product in a comparison ad may respond with a defensive ad, to say the weakness was exaggerated or that their product is superior in another way.

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Defensive

Persuasive

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Persuasive AdvertisingShows happy people using the product, implying that you will be happier, more glamorous, more athletic, etc. All you have to do is use the product!

These ads rely on emotional appeal because they usually don’t provide any useful infomration

Sub-Goals of Advertising

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Increase consumer awareness of the advertisers brand

Change consumer attitudes about the advertiser’s product

Promote replacement of outdated products with new

products using superior technology

ActivityExample:1: PersuasiveThe Snyder’s ad is persuasive because it show two people having a fabulous time and laughing. This suggests that if you eat Snyder’s pretzels you will have that too.

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➝You are going to find 15advertisements from the magazines in the room. Three (3) per category should be classified as one of the types of advertising that we covered in class today!

➝For each ad, you will write on a separate sheet of paper what type of ad it is and why.