Causes you to remember a particular brand name. (jingles) May be a higher end product Consumer pays the cost of advertising Influences the consumer to buy a product by educating you about the benefits of the product Bias-They convince you to choose the advertised product. Compares product to competitors product Tells you why they are the better choice Used to counter attacks of comparative advertising Does not provide anymore factual information than the comparative advertiser Appeals to your emotions to influence your purchase. Leaves out factual information The consumer ultimately pays for advertising Business spend over 200 billion dollars a year Increase sales has a positive impact on the economy Trading Up Puffery Referral Selling Door to Door Free Gimmick Fraud Bait and Switch Fear Sell Pyramid scheme I nvolvement Technique Opening hooks you in the first few seconds Fast editing to catch the eye Strong colors or visual images Sexy images Catchy music or audio Emotional Needs Advertise to satisfy basic needs. Feel part of a community, loved, successful, admired, confident, unique and different, or a member of the in group. Ads can sell variety, excitement or adventure. Power of Association Celebs/famous athletes advertise in hopes that their fame will rub off on the product. Luxurious settings, beautiful people. Fear Powerful persuasive force and is often used for personal care products or public service ads. Fear if failure, rejection, bad breath, underarm odor, social disgraces. Positioning and Market Segmentation Advertisers position a product for a certain population. Some companies will make 2 products and market two segments. Chevrolet, Buick, Oldsmobile, Cadillac and Pontiac are appealing to different taste and market segments, but are all owned by General Motors. Buzz Words New-Real-Free-Save-Now-Best-Better Phone Sales Pitch to put you in the yes mode. Direct Mail Involvement Cut outs-stickers-stamps-sweepstakes-teaser windows