the language of advertising…
DESCRIPTION
The language of Advertising…. The secrets to advertising…. People don’t buy “products” (or services)!!! …they buy “BENEFITS!”. Secret #1. BENEFITS? Yes – people buy a “thing” because of the benefit that buying the thing will give them! What is a benefit? An aid Profit ($) - PowerPoint PPT PresentationTRANSCRIPT
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The language of Advertising….
The secrets to advertising…
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Secret #1
People don’t buy “products” (or services)!!!
…they buy “BENEFITS!”
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SECRET#1
BENEFITS?• Yes – people buy a “thing” because of the benefit that
buying the thing will give them!
What is a benefit?• An aid• Profit ($)• Savings ($)• Prizes (free $)• Guarantee of success• Frequent flyer points ($)• Rewards ($)• Prestige (impressing other people)
Task:Write a list of as many “benefits” that you have seen in ads by MCDonalds
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“who” is the target market (audience) of this ad?
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“who”is the target market (audience) of this ad?
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“who” is the target market of this ad?
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“who” is the target market of this ad?
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“who” is the target market of this ad?
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Today, every company/business needs to advertise its product (or service) to: • inform the customers about its product • increase the profit they make from sales • Get and keep market share (popularity)• Get and keep a good name in the
industry.
Businesses spend a lot of money on advertising – so the ads have to work!
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Emotional Appeal
This technique of advertising is done with help of two factors: 1.The “needs” of consumers 2. Fear factor
Secret #2
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Most common emotional appeals under “need” are:
• need for something new• need for getting acceptance• need for not being ignored• need for change of old things• need for security• need to become attractive, etc.
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Emotional appeals using “fear factor” include:
• fear of accident• fear of death• fear of being avoided• fear of getting sick• fear of getting old, etc.
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Promotional Advertising: • giving away samples of the product for
free to the consumers • items are offered in the trade fairs,
promotional events, and ad campaigns
why? to gain the attention of the customers.
Secret #3
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Bandwagon Advertising:• convincing the customers to join the
group of people who have bought this product • be on the “winning side”
Secret #4
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Facts and Statistics• Actual numbers, proofs, and real examples to show how good their product works.
e.g. “Lizol floor cleaner cleans 99.99% germs” or “Colgate is recommended by 70% of the dentists of the world”
Secret #5
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Unfinished Ads• Here advertisers just play with words by
saying that their product works better but don’t
answer how much more than the competitor.
• e.g. “Pringles - no one can eat just one” or “Horlicks - more nutrition daily”
The ads don’t say who can eat more… or how much more
nutrition.
Secret #6
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Weasel Words:Here… the advertisers don’t say that they are the best from the rest, but - they don’t deny it either!
E.g. Sunsilk Hairfall Solution - reduces hair-fall.
The ad doesn’t say stops hair-fall.
Secret #7
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Endorsements
Advertisers use celebrities to advertise
their products. The celebrities or stars
endorse the product by telling their
own success with the product. Secret #8
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Secret #8
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Complimenting the Customers:• advertisers used punch lines which compliment the consumers who buy their products. • E.g. Revlon says “Because you are worth it.”
Secret #9
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Ideal Family and Ideal Kids• Advertisers using this technique show
that the families or kids using their product are a happy family. • The ad always has a neat and well
furnished home, well mannered kids and the family is a good and ideal kind of family.
Secret #9
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Patriotic Advertisements• These ads show how one can support their country while he uses their product or service.
Secret #10
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