Why do companies advertise?

What is advertising?

Advertising is an attempt to see a product, service or idea.

Advertising forms a link between the consumer and the producer.

Product Identification Links products with songs (jingles) or

slogansExamples:

○ Eat fresh! – Subway○ Just do it! – Nike○ Snap! Crackle! Pop! – Rice Krispies○ I’m lovin’ it! – McDonald’s○ Kit Kat -

http://www.youtube.com/watch?v=ojYcc-p1TgQ○ http://www.youtube.com/watch?v=e_OWglaiYXY

Target Market

Who is the ad aimed at?Age group (young kids, teenagers, elderly,

middle aged…)Sex (male, female, both)Other groups (moms, athletes, gamers,

outdoorsmen, etc.)

Attention Getters

Loud Bright Motion Fast-paced Violence Sex Repetition

Modeling

People learn by watching; repetition

Subliminal Messages

Below the level of consciousness

Advertising Techniques

Bandwagon – everyone is buying it Humor Individuality Name calling Plain folks Product comparison – Pepsi vs. Coke

Advertising Techniques

Purr words Rewards Security (fear) Slogan Testimonial – someone famous Transfer – Emotional appeal

Sporcle

http://www.sporcle.com/

Homework

Find a product ad from a magazine, newspaper, etc.

Must have ad in your hand, so no television ads

Identify the following for your ad:SloganTarget marketAttention gettersAdvertising Technique(s)

Super Bowl Commercials

$3.5 million for a 30 second ad in 2012 111 million plus audience Highly anticipated This year they released some

commercials prior to the Super Bowl

Super Bowl Commercials http://www.washingtonpost.com/blogs/early-lead/post/super-

bowl-commercials-2012-10-more-ads-to-see-before-the-big-game/2012/02/03/gIQA52k8mQ_blog.html

http://www.youtube.com/watch?v=tf3EjZKQ0rU http://www.spike.com/articles/eb254h/the-top-10-funniest-

super-bowl-commercials-of-all-time http://www.cbs42.com/content/localnews/story/The-top-10-

Super-Bowl-commercials-of-all-time/A5cKv652u0G32Pq8NYwMlg.cspx

http://www.youtube.com/watch?v=18ya0-OZ58s http://www.youtube.com/watch?v=4rsEnwKrsvc