Advertising + shopping

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Shopping © PDST Home Economics

Transcript of Advertising + shopping

Page 1: Advertising + shopping

Shopping

© PDST Home Economics

Page 2: Advertising + shopping

AdvertisingAdvertising Why? To persuade consumers to buy a product /serviceWhy? To persuade consumers to buy a product /service Who? Used by manufacturers, retailers & service Who? Used by manufacturers, retailers & service

providersproviders How? Advertising outlets: How? Advertising outlets:

newspapers/magazinesnewspapers/magazines

television/radiotelevision/radio

cinema/dvdscinema/dvds

buses/bus shelters/vansbuses/bus shelters/vans

bill boardsbill boards

sporting events/concertssporting events/concerts

t-shirts/labels/carrier bagst-shirts/labels/carrier bags

shop windowsshop windows

packets, leaflets, classified ads packets, leaflets, classified ads

internetinternet

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Function of advertisingFunction of advertising

Introduce new productsIntroduce new products Increase salesIncrease sales To provide informationTo provide information Though it adds to the cost of products it reduces Though it adds to the cost of products it reduces

the cost to the public of TV, radio, concerts, the cost to the public of TV, radio, concerts, festivals, sporting events, newspapers and festivals, sporting events, newspapers and magazinesmagazines

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Effective AdvertisingEffective Advertising

Appeals to the consumerAppeals to the consumer Entices the consumer to try a Entices the consumer to try a

new/improved product or servicenew/improved product or service

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Techniques/Language

Adverts portray products in Adverts portray products in bestbest possible way possible way No No faultsfaults pointed out pointed out LanguageLanguage designed to work on our emotions designed to work on our emotions Advertising is designed around: Advertising is designed around:

love/romance humour/musiclove/romance humour/music

glamour envy/social acceptanceglamour envy/social acceptance

guilt colourguilt colour

fear/insecurity public figuresfear/insecurity public figures Ads are about Ads are about persuasionpersuasion ThinkThink about the product don’t be misled about the product don’t be misled

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Control of advertising Standards set to ensure consumers are not misledStandards set to ensure consumers are not misled

Some standards are legal some are voluntarySome standards are legal some are voluntary Legal control:Legal control:

Consumer Information Act 1978Consumer Information Act 1978

EU Misleading Advertising DirectiveEU Misleading Advertising Directive

Employment Equality ActEmployment Equality Act Voluntary controls: Voluntary controls:

Advertising Standards Authority of Ireland (ASAI) Advertising Standards Authority of Ireland (ASAI) monitors ads to ensure they are monitors ads to ensure they are

legal, decent, honest and truthfullegal, decent, honest and truthful

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Advantages and Disadvantages of Advertising

Advantages:

Gives information Provides employment Increases sales which

improves economy Keeps down cost of

concerts, magazines, TV etc…

Disadvantages:

Can mislead Increases price of product Causes dissatisfaction with

ordinary life Encourages overspending Can reinforce stereotypes Can effect natural

environment eg. billboards

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Marketing

A business that specialises in making products A business that specialises in making products

sellsell

Techniques include: Techniques include:

AdvertisingAdvertising

PackagingPackaging

Sales promotions (free gift)Sales promotions (free gift)

Public relations activities eg. product sponsoring Public relations activities eg. product sponsoring a charitya charity

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Market ResearchMarket Research

Carried out by market research companies using Carried out by market research companies using questionnaires to discover likes and dislikes of questionnaires to discover likes and dislikes of consumersconsumers

This information is used to develop products and This information is used to develop products and adverts etc. that appeal more to the target adverts etc. that appeal more to the target marketmarket

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Shopping Outlets

Small independent shops e.g. often family runSmall independent shops e.g. often family run

Supermarkets e.g. SupervaluSupermarkets e.g. Supervalu

Department stores e.g. Brown ThomasDepartment stores e.g. Brown Thomas

Chain Stores e.g. DunnesChain Stores e.g. Dunnes

Voluntary Chain Stores e.g. Mace, SparVoluntary Chain Stores e.g. Mace, Spar

Specialist Shops e.g. clothes, butcher, bakerySpecialist Shops e.g. clothes, butcher, bakery

Discount Store e.g. ArgosDiscount Store e.g. Argos

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Other Shopping OutletsOther Shopping Outlets Shopping Centres e.g. BlanchardstownShopping Centres e.g. Blanchardstown Street marketStreet market Mobile shopMobile shop

Vending MachineVending Machine

AuctionsAuctions

Mail order e.g. Family AlbumMail order e.g. Family Album

Doorstep sellingDoorstep selling

Party Selling e.g. TupperwareParty Selling e.g. Tupperware Online Shopping e.g. amazon.comOnline Shopping e.g. amazon.com

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Changes in ShoppingChanges in Shopping Self-serviceSelf-service Expanding range of productsExpanding range of products Closure of local shopsClosure of local shops More chain storesMore chain stores Shopping centresShopping centres Weekly shoppingWeekly shopping Few give credit Few give credit Late night and Sunday Late night and Sunday

shoppingshopping Online shoppingOnline shopping Barcodes and ScannersBarcodes and Scanners Self checkout countersSelf checkout counters

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Self ServiceSelf Service

AdvantagesAdvantages Quick, convenientQuick, convenient Browse & selectBrowse & select Goods well displayed Goods well displayed Goods priced clearlyGoods priced clearly Lower staff cost, Lower staff cost, less expensiveless expensive Quick turnover, Quick turnover, fresher goodsfresher goods Wide range of Wide range of

productsproducts

DisadvantagesDisadvantages Less personalLess personal More difficult for More difficult for

disabled and elderlydisabled and elderly Tempts impulse buyingTempts impulse buying Queuing at checkout Queuing at checkout No credit givenNo credit given

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Shopping GuidelinesShopping Guidelines

Shop around, compare pricesShop around, compare prices

Use a listUse a list

Do a weekly shopDo a weekly shop

Avoid impulse buyingAvoid impulse buying

Make use of sales and special offersMake use of sales and special offers

Think of the environment , reusable bags, Think of the environment , reusable bags,

packaging, air miles, chemicals etc..packaging, air miles, chemicals etc..

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Paying for goods and Paying for goods and servicesservices

MethodMethod AdvantagesAdvantages DisadvantagesDisadvantages

CashCash Simple, cheapestSimple, cheapest Could lose the Could lose the cashcash

Debit Card Debit Card

(Laser)(Laser)Can use over phone Can use over phone or internetor internet

Charge, can’t be Charge, can’t be used for small used for small amountsamounts

Credit CardCredit Card 28 days interest-free 28 days interest-free creditcredit

High interest rate High interest rate if debt not clearedif debt not cleared

ChequeCheque Useful for postal Useful for postal paymentspayments

May involved bank May involved bank chargescharges

Direct DebitDirect Debit Bills paid for you on Bills paid for you on time by the banktime by the bank

Charged by bank.Charged by bank.

Risk of too many Risk of too many direct debitsdirect debits

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Techniques used by shops Techniques used by shops to encourage spendingto encourage spending

Music, warmth, smellsMusic, warmth, smells

Attractive displaysAttractive displays

Products at checkoutProducts at checkout

Luxuries at eye level, Luxuries at eye level,

essentials lower downessentials lower down

Essentials far away Essentials far away

from checkoutfrom checkout

Heavy goods at entrance to Heavy goods at entrance to get customers to take a get customers to take a trolley e.g. vegetablestrolley e.g. vegetables

Associated items placed Associated items placed together eg.soft together eg.soft drinks/crispsdrinks/crisps

Special offers, free samples, Special offers, free samples, 2 for 3, buy 1 get 1 free 2 for 3, buy 1 get 1 free etc..etc..

Loss LeadersLoss Leaders

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Reasons For PackagingReasons For Packaging

Protects product from damage and contaminationProtects product from damage and contamination

Convenience – transporting, storing , sellingConvenience – transporting, storing , selling

Carries informationCarries information

Preservation – vacuum pack, cansPreservation – vacuum pack, cans

MarketingMarketing

Protects consumers from dangerous productsProtects consumers from dangerous products

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Characteristics needed in Characteristics needed in Packaging MaterialsPackaging Materials

StrongStrong

Hygienic Hygienic

SafeSafe

Easy to openEasy to open

ResealableResealable

Reusable, recyclable or biodegradableReusable, recyclable or biodegradable

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Forms of PackagingForms of Packaging

PaperPaper: plain, cardboard, waxed, laminated : plain, cardboard, waxed, laminated

(to make airtight and waterproof eg. milk (to make airtight and waterproof eg. milk carton)carton)

PlasticPlastic: bags, cling film, cartons, boxes, bottles: bags, cling film, cartons, boxes, bottles

Metal:Metal: tin cans, aluminium cans, aluminium foil tin cans, aluminium cans, aluminium foil trays, trays,

aluminium foilaluminium foil

Glass:Glass: bottles or jars, plain or coloured glass bottles or jars, plain or coloured glass

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Disadvantages of Disadvantages of packaging productspackaging products

Adds to cost Adds to cost

Can pollute environment esp if non-biodegradableCan pollute environment esp if non-biodegradable

Uses up non-renewable resources or natural Uses up non-renewable resources or natural

resources eg. plastic (oil), paper (trees), metalsresources eg. plastic (oil), paper (trees), metals

Packaging can deceive Packaging can deceive

Product may have to be bought in larger amounts Product may have to be bought in larger amounts

than needed causing wastethan needed causing waste

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Labelling – why?Labelling – why?

To identify productTo identify product

To provide consumer informationTo provide consumer information

To sell the productTo sell the product

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Information on LabelsInformation on Labels

Contents/ingredientsContents/ingredients

Net weightNet weight

Brand nameBrand name

Storage instructionsStorage instructions

Instructions for useInstructions for use

Safety warningsSafety warnings

Manufacturers name and Manufacturers name and

addressaddress

ColourColour

Number in packetNumber in packet

Care/cleaning instructionsCare/cleaning instructions

OriginOrigin

Quality/standardQuality/standard

Date stampDate stamp

SizeSize

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Food LabellingFood Labelling

See textbookSee textbook

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Date StampDate Stamp

Use by:Use by: food must be eaten by this date food must be eaten by this date

used on food with shelf life of used on food with shelf life of <<6 weeks6 weeks

Sell By:Sell By: same as above but same as above but

allows for 2/3 days storage at home after allows for 2/3 days storage at home after datedate

Best before:Best before: used on food with shelf life of 3- used on food with shelf life of 3-18months18months

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Why instructions?Why instructions?

Labels often carry instructions for the Labels often carry instructions for the storage/use/cooking/care/cleaning etc. of a storage/use/cooking/care/cleaning etc. of a productproduct

To use the product correctlyTo use the product correctly

To avoid wasteTo avoid waste

For safety reasonsFor safety reasons

To avoid damaging the productTo avoid damaging the product

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PricingPricing By law the price of products must be :By law the price of products must be :

displayed on the product ordisplayed on the product or

on the shelf or on the shelf or

on a display near the producton a display near the product

Unit Price = price per unit eg. per gram or kg or litreUnit Price = price per unit eg. per gram or kg or litre Foods sold loosely and weighed at time of purchase Foods sold loosely and weighed at time of purchase

must have unit price displayed beside themmust have unit price displayed beside them Some prepacked foods eg. cheese have Some prepacked foods eg. cheese have

unit price per kilo on themunit price per kilo on them In shops that use bar codes the unit price is In shops that use bar codes the unit price is

displayed on the shelf along with the normal pricedisplayed on the shelf along with the normal price Unit pricing makes it easier to compare prices Unit pricing makes it easier to compare prices

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Bar-codesBar-codes Set of black lines and spaces printed on a productSet of black lines and spaces printed on a product Read using a laser scanner at the checkoutRead using a laser scanner at the checkout Every product has its own bar-codeEvery product has its own bar-code

Advantages:Advantages: Stock and sales accounted forStock and sales accounted for Individual pricing not necessary , display price on Individual pricing not necessary , display price on

shelfshelf Detailed receipt giving product name & priceDetailed receipt giving product name & price Quicker at checkoutQuicker at checkout