What do you think???

What is your favorite advertisement? Why?

Have you ever been influenced to buy a product or service because of an advertisement?

Do you believe that advertising techniques are always ethical?

Advertising Techniques

And Their Influence on Consumers

Objectives

Define advertising Identify 12 types of advertising techniques Determine the type(s) of advertising techniques

used when viewing or listening to advertisements

State your opinion on the ethicality of advertisements

Explain how responsible consumers should analyze, evaluate, and use advertisements when making decisions (in 5-8 sentences)

What Is Advertising???

Any paid form of communication through mass media directed at identified consumers to provide information and influence their actions (Dlabay et al)

Any paid form of nonpersonal communication about an organization, food, service, or idea by an identified sponsor (Kerin).

Types of Advertisements

Product Pioneering

(informational) Competitive

(persuasive) Reminder

Institutional Advocacy Pioneering institutional Competitive institutional Reminder institutional

Developing the Advertising Program

Identify the target audience (Who) Specify advertising objectives (Why) Setting the advertising budget Designing the advertisement Deciding on message content (What/Why) Creating the actual message Selecting the right media (How) Choosing a medium and vehicle

(When/Where) Evaluating the advertising program

Deciding on the Message Content

Jingles/Slogans Facts and figures Glittering generalities Endorsements Testimonials Bandwagon

Snob appeal Emotional appeal Free gifts/rewards Fear Sex Humor

"Buy it. Sell it. Love it."

"Keeps going and going and going."

"Can you hear me now? ...Good!"

"Where do you want to go today?"

"It takes a licking and keeps on ticking."

"Beef. It's what's for dinner."

"Cuckoo for Coco Puffs"

"Give me a break! Give me a break! Break me off a piece of that ___!"

"Have it your way."

"Have you had your break today?"

"Zoom Zoom “

Retrieved October, 2006 from http://en.wikiquote.org/wiki/Advertising_slogans

"Buy it. Sell it. Love it." ~ eBay

"Keeps going and going and going." ~ Energizer Batteries

"Can you hear me now? ...Good!" ~ Verizon wireless

"Where do you want to go today?" ~ Microsoft, 1996

"It takes a licking and keeps on ticking." ~ Timex Corporation, 1956

"Beef. It's what's for dinner." ~ Cattlemen's Beef Board

"Cuckoo for Coco Puffs"

"Give me a break! Give me a break! Break me off a piece of that Kit Kat bar!"

"Have it your way." ~ Burger King

"Have you had your break today?" McDonald’s

"Zoom Zoom " ~ Mazda, 2000s

Retrieved October, 2006 from http://en.wikiquote.org/wiki/Advertising_slogans

Deciding on the Message Content

Jingles/Slogans Facts and figures Glittering generalities Endorsements Testimonials Bandwagon

Snob appeal Emotional appeal Free gifts/rewards Fear Sex Humor

Deciding on the Message Content

Jingles/Slogans Facts and figures Glittering generalities Endorsements Testimonials Bandwagon

Snob appeal Emotional appeal Free gifts/rewards Fear Sex Humor

What Kind of Message Content Is Used?

FedEx CareerBuilder #1 CareerBuilder #2 Full Throttle Volkswagen #1 Volkswagen #2 Degree

Mac #1 Mac #2 Mac #3 Mac #4 Mac #5 Political

Advertisement

How Should Advertisements Be Viewed?

Informational/Educational?Trustworthy?Deceptive?Ethical?Unethical?

How Can We Become More Responsible Consumers of Information?

Research on products or servicesProduct/Service comparisonTrusted sourcesUnbiased reviews

Review

Define advertising Identify 12 types of advertising techniques Determine the type(s) of advertising techniques

used when viewing or listening to advertisements

State your opinion on the ethicality of advertisements

Explain how responsible consumers should analyze, evaluate, and use advertisements when making decisions (in 5-8 sentences)

A Look Ahead…

Create a print advertisement that is targeted

towards a certain marketing segment and

incorporates one of the advertising

techniques discussed

(Not your assignment…yet)

http://www.adcracker.com/

http://www.adcracker.com/creativegames/what/index.htm

http://www.knowthis.com/promoadv/examples.htm

http://www.youtube.com/watch?v=O_WYIAHeaXo&mode=related&search=

http://marketplace.publicradio.org/shows/2006/09/25/PM200609255.html

http://www.slate.com/id/2141286/  http://www.autoblog.com/2006/05/01/vws-jetta-jolting-consumers-with-ad-campaign/ http://www.trafficsafetymarketing.gov/

http://www.apple.com/getamac/

http://www.laughparty.com/print.php?id=300

http://www.youtube.com/watch?v=eBFRBlXyzO4&mode=related&search=