Dec. 17, 2010; Monday Dec. 20, 2010

Topic: Advertising

Aim: What is advertising and what is its purpose?

1. Advertising is a public promotion of a good or service.2. It is a form of communication intended to persuade or

inform an audience3. Goal:

To increase sales4. Two types• Competitive: convince consumers that a product is superior

to others by appealing to EMOTIONS. • Informative: same goal but it uses REASON and facts about

a product.

Where do you find advertising?

1. Everywhere!

2. In different types of MEDIA

3. MEDIA are the agencies or instruments used to convey the advertising message to the public

4. Four types of MediaPRINT: Newspapers, magazines, direct mail,

signs BROADCAST MEDIA: Radio, televisionONLINE ADVERTISING: E-mail, internetSPECIALTY MEDIA: Items featuring an

advertiser’s name or logo: hats, calendars, pens

Parts of a Print Advertisement

Five Elements

1. Headline : attract readers, grab attention; get them to look at the rest of the ad

2. Copy : words that represent the selling message in the act

3. Illustration : Expand on the copy to show how the product works

4. Signature : Logo that is the identification symbol for a business

5. Slogan : catch phrase that identifies the product or company (Have it your way!)

Western Union is showing how effectively you can transfer money from here to there.

Copy says, “Just opened, near . . .”Suppose to be a new “Ronald McDonald” just born

Signature or logo

Copy says, “It’s sugar free”

Aquafresh toothpaste: sometimes a headline and/or copy is not needed

Real Big Burgers Burger KingBigger, Better Burgers.

A 3rd type of Advertising

Deceptive or Misleading: Ads that make false claims or misleading statements

That sandwich is over-flowing with chicken; is this possibly DECEPTIVE?

Bait and Switch: a type of DECEPTIVE ADVERTISING

Bait: advertised item at an unbelievable low price. Consumer goes to store to find that item is no longer availableSwitch: customer is then shown a much higher priced item

This is actually legal as long as the ad has these 3 “magic words”:

“While supplies last” or

“Supplies are limited”

Demographics and Psychographics

Advertisers want to match their advertising with the characteristics of their desired consumers

Demographics: average traits of the people who buy their products/services

AgeIncomeEducationOccupationWhere they live: urban, suburban or ruralHousehold sizeHome ownership

Psychographics

This takes demographics one step further

It includes people’s lifestyles and behaviors

Where they like to vacationThe kinds of interest they haveThe values they holdHow they behave

How do they learn this about their customers?

Research is conducted

Consumers who have bought their products/ services are surveyed

Consumers are often asked to fill out A Survey or a “satisfaction” card or an on-line questionnaire

As an incentive for this information, coupons or gifts are sometimes offered.

Brand Name vs. Generic: Which is which?

Brand Name: a product that has a name, logo or slogan that is used to identify and distinguish it from others.

It is well-known and “trusted” by the public because of its use of Advertising

As a result, it is usually more expensive than others.

Generics

Products that do not have a brand name or a trademark or logo

Acetaminophen is the generic form of the proprietary drug “Tylenol”

Sometimes they are called the “store brand” The CVS version of Tylenol. The Pathmark version of Raisin Bran cereal.

Since they do not advertise, their price is usually cheaper.

Consumerism

Consumer: anyone who buys or uses goods and services

Consumerism: The movement to educate consumers.

Consumerism is a response to the power of Advertising

What does an intelligent consumer do?

1.Studies ads critically

2. Does Comparison Shopping: This tells you where to buy the item. Don’t buy anything until you . . .

Read the adsBrowse the WebMake telephone callsVisit different storesTalk to the salesmenTalk to people who already own the

product

3. Find out what the store policy is on returns4. Ask about the Warranty on the product5. Decide if you want to pay for an extension of the

warranty 6. Ask to see the store manager if you have any

problems but always act civilly and ethically7. Keep all receipts8. Be aware of organizations you can contact:

FDA Food and Drug Agency -Federal GovernmentCPSC: Consumer Product Safety Commission (safety recalls)BBB: Better Business Bureau Consumer Affairs Agency (dial 311 here in NYC)