What is Advertising? : What is Advertising? Advertising:
The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers. Effects of Advertising : Effects of Advertising American children see an average of 360,000 television ads before they graduate high school.
The average American spends 1.5 years watching television during his or her lifetime.
2/3 of all consumers buy ONLY well known brands. Functions of Advertising : Functions of Advertising Inform the public about a product.
Attract consumers attention.
Motivate consumers to buy the product. 10 Techniques of Persuasion : 10 Techniques of Persuasion Humor- Funny or crazy images.
Macho – Strong, tough, powerful images.
Friends – Groups of people having fun.
Family – Mother, father, and children.
Fun – Everyone is happy.
Nature – Outdoor settings.
Sexy – Models and revealing clothing.
Cartoon – People or animals as drawings.
Celebrity – Someone most people know.
Wealth – Expensive items all together. Long-term Advertising : Long-term Advertising Institutional Advertising
is a type of advertising in which the retailer attempts to gain long-term benefits by promoting and selling the store itself rather than the merchandise in the store.
Creating a positive store image. Short-term Advertising : Short-term Advertising Promotional advertising
is a type of advertising in which the retailer attempts to increase short-term performance by using product availability or price as a selling point.
Increased patronage form existing customers.
Attraction of new customers. Commonly Used Advertising Techniques : Commonly Used Advertising Techniques Information
Unfinished Comparison Sales Techniques : Sales Techniques Guarantees
Scientific or numerical claims
Negative option Unethical Techniques : Unethical Techniques Bait and Switch
Exploitation of Fears and Misgivings
Out-of-context Quotations Misleading Advertising : Misleading Advertising Health Fraud
“Get rich quick” Schemes