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Advertising
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Advertising
aThe action of attracting public attention to
ap
product or business,, especially
p
y to
proclaim its qualities or advantages
Benefits of Advertising
aProvides Information
aCreates competition,
competition lower prices
aBrand names and quality control
Types of Advertising
aInformative
aPuffery
aTestimonial
aInstitutional
aEmotional
aComparative
Informative
aAn advertisement that provides the
consumer with specific, understandable,
and verifiable claims about a product or
service.
Puffery
aAdvertising that provides only unverifiable
assertions. Its major goal is to persuade
rather than to inform the consumer.
Testimonial
aA testimonial advertisement is a positive
recommendation about a good or service,
often given by a famous person.
Institutional
aAn advertisement that associates a
product with ideas and institutions that
are valued by a majority of people.
Emotional
aAds with the major focus of persuading
consumers to buy a product for
psychological reasons, such as guilt, fear,
or snobbery.
Comparative
aAn advertising strategy that compares the
name-brand competitor(s) of the product
being advertised.
Psychological Approaches to
Advertising
aRepetition
if a brand name is repeated often enough,
familiarity will be created in the buying public;
may use a slogan, musical theme, or jingle
Conformity
may
y show the p
product
can help you keep up with
others in your group; since
others in your group use
the product, you should to
aImitation
Appeals to our self-esteem, promises to make us
more attractive, popular, successful; common
method, testimonial of a well-known person
aAssociation
Links a product to something we already know
and like
aGood Will
C
Creates
t good
d public
bli relations
l ti
aScare Technique
Frightens consumers into buying a
product
aEmotional Appeal
Mostt effective
M
ff ti means off advertising;
d
ti i
advertisers
d
ti
think the consumer will be more inclined to
purchase a product if emotions are involved
Appeals to: pride, humor, anger, desire to be
loved, desire for happiness
Snob Appeal
Appeals to human desire to excel or be different;
often used to sell a high quality product that is
more expensive than the competition
aIntellectual Appeal
Appeals to reason or intellect;
includes things such as statistics,
statistics
medical findings, quotations from
critics
aEconomic Appeal
P
Promotes
t economic
i value
l
aComfort and Enjoyment
Promises physical enjoyment or wellbeing