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Advertising Hire EIU Grads! 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