Download Consumers

It is estimated that one hears/sees over 500
ads per day
Advertising is a business and companies spend
billions of dollars on advertising products and
services.
Slots could be sold for $60,000 to close to $2
million for slots closer to game time
Consumers
Snickers
Coke
chips
a majority of people believe that advertising
does not affect them.
Definitions
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ConsumerAdvertising-Advertising is a paid message designed
to make consumers buy a product or service.
Target audienceMarketing-
Kinds of Advertising
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commercial
political
public service announcements (P.S.A.'s) don't put it in
your mouth
advocacy (Don't Drink and Drive)
image-building (the gas company's concern for the
environment).
Forms of Advertising
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television commercials
print ads
radio spots
banners
posters
billboards
videos
clothing
To be effective good ads must have:
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the ability to get our attention. Hundreds of ads
are seen/heard each day. Therefore, an effective
ad must stand out from the competition and grab
the consumer's attention.
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the ability to sustain our attention. It is important
that the potential consumer learn something about
the product. An effective ad involves the reader in
the details of the ad and carries the reader's
attention through the ad.
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the ability to transmit the message. Clarity is
important if the consumer is to understand the
message given the limited ad space available.
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the ability to convince the potential consumers to
accept the message of the ad and the ad
brand. Thus, the ability of the ad to persuade you
to accept the product, the brand, and to buy.
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Some commonly used weasel words include:
"helps" (the champion weasel)
"like" (used in a comparative sense)
"virtual" or "virtually"
"acts" or "works"
"can be,"
"up to,"
"as much as,"
"refreshes,"
"comforts,"
"tackles,"
"fights,"
"comes on,"
"the feel of,"
"the look of,"
"looks like,"
"fortified,"
"enriched," and
"strengthened."
The Ad claims the product is better, or
has more of something but does not
finish the comparison.
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e.g. "Magnavox gives you more."
More what?
e.g. "Anacin: Twice as much of the pain reliever
doctors recommend most."
Twice as much as what pain reliever?
e.g. "Ford LTD --700% quieter"
When the FTC asked Ford to substantiate this claim,
Ford revealed that they meant the inside of the Ford
was 700% quieter than the outside.
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The uniqueness claim is supposed to be interpreted
as a claim to superiority.
The "Water is Wet" Claim
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This technique claims something about the product
that is true for any brand in that product category,
for example, "Schrank’s water is really wet."
The Vague Claim
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The vague claim is simply not clear. It uses words
that are colorful but meaningless and subjective and
emotional opinions that defy verification. It often
overlaps with other claims.
The Endorsement or Testimonial
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With this technique, a celebrity or authority
appears in an ad to lend his or her stellar qualities
to the product. Sometimes the people will actually
claim to use the product, but very often they don’t.
.The Scientific or Statistical Claim
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This method uses some sort of scientific proof or
experiment, very specific numbers, or an impressive
mystery ingredient.
The "Compliment the Consumer"
Claim
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This claim butters up the consumer with some form of
flattery.
e.g. "We think a cigar smoker is someone special."
e.g. "If what you do is right for you, no matter what
others do, then RC Cola is right for you."
e.g. "The Lady has taste."
The Rhetorical Question
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The rhetorical question demands a response from the
audience. A question is asked and the consumer is
supposed to answer in such a way as to affirm the
product’s goodness.
e.g. "Plymouth - isn’t that the kind of car America
wants?"
e.g. "What do you want most from coffee? That’s
what you get most from Hills."
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11. Special Offer
Buy the product and get something free.
12. Bandwagon
Everybody uses the product.
13. Happy Family
Use the product and make your family happy.
Fun Examples
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beauty or brains
pop