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MARKETING &
ADVERTISING
The aim of this tutorial is to help you learn to
identify and evaluate marketing strategies and
advertisements.
2
What statement is this man making?
© 2012, The McGraw-Hill Companies, Inc. All Rights Reserved.
3
Why has GEICO been so successful
in its marketing and advertising?
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Marketing in a consumer culture
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Marketing a product or service is an essential component
of doing business in a consumer culture like that of the
United States. A business’s success depends on its
ability to determine what customers want and then
provide it at a reasonable cost. To achieve these goals,
businesses need to plan and implement effective
strategies for marketing and advertising these products
and services. This involves identifying target markets and
customer “hot buttons” through marketing research.
© 2012, The McGraw-Hill Companies, Inc. All Rights Reserved.
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Marc Ecko
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Hot or Not?
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What do you see as today’s
consumer “hot buttons”?
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Approaches to marketing research
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There are several approaches to marketing research,
including surveys, observation, and experimentation, each
of which requires proficiency in critical thinking and
inductive logic.
 Survey research is used to collect information and
opinions about a product.
 Observation involves directly monitoring consumer
buying patterns.
 Experimentation measures cause-effect relationships
between product purchases and selected variables such
as packaging, logo, or price.
© 2012, The McGraw-Hill Companies, Inc. All Rights Reserved.
Marketing strategies
8
After gathering relevant information through marketing
research, the next step is to engage in strategic planning.
A strategic plan is a method by which an organization
deploys its resources to realize a goal or objective. In
business, strategic planning generally involves the use of a
strategic model, defined as “a systematic list of policies
that will guide the future specification of inputs, outputs,
processes, and values of the complete operations of the
business of the corporation.”
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9
Walmart has an aggressive and
effective marketing strategy.
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The SWOT model
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

SWOT is an acronym for “strengths, weaknesses,
opportunities, and threats. The model is used for
developing new marketing strategies, as well as by
businesses and individuals for making major life
decisions. The first two factors, strengths and
weaknesses, require an internal assessment, while the
last two, opportunities and threats, require external
assessment.
The key in using a strategic model like SWOT is to
develop strategies that concentrate on a company’s
strengths and opportunities in order to overcome internal
weaknesses and external threats.
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11
For his Los Angeles Angels, Arturo Moreno
used a marketing strategy that appealed to
families and the Hispanic market.
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12
Andrea Jung
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13
Advertisements appear on television, in magazines, on
the Internet, on billboards, store displays, buses, taxis,
school bulletin boards, and even people’s clothing.
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Advertising and the media
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
Advertising has three purposes:
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To create product awareness
To inform customers about a product or service
To motivate customer demand and create brand loyalty

The ultimate aim of advertising is to make money, not
advance truth.

Most advertising reaches us through the mass media
and the Internet.
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15
The Internet has provided marketers with new
opportunities for reaching consumers.
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Hot or Not?
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Have you ever changed product
loyalty as a result of an ad
campaign?
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Product placement
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
Product placement involves embedding advertisements
of targeted products within television shows, films or
streaming video. Often these product placements go
unnoticed, especially by children.

Research shows children under the age of eight lack the
cognitive maturity to recognize either the intent of
advertising or the fallacious reasoning and rhetorical
devices that are frequently used in ads. These problems
persist through the teenage years.
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18
Young children are vulnerable to
advertising images because of their
undeveloped critical-thinking skills.
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19
American Idol judges are seen
here with their “favorite” beverage.
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Evaluating advertisements
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
When evaluating advertisements, there are a number of
questions we should ask.
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Are scare tactics used to persuade us we need the product?
Does the ad provide credible evidence and\or statistics to
support its claims?
Does the ad rely on our tendencies of peer and group
conformity?
Does the ad set up a desirable image or lifestyle unrelated to the
product?
Does the ad employ other informal fallacies, such as hasty
generalization?
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Evaluating advertisements (continued)
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
When evaluating advertisements, there are a number of
questions we should ask. (continued)
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Does the ad use emotive language, images, or euphemisms?
Is the grammar confusing or the wording misleading?
Is the language vague, ambiguous, or obscure?
Are the claims exaggerated?
Does the ad omit necessary information?
If the ad uses analogy, is the analogy relevant?
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22
Snob appeal and the fallacy of false cause
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23
Fallacy of appeal to inappropriate authority
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Conclusions
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Advertising influences a great deal of our buying habits
and beliefs, often more than we are willing to admit.
Because of this, we need to be constantly vigilant in using
critical thinking skills to identify and evaluate advertising
messages. Recognizing our tendencies and learning about
advertising strategies makes us less susceptible to
manipulative advertising.
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Perspectives on advertising and children
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