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Advertising
Advertising
• Advertising is the public
promotion of a product or
service in order to attract
interest in the product or
service.
Advertising Techniques
• Did you know that you’ll
watch an average of 22,000
hours of television before
graduating from high
school?
• Most average
commercials are
approximately 30 seconds
long, but some can be
much shorter at around 15
seconds.
• The companies make them
short because they don’t
want the viewers to get
bored. Also commercials
cost a lot to make so they
want it short.
• Propaganda is when a
group or person
advertises something
that isn’t true. This is
used to influence the
way people think.
Target Market
•the customers who
are most likely to buy
the firm's products.
Also called target
audience.
Key points to discuss:
•1. Successful
companies have
different marketing
mixes for different
products.
• 2. Without
Marketing,
consumers don't know
about the product,
therefore, the company
cannot sell their product.
• 3. Correctly identifying
your target market is key
to success.
• Examples: NFL vs. local ballet
company has very different target
audiences.
• Advertising targets young
people because they are
more sensitive than adults
about what they wear and
use.
• If they see their friends using or
wearing a product they might be more
interested in getting it. Some teens
watch more T.V and use the computer a
lot which will open them up to more
advertising.
Implications of marketing
• Who are our existing /
potential customers?
• What are their current /
future needs?
• How can we satisfy these
needs?
• Can we offer a product/ service that
the customer would value?
• Can we communicate with our
customers?
• Can we deliver a competitive product
of service?
The marketing concept
• choosing and targeting
appropriate customers
• positioning your offering
Successful marketing requires:
• Profitable
• Offensive (rather than defensive)
• Integrated
• Strategic (is future orientated)
• Effective (gets results)
1972
Hugh Davidson
The Marketing Mix (4 P's)
The Marketing Research
Process
Set objectives
Define research Problem
Assess the value of the research
Construct a research proposal
Select the sample
Data collection
Analysis of results
Present in a final report
Demographic Factors
•
•
•
•
•
•
Age
Stage in family life cycle
Occupation
Economic circumstances
Lifestyle
social influence
The Promotional Message
Grab
Excite
Create
Prompt
ATTENTION
INTEREST
DESIRE
ACTION
AIDA
MEDIA QUIZ
QUESTION:
Who is the least expensive demographic to reach,
based on age and gender?
MEDIA QUIZ
ANSWER:
Senior-aged females.
MEDIA QUIZ
QUESTION:
Who is the most expensive
demographic to reach?
MEDIA QUIZ
ANSWER:
Males, age 18-34.
MEDIA QUIZ
QUESTION:
How much copy should you include on
outdoor advertising?
MEDIA QUIZ
ANSWER:
Seven words, maximum.
The 5 Principles
#1 – Encourage the Visuals to
• Heighten Contrast
• Avoid Monochromatic Images
• Be Visually Aggressive
(Don’t Pull Back)
Ads emphasizing the
contrast between
foreground and
background are those
that very often attract
the most attention
Monochromatic ads,
which by their nature are
low in contrast, tend to
work poorly both online
and in print.
•Ads that appear to be
literally “in your face,”
are those that tend to
attract attention.
#2
– Avoid Exaggerated Cartoons
Ads with exaggerated cartoons
tend NOT to attract a great deal
of attention.
 In online advertising, where
illustrations are much more the
norm, is an appreciation for
realistic presentations.
#3 – Beat ’em Up…With Benefits:
Testimonials are Particularly Effective
Remember that the consumer’s
most pressing question is,
“What’s in it for me?”
Many of the highest scoring ads
display the benefits very clearly
and powerfully.
#4 – Focal Points are Important
The eye wants to see and to see
clearly.
Ads that do not have a clear focal
point – a single element that stands
out and holds the reader’s attention –
tend to earn lower than average
Noted scores.
#5 – Keep it Simple
Copy Platform
• The theme that runs
throughout the campaign.
• Will appear in all
advertising.
• May be a slogan.
Creative Planning
• Appeals
– Emotional appeals are stronger than logical
appeals
– Emotional appeals are related to
psychological needs
– Maslow’s hierarchy of needs
Maslow’s Hierarchy of Needs
Self
Actualisation
Esteem
Social
Safety
Physiological
Security appeal
–Safety and security
–Medications, vitamins, etc.
–Uses cognitive dissonance
–Threat or fear of bad breath,
hair loss, dandruff, body odor,
etc.
Emotional appeals
• Love and sentiment
–Associated with a close and
happy home life
–Baby products, pet products,
foods, cameras, greeting
cards
Humorous appeal
–Very difficult
–Humor may obscure the
message
–If it’s not funny…
Convenience
–Saves time and effort
–Even if two products are equal
in quality, price, etc. –
convenience can sell one.
Curiosity
–Appeals to our
desire to explore the
unkown or the
unusual
Ego appeal
–Desire for status
–For comfort items, luxury
items, big ticket
–Credit cards, luxury cars,
designer clothing
Hero worship
–Uses athletes, celebrities
–You will be like your hero,
if you use the product
Sensory appeals
–Appeal to one of the
five senses
Commercial writing
• Weasel words
–“helps control dandruff with
regular use”
–“leaves dishes virtually
spotless”
Types of Advertising
Loaded words:
•words with strong
associations such as
home, family,
dishonest and
wasteful
Buzzwords:
•words that are popular
and vague like “pure
and natural.”
Transference:
•associating a symbol
with a product such as
the Golden Arches
and McDonalds.
Name Calling:
•comparing one
product to another and
saying it is weaker or
inferior in quality or
taste.
Glittering Generality:
• using words that glitter or
sparkle such as “The candy
bar tastes better, looks better
and is less expensive.”
• Car companies do this a lot
when comparing their vehicles
to another company’s cars.
Testimonial:
•someone famous that
people like and
respect speaks for the
product.
Repetition:
•they repeat an idea
enough so that you
think it must be true.
Flattery:
•they make you feel
good for having the
good sense to buy the
product
Plain Folks:
•they say people “just
like you” buy it
Authority:
•someone with
authority tells you
about the product
Snob Appeal:
• using this product means
you’re using the “best”
product
Hidden Fears:
•they scare you into
buying the product
Facts and Figures:
•saying things such as
9 out of 10 people
prefer…
Free and Bargain:
•using these words to
attract you to buy
the product
Urgency:
•making you feel like
you need the
product right away
Star Power
• Sports heroes are used in
commercials to tell kids what to
wear and what to eat.
• The children or teens will see their
idols eating or using the product
and want it.
• This way they think they will
become like their hero.
Cartoon characters
• The cartoon characters
make it easy for the
kids to identify the
product as they see
them of television.
Put Downs
• Advertisers often put down
other products to make their
product seem better.
• Example: Advil, they say
that it’s 10 times better than
Tylenol.
Classical Music
• It makes the product sound
more classy than it really is.
• Classical music is
associated with lots of
money
Example: Expensive cars
Bandwagon
• Companies make you
think that you will be left
behind and everybody
has the product so they
are telling you if you don’t
you are a loser.
Facts and Figures
• When companies use facts and
figures to support your
product.
• Example: Subway advertised
that a man named Jared lost
103 pounds by eating only
Subway.