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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.