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Advertising
Advertising
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Why? To persuade consumers to buy a product /service
Who? Used by manufacturers, retailers & service
providers
How? Advertising outlets:
newspapers/magazines
television/radio
cinema/dvds
buses/bus shelters/vans
bill boards
sporting events/concerts
t-shirts/labels/carrier bags
shop windows
packets, leaflets, classified ads
internet
Function of advertising
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Introduce new products
Increase sales
To provide information about products and services
Though it adds to the cost of products it reduces the
cost to the public of TV, radio, concerts, festivals,
sporting events, newspapers and magazines
To promote the brand name and the good image of
the manufacturer.
To presuades consumers to buy goods.
Other tpyes of advertisments
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Classified advertisments: these are noncommercial advertisments placed in commercial
and free newspapers and magazines. They
advetise jobs, houses and articles for sale.
Public information advertisments: these are
usually placed in newspapers and public
buildings such as health clinics to inform the
public about important matters such as health
and social welfare issues.
Effective Advertising
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Appeals to the consumer, creates desire
Entices the consumer to try a
new/improved product or service
Persuades the consumers to buy it
Techniques/Language
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Adverts portray products in best possible way
No faults pointed out
Language designed to work on our emotions
Advertising is designed around:
love/romance
humour/music
glamour
envy/social acceptance
guilt
colour
fear/insecurity
public figures (see
textbook)
Ads are about persuasion
Think about the product don’t be misled
Control of advertising
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Standards set to ensure consumers are not misled
Some standards are legal, some are voluntary
Legal control:
1. Consumer Information Act 1978: makes it an
offence to make false or misleading cliams about
goods and services. The advertiser must be able to
prove the truth of any claim made, e.g. that a brand of
spread does lower cholesterol.
2. Employment Equality Act: makes it illegal for
advertisments to discriminate on grounds of sex or
marital status
3. EU Misleading Advertising Directive
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Voluntary controls:
1. Advertising Standards Authority of
Ireland (ASAI): promotes high
standards of advertising in the Irish
media. It demands that advertisments
sholud be legal, decent, honest and
truthful
Advantages and Disadvantages of
Advertising
Advantages:
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Gives information
Provides employment
Increases sales which
improves economy
Keeps down cost of
concerts, magazines, TV
etc
It is useful when we want
to buy, sell or rent goods
e.g. houses, cars
Disadvantages:
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Can mislead the consumer
Increases price of product
Can be manipulative,
affecting the way we think
Encourages overspending
Can reinforce stereotypes
Can effect natural
environment eg. Billboards
Shows unrealistic lifestyles
Can
Marketing
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A business that specialises in making products sell
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Marketing Techniques include:
Advertising
Packaging
sponsorship of large events
Competitions
Special offers, frees samples, free gifts
High pressure sales talks
Product placement e.g. during films etc
Presentations in shops
Logos e.g. Mc Donald’s yellow arches or Audi’s four rings
Market Research
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Carried out by market research companies using
questionnaires to discover likes and dislikes of
consumers
This information is used to develop products and
adverts etc. that appeal more to the target market