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Essential Question:Essential Question: Identify the six major advertising strategies

that are used by producers to increase demand for their product; and explain how they accomplish this task for each.

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Why advertise?Why advertise?•Producers want to increase consumer demand for their products without lowering price.

•By creating memorable commercials, producers can influence the way that consumers think and act.

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You, the directors…You, the directors…•For each commercial, discuss with your group a way for the commercial to use the strategy in a better way: IE if your group directed the commercial, how would YOU make it better.

•You MUST use the strategy given to improve the commercial.

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Strategy #1-Emotional Appeal: Subaru, Strategy #1-Emotional Appeal: Subaru, Samsung “not on the plane”Samsung “not on the plane”

• Advertisers use different images, sounds, and scenarios to make consumers “feel” a certain emotion

• Positive emotions are associated with the use of the product, while negative emotions are associated with not using the product or using the competition’s product.

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Strategy #1-Emotional Appeal: Subaru, Strategy #1-Emotional Appeal: Subaru, Samsung “not on the plane”Samsung “not on the plane”

• Subaru Commercial URL:

• http://www.youtube.com/watch?v=c8kOeV56-kc

• Samsung Commercial URL:

• http://www.youtube.com/watch?v=o-WyIhdofhE

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Strategy # 2 “Bandwagon” Simpsons Coke, Strategy # 2 “Bandwagon” Simpsons Coke, Santa Pepsi CommercialSanta Pepsi Commercial

• Advertisers show different images that support the idea that “EVERYONE’S” using/buying this product therefore, shouldn’t you?

• Usually used with well-known, established brand’s or products.

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Strategy # 2 “Bandwagon” Simpsons Coke, Strategy # 2 “Bandwagon” Simpsons Coke, Santa Pepsi CommercialSanta Pepsi Commercial

• Simpson’s Coke Commercial URL:

• http://www.youtube.com/watch?v=BUQQOpBo_OI

• Pepsi Santa Commercial URL:

• http://www.youtube.com/watch?v=s21q2TL27Wc

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Strategy #3, Testimonial” Subway, GatoradeStrategy #3, Testimonial” Subway, Gatorade

• These commercials employ a famous actor, musicians, athletes, or other known individuals

• The idea is that since the famous person is using or supporting the product, and you “look” up to them, you should too.

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Strategy #3, Testimonial” Subway, GatoradeStrategy #3, Testimonial” Subway, Gatorade

• Subway Commercial URL:

• http://www.youtube.com/watch?v=aRQh6BU50zU

• Gatorade Commercial URL:

• http://www.youtube.com/watch?v=wNjQishYOy0

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Strategy # 4 Name Calling “Slowski’s, Nokia Strategy # 4 Name Calling “Slowski’s, Nokia vs. Samsung and Applevs. Samsung and Apple

• Commercial makes fun of, or makes negative comments or suggestions about competitor.

• Very cautiously done as they can lead to advertising wars, make the “name caller” look bad, or give the competitor free advertising.

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Strategy # 4 Name Calling “Slowski’s, Nokia Strategy # 4 Name Calling “Slowski’s, Nokia vs. Samsung and Applevs. Samsung and Apple

• Comcast Slowski’s Commercial URL:

• http://www.youtube.com/watch?v=rqBCpeMNLNQ

• Windows Phone Commercial URL:

• http://www.youtube.com/watch?v=0-U4Yr9UNBo

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Strategy # 5 RepetitionStrategy # 5 RepetitionJG Wentworth Opera, KmartJG Wentworth Opera, Kmart

• Product, Brand, or Company name said over, and over, and over, and over again!

• Its often used to provide important product details or company contact information.

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Strategy # 5 RepetitionStrategy # 5 RepetitionJG Wentworth Opera, Head-On,JG Wentworth Opera, Head-On,

• JG Wentworth Commercial URL:

• http://www.youtube.com/watch?v=ZbGw3A9Dg-Q

• Kmart Commercial URL:

• http://www.youtube.com/watch?v=NmcCWNGz-Ns

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Strategy # 6 Logical ArgumentStrategy # 6 Logical ArgumentLipitor, MercedesLipitor, Mercedes• Commercial appears to be telling simple truth based on

facts with little emotion, and may include statistics or testimonial.

• Usually used with products that have inelastic demand because they are seen as a necessity.

• Dying out as younger consumers need more imagery and emotion.

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Strategy # 6 Logical ArgumentStrategy # 6 Logical ArgumentLipitor, MercedesLipitor, Mercedes• Lipitor Commercial URL:

• http://www.youtube.com/watch?v=lNFuEcy5ekg

• Mercedes Commercial URL:

• http://www.youtube.com/watch?v=4QmMZwfMlDU

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Homework:Homework:• Summary that answers the ENTIRE essential question

• 6 questions (clarification or personal inquiry)

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Make your own Commercial:Make your own Commercial:• In your groups, you will be creating an IMPROV

commercial.

• I will provide each group with a product and a strategy

• You will have two minutes to come up with a rough idea of your commercial.

• Everyone must have a part in the commercial

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