1. Advertising Do you know what you want? Take Charge of Your Finances

2. Why do we buy what we buy?

Who or what influences our spending habits?

• Family

• Friends

• Media

• • Advertising

3. Advertising

Advertise

• To call public attention to a product or service

Advertiser

• A person or company that has a product they want to sell

Advertisement

• Focuses attention to a product and grabs the attention of the consumer

4. How do companies create advertisements?

Step One: Determine and research a target audience

• Perception of needs and wants

• Problems consumers may encounter

• Emotions experienced

• Current or desired lifestyle

5. Who is the target audience?

Advertisements for female clothing

6. How do companies create advertisements?

Step Two: Grab the attention of the target audience

• Use emotions that focus on love, belonging, prestige and self-esteem

• Show how the consumer can save money

• Make promises of a better life

• Solve consumer problems

• Use creative and appealing layouts

• • Z form

• • Color

• • Advertisement placement

• • Other techniques

7. Creative and AppealingLayouts

The Perfect Hamburger

• Sesame seeds are arranged with tweezers and glue

• A waterproof sealant is sprayed on the bun so it doesnt get soggy

• The outside of the hamburger is cooked, but the inside is left raw so it looks plump and then painted with a brown paint

• Grill marks are put on with a hot metal skewer

• Paper towels are used to create a sponge below the hamburger so no juices leak onto the bun

• A perfect lettuce leaf and slice from the center of the tomato are carefully selected

• Entire hamburger is sprayed with glycerin to keep it fresh looking

8. How do companies create advertisements?

Step Three: Differentiate the advertised brand from others

• Describe the product benefits

• Showcase unique qualities

• Illustrate the value and quality of the product

• Create an advertisement consumers will remember

9. How do companies create advertisements?

Step Four: Change brand the consumers brand preference or habits

• If a consumer changes their preference and begins using the advertised product or service, the advertiser has met his goal!

10. Analyze this Ad

Target audience

• Desired lifestyle

Gain Attention

• Prestige

• Layout

Persuasion

• 5 star ratings

• Picture

11. Advertising Techniques

Incentives/Promotions

Slogans

Logos

Beauty Appeal

Testimonial/Celebrity Endorsement

Escape

Lifestyle

Peer approval/Bandwagon

Rebel

Unfinished Comparison

12. Incentives/Promotions

Incentives/Promotions

• Add value to the purchase

• • Examples: price savings, product samples, gifts and contests

• • Clearance, White Sale, Going-out-of-Business

• Consumers often purchase full price items when shopping for the promoted items

• Need to read the details carefully to ensure money is actually saved

13. Slogans

Slogans

• Short phrases

• Contain the entire advertising message

• Use rhythms, puns and alliteration

• • Quickly attract the attention of consumers and make the messages easy to remember

14. Slogans

Think Outside the Bun

• Taco Bell

Go Brown

• UPS

Be All You Can Be

• US Army

Breakfast of Champions

• Wheaties

15. Logos

Logos

• Pictures or symbols that represent a company

• Consumers identify a product or company with the logo

Do you recognize these logos?

16. Beauty Appeal

Beauty Appeal

• Beauty attracts people

• • Examples: beautiful people, places and things

• Companies often use models to make consumers feel like they will experience the same benefits if they use the specific product

17. Beauty Appeal 18. Testimonial/Celebrity Endorsement

Testimonial/Celebrity Endorsement

• Use celebrities or professional individuals to sell products

• Consumers are led to believe they will attain characteristics similar to the individual trying to sell them

19. Testimonial/Celebrity Endorsement

Revlon

Nike

National Milk Processor Board

• Got Milk?

20. Escape

Escape

• The idea of escape is a dream that consumers desire

• • Example: car companies use beautiful setting and scenery in advertisements creating a feeling of escape

21. 22. Lifestyle

Lifestyle

• Associates the product with a particular style of living

• • Example: a daily vitamin or supplement

• • If consumers purchase the vitamin they will gain the same active and healthy lifestyle the individual in the advertisement portrays

23. Lifestyle 24. Peer Approval/Bandwagon

Peer Approval/Bandwagon

• Associates product use with friendship and acceptance

• Advertisements make consumers feel like they will not be well-liked if they dont use a certain product

25. 26. Rebel

Rebel

• Associates a product with behaviors or lifestyles that oppose societys norms

• Marlboro Man

27. Unfinished Comparison

Unfinished Comparison

• The statements in the advertisements may be true, but are not clear or finished

• • Example:Works better in poor driving conditions.

• • Question?Works better than what?

28. Advertising Regulations

Federal Trade Commission (FTC)

• Regulates marketing activities

• Protects consumers from:

• • False advertising

• • Misleading pricing

• • Deceptive packaging and labeling

• If a consumer feels an advertisement is false they can report it to the FTC

• The FTC then issues a complaint

• If the company continues false advertising they can be fined $10,000/day for every day they continue the advertisement

• The company is also required to provide corrective advertising for any misleading claim

29. Review

Advertisement

How do companies create advertisements?

Advertising techniques

Regulations - FTC

30. Questions?