7 04 ADVERTISING Role of Advertising PRINT AD

7. 04 ADVERTISING

Role of Advertising

PRINT AD An ad in a newspaper, magazine, telephone directory, or other publication

DIRECT MAIL ADVERTISING Printed advertising sent by mail to consumers’ homes

COMMERCIAL A brief, one minute or less, TV or radio ad used to promote a product

INFOMERCIAL A TV or radio ad that promotes a product and lasts 30 minutes or longer

POP-UP AD An ad that suddenly appears on a web page or in an email message

BILLBOARD An ad posted on a sign along the highway

FEDERAL TRADE COMMISSION (FTC) An agency that regulates advertising to ensure that ads are fair and accurate

Advertising and Sales Methods

CLEARANCE SALE Sale to reduce existing product inventories

SEASONAL SALE Sale at particular times of year

GOING-OUT-OF-BUSINESS SALE Sale when a business is being liquidated

HOLIDAY SALE Sale during a holiday time

INCENTIVE A reward used to encourage spending

COUPON A small paper clipping that entitles the holder to savings on a product

REBATE A partial refund of a product’s purchase price

SWEEPSTAKES A drawing to select a winner of money or valuable prizes

COMMISSION A percentage of sales income given to the salesperson

TRADING UP Convincing customers to buy higher-priced items than they intended

TELEMARKETER A person who sells a line of products over the telephone

DOOR-TO-DOOR REPRESENTATIVE A person who goes house to house selling a line of products

DÉCOR The way in which a store or place of business is decorated

SLOGAN/JINGLE Catchy songs, rhymes, phrases used to help consumers remember products

LOGO Graphics or symbols that represent a company, used to identify products

BEAUTY APPEAL Product that makes you this beautiful, makes you like this person

TESTIMONIAL A positive statement made by a person who is endorsing a product or service---usually, a famous person

ENDORSEMENT An advertising message that reflects opinions, beliefs, findings, or experiences of a person or group other than the advertiser

ESCAPE Associating products with beautiful, adventurous settings to create the illusion of escape for viewers

LIFESTYLE Associating a product with a desirable style of living

BANDWAGON Attempting to convince consumers that everyone is using the product

REBEL Associating products with behaviors that contradict societal norms

UNFINISHED COMPARISON Claiming a product “works better”---better than what?

GROUP IDENTIFICATION A message that, if you use this product, you will fit in with this group

TRENDSETTER A message that, if you use this product, you will stand out from the crowd

HIDDEN FEARS A strategy of playing on the fears of consumers

BEFORE-AND-AFTER COMPARISON “Before” and “after” pictures show results of a product or treatment

TRADITIONAL VALUES Trying to associate with home and family

PUFFERY Exaggerated claims intended to increase a product’s reputation or appeal

LOSS LEADER An item priced below the retailer’s costs in order to attract customers

PRICE COMPARISON Offering products below retail value or implying that the same item is sold at higher prices at other stores

BAIT AND SWITCH A retailer advertises a product that it has no intention of selling, hoping to persuade consumers to come and buy a product at a higher price; customer is often told that the “bait” product is “sold out”

FALSE PROMISE A promise of a free gift that actually requires that another item be bought first

INTRODUCTORY OFFER Indicates new merchandise selling at a price that will soon increase

DECEPTIVE PRICING Advertising a “sale” price that is actually no better than the everyday price

HIDDEN CATCH When details of an offer are not all clearly disclosed---extra charges, processing fees, other restrictions