Advertising Chapter 16 Advertising Eilis Flood 1 Advertising

Advertising Chapter 16 Advertising © Eilis Flood 1

Advertising is a feature of modern life. We are constantly exposed to it through: • TV and radio. • Newspapers and magazines. • Cinema and DVDs. • The internet (e-mails and sponsored links on search engines). • Billboards and bus shelters. • Buses and trains. • Sports grounds and sports sponsorship. • Direct mail and text messaging. • Carrier bags, logos on clothing, etc. © Eilis Flood 2

Advertising An effective advertisement must: • Catch your attention. • Make you want the product. • Persuade you to go out and buy the product. © Eilis Flood 3

Advertising Functions of advertising • To introduce a new product to the market. • To provide information on products. • To increase sales. • To make people familiar with a brand or logo. © Eilis Flood 4

Advertising techniques Advertising There are seven basic advertising techniques used by companies to encourage you to buy their products. 1. Humour catches your attention. © Eilis Flood 3. Traditional, wholesome images: ‘This product is healthy. ’ 2. Glamour and romance: ‘If you buy this product, you too can look like this/find romance. ’ 4. Happy family images: ‘This product will make your family happy and healthy. ’ 5

Advertising techniques (continued) Advertising 5. Famous personalities: Well-known people are used to promote products. 6. Slogans: ‘Vorsprung durch Technik’. © Eilis Flood 7. Statistics: ‘Nine out of 10 cats prefer it. ’ The Advertising Standards Authority is clamping down on slogans like this, though, as they can be misleading. 6

Advertising Classified advertisements PETS ABANDONED ANIMALS need kind homes for Labrador (f) 1 yr. spayed; puppy, 12 weeks (m) house-trained, lovely nature; Border Collie (m) 2 yrs; kittens and young adult cats. Tel: 1234567 LOVING HOMES wanted for Whippet (m) 4 yrs; black & white Cocker Spaniel (f) 6 yrs; Bloodhound (m) 5 yrs; all dogs very loving with excellent temperaments. Foster homes and fund raisers urgently needed. Tel: 3456789 PET RESCUE urgently need kind homes for Dalmation (m) 7 yrs, owner deceased; pair of gentle Collies (f) 2 yrs; German Shepherd (m) 3 yrs, house-trained; Sable Terrier (f) 1 yr, owner deceased; King Charles Spaniel (f) 10 months, very gentle; Long-haired Lurcher (like Wolfhound) (f) 2– 3 yrs; black Setter type (f) 6 mths; tri-coloured Terrier (f) 2 yrs; affectionate and needy cats and kittens —all colours. Tel: 2345678 © Eilis Flood Classifieds are ads placed in newspapers and magazines. They are used to sell goods such as cars and furniture, to let and sell property, etc. 7

Advertising Advantages and disadvantages of advertising Advantages Disadvantages • Provides information. • Heavily advertised goods are often expensive, e. g. Apple i. Pods. • Creates jobs in advertising. • Creates jobs in factories and shops because of increased sales. • Keeps the cost of TV, newspapers and magazines down. • Encourages people to want only famous brand names. • Encourages overspending. • Sometimes stereotypical images are used, e. g. women really concerned that their whites are white. • Spoils the landscape, e. g. billboards. • Interrupts TV viewing. © Eilis Flood 8

Advertising control Advertising Because everyone in our society is exposed to advertising, it must be controlled. Advertising is controlled by the law and the industry itself (voluntary control). The law • The EU Misleading Advertising Regulations. • Consumer Information Act 1978. • Employment Equality Act. Voluntary control Advertisers are encouraged by the Advertising Standards Authority to produce ads that are legal, decent, honest and truthful. © Eilis Flood 9

Marketing Advertising Nowadays, marketing plays a big part in industry. Market research means gathering information about consumers’ likes, dislikes, wants and needs. Information is gathered by questionnaires, phone interviews and through the use of loyalty cards, etc. © Eilis Flood 10

Marketing (continued) Advertising © Eilis Flood Case study Through market research, Pepsi-Cola found that both males and females were concerned with the high levels of sugar in soft drinks. Males, however, were unwilling to be seen as ‘wimps’ by drinking diet drinks. Pepsi overcame this by creating a diet drink with a macho image—Pepsi Max. 11

Advertising © Eilis Flood 12

Advertising 1. Name nine different places where you find advertising. 2. List four functions of advertising. 3. Describe seven advertising techniques. Name a product that uses each technique. 4. Where would you find a classified advertisement? Name four products/services commonly advertised in this way. 5. List four advantages of advertising. 6. List six disadvantages of advertising. 7. Define the term ‘marketing’. 8. What is market research? © Eilis Flood 13

Advertising Assignment 30, p. 109 Now test yourself at www. e. Test. ie. © Eilis Flood 14