Advertising Learning Outcomes Chapter 16 Advertising 16 Advertising

Advertising Learning Outcomes Chapter 16 Advertising 16

Advertising 16 Key Words • Advertising techniques • Classified advertisement • Legal control of advertising • Voluntary control of advertising • Market research Essentials for Living, 3 rd Edition 2

Advertising 16 Learning Outcomes After completing this chapter and the homework, assignments and activities that accompany it, you should: • Be able to list where companies advertise, describe the characteristics of an effective advertisement and list the functions of advertising. • Be able to describe the seven basic advertising techniques used by companies. • Know what a classified advertisement is. • Be able to describe the advantages and disadvantages of advertising and describe how advertisements are controlled (both by law and by the industry itself). • Be able to define marketing and market research and understand their importance. Essentials for Living, 3 rd Edition 3

Advertising 16 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. Essentials for Living, 3 rd Edition 4

Advertising 16 An effective advertisement must: Essentials for Living, 3 rd Edition • Catch your attention • Make you want the product • Persuade you to go out and buy the product 5

Advertising 16 Functions of advertising Essentials for Living, 3 rd Edition • 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 6

Advertising 16 Advertising techniques There are seven basic advertising techniques used by companies to encourage you to buy their products. 1. Humour catches your attention. 2. Glamour and romance: ‘If you buy this product, you too can look like this/find romance. ’ 3. Traditional, wholesome images: ‘This product is healthy. ’ 4. Happy family images: ‘This product will make your family happy and healthy. ’ Essentials for Living, 3 rd Edition 7

Advertising techniques (continued) Advertising 16 6. Slogans: ‘I’m lovin’ it. ’ 5. Famous personalities: Wellknown people are used to promote products. 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. Essentials for Living, 3 rd Edition 8

Advertising 16 Advertising video link What advertising methods are being used in the End Marmite Neglect Advert 2013? https: //www. youtube. com/watch? v=7 R 1 TDZt. Nq 9 g Essentials for Living, 3 rd Edition 9

Advertising 16 Classified advertisements 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. Essentials for Living, 3 rd Edition 10

Advertising 16 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 being really concerned that their whites are white • Spoils the landscape, e. g. billboards • Interrupts TV viewing Essentials for Living, 3 rd Edition 11

Advertising 16 Advertising control 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. Essentials for Living, 3 rd Edition 12

Advertising 16 Marketing 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. Essentials for Living, 3 rd Edition 13

Advertising 16 Marketing (continued) 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. Essentials for Living, 3 rd Edition 14

Advertising 16 Question time Use the question time answer sheets supplied on the Teacher's CD. 1. 2. 3. Name six different places where you find advertising. 4. Where would you find a classified advertisement? Name four products or services commonly advertised in this way. 5. 6. 7. 8. List four advantages of advertising. List four functions of advertising. Describe four advertising techniques. Name a product that uses each technique. List four disadvantages of advertising. Define the term marketing. What is market research? Essentials for Living, 3 rd Edition 15

Advertising 16 Assignment 30 Now test yourself at www. e. Test. ie. Essentials for Living, 3 rd Edition 16