ANALYZING ADVERTISING ESSENTIAL QUESTION ONE 1232022 How can

ESSENTIAL QUESTION ONE 1/23/2022 How can an ad reinforce the American Core Values? copyright

HOW DOES THE AD REINFORCE THE AMERICAN CORE VALUES? What values does this product

ESSENTIAL QUESTION TWO 1/23/2022 How is a target market created, and what are the

TARGET MARKET 1/23/2022 A segment of the market (consumers) that behave in the same

SEGMENTING MUST BE: differences must be measurable in order to be identified Accessible: the

DEMOGRAPHIC SEGMENT Race Gender Income Education Religion Level copyright www. brainybetty. com 2006 All

GEOGRAPHIC SEGMENT Size of population Population density: rural or urban Climate: Rainy, cold, desert

PSYCHOGRAPHIC SEGMENT psychographic variables are any attributes relating to Activities Opinions Attitudes Values copyright

BEHAVIORAL VARIABLES Benefit Sought: Product Usage Rate: Does the ad address how long the

ESSENTIAL QUESTION THREE 1/23/2022 What are the attributes of a product? copyright www. brainybetty.

1/23/2022 Different market segments care about different things … copyright www. brainybetty. com 2006

PRODUCT ATTRIBUTES Core product- What is the main benefit from owning this product? Actual

Essential Question Four WHAT ARE THE RISKS OF CONSUMING OR NOT CONSUMING THE PRODUCT?

PRODUCT RISK FACTORS Financial Risk Functional Risk Consider product endurance/quality. Is there risk of

EMOTIONAL APPEALS 1/23/2022 copyright www. brainybetty. com 2006 All Rights Reserved People buy products

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PRODUCT CLAIM 1/23/2022 copyright www. brainybetty. com 2006 All Rights Reserved What does the

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ANALYZING ADVERTISING

HOW DOES THE AD REINFORCE THE AMERICAN CORE VALUES? What values does this product claim to share with the consumer? How will the consumer show his/ her dedication to their values by using this product? 1/23/2022 3

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TARGET MARKET 1/23/2022 A segment of the market (consumers) that behave in the same way or have similar needs. The Target Market is figured out through segmentation – breaking down the population into subgroups. These subgroups are based on differences and similarities copyright www. brainybetty. com 2006 All Rights Reserved 8

THE VARIABLES USED FOR SEGMENTATION

SEGMENTING MUST BE: differences must be measurable in order to be identified Accessible: the segments must be reachable through communication Substantial: must be large enough to justify a segment Unique: in order to be a segment, it must respond differently to products Durable: stable to minimize the advertisers having to spend money to change products 1/23/2022 Identifiable: 10

DEMOGRAPHIC SEGMENT Race Gender Income Education Religion Level copyright www. brainybetty. com 2006 All Rights Reserved Age 1/23/2022 First step in determining target markets. Often the largest segment Demographic Examples: 11

GEOGRAPHIC SEGMENT Size of population Population density: rural or urban Climate: Rainy, cold, desert copyright www. brainybetty. com 2006 All Rights Reserved Region: Continent, country, state, city, neighborhood 1/23/2022 12

BEHAVIORAL VARIABLES Benefit Sought: Product Usage Rate: Does the ad address how long the product will last? Readiness- to- buy Stage: Does the ad assume product name will affect purchase? Product End Use: Does the ad address how often you will use the product? Brand Loyalty: Does the ad address the benefits of the product? 1/23/2022 Does the ad address point of purchase (where/when you should buy)? Decision Making Process: Does the ad help you make a decision about purchasing the product? 14

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PRODUCT ATTRIBUTES Core product- What is the main benefit from owning this product? Actual Product- What is the Quality Level, Features, Brand Name and Packaging benefits? Camera= take a picture 1/23/2022 Quality Level = mega pixels, film clarity Features = printer doc, zoom, lens options Brand Name = Sony vs. Target Packaging benefits = compact, carrying case Augmented Product-What is the support being offered for the product? Product Warranty Customer training and support 20

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Essential Question Four WHAT ARE THE RISKS OF CONSUMING OR NOT CONSUMING THE PRODUCT?

PRODUCT RISK FACTORS Financial Risk Functional Risk Consider product endurance/quality. Is there risk of the product becoming obsolete? Physical Risk Do the risks outweigh the benefits? You can’t afford not to buy this product because 1/23/2022 What are the health and safety risks? What health and safety risks will occur if you don’t have this product? Social Risk Will this product help social acceptance? Will this product cause an attitude change? 25

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EMOTIONAL APPEALS 1/23/2022 copyright www. brainybetty. com 2006 All Rights Reserved People buy products based on how the product makes them feel as opposed to what the product actually does. Examples: Powerful, popular, happy, free, successful, more grown up, younger a real man/woman, creative, safe, secure, hipster 29

THE ART OF HONEST DECEPTION

PRODUCT CLAIM 1/23/2022 copyright www. brainybetty. com 2006 All Rights Reserved What does the ad say about the product? Is there useful information about the product so that the consumer can make an informed decision? Is there little or nothing factual about the product? 35

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