Advertising

1. Advertising

2. Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. Bovee/Arens, 1992

3. Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

4. Personal Plenty of time to deliver the message Done face to face Message can be adjusted to fit how it’s getting across Easy to find customers Expensive in both time and money Labor-intensive Time consuming Two kinds of selling

5. Limited in time and/or space Don’t know who the customer is Don’t know how the customer is reacting Can’t change the message in mid-stream Message doesn’t have to be created on the spot Extensive research Far cheaper than personal selling Non-Personal

6. Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

7. The Senses • Smell • Touch • Taste • Sound • Sight

10. Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

11. Affirmative disclosure • "Sometimes the consumer is provided not with information he wants but only with the information the seller wants him to have. Sellers, for instance, are not inclined to advertise negative aspects of their products even though those aspects may be of primary concern to the consumer, particularly if they involve considerations of health or safety . . . " Lewis A. Engman, FTC Chair

12. Puffery • The legitimate exaggeration of advertising claims to overcome natural consumer skepticism

13. Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

14. Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

15. Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

16. The bundle of values • Functional value • Social value • Psychological value • Economic value • Whatever else the consumer thinks is important

17. Three ways to differentiate products • Perceptible • Actual differences • Easily seen • Imperceptible • Actual differences • Can’t be seen • Induced • No actual differences • Parity products

18. Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

19. Advertising is the nonpersonal communication of information, usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media

20. Has been around for a long time • We still don’t know what the Lascoux paintings were for

21. For the first few thousand years advertising promoted locations, services and “want ads”.

22. Ad written on a Roman tomb • Weather permitting, 30 pairs of gladiators, furnished by A. Clodius Flaccus, together with substitutes in case any get killed too quickly, will fight May 1st, 2nd, and 3rd at the Circus Maximus. The fights will be followed by a big wild beast hunt. The famous gladiator Paris will fight. Hurrah for Paris! Hurrah for the generous Flaccus, who is running for Duumvirate.

23. Under the ad was written: Marcus wrote this sign by the light of the moon. If you hire Marcus, he’ll work day and night to do a good job. Daniel Mannix, Those About to Die

24. Location

25. Handbills and fliers to promote events or to recruit for the military

26. Handbill recruiting sailors for USS Constitution 1798

27. Ad about runaway slave - 1770

28. Since most products such as shoes and clothing were one-of and made to order you only needed to advertise where to order

29. Service

30. Industrial Revolution • Early 19th Century • Mass production of products • Led to three stages of marketing:

31. Production-oriented • Demand far outstripped supply • Could just advertise the existence of the product and where to get it • Whatever was made was sold • Example: People wanted cars, so car companies made whatever they wanted and the cars were sold before they were built

32. Sales-oriented • Supply exceeded demand • Companies tried to convince consumers to buy their products rather than their competitors’ • Companies still made whatever they wanted, counting on their ability to peddle their products • Example: supply of cars went up, so the companies made whatever they wanted and convinced people they wanted that

33. Marketing-oriented • Supply of products far exceeded demand • More choices than any promotion could overcome • Resistance to “hard-sell” • Companies tried to discover what products consumers wanted before making them, then advertise they had it • Non-American companies (e.g., VW) found out what people wanted, then built cars that had it (e.g., a gas gauge)

34. Let’s take a example The American auto industry

35. Production-oriented

36. Sales-oriented

37. Marketing-oriented

38. Early sales-oriented ads were basically “caveat emptor” (let the buyer beware) • Producers said whatever they wanted and thought they could get away with • For example, the “Health Jolting Chair”

40. Led to consumer and competitor anger • 1938 – Federal Trade Commission given power to regulate deceptive and unfair advertising • Advertising could no longer lie, so new approaches were tried

41. 40s and 50s • Era of the hard-sell • Rosser Reeves “irritation school of advertising” • Relied on brain-numbing repetition and treating the consumer as an idiot • The USP – Unique Selling Proposition • It was jack-hammered into consumers’ skulls

42. A Reeves ad

43. 60s • The positioning era • Shift to the soft-sell • Compare your product to your competitors’ • Treat consumers as intelligent • Appeal to emotion more than intellect

44. General comments on ads • Advertising is limited in time and/or space • Breaks the rules of grammar and syntax • Ads contain two elements • Copy • illustrations

45. Two basic ways of presenting a sales message • Intellectually • Usually about the product’s function • Usually copy heavy and line drawings • Emotionally • Usually not about the product’s function • Usually copy is light with high connotative content • Uses photographs or video

46. Advertising aims at consumers’ subconscious minds much more than their conscious minds • It’s all about getting the consumer to react on a basic, instinctive level, and not think at all • It’s about “act now” on your basic desires – think only of yourself • It’s usually selfish and anti-social

47. Self-preservation Sex Greed Self-esteem Personal enjoyment Constructiveness Destructiveness Curiosity Imitation Altruism Psychological Appeals

48. Self-preservation • “Listen to me, I’ll keep you alive” • Because humans are so social, we extend the appeal to others, like family, friends, and social group