Advertising

1. Chapter 9 Advertising

2. Advertising • Advertising tries to influence consumer choice • Can’t be done when the consumer has their own reasons for selecting a product that advertising cannot alter (ex: eyeglasses must fit)

3. When is it important? • Advertising is most important for products and services that are: 1) Identical • No difference among brands 2) Mass Marketed • When millions of consumers can be convinced to buy a product

4. When is it important? 3) Easy to describe • When the benefit can be summarized in a slogan (the product is not complex) 4) Low Priced • when advertising increases consumer awareness of the product (may influence the sale of cars, houses, & jewellery, but really expensive products do not need as much advertising)

5. When is it important? 5) New • brand awareness is important • advertising can tell a consumer that a new product is available & where to buy it 6) Heavily Competitive • when there is competition within the industry (Cell phones)

6. Goals of Advertising • Brand Awareness and Positioning • Make people aware that the brand exists and how it’s positioned • Brand Trial • Encourage customers to try the product • Brand Preference • Convince customers this brand is the best • Brand Reminder • Remind customers of the “tried and true” • Brand Repositioning • Establish position in the minds of new customers

7. Creating a Message

8. Intent • effective advertising has a marketing objective (eg. increasing brand awareness) • the creators of the advertising must know the intent of the message and the goals of the advertisement

9. Message • Usually crafted by an advertising agency • it is the agency team that develops the message • they must: • research the product to determine the unique selling proposition and the “big idea” • select an appeal that will communicate the proposition and the idea to the target market • create the message around the “big idea” for the selected media that will deliver it to the target audience

10. Unique Selling Proposition • The unique selling proposition (USP) is the feature that cannot be duplicated by any other product while the “big idea” is the message that will be used to communicate the USP to the target audience.

11. Appeal • Advertisements can appeal to consumers in four ways: • Biological- Bassic need for health and security • Emotional- feelings • Rational- reasoning- savings, convenience, etc. • Social- social pressures influence consumer bahaviour.

12. Needs • Marketers must take into account why people behave in a certain manner when preparing effective promotions • There are 2 types of needs • Real • Emotional • A real need affects your physical existence while an emotional need affects how you feel about yourself

13. Appeal to Action • ALL products sold MUST appeal to one of the needs , then the consumer is encouraged to buy. • This psychological flow is referred to as the AIDA formula • This is the process by which we learn about a new activity and then act upon what we have learned.

14. AIDA Formula • A = attention • process of turning one’s mind to a particular activity • I = interest • must be obtained after attention is gained • D = desire • it is important that the product fill a particular need and make the consumer feel a need to further investigate the possibility of a purchase • A = action • a want is changed into a need and the consumer responds and takes action by purchasing a product

15. Needs, Desires, Qualities • Material possessions • desire for wealth, influence, pride and prestige, power • Love & sex • human need to attract members of the opposite sex • Self-esteem • desire to be popular & admired • Health • to feel well, live a long time, retain strength & vigor

16. Needs, Desires, Qualities • Fear • Fear of the unknown? • Emulation • admire famous people • Convenience • like to provide for physical comforts • Sense appeal • appeal to maximum use of five senses

17. Needs, Desires, Qualities • Excitement • new experiences • Stable home life • universal need for the security of a happy home life • Enjoyment • seek satisfaction through courses, magazines, books, clubs, restaurants, movies

18. Examples • What type of appeals, needs, or desires are the following ads using?

27. http://www.youtube.com/watch?v=1aM8Am2ISh8 • http://www.youtube.com/watch?v=UJ1mX4MPxgM • http://www.youtube.com/watch?v=hL4lSavSepc • http://www.youtube.com/watch?v=aeZC1BrIunA • http://www.youtube.com/watch?v=ur5tKKb97-Q • http://www.youtube.com/watch?v=TKL_cn8vhjo • http://www.youtube.com/watch?v=17jplpjCaec&list=PLDBF5C2D6E0C12E25 • http://www.youtube.com/watch?v=_2smYVl0zrk • http://www.youtube.com/watch?v=wR0BKfBMHkg

28. http://www.youtube.com/watch?v=wMnly5hqY_A • http://www.youtube.com/watch?v=Lw2HARrBjvo • http://www.youtube.com/watch?v=IRtvpMPLQ8o

29. International Advertising Errors • Brand: Parker Pen • Slogan: ‘It won't leak in your pocket and embarrass you.’ • Slogan in Spanish: ‘It won't leak in your pocket and make you pregnant’

30. Brand: American Dairy Association Slogan: ‘Got Milk’ Slogan in Spanish: ‘Are You Lactating?’

31. Brand: Schweppes Tonic Water • Name: Schweppes Tonic Water • Name’s translation in Italian: ‘Schweppes Toilet Water’

32. Brand: Chevy Nova • Name: Nova • Name’s meaning in Spanish: ‘It doesn’t go.’

33. Brand: Perdue Chicken • Slogan: ‘It takes a strong man to make a tender chicken’ • Slogan in Spanish: ‘It takes an aroused man to make a chicken affectionate.’

34. Group Activity • Each Group will take the product of a shoe and create a 30 second commercial in which they are either appealing to Biological, Emotional, Rational, and Social Aspects of Customers. Include a name brand and slogan.