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Warm Up

Warm Up. Quickly write down the first 3 brand names you can think of Why are these brands memorable? What slogans from ads do you know?. Types of Advertising. Brand: New products/brands Informative: product features Comparative: to competitor’s products. Brand Advertising.

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Warm Up

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  1. Warm Up Quickly write down the first 3 brand names you can think of Why are these brands memorable? What slogans from ads do you know?

  2. Types of Advertising • Brand: New products/brands • Informative: product features • Comparative: to competitor’s products

  3. Brand Advertising • Jingles and slogans are an effective type of brand advertising • Benefits of brands • Quality • Higher costs of product due to brand advertising

  4. Informative Ads • Product benefits • Usually complex or highly technical products • Computers • Cars • Will not tell you the downside!

  5. Comparative Ads • Convince you to buy their product instead of a competitors • Tells you their strengths and competitor’s weaknesses • Defensive advertising usually results back from the competitor

  6. Persuasive Ads • Designed to appeal to your emotions • Happier • More popular • More successful • More satisfied • Cosmetics • Not that informative

  7. Benefits & Costs of Advertising • $250 billion dollars a year industry • You pay for it directly or indirectly • Businesses think it will help them • You still win • The $ businesses get from advertising is used to bring cost down to you • Are Super Bowl ads worth it?!?

  8. Deceptive Ads v. Puffery • Deceptive ads are deliberately designed to mislead you (illegal) • Puffery is innocent exaggeration (legal)

  9. Puffery or Deception • My pen is better! • Puffery or deception? • My pen will make your writing more attractive • Puffery or deception? • If you use my pen, you will get A’s • Puffery or deception?

  10. TINSTAFL • THERE IS NO SUCH THING AS FREE LUNCH • Free gift card/gifts • Not free if you are required to buy something else. Deceptive! • Use the decision making process to avoid making mistakes!

  11. Questions

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