The influence of advertising

Why do you buy the things you buy?

Product placement Dopamine- short dose of happiness Our emotional brain wants to max out our credit card when our logical brain knows we should save for retirement.

commonly used advertising techniques peer approval ■ Associates product use with friendship/acceptance. 4vpOr1Dw 4vpOr1Dw B7kXkmJk B7kXkmJk

celebrity endorsement ■ Associates use of product with a well-known person. ◦ independence ■ Associates product with people who can think and act for themselves. unfinished comparison ■ Use of phrases such as, “Works better in poor driving conditions!”Works better than what.

sexual attraction ■ Associates use of product with increased sexual appeal. hRAjcc hRAjcc

entertainment ■ Associates product with entertainment and feelings of enjoyment. intelligence ■ Associates product with smart people who can’t be fooled by gimmicks.

independence ■ Associates product with people who can think and act for themselves. unfinished comparison ■ Use of phrases such as, “Works better in poor driving conditions!”Works better than what.

Marketplace /who-pays-more-men-or- women-battle-of-the-sexes /who-pays-more-men-or- women-battle-of-the-sexes

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Comparative shopping handout On the back of your handout answer the following questions: Describe the advertisements on the store’s website.

sales techniques Some commonly used approaches: guarantees ■ Abundant use of statements such as “lifetime guarantee” and “satisfaction guaranteed, or your money back.” All promises should be given in writing. scarcity ■ Merchant creates a false sense of urgency by claiming that supply or time is limited.

perceptual contrast ■ Merchant presents undesirable/inferior option first to make the second option look far superior. scientific or numerical claims ■ “Nine-out-of-ten” may sound good, but many such claims can prove impossible to substantiate. ◦ bw bw

negative option ■ Merchandise arrives automatically unless the consumer takes steps to stop shipment and billing. ■ Often used by book and record clubs. ◦

unethical techniques bait and switch ■ Advertisement entices consumers into the store with bargains that are too good to be true. Once consumers are in the store, they are told the item is unavailable and are shown a similar, but more expensive, item. ■ Often high-pressure sales tactics are used. ■ Illegal in Canada.

exploitation of fears and misgivings ◦ ■ Ad feeds or plays on consumers’ fears. specials ■ Advertisement of products that are not in stock or that are not readily available to consumers at the advertised price. out-of-context quotations ■ Comments by a noted person or passages from a story taken out of context to imply an endorsement of a product or service.

Misleading advertisements Don’t write this Get rich quick schemes Health Fraud Credit repair Product misrepresentations – products claimed as all natural and they are not. Travel Fraud – telephone calls

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How companies get us to buy things!

Project brand sense 13 countries Average child is exposed to 40,000 commercials. We make everyday decisions based on our senses. Senses – smell, sight, hearing, taste, touch Children influence 80% of parent purchases.

Study- small study after buyology was released. Name that sense with kids and teens. ◦ The participants could tell where the products, ex. Jeans came from based on the smell  Abercrombie – sweet smell

Royal Mail – Mail carrier in the U.S Sent out a personalized letter in chocolate to get people to start using the mail system again. – emotional engagement, emotional connection to get through all the info we are bombarded with.

New car smell Worker sprays the car before it leaves the production floor. Last 6 weeks. Mitsubishi – fragrance add for the Lancer- new car smell and sold out in two weeks

Coconut smell Shop had machine that was pumping out a coconut smell in the middle of winter to influence shoppers to buy summer merchandise such as swimwear

Kellogg’s crunch- lab created a distinctive crunch. Smell – kitchen appliance store pumped out the fragrance of just baked apple pie. ◦ Theatre in Chicago piped out on to the street the smell of popcorn.

Sight and sound are used mostly in communication techniques of companies Daimler Chrysler – department of engineers who analyzed and implement the perfect car door sound

Traditions Red roses on valentines day Champagne on New Years Eve. Tim Hortons emphasized the Canadian – ness of its homemade baked goods. Ex. Maple donuts.

Buyology Neuroimaging Product placement in movies Advertising by sponsored companies in shows such as American Idol – coke Ray Bans – Men in black

Think of some advertisements that represent the previous categories. What influences you to buy products/services? Think of the types of advertisements that you are exposed.

Advertising assignment