Advertising

What do we buy? Make a list of items you have purchased in the last week and include brand names Business Insider – for more data on teen spending

Why do we buy? The goal of advertising is to communicate the value of a product to the consumer, real or emotional Includes: all images you project messages on websites & advertisements how employees interact with customers how customers compare you with competition

Creating Good Advertising - AIDA Attract Attention – headline, unique visual, famous person, comedy Gain Interest – keep message simple and to the point, use persuasive words Build Desire – connect the message to the person, help them want the product, i.e. problem and solution Get Action – ask for the sale, summarize reasons to buy. Ensure they know how and where to buy, i.e. brand name, contact information

Evaluating Advertising Type Advantages Disadvantages Television Combines words, sounds pictures Large audience Expensive to create /air More frequency = more money Reach depends on ratings Long lead-time Radio Go anywhere Can focus on target based on station Shorter lead-time No visual Low durability Magazines Colour Specialty magazines have definite target Great durability Lot of clutter

Evaluating Advertising Type Advantages Disadvantages Newspapers Large reach Short lead time Big business – national papers, small business – local papers Mature target Cost depends on size of ad and reach of paper Not as much colour Only lasts one day Outdoor (billboards, buses, vehicles, etc.) Excellent reach, frequency, and durability (especially in high-traffic areas) Busy locations more expensive Some clutter Internet (banner, email, pop-up, etc.) Can have excellent reach, frequency, durability Short lead-time Reasonable prices (sometimes can pay by hits) Must subscribe for email Popups may be annoying Better for some target markets than others

Print Ad Analysis Look at the print ad assigned to your group of 3/4 Identify the following parts of the ad: Headline Visual Copy Slogan or Tagline Brand name and Brand marks or logo Use the chart to describe AIDA Who do you think is the target market? What do you think is the stage of the life cycle for this product?

Determining the USP and Big Idea (Positioning) USP – unique selling proposition Feature or benefit that cannot be duplicated Big Idea – simple message that will communicate the USP to the target audience – i.e. Positioning Often use a SWOT analysis for this

Appeals Biological Emotional Rational Social Focuses on the basic needs for health and security Emotional Focuses on feelings with promises of more love, more fun, more adventure or more romance Rational Focus on reasoning abilities like warranties, cost savings, convenience or safety. Social Focus on social pressures. Tend to be very powerful and point out standards of beauty, body shape, social behaviour and social acceptance