Facts about advertising Chapter 13

The role of advertising To promote products and services To sell Political, social and charitable causes Common goal: to influence people’s opinions and behavior

Benefits and drawbacks Inform about product features and benefits Make aware of new or improved products Sales and special promotions Little or no cost to the public May persuade people to buy goods and services they don’t need/can’t afford Misleading Increases the price

Media used for advertising Newspaper and magazines Radio and television commercials Infomercials Internet ads Direct mail Outdoor advertising other

Information vs image Facts to help you learn about and compare products or services Focus more on the image they are promoting and less on facts

Positive images Happy, healthy, smart, attractive, or popular you will be if you use their product

Hidden fears Play on consumers’ fears

bandwagon Everyone else has “jumped on the bandwagon” and is enjoying this product, so should you

testimonials Celebrities, famous athletes, and consumers often make positive statements about a product

Demonstration Shows the advantages of a product

Put Downs Making negative statements about a competitor’s product to make their own product seem better

Slogans and jingles What is being advertised? What is the slogan?

Before and after Showing photos of consumers before and after they use a product

Evaluating ads Look for facts Check the fine print Analyze what is being said Beware of vague claims