Consumer Behavior: Marketing & Advertising

Companies who pay for ads don’t care about who you are, or what you want to be, they just want to spend your $$$ on their products! Advertisers deliberately leave out details that consumers should know and highlight the details that will make the most sales. Ads almost always focus on the positive points of the product. Ads and advertising have one very clear goal: to get you to buy a particular good or service. That’s it! Advertising is often a reflection of the values, desires, and conditions of the times, and shifts with each audience or social change. Ads keep up with the times. Companies hire ad firms to increase profits because ad firms know how to target consumer groups. The best ad firms are very, very good at what they do.

What are these even about? https://www.youtube.com/watch?v=TnzFRV1LwIo Gorilla Hear you calling https://www.youtube.com/watch?v=FrZk_PkxO3k Back to the start. Why are they focusing on something other than the item?

FACTOR: Marketing (p. 254) It’s lunchtime and you’re at the mall. You are deciding whether to buy a drink. The food court offers many well-known brand-name beverages you have seen advertised in magazines and on TV. How might advertising affect what you do? What else affects your decision?

FACTOR: Marketing (p. 254) Marketing is the action a business takes to promote or sell a product or service Advertising (creating ad campaigns) is a part of Marketing Another type of marketing is market research to better understand consumer behavior

SELL, SELL, SELL! The main goal of any company is to sell products Marketing will spend millions on research – Especially on Children http://www.globalissues.org/article/237/children-as-consumers https://www.youtube.com/watch?v=HKH4YGKnOSs Competition Act (2002): Legislation that states advertisements cannot make false or misleading claims So, how else do they “get” you?

BEING AD SAVVY Are you being “marketed” to?

AD TECHNIQUE: TESTIMONIAL Using celebrities, athletes, or anyone else famous to influence you to buy a product because they use it. Ex. Proactive

PERFECT PEOPLE & STAR POWER

AD TECHNIQUE: Bandwagon Effect “Everyone else is doing it!!” – So why aren’t you?

AD TECHNIQUE: Plain Folks Appeal Relates a product or service to the experincce of ordinary folks “Look how normal these people are! They’re just like you!”

AD TECHNIQUE: Comparisons Ours is better than theirs!

AD TECHNIQUE: Scientific Appeal Using stats or scientific data to appeal costumers to buy your product

AD TECHNIQUE: Glittering Generalities Promises you everything through their product – but in actuality delivers nothing.

AD TECHNIQUE: Emotional Appeal Appeals to consumers emotions; including fear, love, nostalgia, belonging, and humor. So cute! So scary!

AD TECHNIQUE: Emotional Appeal (Catchy tune) Ex. Sleep Country

AD TECHNIQUE: Emotional Appeal (Nostalgia) Ex. Frosted Flakes

AD TECHNIQUE: Emotional Appeal (Have to get it! Have to be “cool”!)

AD TECHNIQUE: Emotional Appeal (So funny)

AD TECHNIQUE: Emotional Appeal (So funny)

AD TECHNIQUE: Emotional Appeal (So funny)

AD TECHNIQUE: Emotional Appeal (So funny) Look down, Back up, I’m on a horse: https://youtu.be/owGykVbfgUE Don’t judge too quickly: https://youtu.be/To5XOyBBtDg

AD TECHNIQUE: Emotional Appeal (Fitting in)

ENTREPRENUER ASSIGNMENT: PART B Now that you better understand some of the tactics ads use to get you to buy their product – it’s time for you to create ads for your products from our Entrepreneur Assignment!

MEDIA LITERACY! How NOT to fall for advertising tricks

Media Literacy is a thing We are going to watch some videos, as we watch them think about what are they telling you about Media Literacy.

Being Media Aware https://www.youtube.com/watch?v=NBfi8OEz0rA https://www.youtube.com/watch?v=r8hP9-qnAxk https://www.youtube.com/watch?v=i9fSLdG2uYU

Being Media Aware What is the message of these videos? Are they geared towards a specific audience? Why is it necessary to create PSAs like these? Is it necessary? If not why?

Which would you buy? OR

Which would you buy? OR

Which would you buy? OR

Which would you buy? OR

Be Media Literate – Gendered Marketing https://www.youtube.com/watch?v=3JDmb_f3E2c

Examples of Gendered Marketing

Gendered Marketing “Bic Pens for Her” https://www.youtube.com/watch?v=eCyw3prIWhc

Be Media Literate Reflection Questions Answer the following questions on your own: Why would business want to segment consumers into common groups like gender? What other groups could advertisers segment together? How does your role as a consumer reflect your individual and collective identities? Think beyond gender - what other identities do you have? As a consumer, do you believe you have rights? How might you act to bring about change?

Consumer Rights: Empowering Groups! A BOYCOTT is a decision by a group of consumers not to buy certain products or service. Greenpeace & Nestle over deforestation Fruit of the Loom & Students against sweatshops Recent? Abercrombie & Fitch and Lululemon - Body Shaming Russian Olympic boycotts - LGBTQ+ Chick-fil-A - Same-Sex Marriage Boycotts don’t always work as planned Chick-Fil-A Appreciation Day! & Republican Politicians Support Sales actually increase!