Deceptive Advertising

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Presentation transcript:

Deceptive Advertising

Reduced Amount Instead of raising prices, companies reduced the amount of product and keep the price the same

Increased Package Size Large packaging leads consumers to believe that they are getting more

Marketing to Kids Sugary cereals are at the eye level of children

Limit Supplies Companies limit supplies to increase demand for product

Mark Up – Mark Down Companies mark prices higher than market value and then offer big sales Mall Jewelry Store Price $2,000 Club Store Regular Price $485 Sales Price at 75% off is $500

Made Up Words Companies make up words to impress customers “Cybertech Advanced” “Nutrium therapy” “Biotene enriched” “Oxy Powered”

Packaging Configurations Companies use the shape and size of packaging to make the amount of the product seem more impressive

Slogans & Jingles Companies use slogans & jingles to get their product or name stuck in your head “Subway…eat fresh” “800-588-2300…Empire Today!” “Like a good neighbor, State Farm is there!

Testimonials Companies use testimonials to convince you that “if they can do it, so can you”

Celebrity Endorsements Companies use celebrities to sell products.

Exaggerating the Truth Companies sell the idea that if you buy their product, you will be popular with the opposite sex

Appealing to a Desire for Affluence Companies want you to aspire to a rich lifestyle. If you use their product, you will be or feel rich.

Scare Tactics Companies play on the consumers’ fears

Imagery Companies use fields full of flowers or a mountain spring to portray the idea that a product is “all natural”

Peer Pressure Companies use peer pressure to sell product. You will be cool if you buy their product.

Mascots Companies use mascots to help you remember their name or product.

Sex Sells Companies use attractive people (who may be less than fully dressed) to sell products

Pander to Those Who Buy Your Product Men are portrayed as less intelligent in commercials that are intended for women http://www.youtube.com/watch?v=s18TtmNmioQ

Looks Matter Companies use color and graphics to “wow” customers

Demographics Companies do research to target particular groups of people Cereal commercials during cartoons Dating hotlines during late night shows Cleaning products advertised during daytime shows Beer commercials during football and baseball games College commercials during daytime shows

Infomercials High energy Sense of immediacy (i.e. “Order Now”, “Order in the next 5 minutes…”) Free gifts (i.e. “But wait! There’s more!”) Exaggeration of results Create a new “need” that didn’t exist before Payment plans Take off a payment Double the offer Free product with separate “handling and processing” fee

Magic Bullet Running Time: 9 minutes http://www.youtube.com/watch?v=RtpKjgwi4Sc

ShamWOW Running Time: 2 minutes http://www.youtube.com/watch?v=QwRISkyV_B8

Snuggie Running Time: 2 minutes http://www.youtube.com/watch?v=GEgK4AADG74&feature=bf_prev&list=UU789mGjPa7dbUdwn64ojXVw

On Your Own