1 Essential Question: Identify the six major advertising strategies that are used by producers to increase demand for their product; and explain how they accomplish this task for each. Commercial Analysis Notes Commercial Analysis Project

Why advertise? Producers want to increase consumer demand for their products without lowering price. By creating memorable commercials, producers can influence the way that consumers think and act. Commercial Analysis Notes Supply and Demand Project

You, the directors… For each commercial, discuss with your group a way for the commercial to use the strategy in a better way: IE if your group directed the commercial, how would YOU make it better. You MUST use the strategy given to improve the commercial. Commercial Analysis Notes Supply and Demand Project

4 Strategy #1-Emotional Appeal: Subaru, Samsung “not on the plane” Advertisers use different images, sounds, and scenarios to make consumers “feel” a certain emotion Positive emotions are associated with the use of the product, while negative emotions are associated with not using the product or using the competition’s product. Commercial Analysis Notes Supply and Demand Project

5 Strategy #1-Emotional Appeal: Subaru, Samsung “not on the plane” Subaru Commercial URL: Samsung Commercial URL: Commercial Analysis Notes Supply and Demand Project

6 Strategy # 2 “Bandwagon” Simpsons Coke, Santa Pepsi Commercial Advertisers show different images that support the idea that “EVERYONE’S” using/buying this product therefore, shouldn’t you? Usually used with well-known, established brand’s or products. Commercial Analysis Notes Supply and Demand Project

7 Strategy # 2 “Bandwagon” Simpsons Coke, Santa Pepsi Commercial Simpson’s Coke Commercial URL: o_OI o_OI Pepsi Santa Commercial URL: Wc Wc Commercial Analysis Notes Supply and Demand Project

8 Strategy #3, Testimonial” Subway, Gatorade These commercials employ a famous actor, musicians, athletes, or other known individuals The idea is that since the famous person is using or supporting the product, and you “look” up to them, you should too. Commercial Analysis Notes Supply and Demand Project

9 Strategy #3, Testimonial” Subway, Gatorade Subway Commercial URL: 0zU 0zU Gatorade Commercial URL: y0 y0 Commercial Analysis Notes Supply and Demand Project

10 Strategy # 4 Name Calling “Slowski’s, Nokia vs. Samsung and Apple Commercial makes fun of, or makes negative comments or suggestions about competitor. Very cautiously done as they can lead to advertising wars, make the “name caller” look bad, or give the competitor free advertising. Commercial Analysis Notes Supply and Demand Project

11 Strategy # 4 Name Calling “Slowski’s, Nokia vs. Samsung and Apple Comcast Slowski’s Commercial URL: LNQ LNQ Windows Phone Commercial URL: U4Yr9UNBo Commercial Analysis Notes Supply and Demand Project

12 Strategy # 5 Repetition JG Wentworth Opera, Kmart Product, Brand, or Company name said over, and over, and over, and over again! Its often used to provide important product details or company contact information. Commercial Analysis Notes Supply and Demand Project

13 Strategy # 5 Repetition JG Wentworth Opera, Head-On, JG Wentworth Commercial URL: g-Q g-Q Kmart Commercial URL: z-Ns Commercial Analysis Notes Supply and Demand Project

14 Strategy # 6 Logical Argument Lipitor, Mercedes Commercial appears to be telling simple truth based on facts with little emotion, and may include statistics or testimonial. Usually used with products that have inelastic demand because they are seen as a necessity. Dying out as younger consumers need more imagery and emotion. Commercial Analysis Notes Supply and Demand Project

15 Strategy # 6 Logical Argument Lipitor, Mercedes Lipitor Commercial URL: Mercedes Commercial URL: Commercial Analysis Notes Supply and Demand Project

16 Homework: Summary that answers the ENTIRE essential question 6 questions (clarification or personal inquiry) Commercial Analysis Notes Supply and Demand Project

17 Make your own Commercial: In your groups, you will be creating an IMPROV commercial. I will provide each group with a product and a strategy You will have two minutes to come up with a rough idea of your commercial. Everyone must have a part in the commercial Commercial Analysis Notes Supply and Demand Project