Advertising

Advertising Why? To persuade consumers to buy a product /service Who? Used by manufacturers, retailers & service providers How? Advertising outlets: newspapers/magazines television/radio cinema/dvds buses/bus shelters/vans bill boards sporting events/concerts t-shirts/labels/carrier bags shop windows packets, leaflets, classified ads internet leaflets

Function of advertising Introduce new products Increase sales To provide information about products and services Though it adds to the cost of products it reduces the cost to the public of TV, radio, concerts, festivals, sporting events, newspapers and magazines To promote the brand name and the good image of the manufacturer. To presuades consumers to buy goods.

Other tpyes of advertisments Classified advertisments: these are non-commercial advertisments placed in commercial and free newspapers and magazines. They advetise jobs, houses and articles for sale. Public information advertisments: these are usually placed in newspapers and public buildings such as health clinics to inform the public about important matters such as health and social welfare issues.

Effective Advertising Appeals to the consumer, creates desire Entices the consumer to try a new/improved product or service Persuades the consumers to buy it

Techniques/Language Adverts portray products in best possible way No faults pointed out Language designed to work on our emotions Advertising is designed around: love/romance humour/music glamour envy/social acceptance guilt colour fear/insecurity public figures (see textbook) Ads are about persuasion Think about the product don’t be misled

Control of advertising Standards set to ensure consumers are not misled Some standards are legal, some are voluntary Legal control: 1. Consumer Information Act 1978: makes it an offence to make false or misleading cliams about goods and services. The advertiser must be able to prove the truth of any claim made, e.g. that a brand of spread does lower cholesterol. 2. Employment Equality Act: makes it illegal for advertisments to discriminate on grounds of sex or marital status 3. EU Misleading Advertising Directive

Voluntary controls: 1. Advertising Standards Authority of Ireland (ASAI): promotes high standards of advertising in the Irish media. It demands that advertisments sholud be legal, decent, honest and truthful

Advantages and Disadvantages of Advertising Gives information Provides employment Increases sales which improves economy Keeps down cost of concerts, magazines, TV etc It is useful when we want to buy, sell or rent goods e.g. houses, cars Disadvantages: Can mislead the consumer Increases price of product Can be manipulative, affecting the way we think Encourages overspending Can reinforce stereotypes Can effect natural environment eg. Billboards Shows unrealistic lifestyles Can

Marketing A business that specialises in making products sell Marketing Techniques include: Advertising Packaging sponsorship of large events Competitions Special offers, frees samples, free gifts High pressure sales talks Product placement e.g. during films etc Presentations in shops Logos e.g. Mc Donald’s yellow arches or Audi’s four rings Unsolicited mail, such as leaflets

Market Research Carried out by market research companies using questionnaires to discover likes and dislikes of consumers This information is used to develop products and adverts etc. that appeal more to the target market