1. Advertising

2. What do we buy?
Make a list of items you have purchased in the last week and include brand names
Business Insider – for more data on teen spending

3. Why do we buy?
The goal of advertising is to communicate the value of a product to the consumer, real or emotional
Includes:
all images you project
messages on websites & advertisements
how employees interact with customers
how customers compare you with competition

4. Creating Good Advertising - AIDA
Attract Attention – headline, unique visual, famous person, comedy
Gain Interest – keep message simple and to the point, use persuasive words
Build Desire – connect the message to the person, help them want the product, i.e. problem and solution
Get Action – ask for the sale, summarize reasons to buy. Ensure they know how and where to buy, i.e. brand name, contact information

5. Evaluating Advertising
Type
Advantages
Disadvantages
Television
Combines words, sounds pictures
Large audience
Expensive to create /air
More frequency = more money
Reach depends on ratings
Long lead-time
Radio
Go anywhere
Can focus on target based on station
Shorter lead-time
No visual
Low durability
Magazines
Colour
Specialty magazines have definite target
Great durability
Lot of clutter

6. Evaluating Advertising
Type
Advantages
Disadvantages
Newspapers
Large reach
Short lead time
Big business – national papers, small business – local papers
Mature target
Cost depends on size of ad and reach of paper
Not as much colour
Only lasts one day
Outdoor (billboards, buses, vehicles, etc.)
Excellent reach, frequency, and durability (especially in high-traffic areas)
Busy locations more expensive
Some clutter
Internet (banner, , pop-up, etc.)
Can have excellent reach, frequency, durability
Short lead-time
Reasonable prices (sometimes can pay by hits)
Must subscribe for
Popups may be annoying
Better for some target markets than others

7. Print Ad Analysis Look at the print ad assigned to your group of 3/4
Identify the following parts of the ad:
Headline
Visual
Copy
Slogan or Tagline
Brand name and Brand marks or logo
Use the chart to describe AIDA
Who do you think is the target market?
What do you think is the stage of the life cycle for this product?

11. Determining the USP and Big Idea (Positioning)
USP – unique selling proposition
Feature or benefit that cannot be duplicated
Big Idea – simple message that will communicate the USP to the target audience – i.e. Positioning
Often use a SWOT analysis for this

12. Appeals Biological Emotional Rational Social
Focuses on the basic needs for health and security
Emotional
Focuses on feelings with promises of more love, more fun, more adventure or more romance
Rational
Focus on reasoning abilities like warranties, cost savings, convenience or safety.
Social
Focus on social pressures. Tend to be very powerful and point out standards of beauty, body shape, social behaviour and social acceptance