1. Facts about advertising
Chapter 13

2. The role of advertising
To promote products and services
To sell
Political, social and charitable causes
Common goal: to influence people’s opinions and behavior

3. Benefits and drawbacks
Inform about product features and benefits
Make aware of new or improved products
Sales and special promotions
Little or no cost to the public
May persuade people to buy goods and services they don’t need/can’t afford
Misleading
Increases the price

4. Media used for advertising
Newspaper and magazines
Radio and television commercials
Infomercials
Internet ads
Direct mail
Outdoor advertising
other

5. Information vs image
Facts to help you learn about and compare products or services
Focus more on the image they are promoting and less on facts

11. Positive images
Happy, healthy, smart, attractive, or popular you will be if you use their product

12. Hidden fears
Play on consumers’ fears

13. bandwagon
Everyone else has “jumped on the bandwagon” and is enjoying this product, so should you

14. testimonials
Celebrities, famous athletes, and consumers often make positive statements about a product

15. Demonstration
Shows the advantages of a product

16. Put Downs
Making negative statements about a competitor’s product to make their own product seem better

17. Slogans and jingles
What is being advertised?
What is the slogan?

18. Before and after
Showing photos of consumers before and after they use a product

19. Evaluating ads Look for facts Check the fine print
Analyze what is being said
Beware of vague claims