1. What do you think??? What is your favorite advertisement? Why?
Have you ever been influenced to buy a product or service because of an advertisement?
Do you believe that advertising techniques are always ethical?

2. Advertising Techniques
And Their Influence on Consumers

3. Objectives Define advertising
Identify 12 types of advertising techniques
Determine the type(s) of advertising techniques used when viewing or listening to advertisements
State your opinion on the ethicality of advertisements
Explain how responsible consumers should analyze, evaluate, and use advertisements when making decisions (in 5-8 sentences)

4. What Is Advertising???
Any paid form of communication through mass media directed at identified consumers to provide information and influence their actions (Dlabay et al)
Any paid form of nonpersonal communication about an organization, food, service, or idea by an identified sponsor (Kerin).

5. Types of Advertisements
Product
Pioneering (informational)
Competitive (persuasive)
Reminder
Institutional
Advocacy
Pioneering institutional
Competitive institutional
Reminder institutional

6. Developing the Advertising Program
$300
Billion
Identify the target audience (Who)
Specify advertising objectives (Why)
Setting the advertising budget
Designing the advertisement
Deciding on message content (What/Why)
Creating the actual message
Selecting the right media (How)
Choosing a medium and vehicle (When/Where)
Evaluating the advertising program

7. Deciding on the Message Content
Jingles/Slogans
Facts and figures
Glittering generalities
Endorsements
Testimonials
Bandwagon
Snob appeal
Emotional appeal
Free gifts/rewards
Fear
Sex
Humor

8. "Keeps going and going and going." "Can you hear me now? ...Good!"
"Buy it. Sell it. Love it."
"Keeps going and going and going."
"Can you hear me now? ...Good!"
"Where do you want to go today?"
"It takes a licking and keeps on ticking."
"Beef. It's what's for dinner."
"Cuckoo for Coco Puffs"
"Give me a break! Give me a break! Break me off a piece of that ___!"
"Have it your way."
"Have you had your break today?"
"Zoom Zoom “
Retrieved October, 2006 from

9. "Buy it. Sell it. Love it." ~ eBay
"Keeps going and going and going." ~ Energizer Batteries
"Can you hear me now? ...Good!" ~ Verizon wireless
"Where do you want to go today?" ~ Microsoft, 1996
"It takes a licking and keeps on ticking." ~ Timex Corporation, 1956
"Beef. It's what's for dinner." ~ Cattlemen's Beef Board
"Cuckoo for Coco Puffs"
"Give me a break! Give me a break! Break me off a piece of that Kit Kat bar!"
"Have it your way." ~ Burger King
"Have you had your break today?" McDonald’s
"Zoom Zoom " ~ Mazda, 2000s
Retrieved October, 2006 from

10. Deciding on the Message Content
Jingles/Slogans
Facts and figures
Glittering generalities
Endorsements
Testimonials
Bandwagon
Snob appeal
Emotional appeal
Free gifts/rewards
Fear
Sex
Humor

12. Deciding on the Message Content
Jingles/Slogans
Facts and figures
Glittering generalities
Endorsements
Testimonials
Bandwagon
Snob appeal
Emotional appeal
Free gifts/rewards
Fear
Sex
Humor

13. What Kind of Message Content Is Used?
FedEx
CareerBuilder #1
CareerBuilder #2
Full Throttle
Volkswagen #1
Volkswagen #2
Degree
Mac #1
Mac #2
Mac #3
Mac #4
Mac #5
Political Advertisement

18. How Should Advertisements Be Viewed?
Informational/Educational?
Trustworthy?
Deceptive?
Ethical?
Unethical?

19. How Can We Become More Responsible Consumers of Information?
Research on products or services
Product/Service comparison
Trusted sources
Unbiased reviews

20. Review Define advertising Identify 12 types of advertising techniques
Determine the type(s) of advertising techniques used when viewing or listening to advertisements
State your opinion on the ethicality of advertisements
Explain how responsible consumers should analyze, evaluate, and use advertisements when making decisions (in 5-8 sentences)

21. (Not your assignment…yet)
A Look Ahead…
Create a print advertisement that is targeted
towards a certain marketing segment and
incorporates one of the advertising
techniques discussed
(Not your assignment…yet)