1. Consumer Health

2. response warm up
Why do many companies use celebrities to endorse their products?
Have you ever bought something simply because of who was on the face of the advertisement?
What celebrities do you know of that have endorsed a product or service? What was that product?

3. Celebrity endorsements
Big-name celebrity endorsements:
Nike
Rolex
Buick
EA Sports (2009)
Nike
McDonald’s
Coca-Cola
Samsung
Dunkin Donuts
Pepsi
L’oreal
American Express
Nintendo DS

4. Key Terms Consumer: Anyone who buys a product or service
Product: Anything offered to a select market that might satisfy a want or a need.
Service: The supplying or supplier of utilities required by the public.
Companies try to market to specific populations based on what they believe the wants and needs are (target audience).
Examples of products: food, cars, sports equipment, medicine, skin care products, etc.
Examples of services: dentist’s offices, lawyers, doctors, UPS, cell phone carriers, and so on.

5. Evaluating advertisements
Strategies you can use to make an informed choice
When looking at an advertisement, it is important to think critically about what is being portrayed.
Will the product really improve your situation?
Make sure to read the fine print.
Many times the negative aspects or side effects are listed when most people have tuned out.
Ask yourself, “Do I really need it?” (want vs. need)
The advertisements sometimes use misleading terms, and false claims to get you to buy their product. This is known as bias.

6. Advertising strategies
Informational Ads:
Make their claims mostly based on facts
Use statistics (be careful of how they present statistics)
Include the advice of “experts”
Say what the product does
Infomercials are perfect examples

7. Advertising strategies
Bandwagon:
Suggests you, the customer, will be left out if they do not buy what is being sold.
Use glittering generalities: words that evoke a positive response.
Examples of glittering generalities: strong, unrivaled, American, freedom, new, fresh, pure, better.

8. Advertising strategies
Testimonial:
Companies use celebrities to endorse their products by getting the celebrities to give great reviews.
These can sometimes be misleading.
Why is it beneficial for companies to use celebrities rather than ordinary people?

9. Advertising strategies
Beautiful People: Using very attractive models/families (unrealistic?) to portray the possible outcomes of using a product.
Good Times: The product used will help you “feel” good or have a good time.
Cure-all: Using the product will get rid of your problems.
Instant Results: Use the product, and get instant results. What kinds of products are marketed this way?

10. Partner activity
With a partner, you are now going to evaluate advertisements.
You will receive a printed advertisement, and your task will be to answer the questions on the sheet in relation to what you see.
When you are done with the first one, trade advertisements with a group close to you, and complete the same thing on the back side of your sheet.
Be prepared to share your answers!

11. Homework assignment

12. Exit ticket
With your same partner, you will answer the 3 questions on the exit ticket.
Turn them in as you leave.