1. Advertising

2. 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

3. 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.

4. 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.

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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