Intro to Business Advertising - Persuasion in the Marketplace (25 Points) The Role of Advertising Although some forms of advertising have been around for centuries, advertisers continue to develop innovative approaches that are often based on new technology. The primary purpose of advertising is to convince consumers to spend money on goods and services. With so much competition for consumer dollars, companies must advertise products in order to sell them. Questions: 1. List three primary forms of advertising. Provide one example of each. 2. List three benefits of advertising for customers. 3. Research and explain what the FTC does to combat deceptive advertising. The three primary forms of advertisement consist of, Product placement-, Event marketing, and Email marketing. Advertising promotes new products, catches people's attention, and gets new and more customers.The FTC Act prohibits unfair or deceptive advertising in any medium. That is, advertising must tell the truth and not mislead consumers. A claim can be misleading if relevant information is left out or if the claim implies something that's not true. Consumer Application: 1. Find and list an example of a highly informative ad. 2. Identify the types of information provided. 3. How would this information be helpful to consumers? 4. What other information about the product would consumers need? 1. 2. 3. 4. Iphone 11 The new details added to the phone. The triple cameras and other small details The ad makes the viewer want to have the newest technology there is to offer If it has any dangers for them or people around them. Evaluating Advertisements Advertisers know that many consumers make purchasing decisions based on their feelings rather than facts. Therefore, ads often try to appeal to consumers’ emotions. Questions: 1. Explain ways Before-and-after comparisons can be misleading. Provide an example. 2. The FTC requires for ads to disclose when actors are playing “ordinary people” in commercials. Why do you think this rule is enforced? 3. How can using Critical Thinking when evaluating ads help the everyday consumer? 1. In food commercials for example McDonalds the burger looks so well put together and juicy and good. If you actually buy the meal it looks nothing like that in real life. In commercials they arrange the food a certain way and put non edible products on it to make it seem more juicy and give it an extra glow. 2. So that it seems like an everyday person is using the product so it'll be similar for everyone. 3. Critical thinking can help the consumer because they have to think that the product they are about to buy can be completely different. Consumer Application: “Terry Tate Office Linebacker” is Mr. Harper’s favorite television commercial. (Please take the time to view it if you haven’t seen it) 1. What is the method of persuasion used in this commercial? 2. Do you feel that this method would be effective in persuading you to buy? Why or why not? 1. They get an nfl linebacker to make the commercial more interesting 2. Yes because if i saw an nfl linebacker i would be interested in the product Teen - Targeting: Identify and analyze an ad that you and your friends enjoy. 1. Do you think the product or service in the ad is targeted to teens? Why or why not? 2. What persuasive techniques are used? 3. Discuss the impact the ad may have on teen purchasing decisions. 1. No because it's an ad for an insurance company 2. It promotes saving money 3. It can influence them to get geico insurance when they have to get insurance because they remember they can save with them *Do not use the same ad more than once!!!
