Introduction to Advertising HIF1O/2O Does Advertising Work? If it didn’t then companies wouldn’t spend billions of dollars on it each year that the do. In 1975, Orville Redenbacher Gourmet Popping Corn was introduced in the U.S. with an ad campaign that cost $6 million. Within four years it was the number one selling popcorn brand in the U.S., despite the fact that it cost two and a half time more than any other brand. What is Advertising? The paid use of a medium (television, radio, magazines, billboards, newspapers, website banners, pop-up, etc.) to communicate a message to a target market Clearasil in teen magazines Engine oil at car events Fast food breakfast commercials on Sunday night television Why Advertise? Get people to buy a product or service Convince people to switch brands Increase sales of a product or service Improve company’s image Increase participation in charity events, with donations, etc. Inform public; service announcements, government, etc. How Does Advertising Work? Use of strategies and techniques to convince people to buy their product. Target a specific audience through stereotyping Two Types of Ads Explicit: the message is precisely and clearly expressed (we sell hamburgers) Implicit: the message is expressed indirectly (our hamburgers will make your family happy) Implicit or Explicit? https://www.youtube.com/watch?v=BDO-yyZmc6s Implicit or Explicit? https://www.youtube.com/watch?v=mQaeXWtvprM How they reach their audience Health Sex Positive Feelings Prey on insecurities http://www.adcracker.com/techniques/Advertising_Techniques.ht m
