 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?

And Their Influence on
Consumers

 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)

 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).

 Product
 Pioneering
(informational)
 Competitive
(persuasive)
 Reminder
 Institutional
 Advocacy
 Pioneering institutional
 Competitive institutional
 Reminder institutional

 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

 Jingles/Slogans
 Facts and figures
 Glittering generalities
 Endorsements
 Testimonials
 Bandwagon
 Snob appeal
 Emotional appeal
 Free gifts/rewards
 Fear
 Sex
 Humor

"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 http://en.wikiquote.org/wiki/Advertising_slogans

"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 http://en.wikiquote.org/wiki/Advertising_slogans

 Jingles/Slogans
 Facts and figures
 Glittering generalities
 Endorsements
 Testimonials
 Bandwagon
 Snob appeal
 Emotional appeal
 Free gifts/rewards
 Fear
 Sex
 Humor

 Jingles/Slogans
 Facts and figures
 Glittering generalities
 Endorsements
 Testimonials
 Bandwagon
 Snob appeal
 Emotional appeal
 Free gifts/rewards
 Fear
 Sex
 Humor

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

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

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

 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)

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

http://www.adcracker.com/ http://www.adcracker.com/creativegames/what/index.htm
http://www.knowthis.com/promoadv/examples.htm
http://www.youtube.com/watch?v=O_WYIAHeaXo&mode=related&search = http://marketplace.publicradio.org/shows/2006/09/25/PM200609255.html
http://www.slate.com/id/2141286/ http://www.autoblog.com/2006/05/01/vws-jetta-jolting-consumers-with-ad-campaign/ http://www.trafficsafetymarketing.gov/ http://www.apple.com/getamac/ http://www.laughparty.com/print.php?id=300 http://www.youtube.com/watch?v=eBFRBlXyzO4&mode=related&search =