Consumer Decisions:
Advertising Techniques
Mr. Ervin
East Hardin Middle School
Big Idea

Individual and families need to make consumer
decisions due to the numerous products/services
on the market, multiple advertising techniques,
and the need to make responsible financial
management decisions. Accessing and assessing
consumer information, comparing and evaluating
products and services, provides basis for making
effective consumer decisions. Consumer decisions
influence the use of resources and the impact they
have on the community and environment.
Advertising

Methods advertisers use to get our attention and
to encourage us to buy their products are
advertising techniques.

Propaganda – When these techniques are used
by political groups and others who want you to
believe something.

Media – The various means of mass
communication thought of as a while, e.g. TV,
radio, newspapers, magazines, and Internet sites.
How does the media
advertise effectively?

Jingles and Slogans

Gifts and Rewards

Endorsement

Glittering Generalities

Emotional Appeal

Bandwagon

Facts and Figures

Testimonial

Let’s use a breakfast food called, “Crumbles” in
our examples!
Jingles and Slogans

Clever slogans have a way of staying in our
heads.

“Name Recognition”

Advertisers hire skilled writers and composers to
come up with catchy tunes and clever lyrics.

Sometimes they even buy old songs and change
the words.
Endorsement

A famous person praises the product.

The advertiser pays a famous person to
advertise their product.

Sometimes, the person will even endorse the
product for life.

Idea: if the famous person likes the product,
the customer will too.

“I like Crumbles, so you should too!”
Emotional Appeal

Advertisers try to make you feel good.
 Crumbles – Dad eating breakfast with his kids

Advertisers also try to make you feel afraid.
 Crumbles – Eating unhealthy food vs.
Crumbles
Alarm System – Destroyed home due to robbery


“Your house might be robbed unless you
have this alarm!”
Facts and Figures

Advertisers present facts about a product or
service, but only the GOOD facts.

In this way, advertisers may tell half-truths or omit
potential problems.

“Crumbles has 45% of the vitamins you need
every day!”
 Maybe it tastes like sawdust!
 Maybe the other 55% is sugar.
Gifts and Rewards

People LOVE free stuff.

Advertisers will hold contests and giveaways to
sell more product.

Remember how many Wonka bars Willie
Wonka sold just so FIVE children could find
the golden tickets?

Crumbles – anyone who turns in 100 Crumbles
wrappers will earn a “free gift”
Glittering Generalities


Advertisers will use ides that appeal to
consumers without any supporting
information.
“New organic Crumbles are low-fat and better
tasting!”
 “organic” – environmental awareness
 “low-fat” – healthy
 “better-tasting” – than what? SAND?!
Bandwagon

Advertisers use this to appeal to everyone’s
need to join the crowd or win.

“No one grumbles if you give them
Crumbles!”

Big flat wagons in parades – everyone
would jump on them without knowing
where they were going.
Testimonial

Advertisers use this to allow the
customer to relate with someone
ordinary.

If it fills that person’s need, it should fill
theirs too.

“Because I eat Crumbles for breakfast
every morning, I have more energy and I
look better. Plus, it’s fast and convenient!
Conclusion

Advertising is a big business.

Newspaper ads can cost hundreds. TV
commercials can cost thousands, even millions
of dollars.

Without advertising we would not have
television radio, newspapers, or magazines.

Many websites depend on advertising for
revenue as well.
Advertising Project
Time to get started on a
new project!
