A slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose.

Source:wikipedia

• Descriptive: • For an uncommon or confusing

product• a tagline can add clarity.

• Benefit Based: • help customers visualize value and

focusing attention on a benefit• Point of Difference:

• In a highly competitive market place, moving beyond the benefit to what makes the brand better can help it stand out.

• Witty Catchphrase• Personality: establish the

brand's personality.• Visionary: suggests the image of

the company can be very Provocative or Motivating: Telling customers what to do• why a brand is important can

motivate action

Resources:

http://www.fastcompany.com/articles/2008/09/the-best-advertising-slogans-of-all-time.html?page=0%2C0

http://www.adglitz.com/2010/08/24/top-n-best-100-ad-slogans-taglines-punchlines-advertising-campaigns/

Lesson 1-1 pg 4: Needs and Wants

Copyright © 2006 Thomson Business and Economics. All rights reserved.

1–6

Three criteria must be met for communication to be classified as advertising:1. The communication must be paid

for.2. The communication must be

delivered through mass media.3. The communication must be

attempting to persuade.

Individuals own the resources and run the business (not the government)

Purpose is to earn profit

Dictated by Supply and Demand

SupplySupply increases with Price increases

DemandDemand increases as the price decreases

CONSUMER: someone who uses products

What consumer decisions did you make today before leaving home?

NEED: something you cannot live without

EX?WANT: something that you would like to have but can live without

EX?

How much do you need?

Food at grocery store vs. dining at expensive restaurants

Style vs. Function

Coat from Abercrombie vs. Coat from Kohl's

What’s the Difference?

•Defined: everything that affects or is affected by consumer consumption (use)•Impacts purchasing decisions

•Need it now or buy on sale later or online?

•Functional or Emotional?•Ex

1.Design a market Strategy2.Stand out of the Crowd3.Contribute to revenue and profit earning

4.Enhance customer satisfaction

Used to Promote and distribute a Product

Define a difference between product and other similar products-must think it is differentEXAMPLEName Brand vs. Store Brand

Define the market (type of person) that would buy the product and design your advertisement for a specific individual

Ex Car vs. Truck

Advertisement should help generate sales/increase sales if successful

Ad should continue to reinforce the consumers reason for purchasing the product

Functional

Reg. washer and dryer or Steam Washer/Dryer?

Cheap tires (don’t last as long) vs. Expensive tires that last longer

House vs. apartment $$

Emotional

The product makes you feel proud or satisfied

Toyota vs. LexusSame Head company

Consumers spend 98% of incomeHow much is saved for every $100 earned?Most spend more than they earn?

Credit Cards/LoansResults: financial trouble (take accounting!)Bankruptcy

How do your needs and wants determine what you buy?

There were 1,408,041 bankruptcy filings in 1998. In 1990,that number was 718,107.

Calculate the percent of increase in bankruptcy filings between 1990 and 1998.

Hint***To determine the percent of increase, first subtract the number of filings from 1990 from 1998, then divide the results by the number 1990 filings

Move for HintMove for Hint

1408041-718107

78107

=.96 or 96%

Bankruptcy increased by 96% from 1990 to 1998

How do you choose what you buy?

Advertisement: •a paid public announcement•emphasis on desirable qualities of the product or service• intent to persuade you to buy an product or service•What Makes a Great Ad

1–23 Copyright © 2006 Thomson Business and Economics. All rights reserved.

Three criteria must be met for communication to be classified as advertising:The communication must be paid for.The communication must be delivered through mass media.The communication must be attempting to persuade.

What is this image advertising?

Consumers are people who buy a product

• for their own or someone else’s personal use.

Reach •total number of different people or households exposed to an advertising message during a given time, usually four weeks.Frequency •number of times the same person or household is exposed to an advertising message in a specified time span.

• Medium = Channel of Communication • Paid method of

presenting an ad to its target market

• Mass media, • Radio• Television• Newspapers• Magazines• Internet• Billboards• direct mail• Word of Mouth (WOM)

• communication medium• not an advertising

medium

• Traditional Media, newspaper, television, and radio

• Addressable Media, direct mail and email

• Interactive Media, kiosks and the Internet

• Non-traditional Media, shopping carts, blimps, videos/movies, sponsorships

• newspapers and magazines• that sells advertising space to a variety of advertisers• Most newspapers are local• Most magazines are national but publish localized and specialized editions

• Directories-Yellow pages; • school or church newspapers and yearbooks;

• programs used at sporting events and theatrical performances

Includes radio, television, and cable broadcastsU.S. Statistics

More than 1,000 local commercial TV stations, in addition to major networks, including ABC, CBS, NBC, and FoxNearly 10,000 local radio stations, More than 10,000 local cable systems

Cable provides channels with specialized offerings, such as QVC and AMC, in addition to major networks, such as USA, A&E, and CNN

Allows the audience to participate actively and immediately

mass media less effectiveInternet creates instant access for even small companies, who could not afford to advertise in traditional forms of media

Outdoor advertising = billboards

Transit advertising = bus, taxi, subwayEffective and inexpensive media to reach the public in the retail neighborhood

advertising directly to prospective customers without using one of the commercial media forms.

Ads may be simple sales letters, complex packages of coupons, brochures, samples, or other devices designed to stimulate a response.

Direct mail using the postal service is most expensive, but also most effective because marketers can target customers directly without competition from other advertisers.

• previews in movie theaters.• Computers dial telephones and deliver messages by simulating speech and playing a prerecorded message.

• Computers play prerecorded sales messages while callers are on hold.

1–35 Copyright © 2006 Thomson Business and Economics. All rights reserved.

1. Brand Advertising2. Informative Advertising3. Comparative Advertising4. Defensive Advertising5. Persuasive Advertising

•Brand-purpose to remember the brand not just the product

•Ex?•Informative-teaches you about the benefits of a product

•Ex?•Defensive-The losing product defending itself•Ex?•Persuasive-Product makes you happy or more glamorous or more athletic

1–37 Copyright © 2006 Thomson Business and Economics. All rights reserved.

Gross Domestic ProductBusiness Cycles

CompetitionPricesValue

1–38 Copyright © 2006 Thomson Business and Economics. All rights reserved.

Special

SpecialEventsEvents Televisio

n

Television

Advertising

Advertising

CCoouuppoonnss

Coordinated promotional activities reinforce one another.

http://www.metacafe.com/watch/424246/aarps_new_advertising_creative_focuses_on_the_needs_of_multiple/

INFORMATIVEADVERTISMENT

http://www.youtube.com/watch?v=Gb9vOp7wCqQ

http://www.youtube.com/watch?v=ZTpXh33Mbeg&feature=related

To promote Reebok’s night safety running shoes in Singapore, this ad targets consumers through a purely illustrative

advertisement, overcoming any language barriers.

PERSUASIVE ADVERTISEMENT

Student Example-Purrellhttp://

www.youtube.com/watch?v=y26IPHcdY2s&safety_mode=true&persist_safety_mode=1&safe=active

Informative- http://vimeo.com/23883753

Mac Guy PC Guy

DEFENSIVE ADVERTISING

Informative- http://vimeo.com/23883753

Defensive-provides info about products strengths and weaknesses

•Understanding consumer behavior

•Successful products can often be traced to great advertising

•Great Products that fail often are a result of poor advertising

•Repeat business and reputation IMPORTANT!

Lesson 1.2

1.How do you look?2.Where do you live?3.What do you think?

Your Values-make own decisions and priorities

What two version of yourself do you see in advertisements?

Pros

• Educates consumer• Buy better products

• Pay lower prices• Spend less time shopping

• Makes Products Cheaper

Cons

• Biased• Raises the standard of living for some

Advertising Increases the cost of a product Who pays for the increase in cost?

Advertising also LOWERS the cost when the demand is increased

When more items are produced the cost to produce decreases

Why is the newest technology used for television commercials?

Discuss with partner

Advertisers want consumers to Advertisers want consumers to notice their commercials. However, notice their commercials. However, viewers quickly become accustomed viewers quickly become accustomed

to special effects it is necessary to to special effects it is necessary to continually use the newest continually use the newest

technology to generate the same technology to generate the same level of interest.level of interest.

Answer

Lesson 1.3

1.Must be paid for2.Deliverd by mass media3.Attempt to persuade into an action

or belief