Advertising

AdvertisingAdvertising Why? To persuade consumers to buy a product /serviceWhy? To persuade consumers to buy a product /service Who? Used by manufacturers, retailers & service Who? Used by manufacturers, retailers & service

providersproviders How? Advertising outlets: How? Advertising outlets:

newspapers/magazinesnewspapers/magazines

television/radiotelevision/radio

cinema/dvdscinema/dvds

buses/bus shelters/vansbuses/bus shelters/vans

bill boardsbill boards

sporting events/concertssporting events/concerts

t-shirts/labels/carrier bagst-shirts/labels/carrier bags

shop windowsshop windows

packets, leaflets, classified ads packets, leaflets, classified ads

internetinternet

Function of advertisingFunction of advertising

Introduce new productsIntroduce new products Increase salesIncrease sales To provide information about products and To provide information about products and

servicesservices Though it adds to the cost of products it reduces Though it adds to the cost of products it reduces

the cost to the public of TV, radio, concerts, the cost to the public of TV, radio, concerts, festivals, sporting events, newspapers and festivals, sporting events, newspapers and magazinesmagazines

To promote the brand name and the good image To promote the brand name and the good image of the manufacturer.of the manufacturer.

To presuades consumers to buy goods.To presuades consumers to buy goods.

Other tpyes of advertisments

Classified advertisments: these are non-commercial advertisments placed in commercial and free newspapers and magazines. They advetise jobs, houses and articles for sale.

Public information advertisments: these are usually placed in newspapers and public buildings such as health clinics to inform the public about important matters such as health and social welfare issues.

Effective AdvertisingEffective Advertising Appeals to the consumer, creates Appeals to the consumer, creates

desiredesire Entices the consumer to try a Entices the consumer to try a

new/improved product or servicenew/improved product or service Persuades the consumers to buy itPersuades the consumers to buy it

Techniques/Language Adverts portray products in Adverts portray products in bestbest possible way possible way No No faultsfaults pointed out pointed out LanguageLanguage designed to work on our emotions designed to work on our emotions Advertising is designed around: Advertising is designed around:

love/romance humour/musiclove/romance humour/music

glamour envy/social acceptanceglamour envy/social acceptance

guilt colourguilt colour

fear/insecurity public figures (see fear/insecurity public figures (see textbook)textbook)

Ads are about Ads are about persuasionpersuasion ThinkThink about the product don’t be misled about the product don’t be misled

Control of advertising Standards set to ensure consumers are not Standards set to ensure consumers are not

misledmisled

Some standards are legal, some are voluntarySome standards are legal, some are voluntary Legal control:Legal control: 1. Consumer Information Act 1978: makes it an 1. Consumer Information Act 1978: makes it an

offence to make false or misleading cliams about offence to make false or misleading cliams about goods and services. The advertiser must be able goods and services. The advertiser must be able to prove the truth of any claim made, e.g. that a to prove the truth of any claim made, e.g. that a brand of spread does lower cholesterol.brand of spread does lower cholesterol. 2. Employment Equality Act: makes it illegal for 2. Employment Equality Act: makes it illegal for advertisments to discriminate on grounds of sex advertisments to discriminate on grounds of sex or marital statusor marital status3. EU Misleading Advertising Directive3. EU Misleading Advertising Directive

Voluntary controls: Voluntary controls:

1. 1. Advertising Standards Advertising Standards Authority of Ireland (ASAI)Authority of Ireland (ASAI): : promotes high standards of promotes high standards of advertising in the Irish media. It advertising in the Irish media. It demands that advertisments sholud demands that advertisments sholud be be legal, decent, honest and legal, decent, honest and truthfultruthful

Advantages and Disadvantages of Advertising

Advantages:

Gives information Provides employment Increases sales which

improves economy Keeps down cost of

concerts, magazines, TV etc

It is useful when we want to buy, sell or rent goods e.g. houses, cars

Disadvantages:

Can mislead the consumer Increases price of product Can be manipulative,

affecting the way we think Encourages overspending Can reinforce stereotypes Can effect natural

environment eg. Billboards Shows unrealistic lifestyles Can

Marketing A business that specialises in making products sellA business that specialises in making products sell

Marketing Techniques include: Marketing Techniques include:

AdvertisingAdvertising PackagingPackaging

sponsorship of large events sponsorship of large events CompetitionsCompetitions

Special offers, frees samples, free giftsSpecial offers, frees samples, free gifts

High pressure sales talksHigh pressure sales talks

Product placement e.g. during films etcProduct placement e.g. during films etc

Presentations in shopsPresentations in shops

Logos e.g. Mc Donald’s yellow arches or Audi’s four ringsLogos e.g. Mc Donald’s yellow arches or Audi’s four rings

Unsolicited mail, such as leafletsUnsolicited mail, such as leaflets

Market ResearchMarket Research

Carried out by market research companies using Carried out by market research companies using questionnaires to discover likes and dislikes of questionnaires to discover likes and dislikes of consumersconsumers

This information is used to develop products and This information is used to develop products and adverts etc. that appeal more to the target adverts etc. that appeal more to the target marketmarket