Advertising

Question 1

Advertising

Answer 1

The paid use of a medium to communicate a message to a target market

Question 2

Reasons to advertise

Answer 2

-To sell products/services and make money
-To increase awareness of product/service
-To increase popularity of company
-To inform the public of an issue

Question 3

How does advertising benefit the consumer

Answer 3

-Gives the public more choices of products/services
-To increase public’s own well-being (e.g. status, healthy)
-To save people money (deals)
-To keep the public informed and aware

Question 4

AIDA Formula

Answer 4

A - get the consumer’s ATTENTION
I - create an INTEREST in the product/service
D - make the consumer DESIRE the product/service
A - get ACTION (entice the consumer to purchase the product/service)

Question 5

Target Audience/Market

Answer 5

Demographic profile (age, gender, class, lifestyle, etc.) is important when targeting a certain group

Question 6

Appeal to Authority

Answer 6

-Well-known actors and celebrities often appear

• Suggests that the product or service will make the consumer wealthy, famous, talented, and as beautiful as the spokesperson

Question 7

Sex Appeal

Answer 7

The use of sexual images or words to sell a product or service

Question 8

Snob Appeal

Answer 8

The suggestion that the consumer will join the ranks of the elite by using the service or product

Question 9

Appeal to Tradition

Answer 9

Emphasizes experiences and number of years of service or product being used.

Question 10

Figures of speech

Answer 10

Puns. Personification, alliteration, etc

Question 11

Outright Propaganda

Answer 11

If the consumer does not buy the product or use service, he/she will become an outcast

Question 12

Compliment the consumer

Answer 12

Butters up the consumer with flattery

Question 13

Patriotism

Answer 13

• purchasing the product or using the service shows your love of your country
  -the company will boast about the product made in Canada for example, or that is employs Canadian workers

Question 14

Rhetorical Question

Answer 14

Demands a response from the audience

Question 15

Magic ingredients

Answer 15

Suggests that a miraculous discovery makes the product exceptionally effective (“special coating”)

Question 16

Weasel words

Answer 16

Words or claims which appear to be substantial at first, but they disintegrate into hallow meaningless words.

E.g. “virtually”, “helps”, “fight”, “works”, etc

Question 17

Plain Folks

Answer 17

• Reverse snob appeal
• Emphasizes quality for a good price
• Talking down to the majority of people in order to appear to be one of them

Question 18

Something for Nothing or More for Less

Answer 18

-Suggests the product/service is of better quality than its higher priced competitors

Question 19

Appeal to Excellence

Answer 19

Emphasizes that consumers should not settle for second best (only the best)

Question 20

Bandwagon

Answer 20

-Everyone has the product or is using the service (Canada’s #1 best-seller)
-Emphasizes that the consumer should not stand out by being different

Question 21

Facts and Figures

Answer 21

• Implies that figures and statistics prove a point beyond dispute
• “it is the only headache tablet with 30mg of pain reliever”

Question 22

Hidden Fears

Answer 22

• Exploits a person’s hidden fears and insecurities

Question 23

Repetition

Answer 23

The constant statement of an idea in order to fix the image of the product or service in a person’s mind

Question 24

Advantages

Answer 24

Freebies, coupons, etc.

Question 25

Scientific Jargon

Answer 25

Implies that the product/service is effective since it is scientifically based

Question 26

Ideal Children

Answer 26

Using children who seem “perfect” to sell the product/service

Question 27

Emotional Response

Answer 27

Using images of family, children, people in need, and/or animals to elicit an emotional response

Question 28

Nostalgia

Answer 28

Images designed to trigger heartfelt feelings about the past.

E.g. “Remember Mom’s homemade apple pie? Try Michaelson’s pies, fresh, tasty, a feeling of home”

Question 29

False Transference

Answer 29

• Advertisers use the implied transfer of positive qualities from a person or object to the product/service

E.g. orange is shown beside a juice box implying that the ingredients are fresh and all natural.

Question 30

Pets/Mascots

Answer 30

-cute/cuddly pets or cartoon, animated, or life-like mascots may be used to sell the product/service

E.g. Koolaid pitcher for Koolaid