Advertising Flashcards
Methods of advertising/sources
TV Radio Billboards Internet Newspapers Magazines Inema Video DVD Sponsorship
Special techniques
Language + slogans
Claims
Weasel words
Language + slogans
Provide image, ‘best a man can get’ or ‘appliance of science’
Claims
Ni real meaning, ways of persuading, ‘because I’m worth it’ or ‘finger-lickin’ good’
Weasel words
Suggest something rather than giving real information
Functions of advertising
1 Introduce new products
2 Provide information
3 Promote brand names + present good image of company
4 Increase sales
Effective advertisement
Should:
- Capture attention
- Interest - stop, listen to/read advert
- Create desire
- Persuade to buy
Biased advertiding
Advertising gives selected amount of info - what advertisers want you to know.
Usually adverts biased - tell you advantages, not drawbacks.
Objective information
Gives pros + cons
Images and strategies
Humour Romance Glamour Social acceptwnce Traditional images Hero worship Guerrilla advertising
Humour
Funny sitution, humorous logo/jingle
Romance
Often used to advertise perfumes, chocolates, cosmetics.
Glamour
Attractive people + elegant surroundings often used to advertise luxury goods.
Social acceptance
Plays on people’s desire to fit in and be popular.
Traditional images
Views of countryside, perfect families, spotless homes
Hero worship
Well-known celebrities promote or endorse products
‘Guerrilla’ advertising
When product/brand inserted into entertainment/media.
Eg. Cadillacs in The Matrix Reloaded
Classified ads
Non-commercial ads used to sell wide range of goods + services
Advantages of advertising
1 Increases sales
2 Provides employment
3 Information on products, events, services, health hazards, consumer rights & responsibilities.
4 Keeps down cost of newspapers, magazines, TV programmes
Disadvantages of advertising
1 Encourages materialism 2 Exaggerated claims 3 Desire + buy things - cant afford 4 Posters + billboards spoil/landscape 5 Increases prices 6 Emphasises gender stereotypes
Control of advertising
Legal control
Voluntary control
Legal control
- EU misleading advertising regulations
- Consumer Information Act 1978: Makes it an offence to make false/misleading claims about goods/services
- Employment Equality Act 1998
Voluntary control
- Advertising Standards Authority for Ireland
- Central Copy Clearance Ireland (CCCI)
Marketing
Identify, satisfy, keep the consumer
Marketing techniques
- Sales promotions eg. ‘buy one, get one free’
- Sponsorship
- Advertising
- Attractive packaging + presentation
- Public relations activities, eg. publicising company to wide audience
Market research
Involves surveys to find out public’s likes + dislikes
4Ps of marketing mix
Supply right PRODUCT, at right PRICE, in right PLACE, using most suitable PROMOTIONAL techniques
Advertising
Any message designed to inform, persuade, influence consumers
