The influence of advertising

commonly used advertising techniquespeer approval■ Associates product use with friendship/acceptance.

http://www.youtube.com/watch?v=Kaz4vpOr1Dw

http://www.youtube.com/watch?v=3yrB7kXkmJk

celebrity endorsement■ Associates use of product with a well-known person.

◦ http://www.youtube.com/watch?v=P_jAkYEwm4M

independence■ Associates product with people who can think and

act for themselves.

unfinished comparison■ Use of phrases such as, “Works better in poor

drivingconditions!”Works better than what.

sexual attraction■ Associates use of product with

increased sexual appeal.http://www.youtube.com/watch?v

=zQzc2hRAjcc

entertainment■ Associates product with

entertainment and feelings of enjoyment.

intelligence■ Associates product with smart

people who can’t be fooled by gimmicks.

independence■ Associates product with people

who can think and act for themselves.

unfinished comparison■ Use of phrases such as,

“Works better in poor driving conditions!”Works better than what.

Marketplacehttp://

www.cbc.ca/marketplace/episodes/2014-2015/who-pays-more-men-or-women-battle-of-the-sexes

sales techniquesSome commonly used approaches:guarantees■ Abundant use of statements such as

“lifetime guarantee” and “satisfaction guaranteed, or your money back.” All promises should be given in writing.

scarcity■ Merchant creates a false sense of

urgency by claiming that supply or time is limited.

perceptual contrast■ Merchant presents

undesirable/inferior option first to make the second option look far superior.

scientific or numerical claims■ “Nine-out-of-ten” may sound

good, but many such claims can prove impossible to substantiate.◦http://www.youtube.com/watch?v=23z

GquwJfbw

negative option■ Merchandise arrives

automatically unless the consumer takes steps to stop shipment and billing.

■ Often used by book and record clubs.◦http://www.doubledaybookclub.com/

unethical techniquesbait and switch■ Advertisement entices consumers

into the store with bargains that are too good to be true. Once consumers are in the store, they are told the item is unavailable and are shown a similar, but more expensive, item.

■ Often high-pressure sales tactics are used.

■ Illegal in Canada.

exploitation of fears and misgivings◦ ■ Ad feeds or plays on consumers’ fears.

specials■ Advertisement of products that are not in

stock or that are not readily available to consumers at the advertised price.

out-of-context quotations■ Comments by a noted person or passages

from a story taken out of context to imply an endorsement of a product or service.

Think of some advertisements that represent the previous categories.

What influences you to buy products/services? Think of the types of advertisements that you are exposed.

Misleading advertisementsDon’t write thisGet rich quick schemesHealth FraudCredit repairProduct misrepresentations –

products claimed as all natural and they are not.

Travel Fraud – telephone calls

False advertisinghttp://naturalnews.tv/v.asp?v=7E

C06D27B1A945BE85E7DA8483025962

http://www.youtube.com/watch?v=gXsXMbm4Jo4

http://www.youtube.com/watch?v=th8wWy1I2p4&feature=related

Buyer behavior

Project brand sense13 countriesAverage child is exposed to 40,000

commercials.We make everyday decisions based on

our senses.Senses – smell, sight, hearing, taste,

touchChildren influence 80% of parent

purchases.

Study- small study after buyology was released.Name that sense with kids and teens.

◦The participants could tell where the products, ex. Jeans came from based on the smell

Abercrombie – sweet smell

Royal Mail – Mail carrier in the U.SSent out a personalized letter in chocolate

to get people to start using the mail system again. – emotional engagement, emotional connection to get through all the info we are bombarded with.

New car smellWorker sprays the car before it leaves the

production floor. Last 6 weeks.

Mitsubishi – fragrance add for the Lancer- new car smell and sold out in two weeks

Coconut smellShop had machine that was

pumping out a coconut smell in the middle of winter to influence shoppers to buy summer merchandise such as swimwear

Kellogg’s crunch- lab created a distinctive crunch.

Smell – kitchen appliance store pumped out the fragrance of just baked apple pie.◦Theatre in Chicago piped out on to

the street the smell of popcorn.

Sight and sound are used mostly in communication techniques of companies

Daimler Chrysler – department of engineers who analyzed and implement the perfect car door sound

TraditionsRed roses on valentines dayChampagne on New Years Eve.Tim Hortons emphasized the

Canadian – ness of its homemade baked goods. Ex. Maple donuts.

BuyologyNeuroimaging Product placement in moviesAdvertising by sponsored

companies in shows such as American Idol – coke

Ray Bans – Men in black

Product placementDopamine- short dose of

happiness

Our emotional brain wants to max out our credit card when our logical brain knows we should save for retirement.

Advertising assignment