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Section 1.5
Comparative Advertising
Compares itself to the qualities of a competitor.
Aims to convince you their product is better.
Obviously this is slanted in their behalf.
Often times it is exaggerated.
Example: Comparative Advertising
Examples: Informative Advertising
Defensive Advertising
This is a response to a comparative ad.
Again, does not provide a complete or balanced picture.
Ex. “Don’t be fooled by….”
Ex. “So and so says this….but what they don’t tell you is….”
What does the last example sound like? What kind of commercial?
Section 1.5
Examples: Persuasive Advertising
Persuasive Advertising
Designed to appeal to people’s emotions.
Lack of information.
Convince you a certain product will make you happier, more fulfilled, successful, DESIRED, etc.
Examples: commercials that say “portion of the proceeds go to…”, ASPCA, MILITARY, all beauty products, etc.
Cost of Advertising
Advertising
Advertising is a $240 billion industry.
Consumers pay for it indirectly
How?
How do consumers benefit from advertising (Hint: what does it generate?)
Fun Fact: for a 30 second commercial in the first Super Bowl (1967) was $40,000…last year, it was $3 million.
Intro
Advertising’s sole purpose is to encourage consumers to buy their products.
Ads can influence you in a number of ways:
Inform you of features.
Make you aware of new products.
Compare products to competitors.
More awareness has a direct correlation to sales.
Brand Advertising
Causes you to remember a brand name, not necessarily a particular product.
Used most often to introduce a new product.
Creates brand loyalty.
What is a benefit to being brand loyal?
Most popular way to use this is through logos, jingles and slogans.
Examples
Deceptive Ads vs. Puffery
Informative Advertising
Puffery – innocent exaggeration; completely legal.
Deceptive Ads – FACTUALLY incorrect; can be proven to be false.
These are illegal.
Educates the consumer to a products features and benefits.
Most often used for complex, highly technical products.
Ex. Computers, cars/trucks, etc.
Although beneficial, this type of ad will never tell a negative.
Exception?