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Understanding Advertising: Brands, Techniques, and Consumer Awareness

This overview delves into the world of advertising, exploring memorable brands, effective slogans, and various advertising types including brand, informative, and comparative ads. It highlights the power of jingles and emotional appeal, while also discussing the financial implications of advertising on consumers and businesses. Additionally, the distinction between deceptive advertising and puffery is examined, emphasizing the importance of consumer awareness. Understanding these concepts helps consumers navigate the complexities of marketing effectively.

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Understanding Advertising: Brands, Techniques, and Consumer Awareness

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Presentation Transcript

  1. Warm Up Quickly write down the first 3 brand names you can think of Why are these brands memorable? What slogans from ads do you know?

  2. Types of Advertising • Brand: New products/brands • Informative: product features • Comparative: to competitor’s products

  3. Brand Advertising • Jingles and slogans are an effective type of brand advertising • Benefits of brands • Quality • Higher costs of product due to brand advertising

  4. Informative Ads • Product benefits • Usually complex or highly technical products • Computers • Cars • Will not tell you the downside!

  5. Comparative Ads • Convince you to buy their product instead of a competitors • Tells you their strengths and competitor’s weaknesses • Defensive advertising usually results back from the competitor

  6. Persuasive Ads • Designed to appeal to your emotions • Happier • More popular • More successful • More satisfied • Cosmetics • Not that informative

  7. Benefits & Costs of Advertising • $250 billion dollars a year industry • You pay for it directly or indirectly • Businesses think it will help them • You still win • The $ businesses get from advertising is used to bring cost down to you • Are Super Bowl ads worth it?!?

  8. Deceptive Ads v. Puffery • Deceptive ads are deliberately designed to mislead you (illegal) • Puffery is innocent exaggeration (legal)

  9. Puffery or Deception • My pen is better! • Puffery or deception? • My pen will make your writing more attractive • Puffery or deception? • If you use my pen, you will get A’s • Puffery or deception?

  10. TINSTAFL • THERE IS NO SUCH THING AS FREE LUNCH • Free gift card/gifts • Not free if you are required to buy something else. Deceptive! • Use the decision making process to avoid making mistakes!

  11. Questions

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