Presentation Transcript

1. The language of Advertising….

   The secrets to advertising…
2. People don’tbuy “products” (or services)!!! …they buy “BENEFITS!” Secret #1
3. BENEFITS? Yes – people buy a “thing” because of the benefit that buying the thing will give them! What is a benefit? An aid Profit ($) Savings ($) Prizes (free $) Guarantee of success Frequent flyer points ($) Rewards ($) Prestige (impressing other people) Task: Write a list of as many “benefits” that you have seen in ads by MCDonalds SECRET#1
4. “who” is the target market (audience) of this ad?
5. “who”is the target market (audience) of this ad?
6. “who” is the target market of this ad?
7. “who” is the target market of this ad?
8. “who” is the target market of this ad?
9. Today, every company/business needs to advertise its product (or service) to: inform the customers about its product increase the profit they make from sales Get and keep market share (popularity) Get and keep a good name in the industry. Businesses spend a lot of moneyon advertising – so the ads have to work!
10. This technique of advertising is done with help of two factors: The “needs” of consumers Fear factor Emotional Appeal Secret #2
11. need for something new need for getting acceptance need for not being ignored need for change of old things need for security need to become attractive, etc. Most common emotional appeals under “need” are:
12. fear of accident fear of death fear of being avoided fear of getting sick fear of getting old, etc. Emotional appeals using “fear factor” include:
13. PromotionalAdvertising: giving away samples of the product for free to the consumers items are offered in the trade fairs, promotional events, and ad campaigns why? to gain the attention of the customers. Secret #3
14. Bandwagon Advertising: convincing the customers to join the group of people who have bought this product be on the “winning side” Secret #4
15. Facts and Statistics Actual numbers, proofs, and real examples to show how good their product works. e.g. “Lizol floor cleaner cleans 99.99% germs” or “Colgate is recommended by 70% of the dentists of the world” Secret #5
16. Unfinished Ads Here advertisers just play with words by saying that their product works better butdon’t answer how much more than the competitor. e.g. “Pringles - no one can eat just one” or “Horlicks - more nutrition daily” The ads don’t say who can eat more… or howmuch more nutrition. Secret #6
17. WeaselWords: Here… the advertisers don’t say that they are the best from the rest, but - they don’tdeny it either! E.g. SunsilkHairfall Solution - reduces hair-fall. The ad doesn’t say stopshair-fall. Secret #7
18. Endorsements Advertisers use celebrities to advertise their products. The celebrities or stars endorse the product by telling their own success with the product. Secret #8
19. Secret #8
20. Complimenting the Customers: advertisers used punch lines which compliment the consumers who buy their products. E.g. Revlon says “Because you are worth it.” Secret #9
21. Ideal Family and Ideal Kids Advertisers using this technique show that the families or kids using their product are a happyfamily. The ad always has a neat and well furnished home, well mannered kids and the family is a goodand ideal kind of family. Secret #9
22. Patriotic Advertisements These ads show how one can support their country while he uses their product or service. Secret #10