Flashcards in Advertising Deck (28)
Methods of advertising/sources
Language + slogans
Language + slogans
Provide image, 'best a man can get' or 'appliance of science'
Ni real meaning, ways of persuading, 'because I'm worth it' or 'finger-lickin' good'
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
-Interest - stop, listen to/read advert
-Persuade to buy
Advertising gives selected amount of info - what advertisers want you to know.
Usually adverts biased - tell you advantages, not drawbacks.
Gives pros + cons
Images and strategies
Funny sitution, humorous logo/jingle
Often used to advertise perfumes, chocolates, cosmetics.
Attractive people + elegant surroundings often used to advertise luxury goods.
Plays on people's desire to fit in and be popular.
Views of countryside, perfect families, spotless homes
Well-known celebrities promote or endorse products
When product/brand inserted into entertainment/media.
Eg. Cadillacs in The Matrix Reloaded
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
-EU misleading advertising regulations
-Consumer Information Act 1978: Makes it an offence to make false/misleading claims about goods/services
-Employment Equality Act 1998
-Advertising Standards Authority for Ireland
-Central Copy Clearance Ireland (CCCI)
Identify, satisfy, keep the consumer
-Sales promotions eg. 'buy one, get one free'
-Attractive packaging + presentation
-Public relations activities, eg. publicising company to wide audience
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