Advertising

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Advertising
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Advertising is the nonpersonal communication of
information usually paid for and usually
persuasive in nature about products, services or
ideas by identified sponsors through the various
media.

• Bovee/Arens, 1992

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Advertising is the nonpersonal communication of
information usually paid for and usually
persuasive in nature about products, services or
ideas by identified sponsors through the various
media.
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Two kinds of selling

• Personal
• Plenty of time to deliver the message
• Done face to face
• Message can be adjusted to fit how its getting
  across
• Easy to find customers

• Expensive in both time and money
• Labor-intensive
• Time consuming

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Non-Personal

• Limited in time and/or space
• Dont know who the customer is
• Dont know how the customer is reacting
• Cant change the message in mid-stream

• Message doesnt have to be created on the spot
• Extensive research
• Far cheaper than personal selling

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Advertising is the nonpersonal communication of
information usually paid for and usually
persuasive in nature about products, services or
ideas by identified sponsors through the various
media.
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The Senses

• Smell
• Touch
• Taste
• Sound
• Sight

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Advertising is the nonpersonal communication of
information usually paid for and usually
persuasive in nature about products, services or
ideas by identified sponsors through the various
media.
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Affirmative disclosure

• "Sometimes the consumer is provided not with
  information he wants but only with the
  information the seller wants him to have.
  Sellers, for instance, are not inclined to
  advertise negative aspects of their products even
  though those aspects may be of primary concern to
  the consumer, particularly if they involve
  considerations of health or safety . . . "
• Lewis A. Engman, FTC Chair

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Puffery

• The legitimate exaggeration of advertising claims
  to overcome natural consumer skepticism

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Advertising is the nonpersonal communication of
information usually paid for and usually
persuasive in nature about products, services or
ideas by identified sponsors through the various
media.
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Advertising is the nonpersonal communication of
information usually paid for and usually
persuasive in nature about products, services or
ideas by identified sponsors through the various
media.
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Advertising is the nonpersonal communication of
information usually paid for and usually
persuasive in nature about products, services or
ideas by identified sponsors through the various
media.
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The bundle of values

• Functional value
• Social value
• Psychological value
• Economic value
• Whatever else the consumer thinks is important

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Three ways to differentiate products

• Perceptible
• Actual differences
• Easily seen
• Imperceptible
• Actual differences
• Cant be seen
• Induced
• No actual differences
• Parity products

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Advertising is the nonpersonal communication of
information usually paid for and usually
persuasive in nature about products, services or
ideas by identified sponsors through the various
media.
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Advertising is the nonpersonal communication of
information, usually paid for and usually
persuasive in nature about products, services or
ideas by identified sponsors through the various
media
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• Has been around for a long time
• We still dont know what the Lascoux paintings
  were for

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For the first few thousand years advertising
promoted locations, services and want ads.
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Ad written on a Roman tomb

• Weather permitting, 30 pairs of gladiators,
  furnished by A. Clodius Flaccus, together with
  substitutes in case any get killed too quickly,
  will fight May 1st, 2nd, and 3rd at the Circus
  Maximus. The fights will be followed by a big
  wild beast hunt. The famous gladiator Paris will
  fight. Hurrah for Paris! Hurrah for the
  generous Flaccus, who is running for Duumvirate.

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• Under the ad was written
• Marcus wrote this sign by the light of the moon.
  If you hire Marcus, hell work day and night to
  do a good job.
• Daniel Mannix, Those About to Die

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Location
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Handbills and fliers to promote events or to
recruit for the military
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• Handbill recruiting sailors for
• USS Constitution 1798

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Ad about runaway slave - 1770
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Since most products such as shoes and clothing
were one-of and made to order you only needed to
advertise where to order
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Service
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Industrial Revolution

• Early 19th Century
• Mass production of products
• Led to three stages of marketing

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Production-oriented

• Demand far outstripped supply
• Could just advertise the existence of the product
  and where to get it
• Whatever was made was sold
• Example People wanted cars, so car companies
  made whatever they wanted and the cars were sold
  before they were built

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Sales-oriented

• Supply exceeded demand
• Companies tried to convince consumers to buy
  their products rather than their competitors
• Companies still made whatever they wanted,
  counting on their ability to peddle their
  products
• Example supply of cars went up, so the
  companies made whatever they wanted and convinced
  people they wanted that

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Marketing-oriented

• Supply of products far exceeded demand
• More choices than any promotion could overcome
• Resistance to hard-sell
• Companies tried to discover what products
  consumers wanted before making them, then
  advertise they had it
• Non-American companies (e.g., VW) found out what
  people wanted, then built cars that had it (e.g.,
  a gas gauge)

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Lets take a example

• The American auto industry

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Production-oriented
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Sales-oriented
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Marketing-oriented
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• Early sales-oriented ads were basically caveat
  emptor (let the buyer beware)
• Producers said whatever they wanted and thought
  they could get away with
• For example, the Health Jolting Chair

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• Led to consumer and competitor anger
• 1938 Federal Trade Commission given power to
  regulate deceptive and unfair advertising
• Advertising could no longer lie, so new
  approaches were tried

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40s and 50s

• Era of the hard-sell
• Rosser Reeves irritation school of advertising
• Relied on brain-numbing repetition and treating
  the consumer as an idiot
• The USP Unique Selling Proposition
• It was jack-hammered into consumers skulls

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A Reeves ad
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60s

• The positioning era
• Shift to the soft-sell
• Compare your product to your competitors
• Treat consumers as intelligent
• Appeal to emotion more than intellect

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General comments on ads

• Advertising is limited in time and/or space
• Breaks the rules of grammar and syntax
• Ads contain two elements
• Copy
• illustrations

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Two basic ways of presenting a sales message

• Intellectually
• Usually about the products function
• Usually copy heavy and line drawings
• Emotionally
• Usually not about the products function
• Usually copy is light with high connotative
  content
• Uses photographs or video

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• Advertising aims at consumers subconscious minds
  much more than their conscious minds
• Its all about getting the consumer to react on a
  basic, instinctive level, and not think at all
• Its about act now on your basic desires
  think only of yourself
• Its usually selfish and anti-social

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Psychological Appeals

• Self-preservation
• Sex
• Greed
• Self-esteem
• Personal enjoyment

• Constructiveness
• Destructiveness
• Curiosity
• Imitation
• Altruism

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Self-preservation

• Listen to me, Ill keep you alive
• Because humans are so social, we extend the
  appeal to others, like family, friends, and
  social group

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Sex Appeal

• Listen to me, Ill get you laid
• Gender linked because of different goals
• For men its sex with ease and no complications
• In other words, attract more women that want to
  have sex with you
• For women its attract more men from which to
  choose
• Select the best among the possible choices, and
  the greater the selection, the better the choice

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Sex Appeal

• Male and female animals have different sexual
  strategies based on the cost of sex
• Males are promiscuous because the cost is very
  low
• A little time, a little energy, then move on
• Criteria are simple she has to be there,
  breathing, and impregnable
• Females are picky because the cost is so high
• Lots of time, lots of energy
• Must select the best possible male, not the
  nearest
• Criteria can be complex

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• Non-humans are concerned with genetics
• Males want, on an instinctive level, to have as
  many offspring as possible to ensure genetic
  success
• Females, because of the cost of reproduction, on
  an instinctive level want the best genes in their
  male
• Males compete with other males, usually
  physically, to demonstrate theyre the best
  choice
• Females select the winner because hes shown hes
  better than the other males

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• For most animals, it is the female that deals
  with raising offspring (a major part of the cost
  of sex)
• The male has no place in rearing offspring
  (shell even drive him away)
• The major exception is birds
• Even there, the female will often select one male
  as the father, and another male to help her raise
  the chicks

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Sex appeal in humans

• Humans have the most complex social life on Earth
• Instinctive criteria for men are the same as for
  any other male animal shes there
• Criteria for women is far more complex
• Not just genetically, but socially
• Be a good father help with raising children
• be a good provider have money, social
  connections, etc.

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Sex appeal for men

• Buy the product, get the woman
• Think of all those Axe commercials

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Sex appeal for women

• For most female animals, genetic quality is the
  most important
• For women, its a good provider
• The ad shows he has money, cares about her as an
  individual, and will stick around
• Its called romance

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The use of sex appeal in advertising may appear
sexist. Thats because it is on a social
level. But sex in advertising aims at instinct,
and society is conscious, not subconscious.
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Advertising often appeals to one gender at the
social expense of the other.
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Greed

• Listen to me, Ill make you rich
• Human social life requires having resources,
  usually represented by money
• Instinctively, greed is good

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Self-esteem

• Requires a social group
• Requires the individual to be able to make a
  comparison with other individuals in the group
• Thus, requires a sense of self as a separate
  entity from others

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Self-esteem

• Again, theres an instinctive gender link
• For men, its competitive
• Demonstrate hes the best male around
• Self-esteem comes from a sense of superiority
• For women, its cooperative
• Make and maintain as many connections as possible
• Self-esteem comes from a sense of connection

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Self-esteem for men

• Demonstration of superiority
• Buy the product, be the superior man
• Often shows a loser beating a winner because
  the loser buys the product

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Self-esteem for women

• The product increases the number and quality of
  connections with others

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Personal Enjoyment

• Listen to me, youll have more fun
• Humans, because of their intelligence, are often
  easily bored by routine
• The ad promotes getting out of the routine
• In other words, have fun

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Constructiveness

• Listen to me, Ill help you improve things
• A desire to build and improve on whatever you have

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Destructiveness

• Listen to me, Ill tell you how to destroy
  things
• We all have a desire to occasionally blow things
  up
• Just watch The Mythbusters
• There does seem to be a gender link men seem to
  like it more than women

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Curiosity

• Listen to me, Ill answer your questions
• We all want answers to things its a survival
  characteristic
• The problem is raising that curiosity if the
  person doesnt care about the answer, its a
  useless appeal

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Imitation

• Listen to me, Ill make you just like someone
  else
• Requires the person to want to be like the model
• Almost always linked to one or the top five
  appeals

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Altruism

• Listen to me, youll give of yourself with no
  hope or expectation of return
• Doesnt exist as an ideal
• Reciprocal altruism does exist
• Ill do for you now, you do for me later
• Linked to top five

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Tricks of the Trade

• Advertising often uses logical fallacies rather
  than giving logical reasons to buy the product
  advertised.
• You think the ad is saying one thing when it fact
  its saying something else, or saying nothing at
  all

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Black/White

• You want it whatever it is, you can only get
  it from us.
• It leaves out any other options, e.g., love it
  or leave it.

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Buzz Words

• Words that seem to say something, but what?
• Crisp
• Natural
• Organic

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Weasel Words

• Words tossed into a sentence that changes the
  meaning while leaving an impression thats
  different
• Examples

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Our canned corn is as good as fresh cooked
corn. Libbys Vegetables

• Note it doesnt say its as good as fresh corn,
  but as good as fresh cooked corn.
• Cooked corn has had vitamins and minerals boiled
  out in the cooking process.
• And now you have to heat the corn again, which
  takes out even more nutrients.
• The weasel is cooked

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Our dog food contains as much meat protein as 10
pounds of sirloin steak. Alpo dog food

• Targets people who love their dogs
• Doesnt contain sirloin steak, only as much meat
  protein as sirloin steak
• That could be any kind of meat its sure not
  sirloin, and may not even come from a cow

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Three out of four doctors recommend the major
ingredient in Excedrin.
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• Some studies seem to suggest that eating the
  major ingredient in our cereal may have an effect
  on certain kinds of cancer.

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If . . .

• The ultimate weasel word

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Begging the Question

• The question contains a statement that has not
  been and is never proven, basically saying that
  something is simply because it is.
• Example
• Henry Millers filthy books should be banned.
• Contains the unsupported premise that the books
  are filthy.

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Dangling Comparative

• There appears to be a comparison, but compared to
  what?
• It relies on the consumer filling in the blank

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Complaints about advertising

• It perpetuates stereotypes
• Absolutely true
• It has to
• Makes people buy things they dont need
• Not true
• Advertising cant make anybody do anything