THE POWER OF TV ADVERTISING

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THE POWER OF TVADVERTISING
Business English 1, 2009/10, PE5 Team
Roses Andrea Ivankovic, Lara Ivicevic, Maja
Jelancic, Brigita Jembrek, Ana Jezidžic, Marina
Jukic
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Considering the audience

• Basic advertising strategies
• Inspire good feelings
• Feature cute kids
• Appear life-like
• Use sound effects
• Use star power
• Provide family entertainment

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How do TV commercials draw attention?

• Video
• Sound
• Emphasizing benefits, not characteristics
• Word choice

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Consumer psychology

• List of needs (according to Maslow)
• Basic needs
• Approval from external sources
• Needs for belonging
• Needs for space or territory
• Growth needs

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Why do people buy?

• Fear
• Exclusiveness
• Greed
• Need for affirmation
• Envy
• Priviledge
• Pleasure

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Emotional marketing strategy

• Rationality vs. Emotions
• YES vs. NO
• Men vs. women

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How to choose people in commercials?

• Credibility
• Pretty vs. average people
• Product awareness
• Famous people
• Brand promotion in sitcoms
• Self-promotion

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THANK YOU FOR YOUR ATTENTION!