Chapter 7 Advertising

Chapter 2 Food PresentationChapter 7 Advertising

AT A GLANCE

By the end of this chapter, you will be able to:

• State the functions of advertisements• Identify the different forms of advertising

media, advertising techniques and promotional strategies

• Check the reliability of advertisement claims

• List the advantages and disadvantages of advertisements

1


Advertisements• Messages used to provide information on

goods and services to the public• Can be found in many places such as on

television, in cinemas and on buses and trains

• Functions:– Attract and persuade consumers to buy

the products or services– Inform and educate the public

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Advertisements


Advertisements can take on the form of print media, broadcast media or electronic media.

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Forms of advertisements

Print media• Advertisements printed on

paper or other materials• Examples: newspapers,

magazines, brochures, flyers, posters, buses, trains, taxis

• Captures attention using: colourful pictures, photographs of celebrities, slogans


Broadcast media• Uses television and radio to reach large

audiences• Captures attention using: sound effects,

pictures, animations, music

4



Electronic media• Uses electronic devices to reach audiences• Examples: SMS, MMS, Internet websites• Captures attention using: sound effects,

blinking effects, animations, video clips• Types of advertisement: banner

advertisement, pop-up advertisement, sidebar advertisement

5



Many factors influence our buying decisions:• Peer pressure – we tend to

be influenced by our friends and follow their preferences

• Convenience – we prefer to buy things from nearby shops

• Advertisements – we may be attracted and persuaded by advertisements to buy certain products

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Influence of advertisements

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Slogans and jingles• Catchy and unusual slogan and jingles

are used to help consumers remember certain products

• Consumers are more likely to buy products that they are familiar with

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Advertising techniques

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Emotional appeal• Images such as delicious food, beautiful

scenery and shocking or humorous images are used to attract people to advertisements

• These images are designed to appeal to our senses and stir up a desire to have the product

8


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Celebrity endorsements• Some products are endorsed or promoted

by celebrities• Beauty products endorsed by celebrities

can cause us to believe that if we use those products, we can become as attractive as the celebrities

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Awards and Certifications• Awards and certifications are used to show

that a product has met certain quality standards

• Consumers are more likely to buy products with award labels or logos

Sponsorships• Sponsorships for events and activities can

increase awareness for a company’s brand and products

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Sales and discounts• One of the most common sales

tactics used to draw consumers to visit the store

• Usually for a limited time to create a sense of urgency so that consumers will make quick decisions to buy

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Promotional strategies

Gifts• Gifts may be offered to consumers when

they buy products that add up to a certain amount to encourage spending

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• Some advertisement claims may be misleading or untrue, hence we need to check those claims before buying

• It is advisable to do the following before buying any advertised product or service:– See beyond the appeal of the

advertisement– Read the fine print– Research on the product and

compare with its competitors

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Checking advertisement claims

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13

Advantages and disadvantages of advertising

• Inform and educate us on issues such as the dangers of smoking and drugs

• Keep us updated by introducing new products or services

• Provide information on the latest promotions and deals which can help us save money

Advantages Disadvantages

• Advertisement claims may be misleading as only the positive points are highlighted

• May make us buy something that we do not really need

• May make the product or service cost more

Documents

Chapter 7 Advertising