commonly used advertising techniquespeer approval■ Associates product use with friendship/acceptance.
http://www.youtube.com/watch?v=Kaz4vpOr1Dw
http://www.youtube.com/watch?v=3yrB7kXkmJk
celebrity endorsement■ Associates use of product with a well-known person.
◦ http://www.youtube.com/watch?v=P_jAkYEwm4M
independence■ Associates product with people who can think and
act for themselves.
unfinished comparison■ Use of phrases such as, “Works better in poor
drivingconditions!”Works better than what.
sexual attraction■ Associates use of product with
increased sexual appeal.http://www.youtube.com/watch?v
=zQzc2hRAjcc
entertainment■ Associates product with
entertainment and feelings of enjoyment.
intelligence■ Associates product with smart
people who can’t be fooled by gimmicks.
independence■ Associates product with people
who can think and act for themselves.
unfinished comparison■ Use of phrases such as,
“Works better in poor driving conditions!”Works better than what.
Marketplacehttp://
www.cbc.ca/marketplace/episodes/2014-2015/who-pays-more-men-or-women-battle-of-the-sexes
sales techniquesSome commonly used approaches:guarantees■ Abundant use of statements such as
“lifetime guarantee” and “satisfaction guaranteed, or your money back.” All promises should be given in writing.
scarcity■ Merchant creates a false sense of
urgency by claiming that supply or time is limited.
perceptual contrast■ Merchant presents
undesirable/inferior option first to make the second option look far superior.
scientific or numerical claims■ “Nine-out-of-ten” may sound
good, but many such claims can prove impossible to substantiate.◦http://www.youtube.com/watch?v=23z
GquwJfbw
negative option■ Merchandise arrives
automatically unless the consumer takes steps to stop shipment and billing.
■ Often used by book and record clubs.◦http://www.doubledaybookclub.com/
unethical techniquesbait and switch■ Advertisement entices consumers
into the store with bargains that are too good to be true. Once consumers are in the store, they are told the item is unavailable and are shown a similar, but more expensive, item.
■ Often high-pressure sales tactics are used.
■ Illegal in Canada.
exploitation of fears and misgivings◦ ■ Ad feeds or plays on consumers’ fears.
specials■ Advertisement of products that are not in
stock or that are not readily available to consumers at the advertised price.
out-of-context quotations■ Comments by a noted person or passages
from a story taken out of context to imply an endorsement of a product or service.
Think of some advertisements that represent the previous categories.
What influences you to buy products/services? Think of the types of advertisements that you are exposed.
Misleading advertisementsDon’t write thisGet rich quick schemesHealth FraudCredit repairProduct misrepresentations –
products claimed as all natural and they are not.
Travel Fraud – telephone calls
False advertisinghttp://naturalnews.tv/v.asp?v=7E
C06D27B1A945BE85E7DA8483025962
http://www.youtube.com/watch?v=gXsXMbm4Jo4
http://www.youtube.com/watch?v=th8wWy1I2p4&feature=related
Buyer behavior
Project brand sense13 countriesAverage child is exposed to 40,000
commercials.We make everyday decisions based on
our senses.Senses – smell, sight, hearing, taste,
touchChildren influence 80% of parent
purchases.
Study- small study after buyology was released.Name that sense with kids and teens.
◦The participants could tell where the products, ex. Jeans came from based on the smell
Abercrombie – sweet smell
Royal Mail – Mail carrier in the U.SSent out a personalized letter in chocolate
to get people to start using the mail system again. – emotional engagement, emotional connection to get through all the info we are bombarded with.
New car smellWorker sprays the car before it leaves the
production floor. Last 6 weeks.
Mitsubishi – fragrance add for the Lancer- new car smell and sold out in two weeks
Coconut smellShop had machine that was
pumping out a coconut smell in the middle of winter to influence shoppers to buy summer merchandise such as swimwear
Kellogg’s crunch- lab created a distinctive crunch.
Smell – kitchen appliance store pumped out the fragrance of just baked apple pie.◦Theatre in Chicago piped out on to
the street the smell of popcorn.
Sight and sound are used mostly in communication techniques of companies
Daimler Chrysler – department of engineers who analyzed and implement the perfect car door sound
TraditionsRed roses on valentines dayChampagne on New Years Eve.Tim Hortons emphasized the
Canadian – ness of its homemade baked goods. Ex. Maple donuts.
BuyologyNeuroimaging Product placement in moviesAdvertising by sponsored
companies in shows such as American Idol – coke
Ray Bans – Men in black
Product placementDopamine- short dose of
happiness
Our emotional brain wants to max out our credit card when our logical brain knows we should save for retirement.