Advertisments

What is advertising?

Advertising is a personal form of promotion that is done in many different styles of media that require the marketer to pay for message placement for a certain target audience.

What different forms of advertising can you identify?

• outdoor and event
• poster
• product placement (music videos)
• bus stops
• tv adverts
• films
• packaging
• newspapers
• magazines
• billboards
• poster
• press and public care
• cinema

Adverts have three basic characteristics.

1. inform

2. create demand

3. sell products

What is USP?

Unique selling point

Watch an advert and and try to identify whats its USP

Ferrero Rocher- the 'forrero' pyramid

Product information format

Describing what the product is and what it does and how it is different form other products on the market.

Product image format

What the product looks like/ how it could be described

Personalised format

Specially designed font and style for the product and writing that has been specifically designed for the product itself.

Lifestyle format

The lifestyle the product is selling with it. E.g Forerro Roche adverts suggest the lifestyle of classiness and elegance with their chocolates.

Watch a series of adverts. Identify which format they fall into.

1. Lifestyle format-



2.Personalised fonts

3. Product image formating

Advertisers use a variety of techniques to get us to buy goods or services. They are listed below and you will be required to fill in the gaps. Try to think of an example under each of the headings.

Flattering words:

Marks and Spencers Christmas adverts

Celebrity endorsement 

Pantene commercial

Expert endorsement or Statistical proof

colgate pro gum health

The new ingredient 

kit-kat peanut butter chunky ad

Nostalgia

chewits

Lifestyle fantasy

Forrero rocher

Family values

Pals- Robinsons juice

Happy kids
Mcdonalds happy meals

Selective advertising 
proactive

music and sound effects.
webuyanycar.com


Watch a variety of advertisements in class and decide which technique is being used to sell the product and why. Write your answers in the space below.
1. Moneysupermarket- music and sound effects; singles them out against other insurance adverts.
2. Robinsons fruit juice- family values; shows how important family is to the viewer

Regulation 
Advertisements need to be regulated otherwise we could be subjected to all sorts of images that might not be suitable and claims about the product that are not true. Adverts that are broadcast on the television are regulated by the British Committee of Advertising Practice by the BCAP Codes.

Go onto the BCAP website.

Look under 'General sections'

What does the CAP code say about causing harm and offence towards people under the age of 18? 

What does the code say about misleading advertising through exaggeration?

What does the code say about exhorting children to buy a product?

Audience demographics

One of the most common ways of identifying a target audience is the socio-economic model. Although this model has been in use for a very long time, it is still useful tool in identifying a target audience. The basis for this system is level of earnings. An AB audience, for example, is assumed to have more spending power than a CDE audience.

A. Lawyers, Doctors, Scientists, Managers of large-scale organisations- well paid professionals.

B. Teachers, senior managers, some  middle management- fairly well paid professionals

C1. 'White collar' junior management, bank clerks, nurses

C2. Skilled 'blue collar' workers such as electricians, plumbers, carpenters

D. Semi and unskilled manual workers such as drivers, post sorters

E. Students, the unemployed, pensioners

Audience profiling
There are many other ways that an audience can be segmented or profiled.