2. Advertising is the nonpersonalAdvertising is the nonpersonal
communication of informationcommunication of information
usually paid for and usuallyusually paid for and usually
persuasive in nature aboutpersuasive in nature about
products, services or ideas byproducts, services or ideas by
identified sponsors through theidentified sponsors through the
various media.various media.
Bovee/Arens, 1992Bovee/Arens, 1992
3. Advertising is theAdvertising is the nonpersonalnonpersonal
communication of informationcommunication of information
usually paid for and usuallyusually paid for and usually
persuasive in nature aboutpersuasive in nature about
products, services or ideas byproducts, services or ideas by
identified sponsors throughidentified sponsors through
the various media.the various media.
4. Two kinds of sellingTwo kinds of selling
PersonalPersonal
Plenty of time toPlenty of time to
deliver the messagedeliver the message
Done face to faceDone face to face
Message can beMessage can be
adjusted to fit howadjusted to fit how
it’s getting acrossit’s getting across
Easy to findEasy to find
customerscustomers
Expensive in bothExpensive in both
time and moneytime and money
Labor-intensiveLabor-intensive
Time consumingTime consuming
5. Non-PersonalNon-Personal
Limited in time and/orLimited in time and/or
spacespace
Don’t know who theDon’t know who the
customer iscustomer is
Don’t know how theDon’t know how the
customer is reactingcustomer is reacting
Can’t change theCan’t change the
message in mid-streammessage in mid-stream
Message doesn’t have toMessage doesn’t have to
be created on the spotbe created on the spot
Extensive researchExtensive research
Far cheaper thanFar cheaper than
personal sellingpersonal selling
6. Advertising is the nonpersonalAdvertising is the nonpersonal
communicationcommunication of informationof information
usually paid for and usuallyusually paid for and usually
persuasive in nature aboutpersuasive in nature about
products, services or ideas byproducts, services or ideas by
identified sponsors throughidentified sponsors through
the various media.the various media.
10. Advertising is the nonpersonalAdvertising is the nonpersonal
communicationcommunication of informationof information
usually paid for and usuallyusually paid for and usually
persuasive in nature aboutpersuasive in nature about
products, services or ideas byproducts, services or ideas by
identified sponsors throughidentified sponsors through
the various media.the various media.
11. Affirmative disclosureAffirmative disclosure
"Sometimes the consumer is provided not with"Sometimes the consumer is provided not with
information he wants but only with theinformation he wants but only with the
information the seller wants him to have. Sellers,information the seller wants him to have. Sellers,
for instance, are not inclined to advertisefor instance, are not inclined to advertise
negative aspects of their products even thoughnegative aspects of their products even though
those aspects may be of primary concern to thethose aspects may be of primary concern to the
consumer, particularly if they involveconsumer, particularly if they involve
considerations of health or safety . . . "considerations of health or safety . . . "
Lewis A. Engman, FTC ChairLewis A. Engman, FTC Chair
12. PufferyPuffery
The legitimate exaggeration ofThe legitimate exaggeration of
advertising claims to overcome naturaladvertising claims to overcome natural
consumer skepticismconsumer skepticism
13. Advertising is the nonpersonalAdvertising is the nonpersonal
communication of informationcommunication of information
usually paid forusually paid for and usuallyand usually
persuasive in nature aboutpersuasive in nature about
products, services or ideas byproducts, services or ideas by
identified sponsors throughidentified sponsors through
the various media.the various media.
14. Advertising is the nonpersonalAdvertising is the nonpersonal
communication of informationcommunication of information
usually paid for andusually paid for and usuallyusually
persuasive in naturepersuasive in nature aboutabout
products, services or ideas byproducts, services or ideas by
identified sponsors throughidentified sponsors through
the various media.the various media.
15. Advertising is the nonpersonalAdvertising is the nonpersonal
communication of informationcommunication of information
usually paid for and usuallyusually paid for and usually
persuasive in naturepersuasive in nature aboutabout
products, services or ideasproducts, services or ideas byby
identified sponsors throughidentified sponsors through
the various media.the various media.
16. The bundle of valuesThe bundle of values
Functional valueFunctional value
Social valueSocial value
Psychological valuePsychological value
Economic valueEconomic value
Whatever else the consumer thinks isWhatever else the consumer thinks is
importantimportant
17. Three ways to differentiate productsThree ways to differentiate products
PerceptiblePerceptible
Actual differencesActual differences
Easily seenEasily seen
ImperceptibleImperceptible
Actual differencesActual differences
Can’t be seenCan’t be seen
InducedInduced
No actual differencesNo actual differences
Parity productsParity products
18. Advertising is the nonpersonalAdvertising is the nonpersonal
communication of informationcommunication of information
usually paid for and usuallyusually paid for and usually
persuasive in nature aboutpersuasive in nature about
products, services or ideasproducts, services or ideas byby
identified sponsorsidentified sponsors throughthrough
the various media.the various media.
19. Advertising is the nonpersonalAdvertising is the nonpersonal
communication of information,communication of information,
usually paid for and usuallyusually paid for and usually
persuasive in nature aboutpersuasive in nature about
products, services or ideas byproducts, services or ideas by
identified sponsorsidentified sponsors through thethrough the
various mediavarious media
20. Has been around for aHas been around for a
long timelong time
We still don’t know whatWe still don’t know what
the Lascoux paintingsthe Lascoux paintings
were forwere for
21. For the first few thousandFor the first few thousand
years advertisingyears advertising
promoted locations,promoted locations,
services and “want ads”.services and “want ads”.
22. Ad written on a Roman tombAd written on a Roman tomb
Weather permitting, 30 pairs of gladiators,Weather permitting, 30 pairs of gladiators,
furnished by A. Clodius Flaccus, together withfurnished by A. Clodius Flaccus, together with
substitutes in case any get killed too quickly, willsubstitutes in case any get killed too quickly, will
fight May 1fight May 1stst
, 2, 2ndnd
, and 3, and 3rdrd
at the Circus Maximus.at the Circus Maximus.
The fights will be followed by a big wild beastThe fights will be followed by a big wild beast
hunt. The famous gladiator Paris will fight.hunt. The famous gladiator Paris will fight.
Hurrah for Paris! Hurrah for the generousHurrah for Paris! Hurrah for the generous
Flaccus, who is running for Duumvirate.Flaccus, who is running for Duumvirate.
23. Under the ad was written:Under the ad was written:
Marcus wrote this sign by the light of the moon.Marcus wrote this sign by the light of the moon.
If you hire Marcus, he’ll work day and night toIf you hire Marcus, he’ll work day and night to
do a good job.do a good job.
Daniel Mannix,Daniel Mannix, Those About to DieThose About to Die
28. Since most products such asSince most products such as
shoes and clothing were one-ofshoes and clothing were one-of
and made to order you onlyand made to order you only
needed to advertise where toneeded to advertise where to
orderorder
30. Industrial RevolutionIndustrial Revolution
Early 19Early 19thth
CenturyCentury
Mass production of productsMass production of products
Led to three stages of marketing:Led to three stages of marketing:
31. Production-orientedProduction-oriented
Demand far outstripped supplyDemand far outstripped supply
Could just advertise the existence of the productCould just advertise the existence of the product
and where to get itand where to get it
Whatever was made was soldWhatever was made was sold
Example: People wanted cars, so car companiesExample: People wanted cars, so car companies
made whatever they wanted and the cars weremade whatever they wanted and the cars were
sold before they were builtsold before they were built
32. Sales-orientedSales-oriented
Supply exceeded demandSupply exceeded demand
Companies tried to convince consumers to buyCompanies tried to convince consumers to buy
their products rather than their competitors’their products rather than their competitors’
Companies still made whatever they wanted,Companies still made whatever they wanted,
counting on their ability to peddle their productscounting on their ability to peddle their products
Example: supply of cars went up, so theExample: supply of cars went up, so the
companies made whatever they wanted andcompanies made whatever they wanted and
convinced people they wanted thatconvinced people they wanted that
33. Marketing-orientedMarketing-oriented
Supply of products far exceeded demandSupply of products far exceeded demand
More choices than any promotion could overcomeMore choices than any promotion could overcome
Resistance to “hard-sell”Resistance to “hard-sell”
Companies tried to discover what productsCompanies tried to discover what products
consumers wantedconsumers wanted beforebefore making them, thenmaking them, then
advertise they had itadvertise they had it
Non-American companies (e.g., VW) found outNon-American companies (e.g., VW) found out
what people wanted, then built cars that had itwhat people wanted, then built cars that had it
(e.g., a gas gauge)(e.g., a gas gauge)
34. Let’s take a exampleLet’s take a example
The American autoThe American auto
industryindustry
38. Early sales-oriented ads were basically “caveatEarly sales-oriented ads were basically “caveat
emptor” (let the buyer beware)emptor” (let the buyer beware)
Producers said whatever they wanted and thoughtProducers said whatever they wanted and thought
they could get away withthey could get away with
For example, the “Health Jolting Chair”For example, the “Health Jolting Chair”
39.
40. Led to consumer and competitor angerLed to consumer and competitor anger
1938 – Federal Trade Commission given power1938 – Federal Trade Commission given power
to regulate deceptive and unfair advertisingto regulate deceptive and unfair advertising
Advertising could no longer lie, so newAdvertising could no longer lie, so new
approaches were triedapproaches were tried
41. 40s and 50s40s and 50s
Era of the hard-sellEra of the hard-sell
Rosser Reeves “irritation school of advertising”Rosser Reeves “irritation school of advertising”
Relied on brain-numbing repetition and treating theRelied on brain-numbing repetition and treating the
consumer as an idiotconsumer as an idiot
The USP – Unique Selling PropositionThe USP – Unique Selling Proposition
It was jack-hammered into consumers’ skullsIt was jack-hammered into consumers’ skulls
43. 60s60s
The positioning eraThe positioning era
Shift to the soft-sellShift to the soft-sell
Compare yourCompare your
product to yourproduct to your
competitors’competitors’
Treat consumers asTreat consumers as
intelligentintelligent
Appeal to emotionAppeal to emotion
more than intellectmore than intellect
44. General comments on adsGeneral comments on ads
Advertising is limited in time and/or spaceAdvertising is limited in time and/or space
Breaks the rules of grammar and syntaxBreaks the rules of grammar and syntax
Ads contain two elementsAds contain two elements
CopyCopy
illustrationsillustrations
45. Two basic ways of presenting aTwo basic ways of presenting a
sales messagesales message
IntellectuallyIntellectually
Usually about the product’s functionUsually about the product’s function
Usually copy heavy and line drawingsUsually copy heavy and line drawings
EmotionallyEmotionally
Usually not about the product’s functionUsually not about the product’s function
Usually copy is light with high connotative contentUsually copy is light with high connotative content
Uses photographs or videoUses photographs or video
46. Advertising aims at consumers’Advertising aims at consumers’
subconscious minds much more thansubconscious minds much more than
their conscious mindstheir conscious minds
It’s all about getting the consumer toIt’s all about getting the consumer to
react on a basic, instinctive level, andreact on a basic, instinctive level, and
not think at allnot think at all
It’s about “act now” on your basicIt’s about “act now” on your basic
desires – think only of yourselfdesires – think only of yourself
It’s usually selfish and anti-socialIt’s usually selfish and anti-social
48. Self-preservationSelf-preservation
““Listen to me, I’llListen to me, I’ll
keep you alive”keep you alive”
Because humansBecause humans
are so social, weare so social, we
extend the appeal toextend the appeal to
others, like family,others, like family,
friends, and socialfriends, and social
groupgroup
49.
50.
51. Sex AppealSex Appeal
““Listen to me, I’ll get you laid”Listen to me, I’ll get you laid”
Gender linked because of different goals:Gender linked because of different goals:
For men it’s sex with ease and no complicationsFor men it’s sex with ease and no complications
In other words, attract more women that want toIn other words, attract more women that want to
have sex with youhave sex with you
For women it’s attract more men from which toFor women it’s attract more men from which to
choosechoose
Select the best among the possible choices, and theSelect the best among the possible choices, and the
greater the selection, the better the choicegreater the selection, the better the choice
52. Sex AppealSex Appeal
Male and female animals have different sexualMale and female animals have different sexual
strategies based on the cost of sexstrategies based on the cost of sex
Males are promiscuous because the cost is veryMales are promiscuous because the cost is very
lowlow
A little time, a little energy, then move onA little time, a little energy, then move on
Criteria are simple – she has to be there, breathing,Criteria are simple – she has to be there, breathing,
and impregnableand impregnable
Females are picky because the cost is so highFemales are picky because the cost is so high
Lots of time, lots of energyLots of time, lots of energy
Must select the best possible male, not the nearestMust select the best possible male, not the nearest
Criteria can be complexCriteria can be complex
53. Non-humans are concerned with geneticsNon-humans are concerned with genetics
Males want, on an instinctive level, to have asMales want, on an instinctive level, to have as
many offspring as possible to ensure geneticmany offspring as possible to ensure genetic
successsuccess
Females, because of the cost of reproduction, onFemales, because of the cost of reproduction, on
an instinctive level want the best genes in theiran instinctive level want the best genes in their
malemale
Males compete with other males, usuallyMales compete with other males, usually
physically, to demonstrate they’re the bestphysically, to demonstrate they’re the best
choicechoice
Females select the winner because he’s shownFemales select the winner because he’s shown
he’s better than the other maleshe’s better than the other males
54. For most animals, it is the female that deals withFor most animals, it is the female that deals with
raising offspring (a major part of the cost of sex)raising offspring (a major part of the cost of sex)
The male has no place in rearing offspring (she’llThe male has no place in rearing offspring (she’ll
even drive him away)even drive him away)
The major exception is birdsThe major exception is birds
Even there, the female will often select one maleEven there, the female will often select one male
as the father, and another male to help her raiseas the father, and another male to help her raise
the chicksthe chicks
55. Sex appeal in humansSex appeal in humans
Humans have the most complex social life onHumans have the most complex social life on
EarthEarth
Instinctive criteria for men are the same as forInstinctive criteria for men are the same as for
any other male animal – she’s thereany other male animal – she’s there
Criteria for women is far more complex:Criteria for women is far more complex:
Not just genetically, but socially:Not just genetically, but socially:
Be a good father – help with raising childrenBe a good father – help with raising children
be a good provider – have money, social connections,be a good provider – have money, social connections,
etc.etc.
56. Sex appeal for menSex appeal for men
Buy the product, getBuy the product, get
the womanthe woman
Think of all those AxeThink of all those Axe
commercialscommercials
57.
58.
59. Sex appeal for womenSex appeal for women
For most female animals,For most female animals,
genetic quality is thegenetic quality is the
most importantmost important
For women, it’s a goodFor women, it’s a good
providerprovider
The ad shows he hasThe ad shows he has
money, cares about hermoney, cares about her
as an individual, andas an individual, and
will stick aroundwill stick around
It’s called “romance”It’s called “romance”
60.
61.
62. The use of sex appeal inThe use of sex appeal in
advertising may appear sexist.advertising may appear sexist.
That’s because it is – on a socialThat’s because it is – on a social
level. But sex in advertising aimslevel. But sex in advertising aims
at instinct, and society isat instinct, and society is
conscious, not subconscious.conscious, not subconscious.
63. Advertising often appeals to oneAdvertising often appeals to one
gender at the social expense ofgender at the social expense of
the other.the other.
64. GreedGreed
““Listen to me, I’llListen to me, I’ll
make you rich”make you rich”
Human social lifeHuman social life
requires havingrequires having
resources, usuallyresources, usually
represented by moneyrepresented by money
Instinctively, “greed isInstinctively, “greed is
good”good”
65.
66.
67. Self-esteemSelf-esteem
Requires a social groupRequires a social group
Requires the individual to be able to make aRequires the individual to be able to make a
comparison with other individuals in the groupcomparison with other individuals in the group
Thus, requires a sense of self as a separate entityThus, requires a sense of self as a separate entity
from othersfrom others
68. Self-esteemSelf-esteem
Again, there’s an instinctive gender linkAgain, there’s an instinctive gender link
For men, it’s competitiveFor men, it’s competitive
Demonstrate he’s the best male aroundDemonstrate he’s the best male around
Self-esteem comes from a sense of superioritySelf-esteem comes from a sense of superiority
For women, it’s cooperativeFor women, it’s cooperative
Make and maintain as many connections as possibleMake and maintain as many connections as possible
Self-esteem comes from a sense of connectionSelf-esteem comes from a sense of connection
69. Self-esteem for menSelf-esteem for men
Demonstration ofDemonstration of
superioritysuperiority
Buy the product, beBuy the product, be
the superior manthe superior man
Often shows a “loser”Often shows a “loser”
beating a “winner”beating a “winner”
because the loser buysbecause the loser buys
the productthe product
70.
71.
72. Self-esteem for womenSelf-esteem for women
The product increasesThe product increases
the number andthe number and
quality of connectionsquality of connections
with otherswith others
73.
74.
75.
76. Personal EnjoymentPersonal Enjoyment
““Listen to me, you’llListen to me, you’ll
have more fun”have more fun”
Humans, because ofHumans, because of
their intelligence, aretheir intelligence, are
often easily bored byoften easily bored by
routineroutine
The ad promotes gettingThe ad promotes getting
out of the routineout of the routine
In other words, have funIn other words, have fun
77.
78.
79. ConstructivenessConstructiveness
““Listen to me, I’ll helpListen to me, I’ll help
you improve things”you improve things”
A desire to build andA desire to build and
improve on whateverimprove on whatever
you haveyou have
80.
81.
82. DestructivenessDestructiveness
““Listen to me, I’ll tell youListen to me, I’ll tell you
how to destroy things”how to destroy things”
We all have a desire toWe all have a desire to
occasionally blow thingsoccasionally blow things
upup
Just watch “TheJust watch “The
Mythbusters”Mythbusters”
There does seem to be aThere does seem to be a
gender link – men seem togender link – men seem to
like it more than womenlike it more than women
83.
84.
85. CuriosityCuriosity
““Listen to me, I’ll answerListen to me, I’ll answer
your questions”your questions”
We all want answers toWe all want answers to
things – it’s a survivalthings – it’s a survival
characteristiccharacteristic
The problem is raisingThe problem is raising
that curiosity – if thethat curiosity – if the
person doesn’t careperson doesn’t care
about the answer, it’s aabout the answer, it’s a
useless appealuseless appeal
86.
87.
88. ImitationImitation
““Listen to me, I’ll makeListen to me, I’ll make
you just like someoneyou just like someone
else”else”
Requires the person toRequires the person to
wantwant to be like theto be like the
modelmodel
Almost always linked toAlmost always linked to
one or the top fiveone or the top five
appealsappeals
89.
90.
91.
92. AltruismAltruism
““Listen to me, you’ll giveListen to me, you’ll give
of yourself with no hopeof yourself with no hope
or expectation of return”or expectation of return”
Doesn’t exist as an idealDoesn’t exist as an ideal
Reciprocal altruism doesReciprocal altruism does
existexist
I’ll do for you now, youI’ll do for you now, you
do for me laterdo for me later
Linked to top fiveLinked to top five
93.
94.
95. Tricks of the TradeTricks of the Trade
Advertising often uses logical fallacies ratherAdvertising often uses logical fallacies rather
than giving logical reasons to buy the productthan giving logical reasons to buy the product
advertised.advertised.
You think the ad is saying one thing when it factYou think the ad is saying one thing when it fact
it’s saying something else, or saying nothing atit’s saying something else, or saying nothing at
allall
96. Black/WhiteBlack/White
““You want it [whatever itYou want it [whatever it
is], you can only get itis], you can only get it
from us.”from us.”
It leaves out any otherIt leaves out any other
options, e.g., “love it oroptions, e.g., “love it or
leave it.”leave it.”
97.
98.
99. Buzz WordsBuzz Words
Words that seem to sayWords that seem to say
something, but what?something, but what?
““Crisp”Crisp”
““Natural”Natural”
““Organic”Organic”
100.
101.
102. Weasel WordsWeasel Words
Words tossed into a sentence that changes theWords tossed into a sentence that changes the
meaning while leaving an impression that’smeaning while leaving an impression that’s
differentdifferent
Examples:Examples:
103. ““Our [canned] corn is as good asOur [canned] corn is as good as
fresh cooked corn.”fresh cooked corn.”
Libby’s VegetablesLibby’s Vegetables
Note it doesn’t say it’s as good as fresh corn, butNote it doesn’t say it’s as good as fresh corn, but
as good as freshas good as fresh cookedcooked corn.corn.
Cooked corn has had vitamins and mineralsCooked corn has had vitamins and minerals
boiled out in the cooking process.boiled out in the cooking process.
And now you have to heat the corn again, whichAnd now you have to heat the corn again, which
takes out even more nutrients.takes out even more nutrients.
The weasel is “cooked”The weasel is “cooked”
104. ““Our dog food contains as muchOur dog food contains as much
meat protein as 10 pounds of sirloinmeat protein as 10 pounds of sirloin
steak.steak.
Alpo dog foodAlpo dog food
Targets people who love their dogsTargets people who love their dogs
Doesn’t contain sirloin steak, only as much meatDoesn’t contain sirloin steak, only as much meat
protein as sirloin steakprotein as sirloin steak
That could be any kind of meat – it’s sure not sirloin,That could be any kind of meat – it’s sure not sirloin,
and may not even come from a cowand may not even come from a cow
105. Three out of four doctorsThree out of four doctors
recommend the major ingredientrecommend the major ingredient
in Excedrin.in Excedrin.
106. ““Some studies seem to suggest thatSome studies seem to suggest that
eating the major ingredient in oureating the major ingredient in our
cereal may have an effect on certaincereal may have an effect on certain
kinds of cancer.”kinds of cancer.”
107. ““If . . .”If . . .”
The ultimate weasel wordThe ultimate weasel word
108. Begging the QuestionBegging the Question
The question contains a statement that has notThe question contains a statement that has not
been and is never proven, basically saying thatbeen and is never proven, basically saying that
something is simply because it is.something is simply because it is.
Example:Example:
““Henry Miller’s filthy books should be banned.”Henry Miller’s filthy books should be banned.”
Contains the unsupported premise that the booksContains the unsupported premise that the books
are filthy.are filthy.
109.
110.
111. Dangling ComparativeDangling Comparative
There appears to be aThere appears to be a
comparison, butcomparison, but
compared to what?compared to what?
It relies on the consumerIt relies on the consumer
filling in the blankfilling in the blank
112.
113.
114. Complaints about advertisingComplaints about advertising
It perpetuates stereotypesIt perpetuates stereotypes
Absolutely trueAbsolutely true
It has toIt has to
Makes people buy things they don’t needMakes people buy things they don’t need
Not trueNot true
Advertising can’t make anybody do anythingAdvertising can’t make anybody do anything