Name ______Period ______

Various factors influence consumer decisions, such as peer pressure, impulses, desire for status and advertising techniques like:

Advertising Technique Example facts and figures: Statistics and objective factual information is used to prove the superiority of the product e.g. a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 k.p.h. 1 glittering generalities: The glittering generalities technique uses appealing words and images to sell the product. The message this commercial gives, through indirectly, is that if you buy the item, you will be using a wonderful product, and it will change your life. This cosmetic will make you look younger, this car will give you status, this magazine will make you a leader-all these commercials are using Glittering Generalities to enhance product appeal. 1 jingles/slogans: Jingles, slogans, logos and other symbols are among the variety of tools companies employ to build and maintain their brands. The idea is that continually including a jingle in ad messages improves recognition and, therefore, brand awareness. Achieving high levels of awareness in your target audience gives you greater potential to influence purchase intent and gain market share relative to competitors.2 Testimonial: In a testimonial, an end user of a product or service, as opposed to the manufacturer or creator, attests to its effectiveness and explains how others can benefit. Testimonial advertising uses a number of techniques  Celebrity Endorsement: In a culture in which everyday people are enamored with the rich and famous, celebrity endorsements can be a powerful testimonial technique. These endorsements are most effective when the product or service they promote is easily identifiable with the celebrity's image or specialty. For example, a professional sports star can tout the benefits of a piece of sporting equipment, or an attractive movie star can endorse a line of beauty products.  Expert Opinion: The expert opinion technique explains the benefits of products that are more technical. A doctor wearing a white laboratory coat may praise the effectiveness of a new medicine or medical treatment, or an engineer may cite the benefits of a piece of safety equipment. The endorser's expertise in the field adds credibility to the product or service and also can alleviate fears consumers might have about trying something new and unfamiliar. 1From http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.htm 2http://yourbusiness.azcentral.com/jingle-advertising-techniques-12915.html 3by Chris Joseph, Demand Media http://smallbusiness.chron.com/techniques-testimonials-advertising-11792.html 4 http://www.answers.com/topic/emotional-appeal 5 http://www.buzzle.com/articles/promotional-advertising-ideas.html

Name ______Period ______

 Man on Street: The "man-on-the street" interview is a testimonial technique to help consumers identify with a product. Rather than offering the opinion of a celebrity or expert to build credibility, this method attempts to show customer satisfaction by a user who in many ways resembles members of the target audience. The interview subject is asked to try a new product, and is shown to enjoy the experience. The message conveyed is, "If this person likes it, you will, too."  Satisfied Users: Testimonials from satisfied customers can come the form in letters that appear in printed advertisements. The letters, often from longtime users, praise the product or service and explain how it changed their lives for the better. In general, each comment focuses on one specific benefit the product or service offers, such as saving time or money, ease of use, low cost or speed of results3 Bandwagon: Bandwagon is a form of propaganda that exploits the desire of most people to join the crowd or be on the winning side, and avoid winding up the losing side. Few of us would want to wear nerdy cloths, smell differently from everyone else, or be unpopular. The popularity of a product is important to many people. Even if most of us say we make out own choice when buying something we often choose well-advertised items- the popular ones. Advertising copywriters must be careful with the bandwagon propaganda technique because most of us see ourselves as individuals who think for themselves. If Bandwagon commercial is to obvious, viewers may reject the product outright. 1 emotional appeal: Type of advertising in which the copy is designed to stimulate one's emotions, rather than one's sense of the practical or impractical. When copywriters use emotional appeal in advertising, they are attempting to appeal to the consumer's psychological, social, or emotional needs.4 free gifts/rewards: Promotional advertising gifts open the buyer's mind to the brand, company name, and the slogan. The buyer, with the help of these gifts, gets acquainted to a particular logo and a brand name. Moreover, as the gifts are given away for free, the potential buyer readily accepts it.5

 Check the first column if this technique will work for your invention.  Watch tv, look through magazines & newspapers, look at billboards and find examples of each type of advertising.

1From http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.htm 2http://yourbusiness.azcentral.com/jingle-advertising-techniques-12915.html 3by Chris Joseph, Demand Media http://smallbusiness.chron.com/techniques-testimonials-advertising-11792.html 4 http://www.answers.com/topic/emotional-appeal 5 http://www.buzzle.com/articles/promotional-advertising-ideas.html