As an educated student, I often saw through the media messages and advertising techniques that marketing used on TV and in magazines. I used to notice how they would trick consumers and say So What, when thinking about an ad. But after studying the techniques thoroughly, I understand how consumers are tricked.
The weasel word is the most commonly used ad technique and it is the most effective. More often than not, people do not notice the little word that contradicts the idea of the ad itself. I feel that the main way the advertising companies trick consumers is by using the weasel words like helps, virtually, and almost. These words are often glanced over or go unnoticed by the general public because they are in almost every ad. Before studying this I did not understand why people would fall for the ads but after learning about the different strategies and maneuvers that advertisers use, I get why people are tricked.
I also believe the ideal target market is either young kids or teens. It feels weird being apart of the targeted audience because the ads are so varied. Some are just ridiculous. As teens become more skeptical, the advertisers become trickier and use the TV to make the teens feel bad about themselves then offer solutions through their ads. I think the main reason the ads are succeeding is the lack of confidence that teens today have. The ads play on the hidden fears of teens, when they are in their most vulnerable years and have the highest disposable income, to influence their buying behavior for now and they hope the future. I think it is funny that teens are the most targeted but also dislike advertising the most.
In conclusion, I think people need to think about things more in order to see through the ads. I think they need to be educated consumers and question the ads before they believe in the product or company. I believe everyone will give into ads or brands they like because it is our culture but by dissecting the ads it is possible to drive some of the advertisers our of business. I also believe if the TV quality improved and teens felt better about themselves, the advertising would fail. It all starts with parenting and education, we just need to make sure they are provided.
The ads are somewhat of a joke to me now, instead of influential.
Thursday, April 30, 2009
Friday, April 24, 2009
Blog 6 product placement
Even though it may be rather annoying I find product placement in TV shows and movies to be very effective. I know what the advertisers are trying to do and I know the ad is there but just the glance or visual recognition of products, for me, is very effective. If someone is trying to hype up the product by talking about it I find it ineffective because it is so obvious what they are trying to do.
For example: When I watch Step Up, there is a scene when Channing Tatum eats Doritos while playing a video game. No matter what, I always crave Doritos during this scene or when I watch the movie. The recognition of the product is what draws teenagers in because it makes them think about the product and other associations they have with it. When the product is just flashed it makes teenagers acknowledge it and usually is effective in getting them to buy it or consume it just because it caught their attention in a 'not so in your face way.'
On the other hand, when I watch the Biggest Loser, there are obvious product placement ads done by the competitors and the trainers that say yes this product is very useful for such and such. I find these ineffective because the message is very blatant they do not try to disguise it, and they are often horrible actors so that makes it worse.
In my opinion, when advertising to teenagers it is effective to use product placement when it is disguised or just flashed a brand name or certain logo. But when the product placement is very obvious the teenagers reject the fact that someone is trying to get them to do something but when they see an ad they think about the product. It is the teenage mindset to be cynical and the more description and words the advertisers use, the less effective the ads are. Some product placement in TV and Movies is effective but it has to be done the correct way.
For example: When I watch Step Up, there is a scene when Channing Tatum eats Doritos while playing a video game. No matter what, I always crave Doritos during this scene or when I watch the movie. The recognition of the product is what draws teenagers in because it makes them think about the product and other associations they have with it. When the product is just flashed it makes teenagers acknowledge it and usually is effective in getting them to buy it or consume it just because it caught their attention in a 'not so in your face way.'
On the other hand, when I watch the Biggest Loser, there are obvious product placement ads done by the competitors and the trainers that say yes this product is very useful for such and such. I find these ineffective because the message is very blatant they do not try to disguise it, and they are often horrible actors so that makes it worse.
In my opinion, when advertising to teenagers it is effective to use product placement when it is disguised or just flashed a brand name or certain logo. But when the product placement is very obvious the teenagers reject the fact that someone is trying to get them to do something but when they see an ad they think about the product. It is the teenage mindset to be cynical and the more description and words the advertisers use, the less effective the ads are. Some product placement in TV and Movies is effective but it has to be done the correct way.
Wednesday, April 15, 2009
blog 5
After observing several types of ads in the past few days I have noticed several things about each different type. The TV commercials try to glam up the product and attach catchy songs or slogans to associate with the product. The print ads are more straight to the point on this is the product and this is why you should buy it. The billboards try to catch the consumers attention with a new feature or special price. Radio commercials try to integrate the product into the broadcast as if it were not an advertisement and contextual ads I have not noticed frequently because I have the pop-up blocker on my computer on but when I do observe them they usually offer a free prize or coupon for clicking the ad.
One American core value that is portrayed frequently in ads that I observed is youthfulness and another is efficiency. The ads often boast of products that can make things be done quicker and easier or show a group of young people enjoying themselves over a glass of beer or wearing a new fashion. The visual ads often use these techniques but the unseen ads often refer to achievement and success or material comfort. The visual ads use youthfulness and efficiency because those can be demonstrated easier through commercials and print ads by viewing the actions or the characters. The swifter wet jet mop is easier to see working efficiently than to explain how it is efficient. Also, it is hard to portray youthfulness in a discreet manner in an unseen commercial. The unseen ads use achievement and success because it boasts new products that only the best can afford. It uses material comfort by saying you need this product to live comfortably, like a jewelery store ad spoken through a radio DJ.
The target markets obviously differ from ad to ad but it is easy to conclude that the newspaper ads are directed more towards businesspeople and men. While the TV commercials are directed at the viewers of the particular station. For example the target market of Nickelodeon is kids from ages 8-12 who like goo. The contextual ads differ from site to site depending on what you are viewing and the radio commercials are directed at people that listen to a certain genre of music. For example K102 was advertising for the release of Rascall Flatts new CD. You would not hear this type of ad on B96 because those consumers like rap and hip/hop, not country music.
The ads differ on how they address product attributes as well. The core product or main benefit is often easy to decipher but the actual and augmented products are more elusive and differ from ad to ad. The print ads often show the quality level, features, and packaging. Like Best Buy would post an ad for a camera that has x mega pixels, a zoom lens and comes with a carrying case. But a visual ad would focus on the features and brand name. An Olay TV commercial for a facial cream focuses on what the product does and the fact that it is Olay. A contextual ad focuses on the packaging and brand name. They need to catch your eye right away so you pay attention to the ad so it boasts the free additional units you will receive by buying the product and the association that comes with it. A radio ad only has time for the features and brand name. For example an ad for Windex says what the product does and refers to a reliable brand. Many of the ads have an augmented product and refer you to their website and specific ads have warranty and customer support as well.
All types of ads try to use social risk to get the consumers to buy. Our society is very materialistic and competitive so the ads base their marketing on the fact that everyone wants the best and everyone wants to fit in. The TV commercials and contextual ads use more financial risk than the other two and the print ads concerning medicine address the physical risk.
To move consumers to buy all of the ads use awareness but this is easier though magazines and TV where you can actually see the product. Print ads increase comprehension of the product because it gives the information that is often on the packaging of the product but radio ads do not have time to address the comprehension because they need to focus on awareness and brand association. The emotional appeals are used by all types of ads often through celebrity endorsements or recognition. Print ads are more often used, as well as contextual ads to address behavior and offer coupons or bargain prices to the consumer. The TV ads and radio ads often do not refer to price but play on the consumers insecurities and intrigue. Billboards often use the bandwagon device to get people thinking they need to fit in.
The psychological techniques used are operative and classical. Songs and other associations are made to ads of any type that are instilled in the consumer. Also, there are rewards for buying the product.
All of the ads use weasel word. Many of them play on the consumers hidden fears of being accepted socially, and the print and contextual ads address a bargain price often times. Card stacking is most often done on radio or print ads such as medicines in magazines or weight loss drugs on radio ads. All of the propaganda devices are used in the ads but those are the most prevalent.
The ads also use advertising claims and the most frequent are unfinished claim and the vague claim. They are all used for different commercials but they are sometimes hard to decipher in radio ads and magazines who often only show pictures.
After studying advertising I do not find many of these ads effective but I will rate them. From lowest to highest: contextual (pop-up blocker), radio ads, billboards, print ads, TV commercials, and magazine ads. Magazines often leave out the most information which is intriguing and I cannot see through the product. Many TV commercials seem dumb to me and radio ads sound so forced. Billboards do not stick in my memory and I do not really read the newspaper. I do not find contextual ads effective because the can be avoided. The more information the ad gives the easier it is to see through it, in my opinion, so I find the ads that leave things unfinished the most persuasive. I often like commercials but do not like the product as well.
One American core value that is portrayed frequently in ads that I observed is youthfulness and another is efficiency. The ads often boast of products that can make things be done quicker and easier or show a group of young people enjoying themselves over a glass of beer or wearing a new fashion. The visual ads often use these techniques but the unseen ads often refer to achievement and success or material comfort. The visual ads use youthfulness and efficiency because those can be demonstrated easier through commercials and print ads by viewing the actions or the characters. The swifter wet jet mop is easier to see working efficiently than to explain how it is efficient. Also, it is hard to portray youthfulness in a discreet manner in an unseen commercial. The unseen ads use achievement and success because it boasts new products that only the best can afford. It uses material comfort by saying you need this product to live comfortably, like a jewelery store ad spoken through a radio DJ.
The target markets obviously differ from ad to ad but it is easy to conclude that the newspaper ads are directed more towards businesspeople and men. While the TV commercials are directed at the viewers of the particular station. For example the target market of Nickelodeon is kids from ages 8-12 who like goo. The contextual ads differ from site to site depending on what you are viewing and the radio commercials are directed at people that listen to a certain genre of music. For example K102 was advertising for the release of Rascall Flatts new CD. You would not hear this type of ad on B96 because those consumers like rap and hip/hop, not country music.
The ads differ on how they address product attributes as well. The core product or main benefit is often easy to decipher but the actual and augmented products are more elusive and differ from ad to ad. The print ads often show the quality level, features, and packaging. Like Best Buy would post an ad for a camera that has x mega pixels, a zoom lens and comes with a carrying case. But a visual ad would focus on the features and brand name. An Olay TV commercial for a facial cream focuses on what the product does and the fact that it is Olay. A contextual ad focuses on the packaging and brand name. They need to catch your eye right away so you pay attention to the ad so it boasts the free additional units you will receive by buying the product and the association that comes with it. A radio ad only has time for the features and brand name. For example an ad for Windex says what the product does and refers to a reliable brand. Many of the ads have an augmented product and refer you to their website and specific ads have warranty and customer support as well.
All types of ads try to use social risk to get the consumers to buy. Our society is very materialistic and competitive so the ads base their marketing on the fact that everyone wants the best and everyone wants to fit in. The TV commercials and contextual ads use more financial risk than the other two and the print ads concerning medicine address the physical risk.
To move consumers to buy all of the ads use awareness but this is easier though magazines and TV where you can actually see the product. Print ads increase comprehension of the product because it gives the information that is often on the packaging of the product but radio ads do not have time to address the comprehension because they need to focus on awareness and brand association. The emotional appeals are used by all types of ads often through celebrity endorsements or recognition. Print ads are more often used, as well as contextual ads to address behavior and offer coupons or bargain prices to the consumer. The TV ads and radio ads often do not refer to price but play on the consumers insecurities and intrigue. Billboards often use the bandwagon device to get people thinking they need to fit in.
The psychological techniques used are operative and classical. Songs and other associations are made to ads of any type that are instilled in the consumer. Also, there are rewards for buying the product.
All of the ads use weasel word. Many of them play on the consumers hidden fears of being accepted socially, and the print and contextual ads address a bargain price often times. Card stacking is most often done on radio or print ads such as medicines in magazines or weight loss drugs on radio ads. All of the propaganda devices are used in the ads but those are the most prevalent.
The ads also use advertising claims and the most frequent are unfinished claim and the vague claim. They are all used for different commercials but they are sometimes hard to decipher in radio ads and magazines who often only show pictures.
After studying advertising I do not find many of these ads effective but I will rate them. From lowest to highest: contextual (pop-up blocker), radio ads, billboards, print ads, TV commercials, and magazine ads. Magazines often leave out the most information which is intriguing and I cannot see through the product. Many TV commercials seem dumb to me and radio ads sound so forced. Billboards do not stick in my memory and I do not really read the newspaper. I do not find contextual ads effective because the can be avoided. The more information the ad gives the easier it is to see through it, in my opinion, so I find the ads that leave things unfinished the most persuasive. I often like commercials but do not like the product as well.
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