Selling The Product

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Selling The Product
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Producers and advertisers use a variety of
methods to try to influence consumer tastes and
preferences. They are 1. Brand name familiarity
or slogans 2. Celebrity endorsements 3. Authority
endorsements 4. Status appeal 5. Quality claims
or comparisons 6. Informative
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The following is an example of a brand name
familiarity or slogan
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Do you recognize this slogan?Home of the
Whopper

• Yeah, its Burger King
• and this is another
• example of a brand name
• familiarity.

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An example of a celebrity endorsement is
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Authority endorsements are those in which a
professional backs a product. An example would
be
98 of hospitals recommend
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Another example of a product a professional
promotes is Colgate.

• The ONLY toothpaste approved by the FDA to help
  prevent gingivitis!

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Status appeal refers to what everyone else has or
does. For example
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Status Appeal A product thats very popular
with people!

• Majority of children have or want an X-box
  console.

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Quality claims or comparisons are used to enhance
one product by detracting from other products.
An example would be
Tide products fight stains faster than other
brands are able to.
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Another example of a quality claim or comparison
product

• Charmin is so much softer than other toilet paper
  products you wont be able to keep your paws
  off it.

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An informative advertisement gives consumers
information on how to find products. An example
is
Birds Eye Creations are now available in your
grocers freezer.
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Informative Advertisement Tropicana

• Tropicana is available and located near the dairy
  section of your grocery store.

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Time for a POP QUIZ!!!

• Can you tell the difference between the 6
• different types of advertisements? Just to
• remind you they are
• Brand name familiarity
• Celebrity endorsement
• Authority endorsement
• Status appeal
• Quality claims
• Informative

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What kind of advertisement is this?
A brand trusted by pediatricians, pharmacists,
and parents for over 40 years.
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Did you say authority endorsement? If so, youre
RIGHT!!
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Now, try one more! What type of advertisement is
this?

• A. Status Appeal
• B. Informative
• C. Celebrity endorsement

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Its C. Celebrity Endorsement with Michael Jordan
endorsing Gatorade.
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If you recognize the slogan, what kind of
advertisements is it?

• LOreal Because Im worth it!

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Brand Name Familiarity!!!
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What kind of advertisement is this?
Doesnt it make you want to go on a cruise!?!
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Thats right!!! Its a Status Appeal Ad.
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• Some ways companies advertise are
• Signs and Posters
• Flyers and Brochures
• Business Cards
• Promotional Events
• Networking (contacting family, friends, and
  business acquaintances)
• Word-of-Mouth
• Mass Media (Internet, newspaper, radio, and
  television)
• Telephone Sales

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With all of the products companies advertise
about, your job as a consumer becomes harder.
You must make decisions about what you want to
spend your money on and because companies want
your money, they will try to make it seem like
their product is the best. You have to decide if
it really is.
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Now its your turn!

• Keep in mind when you create your business, how
  will you advertise your company?