Chapter 7

• Advertisements


  Messages used to provide information about goods and services to the public
• Advertisements

  • Goods and services providers usually have to pay a fee to advertise their product
• Functions of advertisements

  • Attract and persuade consumers to buy the products
  • Inform and educate the public
• Forms of advertisements

  • Print media (e.g. brochures, newspapers, magazines)
  • Electronic media (e.g. TV, radio, internet, social media)
• Print media advertisements

  • Use of text, images, and graphics to attract attention
• Electronic media advertisements

  • Use of audio, video, and interactive elements to reach large audiences
• Outdoor advertisements

  • Billboards, posters, bus/taxi ads
• Advertising techniques

  • Slogans and taglines
  • Appealing imagery
  • Emotional appeals
  • Celebrity endorsements
  • Sales and discounts
  • Jingles
• Advertisements can provide useful information about products and services
• Advertisements can also influence consumers to buy things they don't really need
• Advertisements may include promotions and good deals, but the cost of advertising may be added to the product price
• Consumers need to be discerning and not be misled by attractive advertisements
• Consumers should read the fine print, research the product, and compare prices before making a purchase