The Language of Advertising Claims by Jeffrey Schrank In the essay that follows, Jeffrey Schrank gives a list of the techniques advertisers employ to make claims for their products. Written by a teacher, this selection should serve as a tool: As you read it, consider additional ad claims that fit within each of Schrank's categories. Students, and many teachers, are notorious believers in their immunity to advertising.
Students from several organizations on campus sponsored a forum to debate the pros and cons of advertising. Student organizations representing consumers, journalists, marketers, entrepreneurs, and political scientists all had members in attendance.
Following are some of the comments made at the forum.
Several students defended advertising. It gives us easy access to all kinds of modern conveniences that solve everyday problems, it reduces human labor and housework, and it just make life easier.
Advertising addresses a variety of human needs. Advertising is a source of fulfillment and liberation.
Advertisers are showing much more sensitivity. Slice-of-life ads are typically produced when an advertiser wants to a. A second TV spot begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner.
Music plays in the background. The words "You Probably Know This. Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen. The litmus paper is removed, and it has turned a dark blue-green color. The Darker, The Harsher" is then superimposed.
A series of cuts reveals litmus paper being lowered onto different bars of wet soap. In each case, the strip turns a dark color.
The brand name of each bar of soap is superimposed underneath. Finally, litmus paper is lowered onto a bar of Ivory soap.
The paper remains yellow. Three superimpositions appear in succession: What is an important function of a slogan such as this?Recently many advertisers and agencies alike have been working on compensation programs called pay-for-results, that base the agency’s fee on the achievement of agreed-upon results.
Despite the explosion of new media in recent years cable television stations, direct marketing technologies, Web options, digital and mobile. Click inside to download the weekly Health Watch with why kids need to get dirty to stay healthy, a health tip to stay motivated at the gym, new research on girls and obesity and more.
ARE Midterm 1 Old T/F. STUDY. Advertising is only one area of the marketing mix, and it represents only one of many different IBP tools used in the marketing mix. True. Overall, media fragmentation is a big plus for consumers but a big headache for advertisers and agencies.
Chapter 2 – The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations TRUE/FALSE Overall, media fragmentation is a big plus for consumers but a big headache for advertisers and agencies.
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