Advertising

Puffery

• The legitimate exaggeration of advertising claims to overcome natural consumer skepticism

Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

The bundle of values

• Functional value
• Social value
• Psychological value
• Economic value
• Whatever else the consumer thinks is important

Three ways to differentiate products

• Perceptible
• Actual differences
• Easily seen
• Imperceptible
• Actual differences
• Can’t be seen
• Induced
• No actual differences
• Parity products

Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

Advertising is the nonpersonal communication of information, usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media

• Has been around for a long time
• We still don’t know what the Lascoux paintings were for

For the first few thousand years advertising promoted locations, services and “want ads”.

Ad written on a Roman tomb

• Weather permitting, 30 pairs of gladiators, furnished by A. Clodius Flaccus, together with substitutes in case any get killed too quickly, will fight May 1st, 2nd, and 3rd at the Circus Maximus. The fights will be followed by a big wild beast hunt. The famous gladiator Paris will fight. Hurrah for Paris! Hurrah for the generous Flaccus, who is running for Duumvirate.

• Under the ad was written:
• Marcus wrote this sign by the light of the moon. If you hire Marcus, he’ll work day and night to do a good job.
• Daniel Mannix, Those About to Die