Deceptive Advertising

Reduced Amount • Instead of raising prices, companies reduced the amount of product and keep the price the same

Increased Package Size • Large packaging leads consumers to believe that they are getting more

Marketing to Kids • Sugary cereals are at the eye level of children

Limit Supplies • Companies limit supplies to increase demand for product

Mark Up – Mark Down • Companies mark prices higher than market value and then offer big sales Mall Jewelry Store Price $2,000 Club Store Regular Price $485 Sales Price at 75% off is $500

Made Up Words • Companies make up words to impress customers “Cybertech Advanced” “Biotene enriched” “Nutrium therapy” “Oxy Powered”

Packaging Configurations • Companies use the shape and size of packaging to make the amount of the product seem more impressive

Slogans & Jingles • Companies use slogans & jingles to get their product or name stuck in your head • • • “Subway…eat fresh” “800-588-2300…Empire Today!” “Like a good neighbor, State Farm is there!

Testimonials • Companies use testimonials to convince you that “if they can do it, so can you”

Celebrity Endorsements • Companies use celebrities to sell products.

Exaggerating the Truth • Companies sell the idea that if you buy their product, you will be popular with the opposite sex

Appealing to a Desire for Affluence • Companies want you to aspire to a rich lifestyle. If you use their product, you will be or feel rich.

Scare Tactics • Companies play on the consumers’ fears

Imagery • Companies use fields full of flowers or a mountain spring to portray the idea that a product is “all natural”

Peer Pressure • Companies use peer pressure to sell product. You will be cool if you buy their product.

Mascots • Companies use mascots to help you remember their name or product.

Sex Sells • Companies use attractive people (who may be less than fully dressed) to sell products

Pander to Those Who Buy Your Product • Men are portrayed as less intelligent in commercials that are intended for women http://www.youtube.com/watch?v=s18TtmNmioQ

Looks Matter • Companies use color and graphics to “wow” customers

Demographics • Companies do research to target particular groups of people • • • • • Cereal commercials during cartoons Dating hotlines during late night shows Cleaning products advertised during daytime shows Beer commercials during football and baseball games College commercials during daytime shows

Infomercials • • High energy Sense of immediacy • • • • (i.e. “Order Now”, “Order in the next 5 minutes…”) • Free gifts • (i.e. “But wait! There’s more!”) Exaggeration of results Create a new “need” that didn’t exist before Payment plans • • Take off a payment Double the offer • Free product with separate “handling and processing” fee

Magic Bullet Running Time: 9 minutes http://www.youtube.com/watch?v=RtpKjgwi4Sc

ShamWOW Running Time: 2 minutes http://www.youtube.com/watch?v=QwRISkyV_B8

Snuggie Running Time: 2 minutes http://www.youtube.com/watch?v=GEgK4AADG74&feature=bf_prev&list=UU789mGjPa7dbUdwn64ojXVw

On Your Own