Short version for uni

1. ADVERTISING MYTHS

2. CONTENT
1. Intro
2. Myth 1
3. Myth 2
4. Myth 3
5. Myth 4
6. Myth 5
7. Conclusion
8. Questions

3. INTRO
Advertising (and marketing for that matter) has likely been around
almost as long as humanity itself.
From the moment our species first discovered the concept of
comparative advantage and began to barter amongst ourselves, the
shrewdest negotiators of the bunch began to develop the
psychological tactics and techniques that would eventually develop
into the fields of modern advertising and marketing.
However, there are plenty of popular myths and misconceptions that
surround the field of advertising even to this day. Let’s take a look at
5 of the most popular of these advertising myths, and see whether or
not they hold any water.

4. ADVERTISING IS A POWERFUL
FORCE THAT USUALLY
INCREASES BRAND AND
PRODUCT SALES
№1

5. REVEAL
Advertising successes can be dramatic, but they are rare.
Why?
 Noise level from competitors’ campaigns is high.
 Competition for scarce creative talent.
 Successful appeals are quickly copied.
Can be true about increasing a brand awareness, but not product
sales.

6. ADVERTISING’S EFFECTS
PERSIST FOR DECADES №2

7. REVEAL
Hysteresis: when the effects of advertising persist long after the
duration of the campaign.
Hysteresis: extremely rare.
(We remember some very advertisings and slogans. But it’s mostly
about some long-surviving brands).
Examples:
 Apple
 Wendy’s: Where’s the Beef?
All “ordinary” or new ads are just a simultaneous flow of info to forget
by auditory immediately.

8. THE MOST EFFECTIVE AD
APPEAL IS CLEAR
INFORMATION WITH STRONG
ARGUMENTS
№3

9. REVEAL
Three most common types of ad appeals:
 arguments (logical appeals)
 emotion (dramatic appeals)
 endorsements (associative appeals
Emotion tends to be most effective. Why?
 More interesting
 Require less concentration
 More vivid, easily remembered
 Harder to counter argue
 Lead more directly to action

10. “THE CUSTOMER IS
INTERESTED IN ME, MY
PRODUCT, OR WHAT I HAVE
TO SAY.”
№4

11. REVEAL
• The customer doesn’t care about you. If you make a fall, they change
you easily for another brand. Most of the customers don’t have time
to wait when you solve your problems.
• The customer cares about himself.
• If you talk about anything other than the customer’s own concerns,
you’ll lose his interest.

12. FOR AN AD TO BE REALLY
SUCCESSFUL, IT HAS TO BE
TOTALLY UNIQUE №5

13. REVEAL
• Research has shown that use of templates in advertising can be
very effective.
• Persuasion is a complex process. Templates have been
developed to maximize consumer acceptance of a message.
• Ads that break completely with tradition risk ignoring scientific
knowledge about persuasion.
• Uniqueness certainly helps draw attention, but does not
guarantee a successful creative.

14. CONCLUSION
An advertising industry requires advertisers take wisdom and
selective approaches to what they do. They should keep in minds
simple rules that will ease the life of their brand and products – those
like “Think about your audience first” or “Don’t overestimate the
effectiveness of your ad”.
Surely, the number of advertising myths is not strong, and there are
many other misconceptions that are often exploited by advertisers.
To my mind, not books and articles can help them avoid mistakes –
but deep understanding of three things: what they advertise, why and
for whom.

15. QUESTIONS
1. Why is it not correct that advertising increase sales?
2. Why do auditory tend to forget ads rapidly?
3. Which appeal in advertising is more effective and why?
4. What is more concerning for consumer – your brand or his needs?
5. What are the dangers to be too unique?
Info is taken from the book Effective Advertising: Understanding
When, How, and Why Advertising Works (by Gerard J. Tellis)
http://goo.gl/3so7wW