2. AdvertisingAdvertising
Why? To persuade consumers to buy a product /serviceWhy? To persuade consumers to buy a product /service
Who? Used by manufacturers, retailers & serviceWho? Used by manufacturers, retailers & service
providersproviders
How? Advertising outlets:How? Advertising outlets:
newspapers/magazinesnewspapers/magazines
television/radiotelevision/radio
cinema/dvdscinema/dvds
buses/bus shelters/vansbuses/bus shelters/vans
bill boardsbill boards
sporting events/concertssporting events/concerts
t-shirts/labels/carrier bagst-shirts/labels/carrier bags
shop windowsshop windows
packets, leaflets, classified adspackets, leaflets, classified ads
internetinternet
3. Function of advertisingFunction of advertising
Introduce new productsIntroduce new products
Increase salesIncrease sales
To provide informationTo provide information
Though it adds to the cost of products it reduces theThough it adds to the cost of products it reduces the
cost to the public of TV, radio, concerts, festivals,cost to the public of TV, radio, concerts, festivals,
sporting events, newspapers and magazinessporting events, newspapers and magazines
4. Effective AdvertisingEffective Advertising
Appeals to the consumerAppeals to the consumer
Entices the consumer to try aEntices the consumer to try a
new/improved product or servicenew/improved product or service
5. Techniques/Language
Adverts portray products inAdverts portray products in bestbest possible waypossible way
NoNo faultsfaults pointed outpointed out
LanguageLanguage designed to work on our emotionsdesigned to work on our emotions
Advertising is designed around:Advertising is designed around:
love/romance humour/musiclove/romance humour/music
glamour envy/social acceptanceglamour envy/social acceptance
guilt colourguilt colour
fear/insecurity public figuresfear/insecurity public figures
Ads are aboutAds are about persuasionpersuasion
ThinkThink about the product don’t be misledabout the product don’t be misled
6. Control of advertising
Standards set to ensure consumers are not misledStandards set to ensure consumers are not misled
Some standards are legal some are voluntarySome standards are legal some are voluntary
Legal control:Legal control:
Consumer Information Act 1978Consumer Information Act 1978
EU Misleading Advertising DirectiveEU Misleading Advertising Directive
Employment Equality ActEmployment Equality Act
Voluntary controls:Voluntary controls:
Advertising Standards Authority of Ireland (ASAI)Advertising Standards Authority of Ireland (ASAI)
monitors ads to ensure they aremonitors ads to ensure they are
legal, decent, honest and truthfullegal, decent, honest and truthful
7. Advantages and Disadvantages of
Advertising
Advantages:
Gives information
Provides employment
Increases sales which
improves economy
Keeps down cost of
concerts, magazines, TV
etc…
Disadvantages:
Can mislead
Increases price of product
Causes dissatisfaction with
ordinary life
Encourages overspending
Can reinforce stereotypes
Can effect natural
environment eg. billboards
8. Marketing
A business that specialises in making products sellA business that specialises in making products sell
Techniques include:Techniques include:
AdvertisingAdvertising
PackagingPackaging
Sales promotions (free gift)Sales promotions (free gift)
Public relations activities eg. product sponsoring aPublic relations activities eg. product sponsoring a
charitycharity
9. Market ResearchMarket Research
Carried out by market research companies usingCarried out by market research companies using
questionnaires to discover likes and dislikes ofquestionnaires to discover likes and dislikes of
consumersconsumers
This information is used to develop products andThis information is used to develop products and
adverts etc. that appeal more to the target marketadverts etc. that appeal more to the target market
10. Shopping Outlets
Small independent shops e.g. often family runSmall independent shops e.g. often family run
Supermarkets e.g. SupervaluSupermarkets e.g. Supervalu
Department stores e.g. Brown ThomasDepartment stores e.g. Brown Thomas
Chain Stores e.g. DunnesChain Stores e.g. Dunnes
Voluntary Chain Stores e.g. Mace, SparVoluntary Chain Stores e.g. Mace, Spar
Specialist Shops e.g. clothes, butcher, bakerySpecialist Shops e.g. clothes, butcher, bakery
Discount Store e.g. ArgosDiscount Store e.g. Argos
11. Other Shopping OutletsOther Shopping Outlets
Shopping Centres e.g. BlanchardstownShopping Centres e.g. Blanchardstown
Street marketStreet market
Mobile shopMobile shop
Vending MachineVending Machine
AuctionsAuctions
Mail order e.g. Family AlbumMail order e.g. Family Album
Doorstep sellingDoorstep selling
Party Selling e.g. TupperwareParty Selling e.g. Tupperware
Online Shopping e.g. amazon.comOnline Shopping e.g. amazon.com
12. Changes in ShoppingChanges in Shopping
Self-serviceSelf-service
Expanding range of productsExpanding range of products
Closure of local shopsClosure of local shops
More chain storesMore chain stores
Shopping centresShopping centres
Weekly shoppingWeekly shopping
Few give creditFew give credit
Late night and Sunday shoppingLate night and Sunday shopping
Online shoppingOnline shopping
Barcodes and ScannersBarcodes and Scanners
Self checkout countersSelf checkout counters
13. Self ServiceSelf Service
AdvantagesAdvantages
Quick, convenientQuick, convenient
Browse & selectBrowse & select
Goods well displayedGoods well displayed
Goods priced clearlyGoods priced clearly
Lower staff cost,Lower staff cost,
less expensiveless expensive
Quick turnover,Quick turnover,
fresher goodsfresher goods
Wide range of productsWide range of products
DisadvantagesDisadvantages
Less personalLess personal
More difficult forMore difficult for
disabled and elderlydisabled and elderly
Tempts impulse buyingTempts impulse buying
Queuing at checkoutQueuing at checkout
No credit givenNo credit given
14. Shopping GuidelinesShopping Guidelines
Shop around, compare pricesShop around, compare prices
Use a listUse a list
Do a weekly shopDo a weekly shop
Avoid impulse buyingAvoid impulse buying
Make use of sales and special offersMake use of sales and special offers
Think of the environment , reusable bags, packaging,Think of the environment , reusable bags, packaging,
air miles, chemicals etc..air miles, chemicals etc..
15. Paying for goods and servicesPaying for goods and services
MethodMethod AdvantagesAdvantages DisadvantagesDisadvantages
CashCash Simple, cheapestSimple, cheapest Could lose the cashCould lose the cash
Debit CardDebit Card
(Laser)(Laser)
Can use over phone orCan use over phone or
internetinternet
Charge, can’t beCharge, can’t be
used for smallused for small
amountsamounts
Credit CardCredit Card 28 days interest-free28 days interest-free
creditcredit
High interest rateHigh interest rate
if debt not clearedif debt not cleared
ChequeCheque Useful for postalUseful for postal
paymentspayments
May involved bankMay involved bank
chargescharges
Direct DebitDirect Debit Bills paid for you onBills paid for you on
time by the banktime by the bank
Charged by bank.Charged by bank.
Risk of too manyRisk of too many
direct debitsdirect debits
16. Techniques used by shops toTechniques used by shops to
encourage spendingencourage spending
Music, warmth, smellsMusic, warmth, smells
Attractive displaysAttractive displays
Products at checkoutProducts at checkout
Luxuries at eye level,Luxuries at eye level,
essentials lower downessentials lower down
Essentials far awayEssentials far away
from checkoutfrom checkout
Heavy goods at entrance toHeavy goods at entrance to
get customers to take aget customers to take a
trolley e.g. vegetablestrolley e.g. vegetables
Associated items placedAssociated items placed
together eg.soft drinks/crispstogether eg.soft drinks/crisps
Special offers, free samples,Special offers, free samples,
2 for 3, buy 1 get 1 free etc..2 for 3, buy 1 get 1 free etc..
Loss LeadersLoss Leaders
17. Reasons For PackagingReasons For Packaging
Protects product from damage and contaminationProtects product from damage and contamination
Convenience – transporting, storing , sellingConvenience – transporting, storing , selling
Carries informationCarries information
Preservation – vacuum pack, cansPreservation – vacuum pack, cans
MarketingMarketing
Protects consumers from dangerous productsProtects consumers from dangerous products
18. Characteristics needed inCharacteristics needed in
Packaging MaterialsPackaging Materials
StrongStrong
HygienicHygienic
SafeSafe
Easy to openEasy to open
ResealableResealable
Reusable, recyclable or biodegradableReusable, recyclable or biodegradable
19. Forms of PackagingForms of Packaging
PaperPaper: plain, cardboard, waxed, laminated: plain, cardboard, waxed, laminated
(to make airtight and waterproof eg. milk(to make airtight and waterproof eg. milk
carton)carton)
PlasticPlastic: bags, cling film, cartons, boxes, bottles: bags, cling film, cartons, boxes, bottles
Metal:Metal: tin cans, aluminium cans, aluminium foil trays,tin cans, aluminium cans, aluminium foil trays,
aluminium foilaluminium foil
Glass:Glass: bottles or jars, plain or coloured glassbottles or jars, plain or coloured glass
20. Disadvantages of packagingDisadvantages of packaging
productsproducts
Adds to costAdds to cost
Can pollute environment esp if non-biodegradableCan pollute environment esp if non-biodegradable
Uses up non-renewable resources or natural resourcesUses up non-renewable resources or natural resources
eg. plastic (oil), paper (trees), metalseg. plastic (oil), paper (trees), metals
Packaging can deceivePackaging can deceive
Product may have to be bought in larger amounts thanProduct may have to be bought in larger amounts than
needed causing wasteneeded causing waste
21. Labelling – why?Labelling – why?
To identify productTo identify product
To provide consumer informationTo provide consumer information
To sell the productTo sell the product
22. Information on LabelsInformation on Labels
Contents/ingredientsContents/ingredients
Net weightNet weight
Brand nameBrand name
Storage instructionsStorage instructions
Instructions for useInstructions for use
Safety warningsSafety warnings
Manufacturers name andManufacturers name and
addressaddress
ColourColour
Number in packetNumber in packet
Care/cleaning instructionsCare/cleaning instructions
OriginOrigin
Quality/standardQuality/standard
Date stampDate stamp
SizeSize
24. Date StampDate Stamp
Use by:Use by: food must be eaten by this datefood must be eaten by this date
used on food with shelf life ofused on food with shelf life of <<6 weeks6 weeks
Sell By:Sell By: same as above butsame as above but
allows for 2/3 days storage at home after dateallows for 2/3 days storage at home after date
Best before:Best before: used on food with shelf life of 3-18monthsused on food with shelf life of 3-18months
25. Why instructions?Why instructions?
Labels often carry instructions for theLabels often carry instructions for the
storage/use/cooking/care/cleaning etc. of a productstorage/use/cooking/care/cleaning etc. of a product
To use the product correctlyTo use the product correctly
To avoid wasteTo avoid waste
For safety reasonsFor safety reasons
To avoid damaging the productTo avoid damaging the product
26. PricingPricing
By law the price of products must be :By law the price of products must be :
displayed on the product ordisplayed on the product or
on the shelf oron the shelf or
on a display near the producton a display near the product
Unit Price = price per unit eg. per gram or kg or litreUnit Price = price per unit eg. per gram or kg or litre
Foods sold loosely and weighed at time of purchaseFoods sold loosely and weighed at time of purchase
must have unit price displayed beside themmust have unit price displayed beside them
Some prepacked foods eg. cheese haveSome prepacked foods eg. cheese have
unit price per kilo on themunit price per kilo on them
In shops that use bar codes the unit price isIn shops that use bar codes the unit price is
displayed on the shelf along with the normal pricedisplayed on the shelf along with the normal price
Unit pricing makes it easier to compare pricesUnit pricing makes it easier to compare prices
27. Bar-codesBar-codes
Set of black lines and spaces printed on a productSet of black lines and spaces printed on a product
Read using a laser scanner at the checkoutRead using a laser scanner at the checkout
Every product has its own bar-codeEvery product has its own bar-code
Advantages:Advantages:
Stock and sales accounted forStock and sales accounted for
Individual pricing not necessary , display price on shelfIndividual pricing not necessary , display price on shelf
Detailed receipt giving product name & priceDetailed receipt giving product name & price
Quicker at checkoutQuicker at checkout