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Shopping
© PDST Home Economics
AdvertisingAdvertising Why? To persuade consumers to buy a product /serviceWhy? To persuade consumers to buy a product /service Who? Used by manufacturers, retailers & service Who? 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 ads packets, leaflets, classified ads
internetinternet
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 Though it adds to the cost of products it reduces
the cost to the public of TV, radio, concerts, the cost to the public of TV, radio, concerts, festivals, sporting events, newspapers and festivals, sporting events, newspapers and magazinesmagazines
Effective AdvertisingEffective Advertising
Appeals to the consumerAppeals to the consumer Entices the consumer to try a Entices the consumer to try a
new/improved product or servicenew/improved product or service
Techniques/Language
Adverts portray products in Adverts portray products in bestbest possible way possible way No No faultsfaults pointed out pointed out LanguageLanguage designed to work on our emotions designed 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 about Ads are about persuasionpersuasion ThinkThink about the product don’t be misled about the product don’t be misled
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 are monitors ads to ensure they are
legal, decent, honest and truthfullegal, decent, honest and truthful
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
Marketing
A business that specialises in making products A business that specialises in making products
sellsell
Techniques include: Techniques include:
AdvertisingAdvertising
PackagingPackaging
Sales promotions (free gift)Sales promotions (free gift)
Public relations activities eg. product sponsoring Public relations activities eg. product sponsoring a charitya charity
Market ResearchMarket Research
Carried out by market research companies using Carried out by market research companies using questionnaires to discover likes and dislikes of questionnaires to discover likes and dislikes of consumersconsumers
This information is used to develop products and This information is used to develop products and adverts etc. that appeal more to the target adverts etc. that appeal more to the target marketmarket
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
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
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 credit Few give credit Late night and Sunday Late night and Sunday
shoppingshopping Online shoppingOnline shopping Barcodes and ScannersBarcodes and Scanners Self checkout countersSelf checkout counters
Self ServiceSelf Service
AdvantagesAdvantages Quick, convenientQuick, convenient Browse & selectBrowse & select Goods well displayed Goods 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 Wide range of
productsproducts
DisadvantagesDisadvantages Less personalLess personal More difficult for More difficult for
disabled and elderlydisabled and elderly Tempts impulse buyingTempts impulse buying Queuing at checkout Queuing at checkout No credit givenNo credit given
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, Think of the environment , reusable bags,
packaging, air miles, chemicals etc..packaging, air miles, chemicals etc..
Paying for goods and Paying for goods and servicesservices
MethodMethod AdvantagesAdvantages DisadvantagesDisadvantages
CashCash Simple, cheapestSimple, cheapest Could lose the Could lose the cashcash
Debit Card Debit Card
(Laser)(Laser)Can use over phone Can use over phone or internetor internet
Charge, can’t be Charge, can’t be used for small used for small amountsamounts
Credit CardCredit Card 28 days interest-free 28 days interest-free creditcredit
High interest rate High interest rate if debt not clearedif debt not cleared
ChequeCheque Useful for postal Useful for postal paymentspayments
May involved bank May involved bank chargescharges
Direct DebitDirect Debit Bills paid for you on Bills paid for you on time by the banktime by the bank
Charged by bank.Charged by bank.
Risk of too many Risk of too many direct debitsdirect debits
Techniques used by shops Techniques used by shops to encourage spendingto encourage 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 away Essentials far away
from checkoutfrom checkout
Heavy goods at entrance to Heavy goods at entrance to get customers to take a get customers to take a trolley e.g. vegetablestrolley e.g. vegetables
Associated items placed Associated items placed together eg.soft together eg.soft drinks/crispsdrinks/crisps
Special offers, free samples, Special offers, free samples, 2 for 3, buy 1 get 1 free 2 for 3, buy 1 get 1 free etc..etc..
Loss LeadersLoss Leaders
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
Characteristics needed in Characteristics needed in Packaging MaterialsPackaging Materials
StrongStrong
Hygienic Hygienic
SafeSafe
Easy to openEasy to open
ResealableResealable
Reusable, recyclable or biodegradableReusable, recyclable or biodegradable
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 tin cans, aluminium cans, aluminium foil trays, trays,
aluminium foilaluminium foil
Glass:Glass: bottles or jars, plain or coloured glass bottles or jars, plain or coloured glass
Disadvantages of Disadvantages of packaging productspackaging products
Adds to cost Adds to cost
Can pollute environment esp if non-biodegradableCan pollute environment esp if non-biodegradable
Uses up non-renewable resources or natural Uses up non-renewable resources or natural
resources eg. plastic (oil), paper (trees), metalsresources eg. plastic (oil), paper (trees), metals
Packaging can deceive Packaging can deceive
Product may have to be bought in larger amounts Product may have to be bought in larger amounts
than needed causing wastethan needed causing waste
Labelling – why?Labelling – why?
To identify productTo identify product
To provide consumer informationTo provide consumer information
To sell the productTo sell the product
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 and Manufacturers name and
addressaddress
ColourColour
Number in packetNumber in packet
Care/cleaning instructionsCare/cleaning instructions
OriginOrigin
Quality/standardQuality/standard
Date stampDate stamp
SizeSize
Food LabellingFood Labelling
See textbookSee textbook
Date StampDate Stamp
Use by:Use by: food must be eaten by this date food must be eaten by this date
used on food with shelf life of used on food with shelf life of <<6 weeks6 weeks
Sell By:Sell By: same as above but same as above but
allows for 2/3 days storage at home after allows for 2/3 days storage at home after datedate
Best before:Best before: used on food with shelf life of 3- used on food with shelf life of 3-18months18months
Why instructions?Why instructions?
Labels often carry instructions for the Labels often carry instructions for the storage/use/cooking/care/cleaning etc. of a storage/use/cooking/care/cleaning etc. of a productproduct
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
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 or on 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 purchase Foods 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 have Some 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 is In 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 prices Unit pricing makes it easier to compare prices
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 Individual pricing not necessary , display price on
shelfshelf Detailed receipt giving product name & priceDetailed receipt giving product name & price Quicker at checkoutQuicker at checkout