Salesmen depend upon the person-to-person approach in trying to persuade consumers to buy. Advertising, however, has to depend upon reaching consumers
1 through messages on radio and television, in the newspapers, or even on handbills
2 you in the street.
3 , the purpose of advertising is to sell goods. This means that the advertiser is going to try to
4 you think you want something—his something—whether you need it or not.
5 , the advertiser is
6 a demand for his product. This is fine. Remember, all the goods
7 today, have to be sold. And you cannot buy something if you do not know about it. Later, we shall discuss the pros and cons of advertising. First, let us see how advertisers try to reach the teenage consumer. Of course, many of the advertising gimmicks used to sell to teenagers are used to sell to adults
8 . All consumers have certain
9 needs or wants: food, clothing, and
10 . But those needs of most teenagers are provided for by their parents. Even here, though, advertisers
11 to teenagers because they know that the kind of food Mom buys or the furnishings in a teenage girl's room will be
12 determined by teenagers.
Teenagers are interested in bow much an item will cost. They are interested in whether they are getting
13 value for their dollars. They want to know what service they can
14 after buying the product. Advertisers let you know this. Teenagers, just like all other consumers, are
15 by brand names. Advertisers try to get teenagers used to a brand because they know that, in later years, the teenagers will
16 to this brand. Therefore, commercials are repeated over and over again
17 radio and television. We soon get to know them
18 . Some advertisers stay with
19 radio or television stars, and consumers come to associate a product with a famous person. Since teenagers spend a lot of time listening to the radio and watching television, this
20 of advertising is very important.