Final Exam- ADPR

the social aspects of advertising:

1. advertising educates consumers

2.advertising improves the standard of living

3. advertising affects happiness and general well-being

4. advertising: demanding and deceitful or liberating and artful?

5. advertising has a powerful effect on the mass media

Advertising Educates Consumers (Pros/Cons)

Pro: advertising informs

Con: advertising is superficial and intrusive

Advertising improves the standard of living (Pros/Cons)

Pro: Economic effects of advertising lower the cost of products

Con: Advertising wastes resources and raises the standard of living only for some

Advertising affects happiness and general well-being (pros/cons)

Pro: advertising addresses a wide variety of basic human needs (physiological, safety, love and belonging, esteem, self-actualization)

Con: advertising creates needs

Pro: advertising only reflects society's priorities

Con: advertising promotes materialism

Advertising: Demeaning and Deceitful, or Liberating and Artful? (pros/cons)

Pro: advertisers are showing much more sensitivity

Con: advertising perpetuates stereotypes

Pro: advertising is a source of fulfillment and liberation

Con: advertising is often offensive

Pro: advertising is democratic art

Con: advertisers deceive via subliminal stimulation

Advertising has a powerful effect on the mass media (pros/cons)

Pro: advertising fosters a diverse and affordable mass media

Con: advertising affects programming

Ethics

moral standards and principles against which behavior is judged

deception

making false or misleading statements in an advertisement

Puffery

-The use of absolute superlatives like "Number One" and "Best in the World" in advertisements; legal

-superlatives are understood by consumers as simply the exaggerated commercial language of advertising and are interpreted by consumers as such

primary demand

demand for a product category rather than for a specific brand

unfair advertising

acts or practices that cause or are likely to cause substantial injury to consumers, which is not reasonably avoidable by consumers themselves, and not outweighed by the countervailing benefits to consumers or competition

vertical cooperative advertising

an advertising technique whereby a manufacturer and dealer (either a wholesaler or retailer) share the expense of advertising

comparison advertisements

Advertiser makes a comparison between the firm's brand and competitors' brands

monopoly power

the ability of a firm to make it impossible for rival firms to compete with it, either through advertising or in some other way; advertising spending can become a problem

advertising substantiation program

an FTC program initiated in 1971 to ensure that advertisers make available to consumers supporting evidence for claims made in ads

the FTC legislative mandates***

Act in 1914 to prohibit unfair methods of competition

the FTC's Regulatory Programs and remedies***

The application of legislation has evolved as the FTC exercises its powers and expands its role as a regulatory agency. This evolution of the FTC has spawned several regulatory programs and remedies to help enforce legislative mandates in specific situations.

consent order

an advertiser accused of running deceptive or unfair advertising agrees to stop running the advertisements in question, without admitting guilt

cease and desist order

An administrative or judicial order prohibiting a person or business firm from conducting activities that an agency or court has deemed illegal.

self-regulation

the promotion industry's attempt to police itself

NAD

maintains a permanent professional staff that works to resolve complaints with the advertiser and its agency before the issue gets to the NARB

NARB

operations arm for the Advertising Self-Regulatory Council (ASRC) which establishes the policies and procedures for advertising industry self-regulation

advertising agencies legal responsibilities

-legally responsible for the advertising it produces and is subject to reprisal for deceptive claims

-monitor activities of its people and the information that clients provide to the agency

Consumerism

the actions of individual consumers to exert power over the marketplace activities of organizations

behavioral targeting

A data collection method that utilizes a variety of technologies to anonymously track and compile individual consumer behaviors.

Spam

unsolicited email

Phishing

an identity theft tool that appears in the form of an E-mail or pop-up message; usually looks like it's from a legitimate financial institution and prompts you to provide your personal infromation in order to fix a problem with your account

click fraud

Occurs when an individual or computer program fraudulently clicks on an online ad without any intention of learning more about the advertiser or making a purchase

regulatory issues in sales promotion

-premium offers

-trade allowances

-contests and sweepstakes

-product/brand placement (insertion)

Premiums

Items offered free or at a minimal cost as a bonus for purchasing a product

Defamation

the action of damaging the good reputation of someone; slander or libel.

Slander

oral defamation and in the context of promotion would occur during tv or radio broadcast of an event involving a company and its employees

Libel

A written defamation of a person's character, reputation, business, or property rights.

Federal Trade Commission (FTC)

controls unfair methods of competition, regulates deceptive advertising, and has various programs for controlling the advertising process

Federal Communications Commission (FCC)

Prohibits obscenity, fraud, and lotteries on radio and television. Ultimate power lies in the ability to deny or revoke broadcast licenses.

Food and Drug Administration (FDA)

Regulates the labeling and safety of food, drugs, cosmetics, and medical products sold throughout the United States. can require special labeling for hazardous products such as household cleaners. prohibits false labeling and packaging.

Securities and Exchange Commission (SEC)

Regulates the advertising of securities and the disclosure of information in annual reports

U.S. Postal Service (USPS)

Responsible for regulating direct mail advertising and prohibiting lotteries, fraud, and misrepresentation. It can also regulate and impose fines for materials deemed to be obscene.

Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF)

most direct influence has been on regulation of advertising for alcoholic beverages. This agency was responsible for putting warning labels on alcoholic beverage advertising and banning active athletes as celebrities in beer ads. it has the power to determine what constitutes misleading advertising in these product areas.

Consumer Finance Protection Agency (CFPA)

broad oversight over consumer financial products such as credit cards, debit cards, prepaid cards, mortgages, money transfers, and payday loans. it requires that detailed disclosures for financial products are clearly presented to consumers, and protects against abuse and fraud.

creativity

the ability to consider and hold together seemingly inconsistent elements and forces, making a new connection

account executives (AEs)

The liaison between the agency and the client. The account executive is responsible both for managing all the agency's services for the benefit of the client and for representing the agency's point of view to the client.

account team

A group of people comprising many different facets of the advertising industry (direct marketing, public relations, graphic design, etc.) who work together under the guidance of a team leader to both interface with other members of the account team and team members of their own respective specialties.

creative brief

a guideline or blueprint for the marketing communication program that guides the creative process

cognitive style

an individual's preferred method for gathering information and evaluating alternatives

creative abrasion

Clash of ideas from which new ideas and breakthrough solutions can evolve

interpersonal abrasion

clash of people from which communication shuts down and new ideas get slaughtered

brainstorming

organized approach to idea generation in groups

3P's creativity framework

Indicates creativity is fostered by three inputs: people, process, and place.

Promote Brand Recall (objective)

to get consumers to recall its brand name first; that is, before any of the competitors' brand names

-method: repetition, slogans, jingles

link key attributes to the brand name (objective)

to get consumers to associate a key attribute with a brand name and vice verse

-method: unique selling proposition

Persuade the Consumer (objective)

to convince consumers to buy a product or service through high-engagement arguments

-method: reason-why ads, hard-sell ads, comparison ads, testimonials, demonstration, advertorials, infomercials

Affective Association Objective

to get the consumer to fell good about the brand

-method: feel-good ads, humor ads, sexual-appeal ads

scare the consumer into action (objective)

to get consumers to buy a product or service by instilling fear

-method: fear-appeal ads

change behavior by inducing anxiety (objective)

to get consumers to make a purchase decision by playing to their anxieties; often, the anxieties are social in nature

-method: anxiety ads, social anxiety ads

Define the Brand Image (objective)

to create an image for a brand by relying predominantly on visuals rather than words and argument

-method: image ads

Leverage social disruption and cultural contradictions

get the consumers to see the brand as a way to resolve these tensions and contradictions

-method: tie brand to social/cultural movement as a way to resolve cultural contradictions

situate the brand in a social context

give brand desired social meaning

-method: slice-of-life ads, product placement/short internet films, light-fantasy ads

Transform Consumption Experiences (objective)

create a feeling, image, or mood about a brand that is activated when the consumer uses the product or service

-method: transformational ads

evoked set

small list of brand names that comes to mind when a product or service category is mentioned

unique selling propositions (UPS)

a type of ad that strongly emphasizes a supposedly unique quality of the advertised brand

Testimonial

when an advocacy position is taken by a spokesperson in an advertisement; the value lies in the authoritative presentation of a brand's attributes and benefits by the spokes-person

infomercial

an advertiser typically buys from 5 to 60 min. of TV time and runs an information/entertainment program that is really an extended advertisement

media planner

the individual who formulates the media program stating where and when to place advertisements

creative team

the copywriters and art directors and account planners responsible for coming up with the creative concept for an advertising campaign

account planner

a member of the account management department who combines research and account strategy to act as the voice of the consumer in creating effective advertising

Copywriting

the process of crafting the meaning of a brand through words

headline

in an advertisement, large type designed to draw attention, communicate a key selling point, or achieves brand identification

subhead

a few words or a short sentence and usually appears above or below the headline

types of copywriting

headline, the subhead, and the body copy

straight-line copy

advertising copy that explains in straightforward terms why a reader will benefit from use of a product or service

Dialougue

delivers selling points of a message to the audience through a character or characters in the ad

Narrative

method for preparing body copy that simply displays a series of statements about a brand

direct response copy

Urgency of acting immediately is highlighted

copywriting for TV and video

-use the video

-support the video

-coordinate the video

-sell the brand as well as entertain the audience

-be flexible

-use copy judiciously

-reflect the brand personality and image

-build campaigns

writing copy for radio and podcast advertising

-capture attention and get to the point early

-use common, familiar language

-use short words and sentences

-stimulate the imagination

-repeat the brand name

-stress the main selling point(s)

-use sound and music with care

-tailor the copy to the time, place, and specific audience

copywriting for digital/interactive media

-long-copy landing page

-short-copy landing page

-long-copy email

-teaser email

-pop-up/pop-under ad

-pop-up/pop-under copy

-social media copy

long-copy landing page

Website copy designed to sell a product directly; the copy might equal the equivalent of a four- to eight-page letter to a potential customer.

short-copy landing page

brand offer that may be accessed by a consumer through a key word search and has the length and look of a magazine ad

long copy email

Copy written for an email message designed to offer the receiver incentives to buy the product and usually offers a link to a short-copy landing page.

teaser email

copy written for an email message that is a short message designed to drive readers to a long-copy landing page where they can order the brand directly

pop-up/pop-under ad

Little ads that involuntarily show up while browsing

pop-up/pop-under copy

Series of headlines and subheads without much or any body copy

social media copy

rarely has headlines or subheads but rather is more like pure copywriting

slogan/tagline

a short, catchy phrase that establishes an important idea, image, identity for a brand

art direction

-improvised technologies which facilitate better and more affordable illustration and the opportunity to rotate visuals

-inherent advantage of pictures to quickly demonstrate the values of a brand

-the ability to build brand "images" through visuals

-the legal advantage of pictures over words in that the truth or falsity of a picture is almost impossible

-pictures permit a certain type of global portability that words do not

Illustration

actual drawing, painting, photography, or computer-generated art that forms the picture in an advertisement

design

The structure (and the plan behind the structure) for the aesthetic and stylistic aspects of a print advertisement.

Principles of Design

relate to each element within an advertisement and to the arrangement of and relationship between elements as a whole

Balance

an orderliness and compatibility of presentation

formal balance

A symmetrical presentation in an ad—every component on one side of an imaginary vertical line is repeated in approximate size and shape on the other side of the imaginary line; creates mood of seriousness and directness and offers the viewer an orderly, easy-to-follow visual presentation

informal balance

asymmetrical; the optical weighing of non similar sizes and shapes

proportion

size and tonal relationships between different elements in an advertisement

order

sequence in terms of its effects on the readers "gaze motion"

three-point layout structure

A print ad design that establishes 3 elements in an as dominant forces; critical in creating gaze motion

parallel layout structure

employs art on the right hand side of the page and repeats the art on the left hand side

layout

a drawing or digital rendering of a proposed print advertisement showing where all the elements in the ad are positioned

Thumbnail

first drafts of an advertising layout

rough layout

The second stage of the ad layout process, in which the headline is lettered in and the elements of the ad are further refined.

comprehensive layout

the finished model of a print ad