adpr exam 3 notes

substantiation

what is measurable or can be proven

- claims can be explicitly stated, implied, or demonstrated
- claims have to be backed up
- typically claims are tested in a lab, real world setting, or previous company documents are examined.

reasons for lack of respect in advertising

• pressures for short term earnings

• client pressures

• pressures to get and keep new business (agencies treating other agencies with lack of respect)

Kinds of Speech and Constitutional Protection

1) artistic expression (high protection)
2) political speech (high protection)
3) commercial speech (middle protection)
4) corporate speech (middle protection)
5) slander/hate speech (limited/no protection)

Ad Council

non profit org that helps produce public service advertising campaigns for gov agencies and other qualifying groups

Social Marketing

using marketing techniques to persuade consumers to adopt the behaviors advocated by a social cause

Going Native

Moral Myopia:

"If I succeed, my clients succeed, too. So it doesn't feel like stretching the truth is doing anything wrong."

Becoming so close to the client's corporation and priorities that one fails to raise and ask questions about ethics

For Profit Advertiser Partner Goals

Associate its product with a perceived social good, boosting its appeal to a market segment that shares that perception

Increase a broader market segment's perceptions of the enterprise as socially-engaged and responsible

Derive bottom line benefits from increasing market share in the targeted segment

Cons of Native Advertising

improperly exploits consumers' trust in a publisher or deceives them outright to influence their purchasing decisions

passing the buck

"All we do is reflect society back to itself"

-advertising is viewed as a mirror and they believe that these issues are already out in society

material

likely to affect a consumer’s choice or use of a product or service

FTC’s 3 part test

1. must be representation, omission, or practice that is likely to misled the consumer

2. must be viewed from the perspective of a reasonable consumer

3. must be a material act and likely to affect the consumer in some way

New FTC guidelines for Native Advertising

- Proximity/placement

- Prominence

- Clarity of meaning