Comm 342 Chap 18: Social Impact, Responsibility, Ethics

Social Responsibility

A corporate philosophy based on ethical values

Demand Creation

An external message creates a want or need

Stereotype

The process of positioning a group of people in a unvarying pattern that lacks individuality and often reflects popular misconceptions

Marketing Imperialism

Marketing practices that result in imposing foreign cultural values on a local culture with different values and traditions

Cultural Imperialism

Imposing a foreign culture on a local culture; usually referred to as the impact of Western culture, products, and lifestyles on a more traditional culture

International Advertising

Advertising designed to promote the same product in a number of countries

False Advertising

Advertising that is misleading or simply untrue

Federal Trade Commission (FTC)

An independent agency of the US gov. that works to promote consumer protection and prevent fraudulent, deceptive, and unfair business practices

Puffery

Advertising or other sales representation that praises a product or service using subjective opinions, superlatives, and similar techniques that are not based on objective fact

Comparative Advertising

A message strategy that explicitly or implicitly compares the features of two or more brands

Endorsement/Testimonial

Any advertising message that consumers reasonably believe reflects the opinions, beliefs, or experiences of an individual, group, or institution

Blogola/Flogging

Company representatives who pose as consumers or paid bloggers who post endorsements as customer reviews online without the sponsorship being made known to readers

Ethics

A set of moral principles that guide our actions

Morals

The framework for separating right from wrong and identifying good behavior

Code of Ethics

The rules and standards for a system of socially responsible professional practice

Trademark

When a brand name or brand marl is legally protected through registration

United States Patent and Trademark Office (USPTO)

The US federal agency that reviews and assesses applications for trademarks and patents

Uniform Resource Locators (URLs)

Internet domain names that are registered and protected

Copyright

The owner or creator of certain types of original works who has the sole right to reproduce and distribute the work

Library of Congress

The largest library in the world; main research arm of the US Congress and the home of the US Copyright Office

Commercial Speech

Our legal right to say what we want to promote commercial activity, as defined by the First Amendment

Food and Drug Administration (FDA)

A US gov. agency responsible for protecting the public health by ensuring the effectiveness and safety of medications, biological products, medical devices, and the nation’s food supply

Federal Comm Commission (FCC)

A US gov. agency that regulates broadcast media and can eliminate ads that are deceptive or offensive

Cease-and-desist Order

An FTC remedy for false or deceptive advertising that requires an advertiser to stop its unlawful practices

Bureau of Alcohol, Tobacco, Firearms, and Explosives

The law enforcement agency in the US Department of Justice that regulates advertising of alcohol and tobacco products

United States Postal Service (USPS)

A independent agency of the US federal gov. responsible for providing postal service to households and businesses across the nation

Deceptive Advertising

Advertising that misleads consumers by making claims that are false or by failure to fully disclose important information

Claim Substantiation

The reasonable basis for making an assertion about product performance

Consent Decree

A formal FTC agreement with an advertiser that obligates the advertiser to stop its deceptive practices

Corrective Advertising

A FTC directive that requires an advertiser to run truthful ads to counter deceptive ads