Advertising and other Promotional Activities

Misleading Information

High volume, complex, and constantly changing; often hard for consumers to evaluate.

Media Influence

News media can overdramatize; magazines/books may lack peer review and have no accuracy control.

Advertising & Marketing

Branch of media requiring most caution; often manipulative or exaggerated.

Marketing

Process of preparing a product or service for the marketplace.

Advertising

Process of making your product or service known to the marketplace.

Psychological Manipulation

Uses psychology and social science to influence consumer behavior and choices.

Puffery

Exaggerated praise without facts; uses opinions or generalities like “works wonders” or “new and improved.”

Weasel Words

Appear to make promises but give advertisers a way out (e.g., "may," "virtually," "up to").

Half-Truths

Statements that are technically true but misleading (e.g., “cholesterol free,” “naturally”).

Top 10 Power Words

New, Save, Safety, Proven, Love, Discover, Guarantee, Health, Results, You.

FTC (Federal Trade Commission)

Governs advertising (except prescription drugs); prevents false claims and price-fixing.

Pros of Advertising

Increases competition, lowers prices, gives consumers more information.

Cons of Advertising

Can help unqualified providers get business; increases demand and costs.

Hospital Marketing

Hospitals advertise due to high costs; promote services like fitness programs and cosmetic procedures.

Prescription Drug Marketing

Promoted to doctors via reps and gifts; directly to consumers through TV, internet, and magazines.

Direct-to-Consumer Drug Ads

Purpose is to sell drugs; up to 16 hours of ads per year; regulated to provide “adequate directions.”

Nonprescription Drug Ads

Regulated by FTC; must not mislead, but may still hide ingredients or use puffery/testimonials.

Food Advertising

Promotes unhealthy diets; 70% are high fat/sugar; targets kids and persuades parents.

Program-Length Infomercials

Long ads for products like weight loss; often use celebrities and may make deceptive claims.

Multi-Level Marketing (MLM)

Sales models like Amway or Mary Kay; anyone can join; many make misleading claims.

Telemarketing

Often intrusive; “Do Not Call” list protects consumers.

FDA

Labeling of foods, supplements, drugs, and medical devices.

FTC (again)

Oversees advertising of most products and services (except Rx drugs).

US Postal Service

Regulates products marketed through the mail.

State/Local Agencies

Control advertising within their own state or locality.