advertising quiz 2

1. Why is advertising regulated?

To ensure truthfulness, protect audiences, maintain ethical standards, and prevent harmful practices.

2. Main forms of advertising review

Public/community review, media review, government regulation, industry self-regulation.

3. Public/Community review

Conducted by local or consumer activist groups to monitor misleading or offensive ads.

4. Media review

Media organizations can screen and reject ads that violate standards of truth or good taste.

5. Government regulation

Uses laws and regulations to protect consumers and enforce fair advertising practices.

6. Industry self-regulation

Involves professional discipline and peer review to uphold ethical advertising standards.

7. Intellectual property in advertising

Covers legal rights protecting creative works, trademarks, and copyrighted material.

8. Trademark

A brand, corporate name, or symbol that identifies and differentiates a seller’s brand.

9. Copyright

Provides exclusive rights to reproduce or use original creative works like ads or designs.

10. International laws in advertising

Some ads are banned; promotions may be legal in one country but illegal in another.

11. Privacy in international advertising

Direct marketing is restricted in some countries (e.g., seen as invasion of privacy in Europe).

12. Self-discipline

Advertisers/agencies develop internal review systems, including legal checks, to ensure ethical ads.

13. Industry self-regulation

Norms are enforced by industry groups, often the most effective form of regulation.

14. Public & community group regulation

Local and consumer groups act as watchdogs against unethical or harmful advertising.

15. Morals

Frameworks of right action based on religion and philosophy, influencing advertising ethics.

16. Ethics

Standards of “shoulds” and “oughts” that guide responsible advertising practices.

17. Personal ethics in advertising

Rely on moral compass, intuition, and courage to speak against misleading or manipulative ads.

18. Professional ethics

Industry codes of ethics provide guidance for what is considered acceptable in advertising.

19. International standards & codes

Each country may have unique ad codes, e.g., Singapore (family values), Malaysia (local production).

20. Examples of international codes

Netherlands (Ethical Office), Sweden (Responsible Editor), showing global variations in ethics.

1. What is communication?

The process of establishing commonness of thought and sharing meaning between individuals or organizations and individuals.

2. Interactive Communication Model – Key Elements

Source/Sender, Coded Message, Channel, Decoded Message, Receiver.

3. Interactive Communication Model – Process

Sender encodes → sends through channel → receiver decodes → feedback loops back to sender.

4. What makes communication interactive?

Both sender and receiver act as encoders and decoders, creating two-way feedback.

5. Advertising Communication Model – Source

Advertiser, with specific objectives.

6. Advertising Communication Model – Message

Encoded by agency into advertising content.

Advertising Communication Model – Media Mix

Channels used to deliver the message to target audiences.

Advertising Communication Model – Receiver

Consumer reception and response: perceive, understand, feel, connect, believe, act.

Advertising Communication Model – Feedback

Consumer responses return to advertiser, influencing future communication.

Advertising Communication Model – External Noise

Factors like public opinion, competition, and marketing strategies.

Advertising Communication Model – Internal Noise

Consumer-related factors such as needs, attitudes, opinions, and information processing.

Communication Objectives in Advertising

Perception, Emotion/Affective, Cognition, Association, Persuasion, Behavior.

Consumer Response – Perception

See/hear the message.

Consumer Response – Emotion/Affective

Feel something about the message or brand.

Consumer Response – Cognition

Understand and learn about the product.

Consumer Response – Association

Connect brand with meaning, symbolism, or experiences.

Consumer Response – Persuasion

Consumer Response – Persuasion

Consumer Response – Persuasion

Act through trial, purchase, advocacy, or avoidance.

Drivers of Perception

Exposure, selection, attention, interest, awareness, recognition.

Drivers of Emotion

Want/desire, feelings, liking, resonance.

Drivers of Cognition

Need recognition, cognitive learning, differentiation, recall.

Drivers of Association

Symbolism, conditioned learning, transformation.

Drivers of Persuasion

Motivation, influence, involvement, conviction, credibility, preference, loyalty.

Drivers of Behavior

Trial, buying, contacting, advocating, referral, avoidance.

AIDA Model – Origin

Developed by St. Elmo Lewis in 1900.

AIDA Model – Stages

Attention → Interest → Desire → Action.

Think/Feel/Do Model

Strategic planning tool (FCB Model, 1970s): think about message, feel about brand, do something.

Domains Model (Moriarty)

Messages impact consumer responses simultaneously: perception, learning, persuasion.

Facets of Effects Model – Components

Perception, Emotion, Cognition, Association, Persuasion, Behavior.

Facets of Effects Model – Purpose

Explains how advertising messages generate diverse consumer responses beyond purchase.