Week Four and Five: Image Is Everything AND What's the Plan and Is It Legal
Week Four and Five: Image Is Everything AND What's the Plan and Is It Legal ADV 3008
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This 4 page Class Notes was uploaded by maditaylor7 on Thursday February 4, 2016. The Class Notes belongs to ADV 3008 at Florida State University taught by Barry Solomon in Summer 2015. Since its upload, it has received 25 views. For similar materials see Principles of Advertising in Advertising at Florida State University.
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Date Created: 02/04/16
IMAGE IS EVERYTHING Purpose of Objectives: what the company wants to accomplish provides strategic direction DAGMAR: o D: Defining o A: Advertising o G: Goals for o M: Measured o A: Advertising o R: Results Elements of Advertising Objectives o Task: What the advertisement is designed to do ex. Increase Awareness for Campbells Soup o Audience: who? ex. Increase Awareness for Campbells Soup in 1825 year olds o Degree: the amount of change to achieve within a target ex. Increase Awareness for Campbells Soup in 1825 year olds by 20% o Time: scheduling ex. Increase Awareness for Campbells Soup in 1825 year olds by 20% by the end of 2016 Benefits of Specific Advertising Goals o people do better work when they have clear direction o keeps advertising on target o unity in the workplace/ common goal o specificity permits the ability to have measurements Positioning o relating to competition through a image and meaningful benefit o advertising does not change products WHATS THE PLAN AND IS IT LEGAL Comparative advertising— 2 legal requirements o comparisons are factual o differences are significant to the consumer not trivial endorsements o peeople habe to use it, can be only occasional though o use the brand but not exclusively o qualified to make expert judgements can’t talk about the thing because they aren’t qualified Corrective Advertising o Prospective not retrospective o Not punishment designed to correct already created deception from a previous ad o Resonable in relation to the violation — doesn’t mean equal not dollar for dollar— usually 25 cents on the dollar o No first amendment infringement Liable Parties o corporations o advertising agencies o spokespersons o retailers Special audiences o elderly o children— restrictions on types of ads, how often etc
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