MK 4300 - Advertising - detailed CHP 3
MK 4300 - Advertising - detailed CHP 3 MK 4300
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This 6 page Class Notes was uploaded by Mariah Law on Sunday September 18, 2016. The Class Notes belongs to MK 4300 at Georgia State University taught by Thornton in Fall 2016. Since its upload, it has received 20 views. For similar materials see Advertising in Marketing at Georgia State University.
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Date Created: 09/18/16
CHAPTER 3: Brand Community and Society What is the Social Impact of Brand Communication? -Effective brand communication is about building brand integrity and to be trustworthy. -Making sure that the communication of the brand is consistent Social responsibility : responsibility based on ethics Demand creation : an external message creates a want or need Key debates about Impact on Society? -Can advertising create demand? *If people do not want the products, they will not buy them. But sometimes they will buy them and they did not think that they needed them Ex : 2002 Axe created the demand for men's body spray -does advertising mirror social values or shape them? -the balance between ads relfecting social values and creating them Ex: ultrathin models leading young children into eating disorders Argument : ads mirror values rather than sets them Shape v mirror debate – are ads to blame or other forces? -does advertising cause people to be too materialistic? Argument : ads heighten expectations and primes the audience to believe that the answer is always a product Ex : having a headache and taking a pill, when you could take a nap or drink more water to get rid of the headache -should audiences be protected from advertising? Argument : should children and elderly (seen as vulnerable) be protected from advertising? Should that be regulated? What are the Key Debates and issues about brand communication practices? Does brand communication fairly and accurately portray people? -diversity and stereotypes Stereotype : -cultural differences in global advertising Marketing imperialism : marketing practices that result in imposing foreign cultural values on a local culture with different vales and traditions International advertising : designed to promote the same product in several countries -sex appeal and body image -does it lead to self improvement or leading to a destructive path? -poor taste and offensive advertising *good taste is a difficult standard to apply because different things offend people at different times. Is advertising honest and transparent? advs claims are unethical if they are false, unethical or deceptive False advertising : message that is not true Misleading claims and puffery Puffery : praises a product/service using subjective opinions, superlatives, and similar techniques that are not based on objective fact *Puffery may be legal but can push away consumers Comparative advertising : features/compartes 2 + brands Endorsments and Demonstrations Endorsment/testimonial : any adveritsing message that consumers believe reflects the opinions, beliefs, or experiences oof an individual, group or institution Blogola : flogging, sponsored conversations What are some product-specific issues related to social responsibility? Controversial products Ex: pantyhose, condoms, firearms, gambling Unhealthy or dangerous products Ex: fast food, tobacco, liquor *marketing communication may be criticized because is the visible face of marketing Prescription drugs Communicator's Ethical Responsibilities Ethics : the right thing to do Morals : frameworks for right actions and are more stemmed from religion and philosophy Personal and professional ethics -must be aware of industry standards and ethics Professional code of ethics Code of ethics : rules and standards for a system of socially responsible professional practice Principles and practices for advertising ethics P1 : adv., public relations, marketing communications, news and editorial all share a common objective of truth and high ethical standards in serving the public P2 : have an obligation to exercise the highest personal ethics in the creation and dissemination of commercial information to consumers P3 : should clearly distinguish adv., public relations and corporate communications from news and editorial content and entertainment, online and offline P4: clearly disclose all material conditions, such as payment or receipt of a free product, affecting endorsements in social and traditional channels, as well as the identity of endorsers, all in the interest of full disclosure P5: treat consumers fairly based on the nature of the audience to whom the ads are directed and the nature of the product or service P6: should never compromise consumer's personal privacy in marketing communications, and their choice as to whether to participate in providing their information should be transparent and easily made P7: follow feral, state, and local advertising laws, and cooperate with industry self- regulatory programs P8: should discuss privately potential ethical concerns, and members of the team creating ads should be given permission to express internal their ethical concerns. International Standards and Codes Why and How is Brand Communication Regulated? Brand Communication's Legal Environment Trademark and Copyright Protection Trademark: brand, corporate, or store name, or a distinctive symbol that identifies the seller's brand and differentiates it from other brands Uniform Resource locators (URL) : internet domain names Copyright : the exclusive right to use or reproduce original work, such as advertising or package design Brand Communication and the First Amendment Commercial speech : speech that promotes commercial activity, only truthful commercials are protected International Laws and Regulations Indirect advertising : features a related product or idea instead of a primary (controversial) product The Regulatory Environment FTC - (unfairness, deception and violations) FDA – package labeling, ingredient listings for food and drugs FCC – broadcasting communications The impact of regulation The FTC and Children's Advertising The two sides : favored regulation because children can't evalutate advertising messages to make purchasing decisions v. opposed regulation because there are many self-regulatory mechanisms that exist and the proper place for restricting advertising to children was in the home. Regulating Deception Deceptive advertising : intended to mislead consumers by making claims that are false or failing to disclose important facts Misleading Reasonableness Injurious Regulating Substantiation Claim substantiation : the reasonable basis for making an assertion about product performance The FTC determines reasonableness by these factors : Type and specificity of claim Type of product Possible consequence Degree of reliance Type and accessibility of evidence What substantiation is reasonable Remedies for deception and unfair advertising Consent degree : a formal FTC agreement with the advertiser that obligates the advertiser to stop its deceptive practices If a complaint seems justified, the commission can follow several courses of action : Cease-and-desist orders : FTC remedy for false advertising that requires an advertiser to stop unlawful practices Corrective advertising : the requirement from the FTC to run truthful ads Consumer redress Media Review of Advertising -regulate advertising by screening and rejecting ads that vilate their standard of truth and good taste Ex : beer company in Utah, refusal for billboards because it could offend Morman population " Take Some Home for the Wives" Self Regulation Self discipline Organizations exercises self-discipline when it develops, uses and enforces norms within its own practices In-house review procedures Industry self-regulation The Advertising Review Council and the BBB Self-Regulation by Public and Community Groups -local group Advertiser Appeals to NARB \/ NARB panels review Findings of NAD and Appeal \/ NARB posts findings |-------------------------------------------------| \/ \/ Rejects appeal accepts appeal \/ \/ \/ Makes public notice refers to gov. reverses decision of NAD Agency
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