Course Notes- Week 1 (Sept. 21-25)
Course Notes- Week 1 (Sept. 21-25) Comm 2331
Popular in Strategic Communication Principles
Popular in Journalism and Mass Communications
This 3 page Class Notes was uploaded by Megan Hageman on Wednesday September 23, 2015. The Class Notes belongs to Comm 2331 at Ohio State University taught by Erik Nisbet in Summer 2015. Since its upload, it has received 74 views. For similar materials see Strategic Communication Principles in Journalism and Mass Communications at Ohio State University.
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Date Created: 09/23/15
COMM 2331 Weekly Notes Sept 2125 Chapter 21 Notes Evaluating the Social Ethical and Economic Aspects of Advertising and Promotion Ethics moral principles and values that govern the actions and decisions of an individual or group an action could be legal but not ethical marketers must consider the ethics of their advertisements Many consumers find advertisements misleading untruthful or deceiving offensive tasteless obnoxious etc Shock advertising when marketers use nudity sexual suggestiveness or other startling images to get consumers attention Advertising to children toys cereals candy fastfood restaurants Marketers like to advertise to children because they form opinions and can continue to use products throughout their lifetime Also they are very vulnerable as they lack knowledge and experience Consumer Socialization Process advertising is a part of life and children must learn to deal with it and acquire skills needed to function in the marketplace Advertising encourages materialism Materialism preoccupation with material things rather than intellectual or spiritual concerns Major contributor to materialism is advertising that seeks to create needs surrounds consumers with images of the good life and conveys that the product leads to happiness and contentment with life suggests material possessions are symbols of status social acceptance popularity etc Protestant Ethic stresses hard work and individual effort and initiative and views the accumulation of material possessions as evidence of success Informationpersuasion dichotomy even advertising that most observers would categorize as very informative is often very persuasive Stereotypes in Advertising Women preoccupied with beauty household duties and motherhood show lack of intelligence passivity and deference sex objects don t show changing role of women in our society African Americans Hispanics underrepresented in ads negative role portrayals Other Groups groups such as mental health groups gays etc companies are working towards appealing to these focus groups Economic Censorship the media avoid certain topics or even present biased news coverage in acquiescence to advertiser demands Economic Effects on Advertising Consumer choice advertisers use their power to limit options to a few well advertised brands differentiation products services are perceived as unique or better than competitors brand loyalty Competitionpower in the hands of large firms creates barriers to entry economies of scale Lecture Notes Sept 21 Experiments Lab Methods Adv control isolate factors Disadv lack of realism Field tests mix lab and survey methods to increase realism but lose some control Physiological involuntary Measures pupil dilation galvanic skin response eye tracking brain waves MRIs Data Mining tracking data on people who are consuming brands to find patterns in interests and needs Social Legal Economic Ethical Aspects of Strat Comm Persuasion in the Gov t Lobbying Promotional messages can in uence policy agendas Persuasion in media Double transaction sell products to consumers and sell our attention to advertisers Ads are primary source of revenue for newspapers magazines TV radio Media is dependent on ads Advertisers sometimes exert control over media Persuasion on audience Changes our tastes Price becomes less important Brand Loyalty Provides info More competition Lecture Notes Sept 23 Stereotypes Be aware what mental shortcuts we re offering Conscious of minorities Be aware of sexual ads Gender ethnic minority stereotypes Lecture Notes Sept 25 Film The Greatest Movie Ever Sold Exam Review Study guide also available