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| "disease mongering" |
-medicalizing something that is associated w/ everyday life
ex:) Adult ADD, Social Anxiety Disorder |
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johnwp06 Mon, 07 Jun 2010 18:31:08 GMT |
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| "me too drug" |
-new drugs that have the same chemical compositions of old ones. |
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johnwp06 Mon, 07 Jun 2010 18:31:08 GMT |
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| Big Pharma |
-large conglomerate of pharmaceutical companies |
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johnwp06 Mon, 07 Jun 2010 18:31:08 GMT |
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| Unintended Effects of PSA's |
-obfuscation - creation of confusing
-boomerang - opposite effect than
intended
-desensitization -
-culpability - reinforcement of the
belief that individuals
are responsible for
health problems
-opportunity cost - selection of
certain health
issues over others |
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johnwp06 Mon, 07 Jun 2010 18:27:58 GMT |
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| Public Communication Campaigns (PSA) |
- mediated messages disseminated to large audiences in homes/communities
*intent to inform/influence/persuade
*noncommerical benefit |
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johnwp06 Mon, 07 Jun 2010 18:27:58 GMT |
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| "Advertainments" |
- short stories that use sponsorship and relatively minimal product placement |
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johnwp06 Mon, 07 Jun 2010 18:11:53 GMT |
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| Product Immersion |
-paid placement where product is an integral part of the story
ex: Junior Mints in Seinfeld |
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johnwp06 Mon, 07 Jun 2010 18:08:55 GMT |
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| Von Resotorff Effect |
-intended effect of product placement
-any technique that increases the novelty of particular products or leads them to be unexpected enhances the recall of those products |
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johnwp06 Mon, 07 Jun 2010 18:08:55 GMT |
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| Product Placement |
-paid product message aimed at influencing a movie or other media audience through the planned and unobtrusive entry of a branded product into the medium's content
ex: having a brand visible in a scene |
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johnwp06 Mon, 07 Jun 2010 18:08:55 GMT |
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| Direct Marketing Association (DMA) |
-internet self-regulatory association
-says what's appropriate and inappropriate in use of email |
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johnwp06 Mon, 07 Jun 2010 18:08:55 GMT |
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| Childrens' Online Privacy Protection Act |
- internet regulation act
- websites must obtain parental permission before obtaining any type of personal info from children under 13 |
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johnwp06 Mon, 07 Jun 2010 17:59:25 GMT |
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| Keyword Marketing |
-online ad
-tactic that specifically involves the appearance of web sites on search engine results |
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johnwp06 Mon, 07 Jun 2010 17:59:25 GMT |
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| Home Page Takeover Ads |
-online ad
-employs animation that takes over entire web page |
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johnwp06 Mon, 07 Jun 2010 17:59:25 GMT |
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Pop-Up
vs.
Pop-Under |
-online ad
-display in a new browser until user interacts w/ them
vs.
-online ad
-display in a new browser underneath current browser |
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johnwp06 Mon, 07 Jun 2010 17:59:25 GMT |
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| Click Through Rates |
-a way of measuring the success of an online ad
- # ppl who clicked on it/# times delivered |
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johnwp06 Mon, 07 Jun 2010 17:53:06 GMT |
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| Skyscraper Ad |
- type of online banner ad
- long, skinny ad aligned on the right side of a pg |
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johnwp06 Mon, 07 Jun 2010 17:53:05 GMT |
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| Interstitial Ad |
-type of online banner ad
- appear during transition from one pg to another |
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johnwp06 Mon, 07 Jun 2010 18:14:13 GMT |
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| Banner Ads |
- type of online ad
- usually appears at the top of a web page |
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johnwp06 Mon, 07 Jun 2010 17:53:05 GMT |
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| greenwashing |
-other companies are seen as using socially related advertising messages merely to cover up for poor corporate practices overall. |
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johnwp06 Mon, 07 Jun 2010 17:45:01 GMT |
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| Well Baby Appeal |
- appeal; talks about why the problem is improving or perhaps not a problem any more, then discusses the company's role in achieving that status |
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johnwp06 Mon, 07 Jun 2010 17:45:01 GMT |
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| Sick Baby Appeal |
- appeal; focuses on the severity of the problem/issue. then the ad presents evidence of what the company plans to do to address the problem |
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johnwp06 Mon, 07 Jun 2010 17:45:01 GMT |
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| Unintended Effects of Socially Responsible Advertising |
- Alienation of consumers - consumers think it's a gimmick
- Misleading consumers |
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johnwp06 Mon, 07 Jun 2010 17:45:01 GMT |
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| Intended Effects of Socially Responsible Advertising |
- consumers educated about issues
- message attention, comprehension increase
- message credibility increase
- improve corporate image |
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johnwp06 Mon, 07 Jun 2010 17:39:47 GMT |
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| 3 Types of Socially Responsible Advertising |
1) Social issues linked w/ specific products
ex: Folgers promotes music in schools
2) Social Issues linked w. Corporations
ex: Bennetton advertising featuring HIV awareness
3) Corporations Donations to Specific Issues |
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johnwp06 Mon, 07 Jun 2010 17:39:47 GMT |
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| Socially Responsible Marketing |
-an agreement between a nonprofit and a profit that promotes a social issue in connection w/ a product or company |
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johnwp06 Mon, 07 Jun 2010 18:15:36 GMT |
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| Social Marketing |
- the process of using marketing techniques to persuade a consumer to adopt behaviors advocated by a social cause
ex:) TV ad encouraging people to recycle, sponsored by a plastic or glass manufacturer |
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johnwp06 Mon, 07 Jun 2010 17:39:47 GMT |
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| Types of Imagery Associated w/ Alcohol/Tobacco Ads |
- athletic activities
- alcohol - reward at the end of the day
- tobacco - connect smoking w/ beautiful, clean, tropical locations & healthy outdoor lifestyles |
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johnwp06 Mon, 07 Jun 2010 16:32:47 GMT |
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| Alcohol/Tobacco & Psychological Reactance |
-Warning Labels have adverse effects on younger people
- restricted content becomes more attractive |
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johnwp06 Mon, 07 Jun 2010 16:32:47 GMT |
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| Criticisms/Concerns of Tobacco/Alcohol Advertising |
-MSA not working
- children still advertised to
ex: Joe Camel
-College Students & Alcohol
- Inner City neighborhoods
- women - fastest growing group of smokers |
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johnwp06 Mon, 07 Jun 2010 16:22:48 GMT |
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| Master Settlement Agreement |
- states brought lawsuits to Big Tobacco for many issues:
-46 states received funding from Big Tobacco for prevention
- tobacco billboards were taken down
- tobacco couldn't be advertised towards people under age of 18 |
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johnwp06 Mon, 07 Jun 2010 16:22:48 GMT |
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| 2 Ways Alcohol Advertising is Regulated |
- FTC - regulates alcohol ads if it's deceptive or unfair
- BATF - regulates alcohol labeling/ads if they're deceptive or misleading |
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johnwp06 Mon, 07 Jun 2010 16:22:48 GMT |
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| 3 Ways Tobacco Advertising is Regulated |
- Bureau of Alcohol, Tobacco, Firearms (BATF) - taxation
- FCC - regulates electronic media
- FTC - regulates print advertising; mandates health warnings |
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johnwp06 Mon, 07 Jun 2010 16:22:48 GMT |
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| Content Restrictions |
- certain types of images are prohibited in messages for controversial products |
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johnwp06 Mon, 07 Jun 2010 16:05:21 GMT |
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| 4 Strategies Advertisers Use to Counteract Problematic Messages |
1) Temperance/Moderation messages
2) Warning Labels
3) Content Restrictions
4) Tax Issues |
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johnwp06 Mon, 07 Jun 2010 16:05:21 GMT |
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| Temperance/Moderation Messages |
-informational messages used by advertisers that promotes education and moderation in the use of a controversial product |
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johnwp06 Mon, 07 Jun 2010 16:05:21 GMT |
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| Tension Between advertising & 1st Amendment |
-right to "free speech"
-right to ban product doesn't eliminate the right to ban speech about the product |
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johnwp06 Mon, 07 Jun 2010 16:05:21 GMT |
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| Company Philosophy |
-controversial product
- companies that produce in 3rd world countries have questionable labor practices |
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johnwp06 Mon, 07 Jun 2010 15:57:12 GMT |
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| Rite of Passage Products |
- controversial product
- means of initiation into adult world
ex: cigarettes, alcohol, gambling |
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johnwp06 Mon, 07 Jun 2010 15:57:12 GMT |
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| 4 Types of Controversial Products Advertised |
1) Rite of Passage products
2) Sexually oriented products
3) Products that make blatantly excessive promises
4) Company Philosophy |
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johnwp06 Mon, 07 Jun 2010 15:57:12 GMT |
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| 4) Unintended Effects of DTC Drug Advertising |
1) incomplete info
2) information overload
3) costs of prescription drugs increase
4) challenge to physicians authority |
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johnwp06 Mon, 07 Jun 2010 15:52:49 GMT |
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| 3 Intended Effects of DTC Drug Advertising |
1) Consumers learn info about health care
2) Trust in medications
3) increases awareness about diseases |
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johnwp06 Mon, 07 Jun 2010 15:52:22 GMT |
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| Brand Advertising |
- type of drug advertising
- messages that contain a brand name as well as product specific info about the drug |
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johnwp06 Mon, 07 Jun 2010 15:52:22 GMT |
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| Reminder Advertising |
- type of drug advertising
- contains a brand name but does not make any claims about the product or mention what the drug is used for |
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johnwp06 Mon, 07 Jun 2010 15:52:22 GMT |
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| Health-Seeking Advertising (regulations) |
-info on specific condition but does not mention a branded product, can include the pharmaceutical manufacturer |
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johnwp06 Mon, 07 Jun 2010 15:43:19 GMT |
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| 3 Categories of DTC Advertising |
1) health seeking advertising
2) reminder advertising
3) brand advertising |
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johnwp06 Mon, 07 Jun 2010 15:43:19 GMT |
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| Major Statement (Drug Advertising) |
-a brief summary, in drug advertising, containing a drug's major risks and contraindications/side-effects
- set in 1999 |
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johnwp06 Mon, 07 Jun 2010 15:43:19 GMT |
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| Ways Drug Advertising has changed over the years |
-until 1981 - advertising directed at physicians |
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johnwp06 Mon, 07 Jun 2010 15:43:19 GMT |
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| DTC |
Direct to Consumer Advertising |
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johnwp06 Mon, 07 Jun 2010 15:35:12 GMT |
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| 3 Ways TV Contributes to Obesity |
1) displacement of more active pursuits
2) increased energy intake
3) decreased energy expenditure |
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johnwp06 Mon, 07 Jun 2010 15:58:59 GMT |
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| Ways that advertising is used in schools |
- buses
- gyms
- athletic teams
- cafeteria tray liners
- Vending Machines
- Channel One |
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johnwp06 Mon, 07 Jun 2010 15:35:12 GMT |
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| 6-8 year olds |
-Age group that is unable to understand advertising intent
-accept ad claims to be true |
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johnwp06 Mon, 07 Jun 2010 15:35:12 GMT |
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