Study Comm 644 - Exam 1 Flash Cards

 
Pile Management Card
Comm 644 - Exam 1

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juxtaposition
-an example of puffery
-a person smiling next to the product, giving a person good feelings about it.
Unthinking Support
-idea that most of us do not realize how much advertising exposure we experience everyday and how it shapes our attitudes and behaviors; we accept the saturation and allow our behavior to be shaped by it.

*How much money we spend on advertised products when we have a choice of buying brands that are unadvertised and are much cheaper.
*Ex) Paying for Cheerios vs. store brand – 80% of consumers spend the extra money on Cheerios.
*ex) When people voluntarily participate as advertisers with clothing logos.
Market Info Model
Which model applies?
Retail Advertising
First Amendment (5 Freedoms)
-speech
-religion
-press
-assembly
-petition
Market Power Model
Which model applies?
National Advertising
CPMS
-determines how much advertiser pay media companies
-cost per thousand people reached
6 Criticisms of Advertising
-makes people materialistic
-deceptive
-manipulative
-invades privacy
-poor source of information
-perpetuates stereotypes
Self-Regulation
-when an industry polices itself
*(NARC) National Advertising Review Council - (NAD) National Ad Division – regulates ads – reviews complaints from w/in the industry
3 Part Test to Determine Deceptive Ad
1) omission, representation or practice likely to mislead consumer
2) evaluated from perspective of reasonable consumer
3) omission/practice is material – affects consumer choice
FTC
-Federal commision that prevents unfair competition and monitors/stops deceptive ads
Requirements for Central Hudson Test
*Is ad misleading?
*Is there government interest in regulating the speech?
*Does regulation advance government interest?
*Is the regulation no more extensive than necessary?
5 First Amendment Freedoms
•Freedom of religion
•Speech
•Press
•Assembly
•Petition
Standards and Practices Department
-department of TV networks; determine which commercials can and cannot air on network television.
Chinese Wall
-describes the separation between editorial and advertising functions at a media outlet – helps avoid conflicts of interests
•Used to describe the relationship between the content function and the advertising function of mass media
*Editorial side of the Chinese Wall is strengthening, putting pressure on the advertising side – most often in financial ways.
3 Roles of Advertising in Society
1) Economic Role - advertising drives economy by driving the selling process
2) Information Role - presents info to help consumers make decisions on product purchasing
3) Entertainment Role - consumers entertained by commercials
Personal Selling
-personal communication that is not delivered through a mass mediated channel
Advertise Def.
•Simplest form; means: to give notice, to inform, to notify, or to make known
2 Techniques Media Companies Use to Construct Audiences
-1- Orient towards a Quantity Goal - large audience
-2- Orient towards a Niche Goal - particular, specific target audience
Principle of Relative Constancy
* The consumer’s proportion of economic support for the mass media is approximately constant to the general economy.
Advertising Literacy
-knowing enough about advertising and your own needs as to notice more advertising in your environment and be more in control of how it influences you.
Unconscious Advertising
-we do perceive the message but don’t think about it; the message gets into our subconscious w/out us knowing it.
Ratio of Ad time to Program time on Broadcast TV
-17 min of ads per hour
-40 ads per hour
Omission
-Product/Ad leaves out important information
*ex) Wonder Bread
*ex) Nissan promising $100 to everyone who test drives a car.
Implied Claim
-ad/product makes an indirect/suggestive claim
-ex) Propecia implied that it stopped hairloss when it only slowed it.
Express Claim
-ad/product makes a specific claim that is deceptive
-ex) Listerine helps prevent colds and relieve cold sores
Deception Definition
•An ad is deceptive if it contains a statement or an omission that: is likely to mislead a reasonable consumer AND is material
Central Hudson Test
-test for whether or not an ad is deceptive and should be restricted
*ex) Splenda saying product "made from sugar, tastes like sugar"
"Sweeps" Periods
-when the shows pump it up like with celeb stars, no re-runs
 tend to increase sample, focuses on individual markets
 Determines ad rates for the upcoming months
Niche Audience
-small audience, specifically targeted by media/advertisers
Media Companies
o Give: money (put money out to start), media content, audiences
o Receive: Profit
o Primary Customers: ADVERTISERS!
 Money comes from advertisers not the views
 Want to deliver “eyeballs” to the advertisers
 Need viewers to watch the shows so they can charge the advertisers more
 Create content to deliver the right audience
Advertisers
-companies that make products/advertise through the media
o Give: Money
o Receive: Media time/space to reach target
o Seek: Lowest cost/ relevant audience members
 Relevant  what audience members who will buy/ potentially buy the product
 Audience structure becomes extremely important
o Advertisers money funding this operation  they pay the media employees
Media Employees
o Bring: talent/skill
 Compensated for their talent/skills
 Write a TV show that draws a large audience
 Create what the consumers want
o Give: Income
o Type – creative, technical, administrative
Consumers
o Give: time and money
o Receive: entertainment and information
o Aggregate power: high – all of us (players) – the most powerful group!
o Individual power: low – little or if any power, no control over what is on
o Not in it to make a living, in it for entertainment, pleasure, information
4 Players of Media Industry
-1- Consumers
-2- Advertisers
-3- Media Companies
-4- Media Employees
Advertorial
-blending of advertising and editorial
Market Info Model
-advertising provides info
-lower prices
-reduced market power
-more competition
*non-convenience products - cars, computers, etc.
Market Power Model
-brand loyalty
-higher prices
-less competition
*convenience products - inexpensive, non-durable goods
Economies of Scale
-The more you make of a product, the cheaper it gets per item
Research Era
- new industry devoloped to research the most effective way to reach consumers and sell the info to advertisers
Creative Revolution
-tone of advertising changes
-1960's
-focus now on humor, story telling, image
Single-sponsorship Model
-one advertiser sponsors an entire show/channel
-scandals w/ game shows
Quaker Oats
-1st company to register a TM
-convinced consumers their product was superior/develop brand loyalty
Industrial Revolution
-population doubled
*more jobs because of factories
-urban society
-mass production
-mass communication
Subliminal Advertising
-any stimulus below our threshold to perceive it
-Doesn't work.
Puffery Def.
-Statements of opinion in ads
-ex) "the best of its kind"
"the most beautiful"
"the finest"
Brand Identity
-the psychological stuff that you associate with the brand/product
Immunization
-company trying to protect consumers from a competitor
-guard against opinion conversion; know how to protect yourself against a counter attack
Canalization Definition
- trying to maintain status quo, market to loyal customers
Opinion Creation
-the most important aspect of advertising NEW products
4 Goals of Advertising
1) Awareness
2) Influence
3) Product Differentiation
4) Branding
Product Placement
-Any paid placement of a product or brand to be in the show
Ad Creep
-ads creeping into new locations
-doctor’s office, public schools, above urinals
Ambient Advertising Definition
-advertising in regular environment
-ex) ad on shopping cart, cars, floors.
Public Relations Definition
-does not exchange money; generate media coverage by doing something interesting
Advertising Definition
-paid for by a sponsor
-persuasive angle
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