Study Comm 644 Exam 3 Flash Cards

 
Pile Management Card
Comm 644 Exam 3

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"disease mongering"
-medicalizing something that is associated w/ everyday life
ex:) Adult ADD, Social Anxiety Disorder
"me too drug"
-new drugs that have the same chemical compositions of old ones.
Big Pharma
-large conglomerate of pharmaceutical companies
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
Public Communication Campaigns (PSA)
- mediated messages disseminated to large audiences in homes/communities
*intent to inform/influence/persuade
*noncommerical benefit
Socially Responsible Marketing
-an agreement between a nonprofit and a profit that promotes a social issue in connection w/ a product or company
Interstitial Ad
-type of online banner ad
- appear during transition from one pg to another
"Advertainments"
- short stories that use sponsorship and relatively minimal product placement
Product Immersion
-paid placement where product is an integral part of the story
ex: Junior Mints in Seinfeld
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
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
Direct Marketing Association (DMA)
-internet self-regulatory association
-says what's appropriate and inappropriate in use of email
Childrens' Online Privacy Protection Act
- internet regulation act
- websites must obtain parental permission before obtaining any type of personal info from children under 13
Keyword Marketing
-online ad
-tactic that specifically involves the appearance of web sites on search engine results
Home Page Takeover Ads
-online ad
-employs animation that takes over entire web page
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
Click Through Rates
-a way of measuring the success of an online ad
- # ppl who clicked on it/# times delivered
Skyscraper Ad
- type of online banner ad
- long, skinny ad aligned on the right side of a pg
Banner Ads
- type of online ad
- usually appears at the top of a web page
greenwashing
-other companies are seen as using socially related advertising messages merely to cover up for poor corporate practices overall.
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
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
Unintended Effects of Socially Responsible Advertising
- Alienation of consumers - consumers think it's a gimmick
- Misleading consumers
Intended Effects of Socially Responsible Advertising
- consumers educated about issues
- message attention, comprehension increase
- message credibility increase
- improve corporate image
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
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
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
Alcohol/Tobacco & Psychological Reactance
-Warning Labels have adverse effects on younger people
- restricted content becomes more attractive
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
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
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
3 Ways Tobacco Advertising is Regulated
- Bureau of Alcohol, Tobacco, Firearms (BATF) - taxation
- FCC - regulates electronic media
- FTC - regulates print advertising; mandates health warnings
Content Restrictions
- certain types of images are prohibited in messages for controversial products
4 Strategies Advertisers Use to Counteract Problematic Messages
1) Temperance/Moderation messages
2) Warning Labels
3) Content Restrictions
4) Tax Issues
Temperance/Moderation Messages
-informational messages used by advertisers that promotes education and moderation in the use of a controversial product
Tension Between advertising & 1st Amendment
-right to "free speech"
-right to ban product doesn't eliminate the right to ban speech about the product
3 Ways TV Contributes to Obesity
1) displacement of more active pursuits
2) increased energy intake
3) decreased energy expenditure
Company Philosophy
-controversial product
- companies that produce in 3rd world countries have questionable labor practices
Rite of Passage Products
- controversial product
- means of initiation into adult world
ex: cigarettes, alcohol, gambling
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
4) Unintended Effects of DTC Drug Advertising
1) incomplete info
2) information overload
3) costs of prescription drugs increase
4) challenge to physicians authority
3 Intended Effects of DTC Drug Advertising
1) Consumers learn info about health care
2) Trust in medications
3) increases awareness about diseases
Brand Advertising
- type of drug advertising
- messages that contain a brand name as well as product specific info about the drug
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
Health-Seeking Advertising (regulations)
-info on specific condition but does not mention a branded product, can include the pharmaceutical manufacturer
3 Categories of DTC Advertising
1) health seeking advertising
2) reminder advertising
3) brand advertising
Major Statement (Drug Advertising)
-a brief summary, in drug advertising, containing a drug's major risks and contraindications/side-effects
- set in 1999
Ways Drug Advertising has changed over the years
-until 1981 - advertising directed at physicians
DTC
Direct to Consumer Advertising
Ways that advertising is used in schools
- buses
- gyms
- athletic teams
- cafeteria tray liners
- Vending Machines
- Channel One
6-8 year olds
-Age group that is unable to understand advertising intent
-accept ad claims to be true
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