Advertising Notes

Chapter 4- Social, Ethical, and Regulatory Aspects of Advertising and Promotions * Activities online redirected back to social media accounts * Celebrities paid to tweet * FTC has rules about making people reveal that they’re really being paid to voice their opinions * We are being targeted with communication highlights that the social, ethical, and regulatory aspects of advertising are as dynamic and controversial as any of the strategic or creative elements of the process
The Social Aspect of Advertising * Positive- effect on consumer’s knowledge, standard of living, and feelings of happiness and well-being. * Negative- variety of social criticisms of advertising, ranging from the charge that advertising wastes resources and promotes materialism to the argument that advertising perpetuates stereotypes
Advertising Educates Consumers * Pros: advertising informs * Educates consumers, gives them info they need to make informed purchase decisions * Features, benefits, value * Reduces product search time * Communicates important social issues like responsible drinking * Cons: advertising is superficial and Intrusive * No good product info at all and hat it is so pervasive and intrusive to daily life that it is impossible to escape * Ads don’t carry enough actual product info * Biased, no pure info * Consumers are getting frustrated- * Advertisers need to pay attention to consumers aggravation with the clutter and intrusiveness of advertising for one very important reason- clutter and intrusiveness reduce the effectiveness of advertising * MySpace article* * Advertising improves the standard of living * Pro Advertising helps lower cost of production * Economies of scale- costs less to produce products in large quantities * Created by advertising contribution to stimulate demand * Products cost less