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Evaluating The Social, Ethical, And Economic Aspects Of Advertising And Promotion
 

Evaluating The Social, Ethical, And Economic Aspects Of Advertising And Promotion

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  • Chapter Twenty Two Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Evaluating The Social, Ethical, And Economic Aspects Of Advertising And Promotion Evaluating The Social, Ethical, And Economic Aspects Of Advertising And Promotion Presentation Transcript

  • Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Advertising and Promotion: Two Viewpoints Is More Propaganda Than Information Encourages A Higher Standard Of Living Is More Propaganda Than Information Creates Needs and Wants Among Consumers Creates Jobs and Helps New Firms Enter a Market Encourages A Higher Standard Of Living Provides Information © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Proponents Argue That Advertising and Promotion: Critics Argue That Advertising and Promotion Creates Needs and Wants Among Consumers Promotes Materialism, Insecurity and Greed Provides Information Creates Jobs and Helps New Firms Enter a Market Promotes Competition in The Marketplace Promotes Competition in The Marketplace
  • Ethics in Advertising and Promotion A Marketing or Promotion Action May Be Legal but Not Considered Ethical Not All Issues Can Be Regulated © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Ethics: Moral principles and values that govern the actions of and individual or group. Not All Issues Can Be Regulated A Marketing or Promotion Action May Be Legal but Not Considered Ethical Marketers Must Make Decisions Regarding the Appropriateness of Their Actions
  • The Miller Brewing Co. Promotes Responsible Drinking © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide
  • Advertising and Promotion as Untruthful or Deceptive General Mistrust of Advertising and Among Consumers. Many Do Not Perceive Ads As Honest or Believable Abuses Involving Sales Promotions Such As Contests, Sweepstakes, Premium Offers Unethical And/or Deceptive Practices Involving Mail Order, Telemarketing and Other Forms of Direct Marketing © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin General Mistrust of Advertising and Among Consumers. Many Do Not Perceive Ads As Honest or Believable Abuses Involving Sales Promotions Such As Contests, Sweepstakes, Premium Offers Unethical And/or Deceptive Practices Involving Mail Order, Telemarketing and Other Forms of Direct Marketing Internet Scams and Abuses
  • Advertising as Offensive or in Bad Taste Objections to Advertising Of Certain Products Use of Sexual Appeals And/or Nudity © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin + + + Objections to Advertising Of Certain Products Use of Sexual Appeals And/or Nudity Use of Shock Ads
  • Many People Found Benetton’s “Death Row” Ad Campaign Offensive © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Bijan Used Shock Advertising to Get Attention © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Advertising and Children © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Children's TV Watching Behavior Children between ages 2-11 watch on average 21.5 hours of TV per week and may see 22,000 commercials per year Television is an important source of information for children about products
  • Perspectives on Advertising to Children Children Must Learn Through the Socialization Process They Cannot Differentiate Between Programs and Commercials They Lack the Knowledge and Skills to Critically Evaluate Advertising Claims © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Consumer Advocates Argue That Children Are Vulnerable to Advertising Because: While Marketers Argue That: They Lack the Knowledge and Skills to Critically Evaluate Advertising Claims They Cannot Differentiate Between Programs and Commercials Children Must Learn Through the Socialization Process Need to Acquire Skills Needed To Function in the Marketplace
  • Social and Cultural Consequences of Advertising Does Advertising Encourage Materialism? Does Advertising Make People Buy Things They Don’t Need? © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Does Advertising Make People Buy Things They Don’t Need? Does Advertising Encourage Materialism? Is Advertising Just A Reflection of Society?
  • Advertising and Stereotyping Ethnic Stereotyping/ Representation of Minorities Portrayal of Women As Sex Objects Gender Stereotyping Portrayal of Women to Reflect Their Changing Role in Society © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Criticisms of Advertising With Regard to Stereotyping Portrayal of Women to Reflect Their Changing Role in Society Portrayal of Women As Sex Objects Ethnic Stereotyping/ Representation of Minorities Gender Stereotyping Portrayal of The Elderly
  • What is your opinion of this ad? Does This Ad Contain Cues That Are Sexually Suggestive? Is This Woman Portrayed As a Sex Object? © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Is This Woman Portrayed As a Sex Object? Does This Ad Contain Cues That Are Sexually Suggestive? Does This Ad Present an Image of Sexual Submissiveness?
  • Advertising is Used to Address Social Problems © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide
  • Using advertising to fight the war on drugs © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide
  • The U.S. Government Used Advertising To Discourage Drug Use © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Should Drug Use Be Linked With Terrorism? + +
  • Do Advertisers Control the Media? Advertising Is the Primary Source of Revenue for Newspapers, Magazines, and Television and Radio Networks and Stations The Media’s Dependence on Advertising For Revenue Makes Them Vulnerable To Control by Advertisers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advertising Is the Primary Source of Revenue for Newspapers, Magazines, and Television and Radio Networks and Stations Advertisers May Exert Control Over The Media by Biasing Editorial Content, Limiting Coverage of Certain Issues or Influencing Program Content The Media’s Dependence on Advertising For Revenue Makes Them Vulnerable To Control by Advertisers
  • Do Advertisers Control the media? Advertisers Need the Media More Than the Media Need Any One Advertiser They Must Report the News Fairly and Accurately to Retain Public Confidence © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin They Must Report the News Fairly and Accurately to Retain Public Confidence Advertisers Need the Media More Than the Media Need Any One Advertiser The Media Maintain Separation Between News and Business Departments “The Wall”
  • Role of Advertising in the Economy Providing Consumers With Information to Use to Make Purchase Decisions Making Consumers Aware of Products and Services © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin + Making Consumers Aware of Products and Services Providing Consumers With Information to Use to Make Purchase Decisions Encouraging Consumption and Fostering Economic Growth
  • The American Advertising Federation Promotes the Value of Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Economic Impact of Advertising
    • Effects on Consumer Choice
    • Differentiation
    • Brand Loyalty
    • Effects on Competition
    • Barriers to entry
    • Economies of scale
    © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • Effects on Consumer Choice
    • Differentiation
    • Brand Loyalty
    • Effects on product costs and prices
    • Advertising as an expense that increases the cost of products
    • Increased differentiation
    • Effects on Competition
    • Barriers to entry
    • Economies of scale
  • Advertising Helps New Competitors Enter the Market © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Do You Agree With Leo Burnett? © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin “ It must be said that without advertising we would have a far different nation, and one that would be much the poorer-not merely in material commodities, but in the life of the spirit.” These excerpters are from a speech given by Leo Burnett on the American Association or Advertising Agencies’ 50th anniversary, April 20,1967