This document summarizes different perspectives on the social, ethical and economic aspects of advertising. It discusses both proponent and critic arguments regarding how advertising provides information to consumers but can also promote materialism and create unnecessary consumer needs and wants. The document also examines issues around ethics in advertising such as regulating misleading practices and marketers deciding what is appropriate. It analyzes economic impacts like how advertising can change consumer tastes but also lower sensitivity to price and build brand loyalty.
The document discusses advertising campaigns and provides details on various aspects related to developing an effective advertising campaign. It defines an advertising campaign as a series of advertisement messages that share a single theme or idea. The critical part is determining the champion theme, which sets the tone for the individual ads. An advertising campaign is an organized series of ads with identical or similar messages over a period of time. The document also discusses types of advertising campaigns based on geographical spread, purpose, and media used. It provides examples of different campaign types like those using word hooks, character hooks, or repeatable themes. Finally, it discusses considerations for planning an advertising campaign like identifying the problem, selecting the target audience, budget, and post-testing.
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
This document provides an overview of key concepts in marketing communications. It discusses marketing communications theory, the marketing communications industry, and ethics in marketing communications. Specifically, it defines marketing communications, outlines models of communication processes, describes the roles of opinion leaders and opinion formers, examines the marketing communications industry structure and agencies, and discusses ethical issues and decision-making models in marketing.
This document discusses client-agency relationships in advertising. It defines a client-agency relationship as one between an advertiser and advertising agency that requires trust and collaboration to be effective. The document outlines factors that contribute to effective relationships, such as agencies not advertising for competitors and clients paying bills promptly. It also describes the advertising process, key agency departments like account services and creative, and sources of agency income. Overall, the document provides an overview of important aspects of client-agency relationships in advertising.
An advertising campaign is a series of coordinated advertisements that share a single theme or idea. Nike launched its iconic "Just Do It" campaign in 1988 to help drive its comeback against rival Reebok in the sportswear market. The campaign was successful because it tapped into the 1980s fitness craze and consumer desire for a healthy lifestyle. It used celebrity endorsements and humorous but motivating ads to convince people to exercise and view Nike sneakers as essential for an active lifestyle. The coordinated, identifiable campaign stayed on message and helped Nike expand its business beyond runners to a mass market.
This document discusses product placement as a marketing technique. It defines product placement as subtly promoting products through appearances in media. Companies often pay fees to have their products featured. Examples are given of successful product placements boosting sales. The benefits of product placement include exposure, audience captivation, and bypassing advertising regulations. Challenges include lack of control over context and potential negative audience reactions.
The document discusses key concepts in brand management including:
1) It defines what a brand is - a name, term, sign, symbol or design that identifies a seller's goods/services and differentiates them from competitors.
2) It explains the importance of brands to companies as drivers of financial performance and most valuable assets, and to customers as risk reducers and promises of quality.
3) It outlines the stages of brand evolution from unbranded to iconic brands, and how the application of "brand" has changed over time.
4) It discusses challenges in maintaining brand associations and revitalizing brands.
The document discusses message strategies for advertising. It defines message strategy as the major selling idea that emerges as the strongest singular claim about a product or service that has broad appeal. It outlines four types of messages and explains that message consistency involves alignment between what a company says, does, and what others say about them. Finally, it discusses seven message strategy typologies including unique selling proposition, brand image, positioning, and affective strategies.
The document discusses advertising campaigns and provides details on various aspects related to developing an effective advertising campaign. It defines an advertising campaign as a series of advertisement messages that share a single theme or idea. The critical part is determining the champion theme, which sets the tone for the individual ads. An advertising campaign is an organized series of ads with identical or similar messages over a period of time. The document also discusses types of advertising campaigns based on geographical spread, purpose, and media used. It provides examples of different campaign types like those using word hooks, character hooks, or repeatable themes. Finally, it discusses considerations for planning an advertising campaign like identifying the problem, selecting the target audience, budget, and post-testing.
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
This document provides an overview of key concepts in marketing communications. It discusses marketing communications theory, the marketing communications industry, and ethics in marketing communications. Specifically, it defines marketing communications, outlines models of communication processes, describes the roles of opinion leaders and opinion formers, examines the marketing communications industry structure and agencies, and discusses ethical issues and decision-making models in marketing.
This document discusses client-agency relationships in advertising. It defines a client-agency relationship as one between an advertiser and advertising agency that requires trust and collaboration to be effective. The document outlines factors that contribute to effective relationships, such as agencies not advertising for competitors and clients paying bills promptly. It also describes the advertising process, key agency departments like account services and creative, and sources of agency income. Overall, the document provides an overview of important aspects of client-agency relationships in advertising.
An advertising campaign is a series of coordinated advertisements that share a single theme or idea. Nike launched its iconic "Just Do It" campaign in 1988 to help drive its comeback against rival Reebok in the sportswear market. The campaign was successful because it tapped into the 1980s fitness craze and consumer desire for a healthy lifestyle. It used celebrity endorsements and humorous but motivating ads to convince people to exercise and view Nike sneakers as essential for an active lifestyle. The coordinated, identifiable campaign stayed on message and helped Nike expand its business beyond runners to a mass market.
This document discusses product placement as a marketing technique. It defines product placement as subtly promoting products through appearances in media. Companies often pay fees to have their products featured. Examples are given of successful product placements boosting sales. The benefits of product placement include exposure, audience captivation, and bypassing advertising regulations. Challenges include lack of control over context and potential negative audience reactions.
The document discusses key concepts in brand management including:
1) It defines what a brand is - a name, term, sign, symbol or design that identifies a seller's goods/services and differentiates them from competitors.
2) It explains the importance of brands to companies as drivers of financial performance and most valuable assets, and to customers as risk reducers and promises of quality.
3) It outlines the stages of brand evolution from unbranded to iconic brands, and how the application of "brand" has changed over time.
4) It discusses challenges in maintaining brand associations and revitalizing brands.
The document discusses message strategies for advertising. It defines message strategy as the major selling idea that emerges as the strongest singular claim about a product or service that has broad appeal. It outlines four types of messages and explains that message consistency involves alignment between what a company says, does, and what others say about them. Finally, it discusses seven message strategy typologies including unique selling proposition, brand image, positioning, and affective strategies.
This document discusses measuring consumer behavior using means-end chains. It provides an overview of means-end chains and how they link concrete product attributes to functional and psychosocial consequences and ultimately core consumer values. The document outlines a survey conducted on fitness/sport clubs, with results showing similarities and differences across age groups and gender in attributes, consequences and values associated with club membership. Marketers can use means-end chain insights to develop targeted advertising appealing to core consumer values.
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (Sept '22), worked for three months and presented a complete digital & social media marketing strategy for the KitKat brand.
Creative Strategy: Implementation and Evaluation Indrajit Bage
Creative strategy involves considering appeals and execution style when crafting advertising messages. There are rational and emotional appeals, and straight sell, transformational, and reminder styles. Effective ads match appeals and execution to the target audience. Producing TV commercials involves preproduction, production, and postproduction stages to develop, film, and refine the message. Ads are evaluated based on consistency with objectives and effective communication of the intended message.
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
Presentation on advertising execution stylesNaveen Chopra
This document outlines different ways that an advertising message can be presented or executed, including through straight factual messages, scientific evidence, demonstrations, comparisons, testimonials, slice of life portrayals, animation, personality symbols, imagery, dramatizations, humor, and combinations of techniques. It provides examples and brief descriptions of each execution type.
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
This document discusses communication response models and the cognitive processing of marketing communications. It provides an overview of the basic elements of the communication process, including the source, message, channel, receiver, decoding, noise, and response. Several traditional response hierarchy models are examined, including AIDA, the hierarchy of effects model, and the information processing model. The document also discusses alternative response hierarchies and the implications of different models. Finally, it introduces the cognitive response approach for analyzing the thoughts consumers have in response to marketing messages.
Are you looking for Professionally designed presentation on brand awareness? Not sure where to find best designs and diagrams on brand management and brand development? Here we are presenting content ready brand awareness PowerPoint presentation slides. All you have to do is click and download perfectly designed brand positioning slide presentation. Going further, this brand advertising PPT includes brand awareness roadmap, campaign, metrics, effective measurement, bar graph, charts, etc. and much more. Besides this we aim to provide you the best slides related to branding which are highly useful as well as impactful. To thoroughly cover every aspect, we provide PPT templates like consumer behaviour, advertising management, brand recall, brand recognition, consumer purchase decision, brand strength, brand plan, brand positioning and many more. To suit your requirements, download this brand awareness PowerPoint presentation graphics today! Our brand campaign, metrics and charts have significance role for ensuring your win over your audience. Don't allow envy to get the upper hand with our Brand Awareness PowerPoint Presentation Slides. Establish control over jealousy.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Social media refers to activities that integrate technology, social interaction, and sharing of content like words, photos, videos, and audio. It allows for two-way communication rather than just broadcasting messages. Businesses are increasingly using social media for marketing, recruiting employees, and building trust with consumers who rely more on peer recommendations than traditional ads. As social media continues to grow in importance, it will be critical for businesses to effectively engage in conversations on these platforms.
About the Ethical Issues related to Advertisment. It also describes about the regulatory board for advertisement in India such as Advertising Agencies Association of India (AAAI), Advertising Standard Council of India (ASCI).
Advertising can raise ethical issues when it provides misleading, false, or incomplete information. Some common problems include misleading claims about a product's qualities or performance, reinforcing harmful stereotypes, using sex to sell a product, and hiding relevant facts. Advertisers also sometimes manipulate emotions or use surrogate ads to promote restricted products. Puffery makes vague claims that cannot be proven true or false. Weasel words qualify claims to avoid accountability. Ads also sometimes target children inappropriately to influence parental purchases. Regulators work to curb deceptive practices and protect consumers and social groups from harm.
Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITYAvinash Singh
This document discusses how brands can leverage secondary brand associations to build brand equity. It defines secondary associations as existing brand associations that are linked to other entities, such as the brand's company, country of origin, distribution channels, or other co-branded brands. Leveraging these secondary associations can increase brand awareness and transfer positive attributes. Specific tactics examined include co-branding, ingredient branding, licensing, celebrity endorsements, sponsoring events, and highlighting reviews from third-party sources. The benefits and challenges of each tactic are also reviewed.
The document discusses various aspects of brand identity and positioning. It begins by explaining that brand identity is the purpose for which a brand is created and goes beyond image. It then discusses dimensions of identity, including the brand as a product, organization, person and symbol. It also explains the concepts of inner and outer identity. Brand positioning is described as placing a brand in the customer's mind relative to competitors. The document also discusses tools for analyzing brand identity and positioning such as brand personality scales and multi-dimensional scaling. Finally, it covers repositioning brands over time as market conditions change.
The document discusses the key aspects of the media planning process. It begins by defining media planning as a series of decisions to deliver promotional messages to prospective customers through various media options. It then outlines the basic components of a media plan, including objectives, strategies, media choices, and scheduling. The document also describes the steps in media planning such as collecting market information, setting objectives, developing strategies, selecting media classes and vehicles, and evaluating outcomes. Additionally, it covers factors that influence planning like budgets, markets, and competition, as well as terminology used in media planning.
This document provides an overview of key concepts in marketing communications (MarCom). It defines MarCom and discusses the basic instruments. It introduces communication theory and the elements of the communication process. It also explains integrated marketing communications (IMC) theory and highlights the importance of segmentation, targeting, and positioning. Principles of effective MarCom such as identifying the target audience, choosing communication channels, designing the message, and measuring results are also summarized. The document discusses how the MarCom mix links to the marketing mix and can be influenced by factors such as the product, life cycle stage, and competitors.
This document discusses various theories about the ethical responsibilities of businesses to consumers in their production and marketing activities. It covers the risks consumers face from dangerous products, deceptive practices, and failures to honor warranties. It also analyzes different perspectives on business responsibilities, including the market approach, contractual theory, due care theory, and considering social costs. Throughout, it raises criticisms of each perspective and considers businesses' ethical duties regarding advertising and consumer privacy.
This document discusses measuring consumer behavior using means-end chains. It provides an overview of means-end chains and how they link concrete product attributes to functional and psychosocial consequences and ultimately core consumer values. The document outlines a survey conducted on fitness/sport clubs, with results showing similarities and differences across age groups and gender in attributes, consequences and values associated with club membership. Marketers can use means-end chain insights to develop targeted advertising appealing to core consumer values.
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (Sept '22), worked for three months and presented a complete digital & social media marketing strategy for the KitKat brand.
Creative Strategy: Implementation and Evaluation Indrajit Bage
Creative strategy involves considering appeals and execution style when crafting advertising messages. There are rational and emotional appeals, and straight sell, transformational, and reminder styles. Effective ads match appeals and execution to the target audience. Producing TV commercials involves preproduction, production, and postproduction stages to develop, film, and refine the message. Ads are evaluated based on consistency with objectives and effective communication of the intended message.
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
Presentation on advertising execution stylesNaveen Chopra
This document outlines different ways that an advertising message can be presented or executed, including through straight factual messages, scientific evidence, demonstrations, comparisons, testimonials, slice of life portrayals, animation, personality symbols, imagery, dramatizations, humor, and combinations of techniques. It provides examples and brief descriptions of each execution type.
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
This document discusses communication response models and the cognitive processing of marketing communications. It provides an overview of the basic elements of the communication process, including the source, message, channel, receiver, decoding, noise, and response. Several traditional response hierarchy models are examined, including AIDA, the hierarchy of effects model, and the information processing model. The document also discusses alternative response hierarchies and the implications of different models. Finally, it introduces the cognitive response approach for analyzing the thoughts consumers have in response to marketing messages.
Are you looking for Professionally designed presentation on brand awareness? Not sure where to find best designs and diagrams on brand management and brand development? Here we are presenting content ready brand awareness PowerPoint presentation slides. All you have to do is click and download perfectly designed brand positioning slide presentation. Going further, this brand advertising PPT includes brand awareness roadmap, campaign, metrics, effective measurement, bar graph, charts, etc. and much more. Besides this we aim to provide you the best slides related to branding which are highly useful as well as impactful. To thoroughly cover every aspect, we provide PPT templates like consumer behaviour, advertising management, brand recall, brand recognition, consumer purchase decision, brand strength, brand plan, brand positioning and many more. To suit your requirements, download this brand awareness PowerPoint presentation graphics today! Our brand campaign, metrics and charts have significance role for ensuring your win over your audience. Don't allow envy to get the upper hand with our Brand Awareness PowerPoint Presentation Slides. Establish control over jealousy.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Social media refers to activities that integrate technology, social interaction, and sharing of content like words, photos, videos, and audio. It allows for two-way communication rather than just broadcasting messages. Businesses are increasingly using social media for marketing, recruiting employees, and building trust with consumers who rely more on peer recommendations than traditional ads. As social media continues to grow in importance, it will be critical for businesses to effectively engage in conversations on these platforms.
About the Ethical Issues related to Advertisment. It also describes about the regulatory board for advertisement in India such as Advertising Agencies Association of India (AAAI), Advertising Standard Council of India (ASCI).
Advertising can raise ethical issues when it provides misleading, false, or incomplete information. Some common problems include misleading claims about a product's qualities or performance, reinforcing harmful stereotypes, using sex to sell a product, and hiding relevant facts. Advertisers also sometimes manipulate emotions or use surrogate ads to promote restricted products. Puffery makes vague claims that cannot be proven true or false. Weasel words qualify claims to avoid accountability. Ads also sometimes target children inappropriately to influence parental purchases. Regulators work to curb deceptive practices and protect consumers and social groups from harm.
Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITYAvinash Singh
This document discusses how brands can leverage secondary brand associations to build brand equity. It defines secondary associations as existing brand associations that are linked to other entities, such as the brand's company, country of origin, distribution channels, or other co-branded brands. Leveraging these secondary associations can increase brand awareness and transfer positive attributes. Specific tactics examined include co-branding, ingredient branding, licensing, celebrity endorsements, sponsoring events, and highlighting reviews from third-party sources. The benefits and challenges of each tactic are also reviewed.
The document discusses various aspects of brand identity and positioning. It begins by explaining that brand identity is the purpose for which a brand is created and goes beyond image. It then discusses dimensions of identity, including the brand as a product, organization, person and symbol. It also explains the concepts of inner and outer identity. Brand positioning is described as placing a brand in the customer's mind relative to competitors. The document also discusses tools for analyzing brand identity and positioning such as brand personality scales and multi-dimensional scaling. Finally, it covers repositioning brands over time as market conditions change.
The document discusses the key aspects of the media planning process. It begins by defining media planning as a series of decisions to deliver promotional messages to prospective customers through various media options. It then outlines the basic components of a media plan, including objectives, strategies, media choices, and scheduling. The document also describes the steps in media planning such as collecting market information, setting objectives, developing strategies, selecting media classes and vehicles, and evaluating outcomes. Additionally, it covers factors that influence planning like budgets, markets, and competition, as well as terminology used in media planning.
This document provides an overview of key concepts in marketing communications (MarCom). It defines MarCom and discusses the basic instruments. It introduces communication theory and the elements of the communication process. It also explains integrated marketing communications (IMC) theory and highlights the importance of segmentation, targeting, and positioning. Principles of effective MarCom such as identifying the target audience, choosing communication channels, designing the message, and measuring results are also summarized. The document discusses how the MarCom mix links to the marketing mix and can be influenced by factors such as the product, life cycle stage, and competitors.
This document discusses various theories about the ethical responsibilities of businesses to consumers in their production and marketing activities. It covers the risks consumers face from dangerous products, deceptive practices, and failures to honor warranties. It also analyzes different perspectives on business responsibilities, including the market approach, contractual theory, due care theory, and considering social costs. Throughout, it raises criticisms of each perspective and considers businesses' ethical duties regarding advertising and consumer privacy.
This document discusses job discrimination and affirmative action. It defines different types of discrimination, such as intentional vs unintentional, and individual vs institutional. It also defines affirmative action as programs that aim to increase representation of underrepresented groups. The document outlines US laws prohibiting discrimination and debates around forms of discrimination and affirmative action, including arguments for and against these practices.
The document discusses various topics related to business ethics and the environment, including types of pollution, resource depletion, approaches to environmental protection and pollution control, and sustainability. It addresses pollution from air, water and land sources, as well as depletion of non-renewable resources like fossil fuels and minerals. Ethical frameworks covered include ecological ethics, environmental rights, and balancing costs and benefits through market mechanisms and principles like precautionary and maximin rules. The concepts of sustainability, environmental sustainability and challenges of economic growth are also summarized.
Benetton, an Italian clothing retailer known for its colorful and provocative advertisements, experienced controversy over its "shock value" campaigns focusing on social issues like AIDS and war. Its long-time creative director Oliviero Toscani resigned in 2000 after a campaign called "We, On Death Row" offended customers. Under its new director, Benetton seemed to revert to more traditional advertising.
This document discusses market structures and competition. It describes perfect competition as a free market with many small buyers and sellers unable to influence prices. Monopolies have one dominant seller controlling the market and able to extract monopoly profits. Oligopolies have a small number of large firms that can influence prices. The document examines how these market structures align with concepts of justice, utility, and rights. It also discusses unethical practices that can occur in oligopolistic markets like price-fixing.
The document discusses several ethical principles and theories of business ethics, including utilitarianism, rights-based approaches, virtue ethics, and care ethics. It provides an overview of the key aspects of each approach, such as how utilitarianism evaluates actions based on their costs and benefits to society, and how rights-based theories establish moral rights that protect individual interests and autonomy. The document also outlines some common criticisms of each approach.
This document discusses factors to consider for international advertising and promotion. It provides an overview of reasons for international importance including stagnating domestic markets, growth opportunities, and economic necessity. It also outlines various environmental factors like economic, demographic, cultural, and political/legal that influence international marketing and promotional decisions. Finally, it discusses considerations for decisions areas in international advertising such as organization style, creative strategy, agency selection, research, and media strategy.
The document provides an overview of key concepts in business ethics. It discusses ethics and morality, defining ethics as the study of morality and morality as standards of right and wrong. It then covers the definition of business ethics, types of ethical issues, views on attributing ethics to corporations, arguments for and against business ethics, and frameworks for resolving cross-cultural differences in ethics. It concludes by outlining Kohlberg's stages of moral development and factors that influence ethical behavior and responsibility.
This document discusses various types of sales promotions used to induce immediate sales or long-term brand building. It defines sales promotion as a direct inducement offering extra value or incentives to consumers, sales forces or distributors to create immediate sales. Common consumer promotions include coupons, samples, premiums and contests, while trade promotions target distributors. The goals and strategies of franchise-building versus non-franchise building promotions are compared.
This chapter discusses different economic systems and the arguments for and against free markets. It examines the viewpoints of John Locke, Adam Smith, Karl Marx, and John Maynard Keynes. Locke and Smith argue that free markets uphold individual rights and maximize utility, but Marx and Keynes criticize the inequalities and economic instability that can result. Most modern economists advocate a mixed economy that balances the strengths of markets with government intervention to remedy weaknesses.
The document provides information on evaluating various broadcast media, including advantages and disadvantages of television and radio. It discusses topics such as television's ability to reach large audiences but limitations in selectivity. For radio, it covers advantages like low cost but also limitations like fragmented audiences. The document also outlines audience measurement sources and methods for buying advertising time on television and radio.
The document discusses advertising and marketing processes. It defines marketing as planning and executing pricing, promotion, and distribution of goods and services to create exchanges that satisfy customer and business needs. Advertising is described as an integral part of marketing that helps satisfy customer needs. The marketing mix is defined as a blend of product design, pricing, distribution, and promotion. The four tools of marketing discussed are product, distribution channels, pricing, and marketing communications.
This document discusses various methods for measuring the effectiveness of promotional programs. It covers:
1. The pros and cons of measuring effectiveness, including the costs of measurement and avoiding costly mistakes by evaluating alternative strategies.
2. Methods for pretesting advertising like consumer juries, dummy ad vehicles, and physiological measures to test things like brain waves and eye tracking.
3. Posttesting methods like recall tests, inquiry tests, association measures, recognition tests, and tracking studies.
4. Guidelines for effective testing including using a consumer response model, using both pretests and posttests, establishing communication objectives, and understanding proper research methods.
Internet advertising grew rapidly between 1999-2006, reaching $10 billion in 2005 and $16.9 billion in 2006. Various forms of internet advertising include banners, sponsorships, pop-ups, push technologies, and links. The internet can be integrated with advertising, sales promotions, personal selling, public relations, and direct marketing as part of an interactive marketing communications program. Both consumers and businesses have seen fast growth in e-commerce purchases over the internet.
Meet with the owner or business development manager to pitch a new idea or concept. Explain the benefits the company would gain from investing without initially mentioning costs. Remain confident, honest, and interactive during the presentation by engaging the client in conversation. Suggest an organizational structure with various sales and management roles if the idea is adopted.
This chapter introduces organizational behavior (OB) and defines it as the study of how individuals, groups, and structures influence behavior within organizations. It discusses the contributions of psychology, sociology, and other disciplines to OB. The chapter also explores major challenges and opportunities for managers, such as responding to workforce diversity, globalization, and improving quality. It presents Mintzberg's model of managerial roles and discusses dependent variables in OB like job satisfaction, productivity and turnover.
The document discusses corporate social responsibility (CSR). It provides an introduction to CSR, explaining that CSR involves businesses self-regulating to ensure they comply with ethical standards and positively impact stakeholders. The document then discusses approaches to CSR, benefits of CSR, and criticisms of CSR. It analyzes issues around using CSR to address crises and problems of relying solely on government regulation of businesses.
This document discusses various ethical issues related to the employee-employer relationship. It covers topics such as conflicts of interest, accepting gifts, theft of information, insider trading, fair wages, job risks, working conditions, employee rights, and caring vs rational models of organization. Key points addressed include what constitutes a conflict of interest, how to avoid them, the factors determining the ethics of accepting gifts, and debates around wages in developing countries.
This document discusses various perspectives on the social, ethical and economic aspects of advertising and promotion. It provides arguments from both proponents and critics of advertising. Proponents argue that advertising promotes competition, helps new firms enter markets, and creates jobs. Critics argue that advertising creates unnecessary consumer needs and promotes materialism, insecurity, and greed. The document also discusses issues such as ethics in advertising, offensive or deceptive ads, advertising to children, and the role of advertising in the economy.
This document discusses various perspectives on advertising and promotion. Proponents argue that advertising provides information to consumers, encourages a higher standard of living, promotes competition, and helps new firms enter markets to create jobs. Critics argue that advertising creates unnecessary consumer needs and wants, promotes materialism, insecurity, and greed. The document also discusses ethics in advertising, issues around advertising to children and different groups, debates over whether advertising encourages materialism or reflects society, and both economic arguments that advertising increases market power and arguments that it provides useful information to consumers.
Advertising and promotion can have both positive and negative social, ethical, and economic impacts. Critics argue that advertising creates unnecessary consumerism, promotes materialism, and is a form of propaganda, while proponents counter that it provides useful information to consumers, creates jobs, and encourages economic growth. Marketers must consider the ethics of their advertising actions and determine what is appropriate even if it may be legally permitted. Younger audiences are particularly vulnerable targets of advertising and debates exist around its influence on children and society. Stereotyping is another common criticism of advertising content and portrayal. While advertising fuels the media industry, concerns remain about potential advertiser control over editorial decisions. Overall, advertising undeniably impacts competition and influences prices in the marketplace.
This slide include the ethical & non Ethical Advertisements, Why they created these advertisements & what Effects are caused by these advertisement on the society.
This document discusses various perspectives on the social, ethical, and economic aspects of advertising and promotion. It addresses arguments from critics that advertising creates unnecessary consumer wants and promotes materialism, as well as counter arguments from proponents that advertising provides useful information to consumers and encourages economic growth. The document also examines issues relating to ethics in advertising, advertising to children, offensive or deceptive advertising practices, and concerns about stereotyping. It explores views on the role of advertising in the economy and its effects on competition, prices, and consumer choice.
This document discusses different perspectives on the impact of advertising. It notes that advertising creates consumer needs and promotes materialism according to critics, while proponents argue that it provides information, creates jobs, and encourages a higher standard of living. The document also examines the role of ethics in advertising, the effects of ads targeted at children, and debates around whether advertising encourages materialism or is a reflection of society. Additionally, it explores the potential for advertisers to control media and the role of advertising in the economy by fostering economic growth and encouraging consumption.
Chap22 Evaluating The Social, Ethical, And Economic Aspects Of Advertising An...Phoenix media & event
This document discusses different perspectives on the social, ethical and economic aspects of advertising. It outlines criticisms of advertising such as it being untruthful, offensive, or encouraging materialism and overconsumption. However, proponents argue that advertising provides important information to consumers, encourages competition and improves standards of living. The document also examines the complex role of advertising in the economy, with some arguing it increases market power while others see it as simply providing information. Overall, the text presents a balanced discussion of the debates around the impacts and ethics of advertising.
In between the tough competition and constant pressure to create powerful deliverable, keeping a check on ethics is also a must not just to avoid legal implications but to create and maintain a good Brand Integrity.
Advertising plays important economic, ethical, and social roles. Economically, it makes consumers aware of products, provides purchase information, and encourages consumption. It differentiates products, builds brand loyalty, and supports media and employment, though it can increase costs. Socially, advertising must follow social norms and risks deception, manipulation, and offending tastes. Ethically, truth and avoiding harm to children are key concerns. Regulators seek fair practices through standards and guidelines.
Advertising can provide both economic benefits and harms. On the one hand, it informs consumers about products and services, encourages competition, and contributes to economic growth. However, it can also attempt to manipulate consumers' irrational motives and promote materialism over real needs. While judicious advertising can improve living standards, overuse risks wasting resources. Political advertising could support democracy by informing voters, but may also distort views, appeal to base instincts, and compromise integrity through funding dependence. The media's reliance on advertising revenue also introduces potential control by advertisers over editorial content.
Ethics in marketing is important to build trust with stakeholders, create a positive brand image, and avoid legal issues. Unethical practices can damage a brand's reputation. There are many ethical issues to consider across the four P's of marketing: product quality and safety, deceptive pricing strategies, unfair distribution practices, and misleading advertising. Both businesses and government share responsibility for ethical marketing and protecting consumers. Upholding strong ethics in areas like marketing research is also crucial for serving customers responsibly.
The document discusses ethics in advertising, summarizing both benefits and harms. While advertising can provide economic, political, cultural, and moral benefits by informing consumers, it also uses manipulative tactics that can mislead consumers and exploit certain groups. Specifically, advertising sometimes relies on false information or sells a lifestyle rather than a product's true value. It can also distort political messages and degrade cultural and moral standards.
This ppt is made to study the marketing ethics. This ppt will tell us about the various wrong practices in market and what should be sone to stop them. Who to complain and what to do.
This document discusses the social, legal, ethical, and economic aspects of advertising. [1] Socially, advertising must balance informing consumers with avoiding deception, manipulation, and offending tastes. [2] Legally, advertisements must comply with regulations regarding misleading claims, safety, and other rules. [3] Ethically, advertising raises issues around truth, targeting children, and promoting controversial products.
Advertising can have both positive and negative effects. Positively, it provides consumers with information to make purchase decisions, encourages competition which can lead to lower prices and better products, and supports economic growth. However, it can also manipulate consumers psychologically and promote materialism. Advertising may disproportionately impact vulnerable groups through stereotyping. The relationship between advertising, business, and society is complex with reasonable arguments on both sides.
Advertising plays an important role in brand building and informing the public about available products. However, advertising also faces some social and ethical issues. Advertising has both positive and negative aspects. Positively, it increases sales and brand awareness. Negatively, some ads are deceptive, manipulative, or impact values. Ethical principles like truthfulness, human dignity, and social responsibility should govern advertising. Regulations aim to control false advertising and address health, children, or sensitive product advertising. Self-regulation through defined rules and enforcement is also used to adjudicate unethical ads. Following ethical norms helps gain customer trust and avoid criticism.
Advertising has social, legal, ethical, and economic aspects. Socially, advertising must balance informing consumers and avoiding deception or manipulation. Legally, advertising must comply with government regulations. Ethically, advertising needs to be truthful and consider its effects on children and sensitive products. Economically, advertising makes consumers aware of options, encourages consumption, and fosters competition, but also increases product costs.
This document discusses ethics in marketing communications. It covers topics such as social responsibility, ethics in advertising, sales promotion, research, advertorials and infomercials. It also discusses regulations and guidelines for advertisers to ensure marketing activities are conducted ethically. Some ethical issues discussed include stereotyping, advertising to children, promoting unhealthy products, and making exaggerated or misleading claims. The goal is to balance effective marketing with social responsibility and avoid exploiting or manipulating consumers.
Advertising is regulated through self-regulation by the advertising industry and trade associations, as well as federal regulation and state regulation. The Federal Trade Commission is a key federal regulatory agency that regulates advertising and promotion. The FTC works to prevent deceptive and unfair advertising practices through various programs and enforcement actions like cease and desist orders. Self-regulatory bodies also review advertising to address issues like substantiation of claims.
The document discusses key aspects of personal selling. It covers determining when a sales force is needed, the evolution of selling roles from order-taking to problem-solving, new roles for salespeople like surveying and guiding customers. It also outlines the responsibilities of salespeople in locating prospects, determining needs, recommending solutions, demonstrating products, closing sales, and providing follow-up support. Finally, it examines traits of effective salespeople like assertiveness, empathy, and creativity.
This document discusses various public relations, publicity, and corporate advertising techniques. It begins by explaining guerrilla marketing and how a failed guerrilla marketing campaign by Turner Broadcasting for Aqua Teen Hunger Force backfired. It then provides definitions and discussions of public relations, publicity, corporate advertising, and measuring the effectiveness of PR programs and campaigns. Specific topics covered include determining target audiences, developing PR plans and programs, and using various communication channels and tools.
QVC is a highly profitable television shopping channel that generates $6.5 billion in annual sales. Direct marketing involves using various media like television, radio, print and mail to solicit customer responses and sales. It has grown due to credit cards, technology, and changing consumer and business environments. Database marketing is a key aspect, as it allows companies to segment customers and target them with personalized communications based on their profiles and purchase histories to improve sales and customer relationships.
The document discusses various types of support media that can be used to reinforce primary advertising messages. It provides examples of traditional support media like promotional products, yellow pages, billboards, and posters. It also covers alternative out-of-home media such as blimps, mobile billboards, and in-store signs. The document discusses advantages and disadvantages of different support media formats.
1. The document discusses various traditional and new media channels and their characteristics such as circulation, number of stations, and expenditures.
2. Key media planning concepts are defined including objectives, strategy, vehicles, coverage, frequency, and reach.
3. The stages of developing a media plan are outlined as analyzing the market, establishing objectives, developing strategy, implementing, and evaluating.
This document provides an overview of creative strategy concepts including advertising appeals, execution styles, and evaluation. It discusses rational and emotional appeals brands can use in advertising. Examples are provided of brands like Hyundai, TaylorMade, and MasterCard that use different appeal types. The document also outlines various advertising execution techniques for print, television, and targeting the Hispanic market.
The document discusses various approaches to developing creative strategies and big ideas for advertising campaigns, including determining the target audience, identifying inherent drama or key benefits of the product, and establishing brand image or positioning. It also covers techniques for developing concepts like the unique selling proposition and evaluating ideas through input verification and revision.
This document discusses establishing objectives and budgeting for promotional programs. It provides information on characteristics of effective objectives including being specific, measurable, attainable and realistic. It also discusses the differences between marketing, communications and sales objectives. Additionally, it covers factors to consider when establishing a promotional budget, such as sales response models and top-down versus bottom-up budgeting approaches. Methods for allocating budgets to different integrated marketing communications elements are also presented.
The document discusses various factors related to message sources, content, and channels in promotional planning. It provides examples of Tiger Woods' lucrative endorsement deals with Nike starting in 1996. It also shows diagrams of the persuasion matrix that outlines elements to consider, including the source's ability to gain attention, the receiver's ability to comprehend the message, and which media channels will increase message presentation and persuasiveness. Celebrities are often used as sources due to their attractiveness and ability to induce persuasion through identification, though they also carry advertising risks if their behavior affects their credibility.
The document discusses various aspects of the communication process. It covers topics like encoding messages verbally, visually, or musically. It also discusses channels of communication, factors that influence message reception like common experiences between sender and receiver, and noise. Additionally, it examines models of how communication works, including aspects of persuasion, cognitive response, and routes to attitude change through central and peripheral processing.
This document discusses consumer behavior and decision making processes. It covers psychological stages of decision making including problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Key concepts discussed include Maslow's hierarchy of needs, Freudian psychoanalysis, motivation research methods, and the influence of culture and subcultures on consumer behavior. Learning theories like classical and instrumental conditioning are also summarized.
This document discusses key aspects of integrated marketing communications (IMC) and the marketing process. It covers topics like Under Armour's success factors, the marketing and promotions process model, target marketing, market segmentation, positioning strategies, the 4 P's of marketing (product, price, place, promotion), and how IMC brings all promotional activities together. The goal of IMC is to create seamless messaging across all touchpoints with customers.
This document provides an overview of integrated marketing communications (IMC) and the IMC planning process. It discusses how IMC has become increasingly important due to a rapidly changing media environment and the rise of digital technologies. IMC involves coordinating various promotional tools, including advertising, sales promotion, public relations, direct marketing, and personal selling, to effectively reach target audiences. The document also outlines the basic elements of an IMC plan, such as conducting a situation analysis, setting objectives, developing integrated strategies and programs, and evaluating performance.
This document discusses different economic systems such as tradition-based societies, command economies, and market economies. It also discusses theories related to free markets and trade such as views proposed by Locke, Smith, Keynes, and Marx. Criticisms of free markets and theories supporting government intervention in markets are provided. The document also examines different justifications for and criticisms of free trade.
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
Top 10 AI Trends to Watch in 2024 with Intelisyncnehapardhi711
As we advance further into the digital age, artificial intelligence (AI) continues to evolve, shaping various industries and aspects of our daily lives. The advancements in AI for 2024 promise significant transformations across multiple sectors. From agentic AI and open-source AI to AI-powered cybersecurity and sustainability, these trends highlight the growing influence of AI on our world. By staying informed and embracing these trends, businesses and individuals can harness the power of AI to innovate and thrive.
This article explores the top 10 AI trends to watch in 2024, providing an overview, impact, and examples of each trend.
Top 10 AI Trends to Watch in 2024
Trend 1: Agentic AI
Overview of Agentic AI
Agentic AI represents a fundamental shift in artificial intelligence. These AI systems are designed to comprehend complex workflows and pursue difficult objectives autonomously, with minimal human assistance. Essentially, agentic AI functions similarly to human employees, understanding intricate contexts and instructions in normal language, defining goals, deducing subtasks, and adapting actions to changing circumstances.
Impact of Agentic AI
Agentic AI has the potential to drastically alter organizational roles, procedures, and relationships. AI assistants with advanced thinking and planning capabilities can perform tasks previously managed by humans. This shift enhances productivity by fully automating complex processes, freeing workers from repetitive tasks to focus on more critical activities. The ability to adapt quickly to changing circumstances ensures continuous operational improvements.
Examples and Use Cases of Agentic AI
Autonomous Vehicles: Self-driving cars use agentic AI to navigate roads, interpret traffic signals, and make real-time decisions to ensure passenger safety.
Smart Home Devices: AI-powered home assistants, like smart thermostats and security systems, operate autonomously to optimize energy usage and enhance security.
Customer Service Bots: Advanced chatbots handle complex customer queries, provide solutions, and escalate issues to human agents when necessary.
Trend 2: Open Source AI
Overview of Open Source AI
Open-source AI involves freely available source code, encouraging developers to collaborate, use, adapt, and share AI technology. This openness fosters innovation and speeds up the development of practical AI solutions across various sectors, including healthcare, finance, and education.
Impact of Open Source AI
The collaborative nature of open-source AI promotes transparency and facilitates continuous improvement, leading to feature-rich, reliable, and modular solutions. These platforms enable the creation of applications such as real-time fraud detection, medical image analysis, personalized recommendations, and customized learning experiences.
Examples and Use Cases of Open Source AI
TensorFlow: An open-source machine learning framework by Google, widely used for building and deploying AI models.
A brief analysis of SHEIN's digital transformation.
SHEIN’s business model:
1. D2C cross-border ecommerce: SHEIN integrate the manufactures from Guanzhou to make clothes and deliver direct to customers.
2. Digital marketing: Data driven online marketing for user acquisition.
3. Digital transforming vendor chain: the most core of the revolution to shorten the innovation and lead time.
4. Outstanding user experience: International delivery in high efficiency
Leverage four parts of the user satisfaction process and integrate related resource and information flow, which making SHEIN an international leading D2C ecommerce company.
• Keeping utilizing data in all process is another core capability. From the page click, sales metrics, fabric sourcing to manufacturing time, all data is integrated for decision making, leading an upward customer preference and much efficient business decision making process.
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxprovidenceadworks416
As a digital marketer, I am thrilled to see Meta revolutionizing product promotion with its new automated video catalog ads. This innovative feature allows anyone to seamlessly integrate dynamic video content into my catalog product ads, enhancing the visual appeal and engagement of campaigns. By leveraging Meta's advanced AI and machine learning capabilities, one can automatically deliver tailored video ads to the most interested users, boosting traffic and conversions. This new approach not only simplifies the ad creation process but also significantly improves performance and ROI.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
Digital Marketing Company in India - DIGI BrooksDIGI Brooks
This infographic provides guidance on marketing analytics, helping businesses grow using tools like Google Analytics and AI, measuring ROI, and analysing future trends to track business development.
https://digibrooks.com/digital-marketing-services/
3. Ethics in Advertising and Promotion
Ethics: Moral principles and values that
govern the actions and decisions of an
individual or group.
Ethics: Moral principles and values that
govern the actions and decisions of an
individual or group.
Not all issues can
Not all issues can
be regulated
be regulated
A marketing or
promotion action
may be legal but
A marketing or
promotion action
may be legal but
not ethical
not ethical
Marketers must
Marketers must
decide the
decide the
appropriateness
of their actions
appropriateness
of their actions
6. Advertising and Untruthful or Deceptive
General mistrust of advertising
among consumers. Many do not
perceive ads as honest or believable
General mistrust of advertising
among consumers. Many do not
perceive ads as honest or believable
Abuses involving sales promotions
such as contests, sweepstakes,
Abuses involving sales promotions
such as contests, sweepstakes,
premium offers
premium offers
Unethical and/or deceptive practices
involving mail order, telemarketing
and other forms of direct marketing
Unethical and/or deceptive practices
involving mail order, telemarketing
and other forms of direct marketing
IInntteerrnneett ssccaammss aanndd aabbuusseess
7. Advertising as Offensive or in Bad Taste
Sexual
appeals
Sexual
appeals
Objectionable
Objectionable
products SShhoocckk aaddss
products
8. Test Your Knowledge
Advertisers are using shock advertising to:
A) Test their First Amendment rights
B) Get ads noticed in the midst of clutter
C) Make a statement against self-regulation
D) Test the ethics of the advertising industry
E) Act as advocacy ads for company management
9. Advertising and Children
Children's TV
Children's TV
Watching Behavior
Watching Behavior
Children ages 2-11
watch an average of
22 hours of TV per
week and see 30,000
commercials per year
80% of all advertising
targeted to children
falls in four
product categories:
Toys, cereal, candy &
fast food restaurants
10. Perspectives on Ads for Children
Advocates Advocates AArrgguuee TThhaatt CChhiillddrreenn::
Lack the knowledge and
Lack the knowledge and
skills to evaluate
advertising claims
skills to evaluate
advertising claims
Cannot differentiate
between programs and
Cannot differentiate
between programs and
commercials
commercials
MMaarrkkeetteerrss AArrgguuee CChhiillddrreenn::
Must learn
Must learn
through socialization
through socialization
Must acquire skills
needed to function in
Must acquire skills
needed to function in
the marketplace
the marketplace
12. Social and Cultural Consequences
Does advertising
Does advertising
encourage materialism?
encourage materialism?
Does advertising make
Does advertising make
people buy things
they don’t need?
people buy things
they don’t need?
Is advertising just
a reflection of society?
Is advertising just
a reflection of society?
14. Advertising and Stereotyping
Portrayal of women to
reflect their changing role
Portrayal of women to
reflect their changing role
in society
in society
Portrayal of
women as
sex objects
Portrayal of
women as
sex objects
Ethnic
Ethnic
Criticisms of
Advertising
With Regard to
Stereotyping
Criticisms of
Advertising
With Regard to
Stereotyping
stereotyping/
representation
stereotyping/
representation
Gender
stereotyping
Gender
stereotyping
Sexual
orientation
Sexual
orientation
15. What is your opinion of this ad?
Is this woman portrayed
Is this woman portrayed
as a sex object?
as a sex object?
Does this ad contain
cues that are sexually
Does this ad contain
cues that are sexually
suggestive?
suggestive?
Does this ad present an
Does this ad present an
image of sexual
submissiveness?
image of sexual
submissiveness?
17. Test Your Knowledge
Groups such as the National Organization for Women
(NOW) are critical of advertising that:
A) Portrays women in traditional sexist roles
B) Contributes to violence against women
C) Is insulting to women
D) Stereotypes women
E) Does any of the above
18. Advertising Can Address Social Problems
*Click outside of the video screen to advance to the next slide
19. Do Advertisers Control the Media?
Advertising is the primary
source of revenue for
newspapers, magazines,
Advertising is the primary
source of revenue for
newspapers, magazines,
television and radio
television and radio
Media’s dependence on
Media’s dependence on
advertising for revenue makes
them vulnerable to control by
advertising for revenue makes
them vulnerable to control by
advertisers
advertisers
Advertisers may exert control
over the media by biasing
editorial content, limiting
coverage of certain issues, or
influencing program content
Advertisers may exert control
over the media by biasing
editorial content, limiting
coverage of certain issues, or
influencing program content
20. Do Advertisers Control the Media?
They must report the news
fairly and accurately to retain
They must report the news
fairly and accurately to retain
public confidence
public confidence
Advertisers need the media
more than the media need
Advertisers need the media
more than the media need
any one advertiser
any one advertiser
Media maintain separation
between news and business
departments “The Wall”
Media maintain separation
between news and business
departments “The Wall”
22. Role of Advertising in the Economy
Makes consumers aware
of products and services
Makes consumers aware
of products and services
Provides consumers with
information to use to
make purchase decisions
Provides consumers with
information to use to
make purchase decisions
Encourages consumption,
fosters economic growth
Encourages consumption,
fosters economic growth
23. Economic Impact of Advertising
Effects on Consumer Choice
• Differentiation
• Brand Loyalty
Effects on Consumer Choice
• Differentiation
• Brand Loyalty
Effects on Competition
• Barriers to entry
• Economies of scale
Effects on Competition
• Barriers to entry
• Economies of scale
Effects on Product Costs and Prices
• Advertising as an expense that
increases the cost of products
• Increased differentiation
Effects on Product Costs and Prices
• Advertising as an expense that
increases the cost of products
• Increased differentiation
24. Test Your Knowledge
From an economic perspective, advertising might
lower the cost of a product by:
A) Creating barriers to entry for less efficient
firms
B) Moving consumers to the consumer
socialization stage of the buying process
C) Making it possible for firms to realize
economies of scale through expansion
of sales volume
D) Allowing firms to advertise at high levels
along with competitors
E) Doing none of the above
25. The Economic Value of Advertising
*Click outside of the video screen to advance to the next slide
28. Do you agree with Leo Burnett?
“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.”
Excerpters is from a speech given by Leo Burnett on the American
Association or Advertising Agencies’ 50th anniversary, April 20,1967
Editor's Notes
Relation to text
This slide relates to material on p. 737 of the text.
Summary Overview
This slide shows the two views concerning the appropriateness and value of advertising.
Proponents argue that advertising and promotion:
Provide information
Encourages a higher standard of living
Creates jobs and helps new firms enter a market
Promotes competition in the marketplace
Critics argue that advertising and promotion:
Creates needs and wants among consumers
Is more propaganda than information
Promotes materialism, insecurity, and greed
Throughout the text, advertising and promotion has been discussed in the context of the business and marketing environment and from a perspective that these activities are appropriate. Critics argue that there are negative social and economic effects of advertising and promotion.
Use of this slide
This slide can be used to introduce the two different viewpoints regarding the value of advertising and promotion and the arguments for each.
Relation to text
This slide relates to material on p. 738 of the text.
Summary Overview
This slide defines and summarizes ethical considerations in advertising and promotion. Ethics is defined as moral principles and values that govern the actions and decisions of an individual or group. While many laws and regulation determine what advertisers can and cannot do, not every issue is covered by a rule or law. Marketers must make decisions regarding appropriate and responsible actions on the basis of ethical considerations.
Some ethical considerations in advertising and promotion are:
Not all issues can be regulated
A marketing or promotion action may be legal but not ethical
Marketers must decide the appropriateness of their actions
Companies are scrutinized for their ethics
Use of this slide
This slide can be used to discuss the ethical considerations of advertising and promotion.
Relation to text
This slide relates to the material on page 739 and Exhibit 22-2.
Summary Overview
Companies marketing alcoholic beverages must recognize the need to reduce alcohol abuse and drunken driving, particularly among young people. Many of these companies have developed programs and ads designed to address this problem.
Miller Brewing Company has been running a campaign that uses ads like the one shown here that encourages parents to talk to their kids about the risks of underage drinking.
Use of this slide
Use this slide when discussing how companies like Miller Brewing try to promote responsible drinking and respond to the problems of drinking and driving.
Relation to text
This slide relates to the material on pp. 739-740 and Exhibit 22-4 of the text.
Summary Overview
This slide shows an ad from the controversial “Death Row” campaign that was run by Benetton in 2000. Benetton has always been known for its controversial advertising, and some magazines refuse to accept its ads. The company has defended itself by arguing that it is trying to raise people’s awareness regarding various social issues. However, the “Death Row” campaign was probably the most controversial of all the shock advertising used by company. Benetton argued that it ran the global campaign solely to spark debate on capital punishment. However, the ads outraged many people, including victims’ advocates who accused Benetton of glamorizing murders while ignoring their crimes.
Benetton went too far with its “Death Row” campaign, and the company received a lot of negative publicity. Various victims’ right groups organized boycotts of the company’s stores, and Sears canceled an exclusive contract to sell a line of Benetton clothes. In May 2000, Olivero Toscani, who had been overseen Benetton’s advertising since 1982, left the company as a result of the controversy.
Use of this slide
This slide can be used to show an example of advertising that has been controversial and received a great deal of criticism.
Relation to text
This slide relates to material on pp. 721-722 of the text.
Summary Overview
One of the major complaints against advertising is that many ads are untruthful and deceptive. Reasons for this viewpoint include:
A general mistrust of advertising among consumers, as many do not perceive ads as honest or believable
Abuses involving sales promotion such as contests, sweepstakes, and premium offers
Unethical and/or deceptive practices involving mail order, telemarketing, and other forms of direct marketing
Internet scams and abuses
While most critics would probably agree that most marketers are not out to deceive consumers deliberately, they are still concerned that many of their advertising and promotion practices are not in the best interest of consumers.
Use of this slide
This slide can be used to discuss some of the reasons why advertising and promotion are often criticized as being untruthful and deceptive.
Relation to text
This slide relates to material on pp. 741-745 of the text.
Summary Overview
Another common complaint of advertising, particularly by consumers, is that ads are offensive and in bad taste. This slide shows some of the reasons why advertising is viewed this way. Viewers often object to:
Advertising of certain products, such as contraceptives and personal hygiene.
Use of sexual appeals and/or nudity, which can be demeaning and offensive.
Use of shock ads that employ nudity, sexual suggestiveness, or other startling images to get consumers’ attention.
Many advertising experts agree that what underlies the increase in offensive or tasteless ads is the pressure on marketers and ad agencies to do whatever it takes to get an ad noticed. How far advertisers will go may depend on the public’s reaction. When consumers think the ads have gone too far, they are likely to pressure the advertisers to change their ads and the media to stop accepting them.
Use of this slide
This slide can be used to discuss advertising as offensive or in bad taste.
Answer: B
Relation to text
This slide relates to material on pp. 745-749 of the text.
Summary Overview
One of the most controversial topics advertisers must deal with is the issue of advertising to children. The extensive amount of time children spend watching TV means they will be exposed to a great deal of advertising. This slide provides some statistics regarding children’s TV watching behavior.
Children between the ages of 2-17 watch an average of 22 hours of TV per week, and may see 30,000 commercials per year
The vast majority of advertising targeted to children falls in four product categories: toys, cereal, candy, and fast food restaurants
Use of this slide
This slide can be used to introduce the issue of advertising to children. The next slide will discuss two perspectives on advertising to children.
Relation to text
This slide relates to material on pp. 745-749 of the text.
Summary Overview
Critics of advertising to children argue that it should be banned or severely restricted. However, marketers argue that advertising is a part of life and children must learn to deal with it. Legislation by the government and self-regulatory group agreements have provided some protection for children.
This slide summarizes the two perspectives on advertising to children:
Consumer advocates argue that children are vulnerable to advertising because:
They lack the knowledge and skills to critically evaluate advertising claims
They cannot differentiate between programs and commercials
Marketers argue that children must:
Learn through the socialization process
Acquire the skills needed to function in the marketplace
Use of this slide
This slide can be used to discuss the two perspectives on advertising to children.
Relation to text
This slide relates the material in Ethical Perspective 22-1 on pp. 746 of the text.
Summary Overview
GoDaddy.com and its advertising agency, Ad Store, have argued that the major television networks such as Fox have a double standard as many of their program have more racy content than the commercials that they sometimes refuse to run.
This slide shows a commercial for GoDaddy.com, a company that manages and sells Internet domain names. The commercial depicts a mock congressional hearing and features an attractive woman in a very camisole that suffered a near “wardrobe malfunction.” Its was done as a satirical jab a famous Janet Jackson wardrobe malfunction that occurred during the halftime show of the 2004 Super Bowl, which led to government moves to more tightly regulate TV and radio content. Fox ran the commercial during the first quarter of the game, but refused to run it again during the fourth quarter after the National Football League became upset over the ad.
Use of this slide
This spot can be used to generate discussion regarding whether advertisers should be held to different standards by TV networks whose own programs are often more sexually explicit than the commercials they refuse to air.
Relation to text
This slide relates to material on pp. 749-751 8 of the text.
Summary Overview
This slide shows some of the social and cultural questions related to advertising.
Does advertising make people buy things they don’t need?
Pro advertising
Advertising provides essential information
It is difficult to separate the desirable advertising from the undesirable
Consumers are free to choose
Critics of advertising
Information advertising is acceptable, but persuasive advertising is unacceptable
Persuasive advertising fosters discontent among consumers
Does advertising encourage materialism?
Pro advertising
Materialism is an acceptable part of the Protestant ethic, which stresses hard work and individual effort
Acquisition of material possessions has positive economic impact
Critics of advertising
Advertisers seeks to create needs
Surrounds consumers with images of the good life and suggest material possessions will lead to happiness
Material possessions will lead to greater social acceptance
Is advertising just a reflection of society?
Some argue that advertising is merely a visible manifestation, good and bad, of the American way of life. Others feel that advertising reflects cultural values on a selective basis, echoing and reinforcing certain attitudes, behaviors, and values more frequently than others.
Use of this slide
This slide can be used to discuss the social and cultural consequences of advertising and arguments both for and against advertising.
Relation to textThis slide relates to page 750 and Exhibit 22-14 of the text.
Summary OverviewThe advertising industry believes that advertising reflects society, not the other way around. This ad was part of a campaign to address the criticisms of advertising.
Use of this slideUse this slide to present the advertising industry’s position advertising’s effect on society.
Relation to text
This slide relates to material on pp. 751-756 of the text.
Summary Overview
Advertising is criticized for portraying various gender and ethnic groups in ways that are unflattering. Critics also argue advertising does not stay contemporary and reflect the changing roles of women. Despite the recognition that advertisers must be sensitive to the portrayal of specific types of people, ad agencies are finding it increasingly difficult not to offend some segment of the public.
This slide shows the various forms of stereotyping that advertising is often accused of creating and perpetuating. These include:
Gender stereotyping
Portrayal of women to reflect their changing role in society
Portrayal of women as sex objects
Ethnic stereotyping/representation of minorities
Gay-specific ads
Use of this slide
This slide can be used to discuss stereotyping in advertising.
Relation to text
This slide relates to material on pp. 742-743, 751-753 and Exhibit 22-8 of the text.
Summary Overview
Consider this ad for Airwalk shoes and how it might be viewed by consumers.
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 submission?
This ad was criticized by some women’s groups who argued that it shows a submissive and sexually available woman. The critics argued that the ad contains a number of symbolic cues that are sexually suggestive and combine to reinforce an image of the woman’s sexual submission to a man. These cues include the heart shaped box, indicating love, the color red, which symbolizes passion, and the heavy lipstick, which is sexually suggestive, as is the slinky red dress.
Use of this slide
Use this slide to prompt a discussion about the sexual nature of some ads. You might ask your students if they agree with this assessment of the ad.
Relation to text
This slide relates to the material on pp. 761-762, which is Ethical Perspective 22-2.
Summary Overview
This slide shows a page from the web site for Dove’s Campaign for Real Beauty. The campaign was launched after Unilever’s Dove brand team reviewed the results of a study indicating that most women feel that the media and advertisers set an unrealistic standard of beauty that they cannot achieve. The survey also found that only a small percentage of women are satisfied with their body weight and shape, and only two percent considered themselves beautiful. The goal of the campaign is to change the stereotypical portrayal of beauty based on physical attractiveness and to encourage women to feel good about themselves.
Most ads for beauty and cosmetic products show glamorous super models and are based on the idea that women will aspire to be like these women and purchase the advertised product in hopes of improving their appearance. Dove has taken an inspirational approach by encouraging women to focus on their natural beauty and appealing to their self-esteem.
Use of this slide
This slide can be used as part of a discussion regarding advertising’s portrayal of women. Critics of Dove’s campaign argue that it is really just a clever way for Dove to market its beauty and cosmetic brands and is more about selling these products than making a social statement. They argue that there is a contradiction in the message of the campaign because it suggests that women still need to use Dove products to be beautiful. They also feel that Dove markets items like cellulite cream and anti-aging products that have not been proven to work. And, the campaign still uses models that are more attractive than the average woman.
However, the Dove campaign has been viewed very favorably overall, and most observers feel that it is a positive step in terms of the way women are portrayed in advertising. The campaign has encouraged other marketers, like Nike, to change the way they portray women and celebrate the diversity of their physical appearance.
Answer: E
Relation to text
This slide relates to the material on p. 759 of the text which discusses the use of advertising to address social problems such as drug use.
Summary Overview
This slide contains the famous “Fried Egg” commercial that was created by the Partnership for a Drug Free America in the late 1980s and is perhaps the most well-known of all the anti-drug ads. It features a stern looking man cracking open an egg and placing it in a hot frying pan as he delivers the classic line: “This is your brain, this is your brain on drugs.”
This spot has been parodied many times and probably lost its effectiveness as the teen audience to which it was targeted began poking fun at the “this is your brain on drugs” line from the commercial and the phrase became part of popular culture.
Use of this slide
This commercial can be used to show the types of anti-drug ads created by the PDFA.
Relation to text
This slide relates to material on pp. 756-757 of the text.
Summary Overview
This slide shows the arguments supporting the position that advertisers have control over the media. These include:
Advertising is the primary source of revenue for newspapers, magazines, television, and radio
Media’s dependence on advertising for revenue makes them vulnerable to control by advertisers
Advertisers may exert control over the media by biasing editorial content, limiting coverage of certain issues, or influencing program content
Use of this slide
This slide can be used to discuss the position that advertisers control the media because a large part of their revenue is generated from advertising.
Relation to text
This slide relates to material on pp. 757-758 of the text.
Summary Overview
This slide shows arguments against the position that advertisers do have control over the media. These include:
They must report the news fairly and accurately to retain public confidence
Advertisers need the media more than the media needs any one advertiser
The media maintains separation between news and business departments. This separation is often referred to as “The Wall.”
Use of this slide
This slide can be used to discuss the reasons why advertisers do not control or have undue influence over the media despite the financial dependence that newspapers, magazines, and radio and television stations have on advertising.
Relation to text
This slide relates to the material on pp. 739-741 of the text.
Summary Overview
This slide shows a print ad from the campaign developed by the Office of National Drug Control Policy (ONDCP) and the Partnership for a Drug Free America to address the problem of illicit drug use. This ad was developed to deal with the problem of prescription-drug abuse.
Use of this slide
This slide can be used to discuss how the U.S. government used advertising to address the problem of illicit drug use. You might ask students whether they think these ads are an effective way of dealing with the drug problem in the U.S.
Relation to text
This slide relates to material on p. 760 and Exhibit 22-24of the text.
Summary Overview
Advertising plays an important role in a free market system. It informs customers of available goods and services, but also affects consumer choices, competition, and product/service costs and prices.
This slide shows the role of advertising in the economy, which is:
Making consumers aware of products and services
Providing consumers with information to use to make purchase decisions
Encouraging consumption and fostering economic growth
Use of this slide
This slide can be used to discuss the economic role of advertising.
Relation to text
This slide relates to material on pp. 760-764 of the text.
Summary Overview
This slide summarizes the economic impact of advertising on consumer choice, competition, and product costs and prices. The impact of advertising includes:
Effects on consumer choice: differentiation and brand loyalty
Effects on competition: barriers to entry and economy of scale
Effects on product costs and prices
Advertising is an expense that increases the cost of products
Increased differentiation
The economic effect can be divided into two schools of thought. The “Advertising equals market power” perspective views advertising as a way to change consumers tastes, lower their sensitivity to price, and build brand loyalty. However, this results in higher profits, higher prices, reduced competition, and fewer choices. The “Advertising equals information” perspective views advertising as providing consumers with useful information, increasing price sensitivity, and increasing competition. Proponents of this view believe the economic effects of advertising are favorable and it contributes to a more efficient and competitive market.
Use of this slide
This slide can be used to discuss the economic impact of advertising on consumer choice, competition, and product costs and prices.
Answer: C
Relation to text
This slide relates to the material on pp. 764-766.
Summary Overview
This slide shows a commercial that was used by the International Advertising Association to promote the value of advertising. The commercial notes that branded products are the consumer’s guarantee of consistent quality; friends that he or she can recognize. Without the brand name, the consumers wouldn’t know what they are buying, so they would buy less.
Ads like this one are used in countries like China and Russia where consumers are unfamiliar with the concept of advertising. The goal of the campaign is to get consumers in these countries to recognize the role advertising plays in contributing to their economic well being.
Many economists continue to take a negative view of advertising and its effects on the functioning of the economy, while advertisers continue to view it as an efficient way for companies to communicate with their customers and an essential component of the economic system.
Use of this slide
This commercial can be used to discuss the economic value of advertising.
Relation to text
This slide relates to material on pp. 764-765 and Figure 22-3 of the text.
Summary Overview
Some believe that advertising equals market power. This reflects traditional economic thinking, which views advertising as a way to:
Change consumers’ tastes
Lower their sensitivity to price
Build brand loyalty
This, in turn, results in:
Higher profits
Reduced competition in the market
Higher prices and fewer choices for consumers
Use of this slide
This slide can be used to discuss the “advertising equals market power” position on advertising.
Relation to text
This slide relates to material on pp. 764-765 and Figure 22-3 of the text.
Summary Overview
Some believe that advertising equals information, which is a more positive view of advertising’s economic effects. The believe that advertising:
Provides useful information
Increase price sensitivity, which moves consumers toward lower-priced products
Increases competition in the market
This, in turn, results in:
Pressure from consumers for high-quality products at lower prices
Less efficient firms being forced out of the market, which makes room for new entrants
Use of this slide
This slide can be used to discuss the “advertising equals information” position on advertising.
Relation to text
This slide relates to material on p. 766 and Figure 22-4 of the text.
Summary Overview
This slide shows an excerpt from a speech given by Leo Burnett summarizing the perspective of most advertising people on the economic effects of advertising.
Many advertising and marketing experts agree that advertising and promotion play an important role in helping to expand consumer demand for new products and services and in helping marketers differentiate their existing brands.
Use of this slide
This slide can be used to discuss the positive economic effects of advertising. You might ask your students if they agree with the legendary adman regarding the positive effects of advertising.