Submitted by: Submitted by COSORIO
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Category: Business and Industry
Date Submitted: 12/09/2013 01:19 PM
EXAM 3: Chapters 4, 7, 14-15, 17-18 plus all material from assigned readings and class discussion
Chapter 4
Advertising practices are meant for audience protection
* Government = laws and regulation
* FTC: regulates deception; makes sure ads are not misleading
* Substantiation: finding out if ad is misleading
* Must be a reasonable basis for making claims
* Puffery: praise item with subjective opinions: “the ultimate driving machine” or “the very best chocolate”
* FDA: oversee package labeling; look out for drug advertising
* Drugs ads
* Product claims ads: mention drug by name; must state major risks
* Reminder ads: provide name with minimal info; no risk disclosure
* Help seeking ads: Educate about disease, condition, and treatment; no specific drug named or risk disclosure required
* 85% of consumers report having seen or heard an ad for a prescription medication
* DTC: supposed to be informative and educational; against raising prices, a “overmedicated society,” biased info
* FCC: regulates radio and tv stations and networks; issue and revoke licenses to broadcasting stations
* Due to 1st amendment, a publisher can refuse to publish content
* Media Review
* Industry Self-Regulation
* Self-Discipline: In- house review procedures
* Industry Self-Regulation: BBB
* Public and Community Reviw: Local Groups
* Public/Community Review
* Competitive Complaints
* Advertising can potentially shape and mirror values
Chapter 7: Evaluating Program Effectiveness
* Advertising Research
* Meant to show effectiveness of marketing goals for ROI
* Measures media effectiveness and message effectiveness
* Pros/Cons:
* Pro: avoid costly mistakes; evaluate alternative strategies; etc.
* Con: COSTS, time, etc.
* When to assess
* Pre-testing: copy development
* Postesting: in progress...