Marketing Notes

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...