Chapter 18-Advertising Flashcards
Why is it important that advertising standards are set and controlled?
So the consumer can’t be taken advantage of
What is advertising?
Advertising is any message designed to inform, persuade or influence consumers
What are the functions of advertising?
- to introduce new products to the market
- to provide info on a product
- to promote brand names and present a good image of the company
- to increase sales of a produce
What makes an advertisement effective?
- capture the consumer’s attention
- interest the consumer so that they will stop and listen/read to the ad
- create desire for the product
- persuade the consumer to buy the product
What are techniques the advertiser uses?
- slogans
- weasel words
What are weasel words?
Claims about a product that have no real meaning, but are just ways of persuading people d.g “finger-lickin good
What are various images and strategies that an advertiser uses? And
- humour: jingle or funny situation in a TV ad
- romance: used to advertise chocolates or perfumes
- glamour: attractive people and elegant surrounding used to advertise luxury items
- social acceptance: plays on the publics desire to fit in
- hero-worship: celebrities often advertise products
- guerrilla advertising: product placement in entertainment or movies
What are the advantages of advertising?
- it increases sales
- provides employment
- provides info on products, events and services
- keeps down the cost of newspapers, magazines and TV programmes
What are the disadvantages of advertising?
- it encourages materialism
- it makes exaggerated claims
- it encourages people to desire and buy things they can’t afford
- posters and billboards may spoil landscapes
- it can emphasise gender stereotypes
What will a wise consumer do in relation to advertising?
A wis consumer will not allow themselves to be influenced by advertising but will weigh in all the factors
What are the laws relating to advertising?
- EU Misleading Advertising regulations
- Consumer Information Act 1978
- Employment Equality Act 1998
What does the law ‘EU Misleading Advertising Regulations’ do?
It protects the public against the effects of misleading advertising
What did the ‘Consumer Information Act 1978’ do?
It made it an offence to make false or misleading claims about goods or services
What did the ‘Employment Equality Act 1998’ do?
It made it illegal for adverts to discriminate on the grounds of gender or marital status
What are the voluntary organisations that control advertising?
- Advertising Standards Authority for Ireland
- Central Copy clearance Ireland (CCCI)
What does the advertising Standards Authority for Ireland do?
Encourages advertisers to follow a code of standards that state that all advertisements must be legal, decent, honest and truthful
What does central copy clearance Ireland (CCCI) do?
Reviews all alcohol adverts in the Irish media
What is marketing?
Marketing in the process by which companies create customer interest in their products
What is marketing used to do?
ISF
Identify the customer
Satisfy the customer
Keep the customer
What are marketing techniques?
- sales promotions
- public relations activities
- sponsorship
- advertising
- attractive packaging
What is market research?
Market research involves using surveys to find out the public’s likes and dislikes
What is the point of marketing research
The research is important for manufacturers of products, package designers, retailers and advertisers so they can persuade the public to buy their product and use the 4P’s of marketing
What are the 4P’s of marketing?
supplying the right Product at the right Price in the right Place using the most suitable Promotional techniques
Product
Price
Place
Promotional techniques
