Chapter 18-Advertising Flashcards

1
Q

Why is it important that advertising standards are set and controlled?

A

So the consumer can’t be taken advantage of

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2
Q

What is advertising?

A

Advertising is any message designed to inform, persuade or influence consumers

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3
Q

What are the functions of advertising?

A
  • 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
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4
Q

What makes an advertisement effective?

A
  • 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
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5
Q

What are techniques the advertiser uses?

A
  • slogans

- weasel words

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6
Q

What are weasel words?

A

Claims about a product that have no real meaning, but are just ways of persuading people d.g “finger-lickin good

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7
Q

What are various images and strategies that an advertiser uses? And

A
  • 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
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8
Q

What are the advantages of advertising?

A
  • it increases sales
  • provides employment
  • provides info on products, events and services
  • keeps down the cost of newspapers, magazines and TV programmes
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9
Q

What are the disadvantages of advertising?

A
  • 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
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10
Q

What will a wise consumer do in relation to advertising?

A

A wis consumer will not allow themselves to be influenced by advertising but will weigh in all the factors

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11
Q

What are the laws relating to advertising?

A
  • EU Misleading Advertising regulations
  • Consumer Information Act 1978
  • Employment Equality Act 1998
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12
Q

What does the law ‘EU Misleading Advertising Regulations’ do?

A

It protects the public against the effects of misleading advertising

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13
Q

What did the ‘Consumer Information Act 1978’ do?

A

It made it an offence to make false or misleading claims about goods or services

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14
Q

What did the ‘Employment Equality Act 1998’ do?

A

It made it illegal for adverts to discriminate on the grounds of gender or marital status

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15
Q

What are the voluntary organisations that control advertising?

A
  • Advertising Standards Authority for Ireland

- Central Copy clearance Ireland (CCCI)

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16
Q

What does the advertising Standards Authority for Ireland do?

A

Encourages advertisers to follow a code of standards that state that all advertisements must be legal, decent, honest and truthful

17
Q

What does central copy clearance Ireland (CCCI) do?

A

Reviews all alcohol adverts in the Irish media

18
Q

What is marketing?

A

Marketing in the process by which companies create customer interest in their products

19
Q

What is marketing used to do?

A

ISF
Identify the customer
Satisfy the customer
Keep the customer

20
Q

What are marketing techniques?

A
  • sales promotions
  • public relations activities
  • sponsorship
  • advertising
  • attractive packaging
21
Q

What is market research?

A

Market research involves using surveys to find out the public’s likes and dislikes

22
Q

What is the point of marketing research

A

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

23
Q

What are the 4P’s of marketing?

A

supplying the right Product at the right Price in the right Place using the most suitable Promotional techniques

Product
Price
Place
Promotional techniques