Chapter 2 Flashcards
communicators
advertising to media
customers
consumers. trade customers
organizations
competition retailers distributors manufacturers wholesalers suppliers resources
individuals
stakeholders directors managers employees sub-contractors
primary demand
consumer demand for a whole products category
selective demand
consumer demand for the particular advantages of one brand over another
abundance principle
economy produces more goods and services that can be consumed
advertising purposes:
keeps consumers informed of alternatives, allows companies to compete effectively for consumer dollars
ethical advertising
doing what advertiser believe is morally right
deceptive advertising
ftc- ad in which there is a misrepresentation, omission, or other practice that can mislead a significant number of reasonable consumers to their detriment
whether the ad conveys a false impression–even if it is literally true
unfair advertising
causes consumer to be “unjustifiably injured” or that violates public policy
comparative advertising
claims superiority to competitors in some aspect
substantiation
evidence that backs up cited survey finding or scientific studies that the ftc may request from a suspected advertising violator
endorsements
use of satisfied customers and celebrities to endorse product
testimonials
use of satisfied customers and celebrities to endorse a product in ads
affirmative disclosure
ads must make known their product’s limitations or deficiencies
