Digitization of Ads

Question 1

In what ways are ads digitized?

Answer 1

Can be interactive, use geofencing, camera to see who passes by

Question 2

Geofencing

Answer 2

the use of GPS to create a virtual boundary that tracks when a mobile device enters or leaves an area

Question 3

What information can geofencing collect?

Answer 3

Your ID, your location, your interests

Question 4

How might digital ads use a camera?

Answer 4

To pitch products to you based on your appearance

Question 5

Institutional ad

Answer 5

an ad that is not seeking immediate sale of a product but aims to create a good image of the company
Ex: Kellogs has institutional ads to build children’s playgrams

-gets people’s support
-may be done to counter negative image

Question 6

Who are ads regulated by?

Answer 6

The Federal Trade Commission (FTC)

Question 7

What are some of the roles of the FTC?

Answer 7

-protects copyright and trademarks
-punishes false advertising (e.g. Haagan Das claimed their frozen yogurt bar only had 1g of fat when it actually had 12 g)
-if found guilt of false advertising, can force you to run a corrective ad

Question 8

Corrective Ad

Answer 8

when a company is found of false advertising, it is an ad that points out that you mislead the public and you’re sorry

Question 9

Counter ads

Answer 9

-when a topic is deemed to have public importance, an advertisement may be run that counters and responds to another advertisement
-enforced by FCC
Ex: Cigarette ads deemed a public health issue, so FCC made radio stations run a counter ad talking about negative effects of smoking for every 3 cigarette ads