evaluating the social, ethical, and economic aspects of advertising and promotions

Question 1

proponents arguments on advertising

Answer 1

-provides info to consumers
encourages higher standards of living
-promotes competition
-helps new firms enter the market
-creates jobs

Question 2

critics arguments on advertising

Answer 2

• more popaganda than info
• creates consumer needs and faults
• promotes materialism, insecurity, and greed

Question 3

ethics

Answer 3

moral principles and values that govern the actions and decision of an individual or group

Question 4

types of advertising ethics (7)

Answer 4

1. deceptive advertising
2. offensive advertising
3. advertising to children
4. social and cultural consequences of advertising
5. encouraging materialism
6. creating needs
7. promoting stereotypes

Question 5

deceptive advertising and examples

Answer 5

consumers mistrust ads, difficult to be prove deception,

ex: new balance shoes make you loose weight and groupon showing up at the top of page but it is someone elses ads

Question 6

offensive advertising and examples

Answer 6

sources of distaste usually sexual appeals, fear appeals

ex: THINX underwear ad examples

Question 7

shocking advertising

Answer 7

using nudity, sexual suggestiveness, or other startling images to get consumers attention

Question 8

advertising to children (against it)

Answer 8

children lack wisdom and skills to evaluate ad claims– cannot tell the difference between programs and commercials.

Question 9

advertising to children (for it)

Answer 9

children must deal with advertising

greater knowledge of the marketplace is required for teens

Question 10

consumer socialization process

Answer 10

people acquire skills, knowledge and attitudes relevant to their functioning as consumers in the marketplace

Question 11

guidelines for advertising to children

Answer 11

1. refrain from unfair exploitation of the imaginative quality of children
2. should not advertise products and content inappropriate for children directly to them

Question 12

social and cultural consequences

Answer 12

advertising influences and transmits social values or are we trasmitting the value system?

Question 13

materialism

Answer 13

preoccupation with material things rather than intellectual or spiritual concerns

Question 14

ads that could lead to materialism

Answer 14

• seek to create needs
• surround consumers with images of the good life
• suggest it leads to contentment and happiness

Question 15

protestant ethic

Answer 15

stresses on hard work, individual effort, and initiative

view the accumulation of material possessions as evidence of success

Question 16

advertising and gender stereotyping

Answer 16

women: preoccupied with beauty, household duties, and motherhood
men: constructive powerful autonomous and achieving

Question 17

differentiation

Answer 17

products or services of large advertisers are perceived as unique or better than competitors

Question 18

economic effects of competition

Answer 18

large firms with huge advertising budgets can act as a barrier to entry and achieve economies of scale

Question 19

act as a barrier to entry

Answer 19

resulting in less competition and higher prices

Question 20

achieving economies of sclae

Answer 20

lower production costs

allocation of more monies to advertising