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MKTG3307 Contemporary Marketing Issues > Week 5 Vulnerable Target Audience in Advertising > Flashcards

Week 5 Vulnerable Target Audience in Advertising Flashcards

1
Q

Define Persuasion Knowledge Model.

A

Consumer’s beliefs in and knowledge of the marketing system (e.g. production and consumption), a company’s goals, marketing strategies, and products.

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2
Q

Define Targets.

A

Those people for whom a persuasion attempt is intended (e.g. consumers).

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3
Q

Define Agent.

A

Whomever a target identifies as being responsible for designing and constructing a persuasion attempt (e.g. the company responsible for an advertising campaign; an individual salesperson).

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4
Q

Define Persuasion “attempt”.

A

(Rather than ad, sales presentation, or message) to describe a target’s perception of an agent’s strategic behaviour in presenting information designed to influence someone’s beliefs, attitudes, decisions, or action.

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5
Q

What does Persuasion Coping Behaviour encompasses of to a target?

A

It encompasses not only their cognitive and physical actions during any one persuasion episode, but also any thinking they do about an agent’s persuasion behaviour in anticipation of a persuasion attempt, as well as between and after episodes in a campaign.

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6
Q

What does Consumer’s persuasion coping knowledge enable them to do?

A

Recognise, analyse, interpret, evaluate, and remember persuasion attempts and to select and execute coping tactics believed to be effective and appropriate.

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7
Q

What are the pros of advertising?

A
  1. educate consumers (informs)
  2. improves standard of the living - economic effects of advertising lower the cost of products.
  3. addresses wide variety of basic human needs
  4. only reflects society’s priorities
  5. are showing more sensitivity
  6. a source of fulfilment and liberation
  7. democratic art
  8. fosters a diverse and affordable mass media
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8
Q

What are the cons of advertising?

A
  1. superficial and intrusive
  2. wastes resources and raises the standard of living only for some.
  3. create needs
  4. promotes materialism
  5. perpetuates stereotypes is often offensive
  6. may deceive via subliminal stimulation
  7. affects programming
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9
Q

Explain the Hierarchy of needs from top to bottom.

A
  1. Physiological needs
  2. Safety needs
  3. Love and belonging needs
  4. Esteem needs
  5. Self-actualisation needs
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10
Q

Define Ethics.

A

Moral standards and principles against which behaviour is judged.

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11
Q

How to conclude if something is ethical or not?

A

Personal judgement.

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12
Q

Define Deception.

A

Making false or misleading statements in an advertisement.

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13
Q

Define Puffery.

A

Using absolute superlatives. (considered legal)

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14
Q

Define Appeal of a free gift.

A

Draws a harsh reaction from consumers.

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15
Q

Define Emotional appeals.

A

Neither illegal nor unethical.

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16
Q

What are the damaging consequences of advertising to children?

A
  • Promotes superficiality
  • Creates values found in material goods and consumption.
  • Influences demands for everything - Child-parent conflict
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17
Q

What are the arguments for advertising to children?

A
  1. Children understand what advertising is.
  2. Children will gain a healthy skpeticism for advertising
  3. Children clearly recognise its intent.
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18
Q

What is the children’s Television Acts.

A

Restricts advertising on children’s programming.

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19
Q

What are some Controversial products to be advertised?

A

Tobacco, alcoholic beverages, gambling and lotteries, and firearms.

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20
Q

What are the arguments for advertising controversial products?

A
  1. Children are aware that the products are intended as adult products.
  2. Advertising cannot create primary demand in mature product categories.
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21
Q

Define Primary Demand.

A

Demand for an entire product category.

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22
Q

Product category demand is the result of:

A
  1. Social and cultural trends
  2. Economic conditions
  3. Technological change
  4. Other broad influences on consumers’ needs and lifestyles
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23
Q

What are the 2 complex issues?

A
  1. Basis for the claim of vulnerability.

2. Basis for categorising controversial products.y

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24
Q

List the areas of regulation.

A
  1. Deceptive and unfairness in advertising
  2. Competitive issues
  3. Advertising to children
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25
Q

What are the essential elements in declaring an ad deceptive as per Federal Trade Commission (FTC)?

A

Representation, omission, or practice:

  1. That is likely to mislead the consumer
  2. Must be judged from the perspective of a consumer
  3. Must be a material one
26
Q

Define unfair advertising.

A

Acts or practices that can cause substantial injury to consumers.

27
Q

What are examples of unfair advertising?

A
  • not reasonably avoidable by consumers

- not outweighed by the countervailing benefits to consumers or competition.

28
Q

Define vertical cooperative advertising.

A

Manufacturer and dealer share the expense.

29
Q

Define comparison advertisements.

A

Advertiser makes a comparison between the firm’s brand and comepetitor’s brand.

30
Q

Regulatory Agents.

A

view lecture slides.

31
Q

What does the advertising substantiation program do?

A

Ensures that advertisers make supporting evidence for their claims available to consumers.

32
Q

Define Consent order.

A

Advertiser accused of unfair or deceptive practices agrees to stop the advertisement without admitting guilt

33
Q

Define Cease-and-desist order.

A

Requires that the advertising in question be stopped within 30 days.

34
Q

Purpose of Cease-and-desist order?

A

-To determine whether the advertising is deceptive or unfair.

35
Q

Define affirmative disclosure.

A

Important material absent from prior ads must be included in subsequent advertisements.

36
Q

Define corrective advertising.

A

Remedy for advertising determined to be misleading.

37
Q

Define Attorney general’s office.

A

Responsible for investigating questionable promotional practices.

38
Q

What does the National Association of Attorneys General do?

A
  • Monitors advertising

- Shares its findings

39
Q

Define self-regulation.

A
  • Promotion industry’s attempt to police itself.

- To evaluate the content and quality of promotional activities specific to their industries.

40
Q

What does NARB stand for?

A

National Advertising Review Board

41
Q

What does the NARB do?

A
  • establishes the policies and procedures for advertising industry self-regulation.
42
Q

State and local better business bureaus:

A
  • Divisions of a local BBB
  • Merchandise
  • Financial
  • Solicitations
43
Q

What do the advertising agencies and associations do?

A
  1. No legal or binding power over its members.
  2. Can apply pressure when it finds that industry standards are not being upheld.
  3. Publishes guidelines for its members regarding various aspects of advertising messages.
44
Q

Media organisations’ role?

A

Evaluate the advertising received for broadcast and publication.

45
Q

Define National Associations of Broadcasters (NAB).

A

Implements and interprets separate radio and tv codes.

46
Q

Define Direct Marketing Association (DMA).

A

Promotes ethical behaviour and standards among its members.

47
Q

Define Digital Advertising Alliance (DAA).

A

Self-regulatory principles for online behaviour advertising.

48
Q

Define The Centre for Digital Democracy (CDD).

A

Focuses on research, public education, and advocacy designed to protect consumers in the digital age.

49
Q

Define Consumerism.

A

Actions of consumers designed to exert power in the marketplace.

50
Q

What do consumers want?

A

a greater voice in the product development, distribution and information dissemination.

51
Q

Define Behavioural Targeting.

A

Database development facilitated by online tracking markers placed on a Web surfer’s devices to track that person’s online behaviour.

52
Q

Define Spam.

A

Unsolicited commercial messages sent through the email system.

53
Q

Define Phishing.

A

Spammers try to entice Web users to enter personal info on a fake website that will get the email user’s attention,

54
Q

Define Premiums.

A

Item offered for free or at a reduced price with the purchase of another item.

55
Q

Define Trade Allowances.

A

Robinson-Patman Act: Requires marketers to offer similar customers similar prices on similar merch and quantities.

56
Q

Define appropriation.

A

Use of pictures or images owned by someone else without permission.

57
Q

Define Copyright infringement.

A

Using written, recorded, or photographic material from others’ works.

58
Q

Define Defamation.

A

Communication that occurs damaging the reputation of an individual because the information in the communication was untrue.

59
Q

Define slander.

A

oral defamation.

60
Q

Define libel.

A

defamation that occurs in print.

MKTG3307 Contemporary Marketing Issues (9 decks)

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