Advertising and promo module 4

Which of the following are issues that the FTC has focused attention on in the 21st century?

Taking action against deceptive health claims Eliminating false e-mail advertising Enforcing existing regulations on telemarketing

comparative advertising

a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes brands that take up a large part of the market never use comaparative advertising

informational/rational appeals

advertising appeals that focus on the practical, functional, or utilitarian need for a product or service and emphasize features, benefits, or reasons for owning or using the brand

transformational advertising

advertising designed to change consumers' perceptions of the actual usage experience with the product

comprehension and reaction tests

advertising testing to ensure receivers comprehend the message and to gauge their reaction to the same

emotional appeals

aims to satisfy consumers' emotional desires rather than their utilitarian needs relates to the customers psychological needs for purchasing

marginal analysis

analysis that involves comparing marginal benefits and marginal costs

reminder ads

builds brand awareness and or helps keep the brand name in front of consumers

Which unit of the Federal Trade Commission is responsible for enforcing antitrust laws?

bureau of completion

speech that promotes a commercial transaction is known as

commercial speech

order for consumers to remember a brand only by recalling the experience generated by an advertisement, a transformational advertisement must ______.

connect the experience of the advertisement tightly with the experience of using the brand

Self-regulation is viewed by the advertising industry as a(n) ______.

control misleading advertising

According to the Federal Trade Commission, as stated in 1983, a misrepresentation, omission, or practice that is likely to lead astray a consumer acting reasonably in the circumstances to the consumer's detriment is known as ______.

deception

Relevance in creativity

degree to which an ad is meaningful, useful or valuable to a customer

many consumers motives for purchasing a product is

emotional or emotional appeal

Divergence in Creativity

extent to which an ad contains elements unique or different achieved through originality, artistic value or elaboration

The Commission, created in 1914, is primarily responsible for regulating and controlling advertising.

federal trade

Many areas of sales promotions are regulated by the ________ through the Marketing Practices Division of the Bureau of Consumer Protection.

federal trade commission

demonstration advertising technique

illustrates key advantages of the product by showing its use effective in convincing consumers of a products utility quality and benefits

body of a ad

main text portion of a print ad communicating message

The first step for a marketer in the social consumer decision journey model is to

monitor

Digital advertising that is designed to fit into the nonpaid content that surrounds it by using a similar design and writing style is called

native advertising

subheads of an ad

reinforce the headline and ad slogan or theme

Straight - sell or fatal message Advertising Execution Techniques

straight forward presentation of information used with information/ rational appeal

concept testing

testing new product concepts with a group of target consumers to find out if the concepts have strong consumer appeal

execution style

the approach, style, tone, words, and format used for executing an advertising message

self-regulation in advertising

the exercise of voluntary control over the self to bring the self into line with preferred standards

toma

top of mind awareness

pre-roll advertising

when commercial ads are displayed as online video before the desired video is shown

scientific/ technical evidence advertising execution technique

- advertisers cite technical scientific information to support claims

informational appeals characteristics

- completive advantage - feature appeal - appeal

emotional appeal characteristics

- difficult to mimic

guidelines of evaluating creative output

- maintain consistency with brand - creative approach must be appropriate for the target market communicate clear and convincing messages keep from overwhelming the message be appropriate to media channel and environment

role of digital ads

-native advertising: type of paid placement designed to fit seamlessly into the content that surrounds it

According to a study by Dynamic Logic of almost 5,000 online campaigns, which of the following is the most effective type of digital ad?

180 x 150 pixel rectangular ads

Puffery

A salesperson's exaggerated claims concerning the quality of goods offered for sale. Such claims involve opinions rather than facts and are not considered to be legally binding promises or warranties.

Advertisers are often supportive of voluntary self-regulation because

Advertisers are often supportive of voluntary self-regulation because

transformational ad

An ad that associates the experience of using the advertised brand with a unique set of psychological characteristics that would not typically be associated with the brand experience to the same degree without exposure to the advertisement.

Teaser Ads

Builds curiosity, interest and or excitement bout a product or brand by talking about it but not actually showing it

Sales promotion areas are regulated by the Federal Trade Commission through the Marketing Practices Division of the ______.

Bureau of Consumer Protection

user-generated content (UGC)

Created by consumers rather than by the company and/or its agency

If an advertiser refuses to comply with rulings made by the National Advertising Review Board (NARB), the NARB is most likely to

If an advertiser refuses to comply with rulings made by the National Advertising Review Board (NARB), the NARB is most likely to

Which of the following best describes the consumer socialization process?

It refers to consumers acquiring the skills needed to function in the marketplace.

Local Better Business Bureaus (BBBs)

Local Better Business Bureaus (BBBs) receive and investigate complaints from consumers regarding advertising in their area.