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.
