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O Guinn
Chapter 4
| Question | Answer |
|---|---|
| According to Abraham Maslow, what the 5 human needs hierarchy? | Physiological needs, safety needs, love & belonging needs, esteem needs, self-actualization needs. |
| What are Physiological needs? | Biological needs that require the satisfaction of hunger, thirst, basic bodily function. |
| What are Safety needs? | The need to provide shelter and protection for the body and to maintain a comfortable existence. |
| What are Love & Belonging needs? | The need for affiliation and affection. A person will strive for both the giving and receiving of love. |
| What are Esteem needs? | The need for recognition status, and prestige. In addition to the respect of others, there is a need and desire for self-respect. |
| What are Self-actualization needs? | This the highest of all the need states and is achieved by only a small percentage of people. The individual strives for maximum fulfillment of individual capabilities. |
| Food and health care products relate to ___________________ needs. | Physiological |
| Is advertising powerful enough to create basic human needs? | No; it is in no way powerful enough. Advertised products offer a means to pursue natural motivations. |
| What claims are made in terms of the types of goods produced in societies characterized by heavy advertising? | An overemphasis on private goods, to the detriment of public goods (such as highways, parks, schools, infrastructure, etc.) |
| What is an example of contemporary advertising moving away from perpetuating female stereotypes? | Dove's "Campaign for Real Beauty" with a series of ads featuring real women as strong and feminine. ( Not models) |
| What is acceptable and what is offensive _______ over time in a culture. | Changes. |
| When was the Pop Art Movement? | 1950s & 60s in London & New York, characterized by a fascination with commercial culture. |
| How is it claimed that advertising supports an informed democracy? | Advertising expenditures in the United States exceed 100 billion dollars each year. This monetary support of the media allows citizens to have access to a variety of information and entertainment sources at low cost; social media sites included. |
| What are Ethics? | Moral standards and principles against which behavior is judged. |
| What is Deception? | Making false or misleading statements in an advertisement. |
| What is Puffery? | The use of absolute superlatives such as "Number One" or "Best in the World"; considered completely legal. |
| Why are emotion appeals such as those made about the beauty - or prestige-enhancing qualities of a brand legal? | It is fundamentally impossible to legislate against emotional appeals as such, because these claims are unquantifiable. "In the eye of the beholder" I.e. neither illegal nor unethical. |
| It is estimated that children between 2 & 11 see around _____________ ads in a year. | 25,600 |
| According to a historical view held by physiologists, what effect does advertising have on children? | Advocates violence, responsible for child obesity, creates a breakdown in early learning skills, and results in a destruction of parental authority. |
| Children's Television Act (1990) | Restricts advertising on children's programming to 10.5 minutes per hour on weekends & 12 minutes per hour on weekdays. |
| Children's Food & Beverage Advertising Initiative (2006) | An initiative led by 16 companies in voluntary commitment to address the issue of obesity among children; A key element of the agreement is that food & beverage marketers will devote 1/2 of their $ to promoting healthy alternatives. |
| What has extensive research and studies shown in terms of the influence that advertising has on the use of tobacco & alcohol? | Children are more influenced by parents and playmates than by the mass media. |
| Why doesn't advertising cause people to smoke & drink? | Advertising just isn't that powerful. |
| True or False. Advertising creates Primary Demand in mature product categories. | False |
| Advertising is only capable of stimulating demand for a _________ within a product category. | Brand |
| A vast weight of research evidence throughout 50 years asserts that advertising... | is not a significant casual influence on initiation behavior e.g. smoking, drinking. |
| Cheeseburger Bill (2004) | Blocks lawsuits blaming the food industry for making people fat |
| What 3 primary groups are the agents of advertising regulation? | Consumers, industry organizations, and government bodies; together they shape and restrict the process. |
| What are the 3 areas of advertising regulation? | 1) Deception & Unfairness 2) Competitive Issues 3) Advertising to children. |
| What are the 3 elements essential in the FTC declaring an ad deceptive? | 1) A representation, omission, or practice that is likely to mislead the consumer. 2) #1 must be judged from the persp. of a consumer acting reasonably in the circum. 3) #1 must be a "material" one i.e. quantifiable |
| What is Unfair Advertising? | Acts or practices that cause or are likely to cause substantial injury to consumers, which is not reasonably avoidable by consumers themselves, & not outweighed by the countervailing benefits to consumers or competition. |
| What is Vertical cooperative advertising? | A technique whereby a manufacturer (m) and dealer share the expense of advertising; commonly used in regional or local markets where (m) wants a brand to benefit from a promo run by local dealers. |
| What are Comparison Advertisements? | Those in which an advertiser makes a comparison between the firm's brand and competitors' brand. *if carried out in a way that comparison is not fair, it can be deemed as unfair by FTC. |
| The Wheeler-Lea Amendment (1938) | Broadened the FTC's powers to include regulation of advertising that was misleading to the public. |
| The Robinson-Patman Act (1936) | Prohibits firms from providing phantom cooperative advertising allowances as a way to court important dealers. |
| Nutrition Labeling & Education Act (1990) | Requires uniformity in the nutrition labeling of food products and establishes strict rules for claims about the nutritional attributes of food products. |
| Federal Communications Commission | Prohibits obscenity, fraud, & lotteries on radio & tv. Power lies in the ability to deny or revoke broadcast licenses. |
| What is a Consent Order? | An advertiser accused of running deceptive or unfair advertising agree to stop running the advertisements in question, without admitting guilt. |
| What is a Cease-and-Desist Order? | Issued to advertisers who do not comply voluntarily, requiring that the advertising in question be stopped within 30 days so that a hearing can be held to determine if the ad is deceptive & unfair. |
| What is an Affirmative Disclosure? | Requires an advertiser to include important material absent from an ad in subsequent advertisements if the ad is fails to disclose important material facts about a product. |
| What is Corrective Advertising? | In cases where evidence suggests that consumers have developed incorrect beliefs about a brand because of deceptive & unfair ads, the advertiser has to run corrective ads. $$$$$$ :( |
| True or False. The NAD & NARB are empowered to impose penalties on advertisers | False |
| Who is the 4As? | The American Association of Advertising Agencies |
| What is the 4As Creative Code? | Outlines the responsibilities and social impact advertising can have and promotes high ethical standards of honesty & decency. |
| What is Consumerism? | The actions of individual consumers or groups of consumers designed to exert power in the marketplace |
| Consumer movements have focused on what same issue? | Consumers want a greater voice in the whole process of product development, distribution, & information dissemination. |
| What are the two major consumer organizations? | Consumer Federation of America and the Consumers Union |
| What is Behavioral Targeting? | The process of database development facilitated by online tracking markers that advertisers place on a Web surfer's devices in order to track that person's online behavior. |
| _____ trillion spam messages are sent per year. | 7.7 |
| What are Premiums? | An Item offered for "free" or at a greatly reduced price with the purchase of another item |
| How does the Robinson-Patman Act relate to marketers? | Requires marketers to offer similar customers similar pries on similar merchandise and quantities. i.e. A marketer cannot use special allowances as a way to discount the price to highly attractive customers. |
| What is Appropriation? | The use of pictures or images owned by someone else without permission. |
| What is Defamation? | When a communication damages the reputation of an individual because the information was untrue. |
| What is Slander? | The ORAL defamation and it the context of promotion would occur doing television or radio broadcast of an event involving a company and its employees |
| What is Libel? | Defamation that occurs in PRINT |
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rrayos
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