ETHICS IN ADVERTISING Marketing. AGENDA WARM-UP Warm-up questions Vocab on front (can use notes)...
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ETHICS IN ADVERTISING Marketing. AGENDA WARM-UP Warm-up questions Vocab on front (can use notes) Backside of sheet Questions 11-15 PowerSchool isn’t working
AGENDA WARM-UP Warm-up questions Vocab on front (can use notes)
Backside of sheet Questions 11-15 PowerSchool isnt working so grade
changes are work in progress 4.01 Part A&B Ads and Press
Release 4.01 Part C: 4 Consumer Promotion Tomorrow guest speaker
from Johnson & Whales
Slide 3
OBJECTIVES: PART D A.Define fear-based advertising &
understand how it is used B.Define and differentiate between
targeting & positioning C.Discuss sexism/stereotyping in
advertising. D.Explain ethical issues associated with promotion to
children.
Slide 4
FEAR-BASED ADVERTISING Fear based advertising: tactics used by
marketers to motivate target audiences to take action quickly. Also
known as Shockvertising Plays on peoples emotions Consumers are
shown ads that make them fearful of a competitor or a failure to
act What will happen if the product runs out? Consumers are shown
threats that are viewed as credible People wont like you People
choose products that makes them feel safe
Slide 5
EXAMPLE OF FEAR BASED AD Fear of being fat (gyms/diet) Being
lonely (dating sites) Fear of old age (cosmetics) Fear of not being
safe (ADT/cars) Fear of falling & not getting up Fear of
dying
Slide 6
FEAR BASED EXAMPLES
Slide 7
FEAR BASED ADVERTISING All-State Commercials are notorious for
fear-based ads http://www.youtube.com/watch?v=oVngo_slWJ4
Volkswagen http://www.youtube.com/watch?v=DpAKW7FMDIo
http://www.youtube.com/watch?v=UjcSWW3vCBk Smoking Companies that
use Fear Based Ads: Acne medication ads (pro-active) Toothpaste ads
If you don't use their toothpaste, your breath will stink and your
teeth will be yellow Anti aging beauty product ads if you don't buy
their products you will look way older than you should Anti-smoking
ads Mothers against drunk driving ads Political ads Diet product
ads Lysol ads Michelin tire ads
Slide 8
FEAR BASED ADVERTISING Easiest way to accomplish fear based
advertising is to begin with three simple words: In my experience.
Example: In my experience, I wouldnt be here today if it werent for
the help of my ______________________
Slide 9
FEAR BASED ADVERTISING Targeting: finding and reaching the
maximum number of qualified prospects at the lowest possible cost
Positioning - persuading the maximum number of your prospects to
buy from you Use FEAR and HOPE to persuade consumers
Slide 10
FEAR BASED ADVERTISING Why do marketers use fear to generate
sales? Because humans respond to bad news Fear causes us to act
Fear is a motivator How many of you have parents that use fear to
motivate or influence behavior?
http://www.youtube.com/watch?v=YleZvTSDC6s
Slide 11
FEAR EXAMPLES
Slide 12
FEAR BASED ADVERTISING Fear in ads is effective when they
provide: High levels of threat or pose an important problem High
level of efficacy A change in behavior will help the problem go
away Make the customer very afraid Reduce fear by advertising your
product
Slide 13
ETHICS IN ADVERTISING Secret Sins of the Industry
Slide 14
MARKETING FAILURES Advertising isn't just about the things we
buy It's about how we feel about things, including ourselves.
Example: New Coke v. Coca-Cola
http://www.youtube.com/watch?v=hxRqKgjD3vY (4:37)
http://www.youtube.com/watch?v=hxRqKgjD3vY 80% of Americans say
they feel better about companies that are aligned with social
issues. 2/3 of American are inclined to switch to a brand that they
identify with a good cause
Slide 15
ETHICS Ethics: Guidelines for good behavior Concept is do what
is in the best interest of the biggest number In advertising,
companies want to grab your attention Entertain Persuade Inform
Remind
Slide 16
LIAR, LIAR Ads for reputable companies almost never lie They
just dont disclose the whole truth up front Agencies have to prove
what they say to Their own corporate counsel Ad agency lawyers The
network's approval committees A number of regulating bodies like
the FDA and the FTC. Ad companies that get caught lying/cheating
have to pay substantial fines
Slide 17
ADVERTISEMENTS = 1 ST IMPRESSION For a company trying to sell
you something an advertisement is like trying to get a job
interview with millions of people at one time Make good first
impression Dont make anyone angry or mad Difficult to please all
because people view things differently The bolder the ad, the more
polarizing it becomes Big events bring about such ads Examples:
Olympics, Super Bowl, Oscars, etc..
Slide 18
CHRISTOPHER REEVE During the 2000 Super Bowl, millions of
people saw the following commercial for Christopher Reeve walking
again. Some of us saw an uplifting message of hope Some saw a
cynical company manipulating people's hope to make a buck. Many
with disabilities - saw an ad that gave false hope.
http://www.youtube.com/watch?v=c1zE5f_A5sY
Slide 19
NIKE 2000 Olympics Nike created a commercial based off a horror
movie Commercial received over 2,000 complaints. Nike heard them
and killed the spot Do you think the ad was unethical?
http://www.youtube.com/watch?v=B1JpOSz4lnI
Slide 20
ETHICS IN ADVERTISING Tobacco Advertising Would you do an ad
campaign for a cigarette company? Over $1.5 billion in free
advertising takes place each year for public service announcements
denouncing cigarette use
http://www.youtube.com/watch?v=Gib8zOmzzd8&list=PLyHzq_EfnYkX09EoN_5I3ND2w83i
weLrc&index=1
http://www.youtube.com/watch?v=Gib8zOmzzd8&list=PLyHzq_EfnYkX09EoN_5I3ND2w83i
weLrc&index=1
Slide 21
ETHICS IN ADVERTISING Beer Commercials What do all these beer
commercials have in common?
http://www.youtube.com/watch?v=dMiAEQyAOak Liquor Advertisements A
beer & a shot have same effect One can be advertised on
television, one cannot until after 9:00 pm Is this practice
fair?
Slide 22
ETHICAL BRAND When you hear Smirnoff, what do you think of?
Vodka
Slide 23
IS SMIRNOFF ICE AN ETHICAL PRODUCT?
Slide 24
SMIRNOFF A rival company says this commercial is misleading you
because there's no vodka in Smirnoff Ice. It's a malt beverage.
Does the name "Smirnoff" mean "vodka" or is it just a name? Are you
being fooled here? If you thought Smirnoff Ice contained vodka, did
you also think it contained ice? Product was examined by the ATF
(Federal Bureau of Alcohol, Tobacco and Firearms) and allowed
Slide 25
CONDOMS Most networks will not play condom ads Offend certain
demographics Basically condoning sex Usually very racy/edgy ads
Difficult to provide product demonstration in an appropriate way
Most condom ads always have one thing showing. What is it? Wedding
Ring Even though target market is not married couples
Slide 26
LOREAL COMMERCIAL http://www.youtube.com/watch?v=lrp0NqKvoYA
What is wrong with this commercial?
Slide 27
CHILDREN LOreal Kids Shampoo There is no adult supervision
shown around the swimming pool. The Children's Advertising Review
Unit (CARU) of the Better Business Bureau (BBB), which also
monitors kid's programming, requires that adults be shown
supervising children when products or activities could be risky.
L'Oreal changed the commercial to model good parental behavior. Aim
toothpaste showed a child who went to the bathroom in a museum to
brush her teeth. Had to be taken off the air when teachers
complained that they'd never let a child leave the group
unattended.
Slide 28
PHARMACEUTICAL ADVERTISING Information is ethically neutral
Most people welcome more information because it enables individuals
to form their own judgments Used to be doctors informed citizens
about medicine, now commercials introduce them Ads have raised
awareness More people go to the doctor now than before Drugs
advertised are not the cheapest (generic version) FDA requires
companies to reveal any possible side effects Killed the weight
loss drug industry
Slide 29
PRODUCT PLACEMENT Do you think its ethical for movie companies,
television networks, music artists, etc.. To use product placement
in their advertising? In the theatre we have no way of knowing
whether the director chose those cars because they fulfilled his
artistic vision - or because the car manufacturer made a deal with
the producer. Audiences like realism in movies. Made-up brands
affect the audience because they feel like their being lied to
They're obvious fakes
Slide 30
GUERILLA ADVERTISING Product placement happens in real life If
you go out to a club tonight, you might see some particularly
good-looking young people using a new kind of cell phone. Will
voluntarily let you use product The phone is very cool & so are
the people hired They're also actors and this is a gig for them.
Their job is creating the impression that using this phone is The
Next Trend. If you ask them directly if they are actors, they won't
lie. If you don't ask, they won't tell.
Slide 31
SUBLIMINAL MESSAGING Subliminal advertising is one of those
"urban legends." Take a photograph of a glass of ice water or the
beverage of your choice and make a fake ad out of it. Then invite
people to find or guess the subliminal messages in your ad. Most
will be able to come up with something This is what advertising
companies do. They present an idea in a way that allows you to form
your own opinion but the way gain information is based off how they
present it http://www.youtube.com/watch?v=h4to2f4L5MU
Slide 32
Slide 33
ETHICS PROJECT
Slide 34
ASSIGNMENT OPTION #1: Create an advertisement that is
intentionally unethical. The advertisement can promote any product,
service, or idea you wish but must use questionable marketing
tactics to accomplish this task. An advertisement is considered
unethical in the following situations: When it has degraded or
underestimated the substitute or rivals product When it gives false
or misleading information on the value of a product When it fails
to give useful information on the possible reaction or side effects
of the product. When it is immoral
Slide 35
SURROGATE ADVERTISEMENT Surrogate Advertisement: Used to
promote a banned product in the disguise of another product. Uses a
different product to advertise their name 84% of viewers pickup on
the unintended brand being advertised Example: Bicardi Blasts music
CDs Bagpiper Club Soda Officers Choice Playing Cards
Slide 36
Slide 37
PUFFERY Puffery refers to claims that express subjective rather
than objective views Most reasonable people would take not take
literally. However, a two-year old might believe that polar bears
enjoy sipping Coca-Cola.
Slide 38
MIGHT BE TRUE BUT IS IT?
Slide 39
EXAGGERATION Exaggeration: Using false claims in an
advertisement Wherever you go our network follows.
Slide 40
Slide 41
Slide 42
UNVERIFIED CLAIMS Unverified claims: It includes advertisements
of energy drinks which tells us about the number of vitamins and
how they help children to grow strong and tall.
Slide 43
WOMEN STEREOTYPING Women Stereotyping: Using women to promote
household cleaners
Slide 44
SEX SYMBOLS Women used as sex symbols:
Slide 45
Slide 46
COMPARATIVE AD Comparative advertisement: Occurs when a company
compares itself to its competitor. Examples: Coke v. Pepsi Colgate
v. Pepsodent.
Slide 47
COMPARATIVE ADS
Slide 48
CHILDREN Use of children in advertisements: Children watch more
advertisements than almost anyone. They can sing jingles, recognize
logos, and typically have strong feelings about a product.
Slide 49
PARODY ADS Assignment #2 Option
Slide 50
ASSIGNMENT #2: PARODY AD Parody Ads: You are to create a parody
advertisement that provides criticism of a company yet speaks the
truth Advertisement should be more than a joke but can be funny,
sad, or insulting Viewers of your ad should clearly understand the
point you are making The criticism you create must be true If
altering an existing ad, accompany the original advertisement with
it as well
Slide 51
FAIR ADVERTISING What is this ad saying? Messages like these
want to convince people that alcohol is magic. These ads tell us
that alcohol can make us successful, sophisticated and even sexy.
Without it, life is dull, ordinary and boring.