MCOM 341Week 3 Summary

ETHICS & SOCIAL RESPONSIBILITY

Ethical advertising: Doing what the advertiser and the advertiser's peers believe is morally right in a given situation

Social responsibility: Acting in accordance to what society views as best for the welfare of people in general or for a specific community of people.

Deceptive advertising: According to the FTC, any ad in which there is a misrepresentation, omission, or other practice that can mislead a significant number of reasonable consumers to their detriment.

Unfair advertising: According to the FTC, advertising that causes a consumer to be "unjustifiably injured" or that violates public policy.

Subliminal advertising: Advertisements with messages (often sexual) supposedly embedded in illustrations just below the threshold of perception.

Puffery: Exaggerated, subjective claims that can't be proven true or false such as "the best," "premier," or "the only way to fly."

Stereotypes: Broad, often limited, generalizations about large groups of people; does not take individual differences into consideration.

ADVERTISERS: LOCAL TO GLOBAL

Local advertising: Advertising by businesses within a city or county directed toward customers within the same geographical area.

Suppliers: People and organizations that assist both advertisers and agencies in the preparation of advertising materials, such as photography, illustration, printing, and production.

Product advertising: Advertising intended to promote goods and services; also a functional classification of advertising.

Sale advertising: A type of retail advertising designed to stimulate the movement of particular merchandise or generally increase store traffic by placing the emphasis on special reduced prices.

Institutional advertising: A type of advertising that attempts to obtain favorable attention for the business as a whole, not for a specific product or service the store or business sells. The effects of institutional advertising are intended to be long term rather than short range.

Classified ads: Newspaper, magazine, and now Internet advertisements usually arranged under subheads that describe the class of goods or the need the ads seek to satisfy. Rates are based on the number of lines the ad occupies. Most employment, housing, and automotive advertising is in the form of classified advertising.

Classified advertising: Used to locate and recruit new employees, offer services, or sell or lease new and used merchandise.

Cooperative (co-op) advertising: The sharing of advertising costs by the manufacturer and the distributor or retailer. The manufacturer may repay 50 or 100 percent of the dealer's advertising costs or some other amount

based on sales.

Horizontal co-op advertising: Joint advertising effort of related businesses (car dealers, realtors, etc.) to create traffic for their type of business.

Vertical co-op advertising: Co-op advertising in which the manufacturer provides the ad and pays a percentage of the cost of placement.

Regional advertiser: Companies that operate in one part of the country and market exclusively to that region.

National advertisers: Companies that advertise in several geographic regions or throughout the country.

Global marketers: Multinational companies that use a standardized approach to marketing and advertising in the countries where they’re present.

Designated market areas (DMA’s): The geographical areas used to delineate media markets.

Types of Local Advertisers: Dealers or local franchises of national companies that specialize in one main product line or service

(Honda, Wendy’s, H&R Block) Stores that sell a variety of branded merchandise, usually on a nonexclusive basis (convenience,

grocery and department stores) Specialty businesses and services (banks, boutiques, insurance brokers, restaurants, music stores,

shoe-repair shops, remodeling contractors, attorneys, accountants, etc.) Governmental and nonprofit organizations (municipalities, utilities, charities, arts organizations, etc.)