ADV_318J_Chapter_4 - ADV 318J Murphy Chapter 4 Outline I....

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ADV 318J Murphy Chapter 4 Outline I. 113 permission marketing; 2004 do-not-call list a. Permission marketing- marketers can direct advertising and promotions only to people who give them permission to do so by saying that they “opt-in” to receive offers. b. 2004 do-not-call list- devised by FTC, this list expects to include 60 mil American phone #s to restrict telemarketing calls. II. 114 paragraph. at top of page, regarding Social Aspects of Adv . section a. Our approach is to offer the pros and cons on several issues that critics and advertisers commonly argue about. Be forwarned— these are matters of opinion, with no clear right and wrong answers . You will have to draw your own conclusions. But above all, be analytical and thoughtful. -- (Therefore, critical thinking is required given biased info sources.) III. √ 114-16 adv. educates consumers -- gist of pro/con a. Pros i. educates consumers about features, benefits, functions and values of products ii. reduces product search time iii. communicates important social issues b. Cons i. All info in ads are biased, limited and deceptive at times ii. While critics believe that ads should contain physical good with performance features, advertisers argue that the choice process and emotional factors play an important role iii. Ads are becoming so widespread that consumers start to revolt IV. 115-6 survey percentage of consumers angry or furious over spam and pop-up ads; commerce-content crossover issue a. 95% b. commerce-content crossover issue- product placement, etc to reach into mindparts of consumers other than just tv and commercials. Bottom line is, advertising agencies are pushing more into consumers while consumers say they don’t want to be advertised into their lives c. Note: People won’t really know what they want nowadays, without ads you wont be able to know what you want to buy except to look at them ads V. √ 116-17 adv. improves the standard of living -- gist of pro/con a. Pros i. Because of advertising creating the demand, large quantities produced a lower price for everyone ii. Greater variety of choice iii. Competition stimulates better product and promotion iv. Speed of adv help spread new innovation b. Cons i. It’s not increasing demand, it’s just shuffling the existing ones around each brand ii. Branding does not provide new features b/c they just copy each other iii. Tool of capitalism that increases the gap between rich and poor VI. √ 117-19 adv. affects happiness and general wellbeing -- gist of 2 sets of con/pro a. Cons- adv creates needs i. Seventeen magazine teaches women about what they should want and need to have slim bodies b. Pros- variety of human needs i. Humans possess physiological needs (hunger, thirst and bodily needs), safety, love and belonging, esteem and self-actualization needs ii. People turn to products and services to satisfy these needs iii. But the thing is, there is no way to create basic human needs, products and services only
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This note was uploaded on 03/23/2008 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.

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ADV_318J_Chapter_4 - ADV 318J Murphy Chapter 4 Outline I....

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