exam 1 study guide - Advertising definition • Advertising...

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Advertising definition Advertising Definition A paid form of communication A sponsor is identified Tries to persuade or influence the consumer to do something Conveyed through mass media Reaches a large audience Is nonpersonal Ethics Moral and value standards that act as behavioral guidelines for a society’s citizens Unlike laws and regulations ethical codes are generally not written down Johannes Guttenberg -inventor of printing Volney Palmer 1841, Volney Palmer “Formal” structure of advertising, established the first advertising agency. Worked for the media as opposed to the client. Francis Ayer, 1890 First advertising agency that was full service. Offered a large range that worked FOR THE CLIENT. Produce ad, AND publish ad. Complete campaign. Advertising effect on competition WWI and WWII 1914, WWI Advertising agencies cancel nearly all clients, offered their services to the USA gov’tto promote the war (Uncle Sam), support the troops, etc.
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World War II Don’t cancel contracts but still offer services to US government Characteristics of an effective ad Effective ads work on two levels With consumers With advertisers Characteristics of effective ads Strategy (have to do what the client wants) Creativity Execution Media Must be goal directed Criticisms (i Puffery (exaggeration) Taste and advertising (mostly in poor taste) Product categories and tastes Offensive messages Marketers have a range of creative options for their messages—each with a trade-off Safe but boring v. attention grabbing—but controversial, maybe offensive Stereotyping in advertising Women in advertising Racial and ethnic stereotypes Senior citizens Gay and lesbian consumers ssues) of advertising Puffery Puffery (exaggeration)
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U.S. Constitution and commercial speech The First Amendment - Freedom of Expression “Speech” vs. “Commercial Speech” Valentine v. Christensen (1942) Virginia State Board of Pharmacy v. Virginia Citizens Council (1976) The Central Hudson test 1980 – Does the commercial speech at issue concern a lawful activity? – Will the restriction of commercial speech serve the asserted government interest substantially? – Does the regulation directly advance the government interest asserted? – Is the restriction no more than necessary to further the interest asserted? Advertising and the Supreme Court cases we covered in class Advertising and the Law The First Amendment – Freedom of Expression “Speech” vs. “Commercial Speech” Commercial Speech is considered hardier; more powerful; needs certain restrictions; profit driven (different motivation) Valentine v. Christensen (1942) 1941 Pearl Harbor Valentine owned a submarine and did tours; he made flyers and distributed them in cities; NY had an anti-litter ordinance; Valentine went to a lawyer; made two sided flyers:
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exam 1 study guide - Advertising definition • Advertising...

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