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Unformatted text preview: Chapter 22 ADVERT IS I NG AND PRO MO T IO N ET H I CS -Ethics-Moral principles and values that govern the actions and decisions of an i ndividual or group SOC IAL AND ET H ICAL CR I T I C IS MS OF ADVERT IS I NG • • ADVERT IS I NG AS U N TRU T H F U L OR D ECEP T I VE ADVERT IS I NG AS OFFE NS I VE I N BAD TASTE o o o Sources of D istaste Sexual Appeals Shock Advertising -Shock Advertising-Marketers use nudity, sexual suggestiveness, or other s tartling images to get consumers’ attention. • ADVERT IS I NG AND CH I L D RE N -Consumer socialization process-Advertising is a part of life and children must learn to deal with it in the consumer socialization process of acquiring the skills needed to function in the marketplace. • SOC IAL AND CULTURAL CONSEQUENCES o Advertising Encourages M ateri a l ism -M aterialism-A preoccupation with material things rather than intellectual or spiritual concerns. -P rotestant Ethic-stresses hard work and individual effort and initiatives and views the accumulation of material possessions as evidence of success. o o Advertising M akes People Buy Things They Don’t Need Advertising and Stereotyping o Advertising and the Media ECONO M IC EF FECTS OF ADVERT IS I NG -Differentiation- the products or services of large advertisers are perceived as u nique or better than competitors • • EF FECTS ON CONSU M ER CHO ICE EF FECTS ON CO MPET I T IO N -Ba r r ier to ent ry- Power is in the hands of large fi rms with huge advertising budgets, which makes i t difficult for other fi rms to enter the market. -Economies of Schedule-Able to make large media buys at a reduced rate and a llocate them to their various products. • • EF FECTS ON PROD UCT COSTS AND PR ICES SU M MAR IZ I NG ECONO M IC E F FECTS o o Advertising Equals M a rket Power Advertising Equals I nformation ...
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This note was uploaded on 01/10/2010 for the course MATH 215 taught by Professor Orrwel during the Fall '08 term at Alabama State University.
- Fall '08