Chap4notes - ctp most points in this chapter require...

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ctp most points in this chapter require critical thinking as you weigh pros and cons 110 %age of consumers in a Planetfeedback.com survey who reported they are “very annoyed” by (a) pop-up ads and spam emails; vs. (b) print or TV ads (A) 80% annoyed by pop-up ads and spam emails (B) 10-15% annoyed by print or TV ads 110-11 how do advertisers defend database marketing? saying that good marketing research leads to greater efficiency and more value for customers more effective direct marketers get, more they know about you, the better they can serve you e.g coupons specially advertised offers to ppl most likely to use them rather that wasting money on ones that are never used. 111 permission marketing; 2004 do-not-call list Permission marketing marketers can direct advertising and promotions only to people who give them express permission to do so by indicating clearly that they “opt-in” to receiving offers through mail or email Do-not-Call l- list devised by Federal Trade Commission, phone numbers registered in an attempt to re- strict telemarketing call list now exceeds 60 million American 112 para. at top of page, regarding Social Aspects of Adv. section -- be forewarned: these are matters of opinion with no clear right or wrong answers. (Therefore, critical thinking is required given biased info sources.) ! 112-15 adv. educates consumers -- gist of pro/con Advertising Educates Consumers Pro: Advertising Informs advertising educates consumers , equipping them with the information they need to make informed purchase decisions in terms of features, benefits, functions, and value of products Advertising reduces product search time time individual must spend to search for desired products and services is reduced bc of ads Advertising plays role in communicating important social issues e.g drunk driving, underage drinking etc etc. Con: Advertising is Superficial and Intrusive advertising does not provide good product information at all and that is is so pervasive and intrusive to daily life that it is impossible to escape all information in ad is biased, limited, and inherently deceptive ads should contain information on brands that relates strictly to functional features and performance results things that can be measured and tested brand by brand but emotional factors play an important role in consumer’s choices advertising has become so wide spread (ubiquitous) that consumers are starting to revolt 112 Ex. 4.2 under which adv. pro does this ad fall? Miller Brewing Ad- informing public about important social issues specifically don’t drive drunk ! 113 doing it right box -- A-B = good eg of a firm that has promoted social responsibility related Anheuser-Busch 1982- “Know When to Say When” 2003- “Responsibility Matter” eg 114 Ex 4.4 -- Honda ad illustrates how important functional info can be summarized and
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Chap4notes - ctp most points in this chapter require...

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