Chapter 4 Textbook Notes

Chapter 4 Textbook Notes - Chapter 4 Textbook Notes Pg 110...

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Chapter 4 Textbook Notes Pg 110: A recent survey by showed that 80% of respondents were “very annoyed” by pop-up ads and spam email; in comparison, only about 10-15% of these respondents reported being “very annoyed” by print or TV. Pg 110-111: Advertisers defend themselves by saying that good marketing research (including database development) leads to greater efficiency and more value for customers. o The argument goes that they more effective direct marketers get, the more they know about you, the better they can serve you. Pg 111: “Permission Marketing”—marketers can direct advertising and promotions only to people who express permission to do so by indicating clearly that they “opt in” to receiving offers through the mail or e-mail. o In 2004, we saw the implementation of restrictive legislation of the “do not call list” devised by the FTC. The list now exceeds 60 million American phone numbers registered in an attempt to restrict telemarketing calls. Pg 112: Social aspects of advertising are matters of opinion with no clear right or wrong answers. Pg 112-115: Advertising Educates Consumers—gist of pros/cons o Pro: Advertising Informs By regularly assessing information and advertising claims, consumers become educated regarding the features, benefits, functions, and value of products. A little overstated, but better-educated consumers enhance their lifestyles and economic power through astute marketplace decision making—can’t argue with that Advertising reduces product search time —that is, the amount of time an individual must spend to search for desired products and services is reduced because of advertising and access to the Web. The info contained in an advertisement “reduces drastically the cost of the search” The role advertising can play in communicating about important social issues (ex: responsible drinking) o Con: Advertising is Superficial and Intrusive The basic criticism of advertising with respect to it being superficial focuses on the claim that many ads carry little, if any, actual product information Critics believe that ads should contain info on brands that relates strictly to functional features and performance results—things that can be measured and tested brand by brand. Emotional factors play an important role in consumer’s choices Critics often dismiss as unimportant or ignore the totality of brand benefits that consumers seek, including emotional, hedonic, or aesthetic aspects. Consumers seem to be saying loud and clear that advertising is getting just too widespread and intruding on their lives and lifestyles
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Clutter and intrusiveness reduce the effectiveness of advertising The ability of the average consumer to even remember advertising 24 hours later is at the lowest level in the history of our business New media have more potential to deliver even more saturation, clutter, and intrusiveness than traditional media, in which case the new media
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Chapter 4 Textbook Notes - Chapter 4 Textbook Notes Pg 110...

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