Chapter 4 Textbook Notes

Chapter 4 Textbook Notes - Chapter 4 Textbook Notes...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 4 Textbook Notes Facebook’s Project Beacon Facebook partner sites could redirect your activities back to your Facebook site—and you would have had to opt-out to make it stop Massive protest from Facebook users and privacy advocates killed the project, but it had been implemented and would have continued on without the widespread outcry Behavioral Targeting: firms track your behavior to know how to market to you Ex. 4.1 Dr. Drew is paid $10,000 every time he tweets Does that change how you view the info he supplies to Twitter? Advertising Educates Consumers—gist of pros/cons Pro: Advertising Informs o By regularly assessing information and advertising claims, consumers become educated regarding the features, benefits, functions, and value of products. o Better-educated consumers enhance their lifestyles and economic power through astute marketplace decision making—can’t argue with that o 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. o The info contained in an advertisement “reduces drastically the cost of the search” o The role advertising can play in communicating about important social issues (ex: responsible drinking) Con: Advertising is Superficial and Intrusive o 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 o Critics argue that advertising does not provide good product information at all and that it is so pervasive and intrusive to daily life that it is impossible to escape o Consumers seem to be saying loud and clear that advertising is getting just too widespread and intruding on their lives and lifestyles 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 Ex 4.2: Miller Brewing Company devotes millions of dollars a year to promoting responsible drinking with both print and TV ads. Advertising can be used o inform the public about important social issues Globalization Box—Google vs. China Freedom of information vs. government restrictions no information
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
*JHM—“huge force toward freedom + social justices” Ex 4.4 Honda ad illustrates how important functional info can be summarized and creatively delivered in an emotional fashion Commerce-content crossover is an issue of growing concern; why should advertisers be concerned about clutter and intrusiveness? Consumers feel that advertising is getting too widespread and intruding on their lives and lifestyles Clutter and intrusiveness reduce the effectiveness of advertising Advertising Improves the Standard of Living Pro: Advertising Lowers the Cost of Products o
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 7

Chapter 4 Textbook Notes - Chapter 4 Textbook Notes...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online