ADPR exam 3 notes- UGA nate evans test questions and answers.docx, Exams of Biology

Download ADPR exam 3 notes- UGA nate evans test questions and answers.docx and more Exams Biology in PDF only on Docsity! ADPR exam 3 notes- UGA nate evans test questions and answers Substantiation - answer What can be measurable or proven Deception vs Puffery - answer Deception is actionable. - illegal Puffery is not actionable - legal - statements can neither be proven or disproven Deception - answer Lie likely to mislead. A consumer acting reasonably. Must be "material" example. Duracell "lasts even longer" (cost more and did not last longer than others) Puffery - answer Exaggeration or overstatement. Expressed in broad, vague language. Not An advertisers opinion of a product that is considered a legitimate expression of biased opinion. Consent Decree - answer What the FTC will ask a deceptive advertiser to sign. A document that does not admit to deception, yet acknowledges that the advertiser will stop running the sanctioned ad. What happens if an Advertiser doesn't sign the Decent Decree, breaks it, or continues running the ad? - answer FTC has power to: -issue a "CEASE AND DESIST" ORDER- $10,000 a day until the sign decree. -Mandate for advertiser to run CORRECTIVE ADVERTISEMENTS. -If agreement is not met with the FTC, the case can go to FEDERAL COURT- asked to pay consumers back Rank speech in order of constitutional protection (highest to lowest) - answer 1)Artistic speech 2)Political speech 3)Commercial Speech 4)Corporate Speech 5)Slander/Hate Speech Are Product Placements deceptive or misleading? - answer No, it is considered artistic expression and gets highest level of free speech protection in the U.S. Social Marketing - answer The process of using marketing techniques to persuade consumers to adopt the behaviors advocated by a social cause. Ex: Stopping smoking, obesity prevention, recycling. What does a for-profit partner want to gain from teaming up with a non- profit organization? - answer 1) Associate its product with a perceived social good, boosting its appeal to a market segment that shares that perception. 2) Increase a broader market segment's perceptions of the enterprise as socially engaged and responsible. 3) Derive bottom line benefits from increasing market share in the targeted segment. they are. Usually to cover up poor corporate practices. (BP) What is Pinkwashing? - answer An attempt by an organization to seem like it does more good to breast cancer than it really does. Usually to cover up poor corporate practices. (NFL) What percentage of Americans found "advertising practitioners to be unethical and untrustworthy in 2013? - answer 38% What % of Americans found advertisers to be on the up-and-up? - answer 14% What does the AAAA(American Association of Advertising Agencies blame the lack of respect for advertisers on? - answer 1) Pressure for short-term earnings. 2) Client pressures. 3) Pressures to get and keep new business, which can cause agencies to treat other agencies with a lack of respect. Commons Dilemma - answer A phenomenon in which members of a specific group (Advertisers) face choices in which selfish, individualistic, or uncooperative decisions seem rational by virtue of short-term benefits, yet produce undesirable long-term consequences for the group as a whole. Legal responsibilities vs. Ethical Reponsibilities - answer Legal: -Deception, demonstrable, provable lies Ethical: -Manipulation, legal but unethical Capitalist Realism - answer "advertising depicts life as timeless and placeless, models and actors are meant to be representations of a social type or demographic category so consumers could identify as a member of that category" Ethically questionable advertising practices - answer -Advertising ethically questionable products (cigarettes, fast food, sex toys) Moral Muteness Excuses from advertisers - answer Compartmentalization (I'm just providing a service to clients. But sometimes I find what they want to do very offensive) -Client is always right (I want to stay in business) -Ethics is bad for business (causes bland ineffective work) -Pandora's Box Syndrome (If we got worked up over every ethical issue, we couldn't get anything done) Ethically Active - answer Seeing and talking practitioners -openly encourage ethical actions -recognize moral issues -Talk about issues with co-workers and clients Seeing and Talking: - answer Recognition Communication Saying no Moral imagination (envisioning moral alternatives) Materiality - answer The presentation of something that distorts its true nature can be material. Two Main Problems - answer 1) Consumers have become increasingly skeptical of most forms of communication 2) Advertisers and marketers have, by necessity, crafted more entertaining, interesting, and meaningful advertising executions. Posers - answer Actors/salespeople pretend to be ordinary people conducting a survey to explain benefits, give consumers chance to try/sample the product. Buzz and Viral Marketing - answer Recruitment of people to talk about the product before it is available to the general public. Done to encourage conversation about the product. -It improperly exploits consumers IAB's core six types of native ads - answer 1) In-feed units 2) Paid Search Units 3) Recomendation Widgets 4) Promoted Listings 5) In-ad 6) Custom Our three main categories - answer 1) Sponsored Social Media Posts 2) Sponsored Links 3) Sponsored Content Sponsored Content Disclosures - answer Content analysis, conducted Jan-Mar 2014 Sample: iterative convenience, multiple method 1) Site searches of top 50 news sites "native advertising," "sponsored" 2) Open Web searches: above + pub. name 3) Examples & publications from trade/popular press articles in past year FTC guidelines for Native Advertising - answer Dec. 21st,, 2015 -proximity/placement -prominence -clarity of meaning LOOK AT POWERPOINT FOR DIAGRAMS - answer What is measurable or can be proven? - answer Substantiation What has to be backed up? - answer Claims Claims can be _____, _____ and ______? - answer Stated, implied, demonstrated What 3 placed are claims typically tested? - answer lab, real world setting, or previous company documents are examined What is the FTC? - answer Federal Trade Commission Comparison of the product to its earlier form - doesn't say in what way "Pontiac G6 coupe has the most head room in its class" is a _______ comparison? - answer Irrelevant; could be that this is the ONLY car in its class "4 out of 5 dentist recommend Scope" is a ______ survey. - answer Pseudo; we don't know who the five dentist are It the FTC finds an ad is deceptive, the advertiser may be asked to sign a __________. - answer Consent decree A document that does not admit to deception, yet acknowledges that the advertisers will stop running the sanctioned ad is what? - answer Consent decree TRUE or FALSE: The FTC has the power to issue a "cease and desists" order, which is a $10,000 a day fine if they do not sign the consent decree. - answer TRUE Mandate for the advertiser to start __________________ - done to counteract the effect of previous deceptive advertising. - answer Running corrective advertisements If an agreement is not reached with the FTC, the case can go to the ____________ - asked pay consumers back. - answer go to Federal Court What are the 5 kinds of speech and constitutional protectional? - answer 1. Artistic Expression 2. Political Speech 3. Commercial Speech 4. Corporate Speech 5. Slander / Hate Speech What type of speech has limited to no protection? - answer Slander / Hate speech What speech has the highest level of protection? - answer Artistic Expression TRUE OR FALSE: Product placement has historically been treated as a form of artistic expression? - answer TRUE companies, but without a link to a specific product or service. These messages position the company as one that cares about and is involved with a particular issues Corporate Donations to Specific Issues - answer Advertisers donate a percentage of this profits to a specific cause... and this contribution may be the focus of the advertising message or one of several attributes featured in the message. This 3rd category is the most commonly occurring type of socially responsible advertising because most companies already have some type of donation policy in place. _________ have become increasingly skeptical of most forms of communication. - answer Consumers TRUE or FALSE: It is not getting harder to tell what is advertising. - answer FALSE TRUE OR FALSE: Advertisers and marketers have, by necessity, crafted more entertaining, interesting, and meaningful advertising executions. - answer TRUE 6 types of masked marketing practices? - answer 1. posers 2. buzz and viral marketing 3. advertorials 4. ad- suits (paid search) 5, urgent ad-information 6. advertainment When actors or salespeople pretend to be ordinary people conducting survey to explain benefits, giving consumers chance to try/sample the product is a? - answer Posers Recruitment of people to talk about a product before it is available to the general public is ________ practice. - answer Buzz and viral marketing Native defined in the context of advertising? - answer paid ads that are so cohesive tie a page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong Why talk about Native adverting? - answer It's growing quickly and it 3.Comparison of the product to its earlier form- doesn't say in what way 4.Irrelevant Comparisons- "could be that this is the only car in its class" 5.Pseudo survey- "Who are these five" Deception - answer -Actionable *The Lie is Likely to Mislead *Must be Material Puffery - answer -Not Actionable *An advertiser's opinion of a product that is considered a legitimate expression of biased opinion -Exaggeration or Overstatement ---expressed in Broad, Vague Language *Not misdescriptions or false representations of specific characteristics Federal Trade Commission (FTC) - answer was created in 1914 to prevent unfair competition ... and to monitor and deter false, fraudulent, misleading, or deceptive advertising. The FTC uses a 3-part test to evaluate deceptive or untruthful advertising: - answer 1.There must be a representation, omission, or practice that is likely to mislead the consumer. 2.The act or practice must be evaluated from the perspective of a reasonable consumer. 3.The representation, omission, or practice must be material - that is, likely to affect a consumer's choice or use of a product or service. Material - answer Impactful to Behaviors -To lesser extent: Attitudes and thought Example of Material - answer Brand X claims it does... "I might go buy it because of that reason" -But if that claim is false, we can say that behavior was influenced through misleading information Native advertising - answer is a type of advertising, usually online but feasibly elsewhere, that matches the form and function of the platform upon which it appears. Are Product Placements deceptive or misleading? - answer -Product placement has historically been treated as a form of artistic expression. *PP frequently gets highest level of free speech protection in the U.S. Social marketing - answer the process of using marketing techniques to persuade consumers to adopt the behaviors advocated by a social cause Socially Responsible Advertising - answer requires an agreement between a non-profit (or cause) and a for-profit ... and the deal is struck to maximize perceived benefits to each partner. The for-profit partner wants to: -Associate its product with a perceived social good, boosting its appeal to a market segment that shares that perception -Increase a broader market segment's perceptions of the enterprise as socially-engaged and responsible -Derive bottom line benefits from increasing market share in the targeted segment! Social Marketing v. Social Responsible Advertising - answer So the primary difference between social marketing and socially responsible advertising is in the messaging... -An advertising campaign that used social marketing might include a TV spot to encourage people to recycle, with a plastic manufacturer sponsoring the ad. -A socially responsible advertising campaign might involve a TV spot promoting a product or brand by using a message that the product was built with 100% recycled parts. Employing SRA - answer Employing socially responsible advertising, companies also recognize their commitment to all of their stakeholders. employees stockholders specific cause ... and this contribution may be the focus of the advertising message or one of several attributes featured in the message. -This third category is the most commonly occurring type of socially responsible advertising because most companies already have some type of donation policy in place. *Ben & Jerry's contributes $1.8 million of their pretax profits to a number of different charities, including environmental concerns and groups battling forced child labor! Increased Interest by Causes - answer Causes clearly have something to gain by joining forces with corporations to develop advertising campaigns... -Direct financial support -Increased awareness -Validation -Possibility of gaining volunteer workers since corporate employees may be encouraged to donate their time to supported causes Greenwashing - answer While many corporations are genuinely concerned and involved with the causes they support, other companies are seen as using socially related advertising messages merely to cover up for their poor corporate practices Blurred Lines 2 Main Problems - answer 1) Consumers have become increasingly skeptical of most forms of communication 2) Advertisers and marketers have, by necessity, crafted more entertaining, interesting, and meaningful advertising executions. Which, as a by product, has obfuscated what is and what isn't advertising. In other words...it is getting harder to tell what is advertising Typology of Masked Marketing Practices - answer 1. Posers 2. Buzz and Viral Marketing 3. Advertorials 4. Ad-sults (Paid Search) 5. Urgent ad-information 6. Advertainment Taxonomy of Native Ads - answer 1. In-Feed Units 2. Paid Search Units 3. Recommendation Widgets 4. Promoted Listings 5. In-Ad 6. Custom Our Three Main Categories - answer 1.Sponsored Social Media Posts 2.Sponsored Links 3.Sponsored Content Examples of Sponsored Social Media - answer FB, Twitter, or IG post stamped with "sponsored" from Comapnies Ex. Ben & Jerry's, American Express Examples of Sponsored Links - answer Links sponsored by Companies supporting the specific ad. Youtube, Google, etc Disclosures Vary: Language - answer 71.4% used "sponsored/sponsor," 14.3% used "advertising/advertisement", 14.3% used "partner" or "presented by." 2 used "Brand Publishing" 1 each used "supported by," "paid for and published by," or "advertorial."