Show:
DTC Ads
Regulations
Pollay, Holbrook & Models
Social Responsibility
Stereotypes & Children and Ads
100
In 1997 this organization relaxed regulation of DTC Ads.
The FTC and FDA
100
All of these are regulated by the FDA except: Mascara Eggs Cigarettes Bottled water
Eggs
100
Sophisticated and Self-Serving
Pollay calls all advertising professionals these two things:
100
To whom are companies based on SR attractive to? Give an example as discussed in lecture.
Larger corporations. Many have been sold to bigger corps: Example: Aveda, Ben & Jerry’s, Body Shop Also Important, but NOT NEEDED IN ANSWER: Seen as a way for companies to legitimately support a cause, make connections with products, be truthful with SR
100
Harmful stereotypes still exist in society, however they are now....
less overt
200
Name two segments of the population who are considered "vulnerable" targets of DTC ads.
Who are older consumers and individuals who consider themselves in poor health.
200
Indecency, profanity, and obscenity are three regulations of this organization.
The FCC
200
Critics of advertising look at it's ______ role, while advocates look at it's _________ functions.
Criticism: Mostly by looking at advertising’s social role Defense: mostly by emphasizing economic functions
200
Corporate Social Responsibility uses advertising in a create way to increase sales, market share, awareness, brand image. Categories of social responsibility fall on a continuum. Name the two ends of the continuum and make distinctions between each end.
Institutionalized Programs, Promotional Programs. Institutional programs - social responsibility is built into the company's policy; promotional Promotional programs - a special program the company offers in hopes of increasing sales
200
What is an argument for using stereotypes in ads?
Simplify reality Advertisers use to cut time, make sense, make impressions
300
This is one complaint of current FDA regulation of DTC ads.
Several Options: FDA reviews only a small sample of submitted material No systematic process for reviewing material Takes long time to conduct reviews Compliance has been weak – no repercussions
300
This regulatory organization is made up of many different branches rather than just one central organization.
BBB
300
Pollay - monolithic Holbrook - pluralistic
One of Holbrook's criticisms of Pollay is that Pollay views advertising as this, while Holbrook believes it is this.
300
Generally speaking, who supports social responsibility?
Customers and employees
300
Name and briefly explain arguments of those who support advertising to children.
Slippery slope More regulation = less research Less research on what works Less research on effects Kids want a voice Children think marketers should ask them Want to be treated as adults Control to the consumer – not just for kids Technology!
400
Disease awareness Education about treatment options Information seeking behavior Prescription compliance Giving more, valuable, information Informs about risks Prompts patient/ doctor communication Discuss conditions not previously discussed Lead to new diagnoses Limited evidence of over diagnoses
Name four arguments showing the positive effects of DTC ads.
400
What was the largest portion of advertising violations in 2013?
Overstated Efficacy
400
Critics - advertising as molding society Advocates - advertising as a mirror of society
We have used one metaphor for the way in which critics see advertising effects, and a different metaphor for the way in which advocates see advertising. What are these metaphors?
400
Social responsibility is only smart and ethical if...(need 3 reasons)
1. truthfully and actively engaged in the cause or concern represented 2. relationship between the cause and that which is advertised 3. ads educate and inform consumer about social issues, concerns, and needs
400
List four negative effects of advertisements on children.
Parent-child conflict Cynicism Obesity Depression Increased emphasis on materialism Discontent Diminished self-esteem Cultivating positive attitudes toward tobacco and alcohol
500
What are two arguments justifying that current regulation is sufficient of DTC ads AND what are two arguments justifying more regulation of DTC ads?
JUSTIFYING: 1) Many new drugs offer significant therapeutic advantages. 2) The function of DTC ads is to bring major advances to the attention of the public 3) Drugs subject to DTC ads have favorable benefit/harm ratios. JUSTIFYING MORE REGULATION: 1) DTC is created for profit, not for health and education 2) DTC leads to inappropriate prescribing of medications 3) DTC mislead the public 4) DTC ads medicate normal aspects of health and aging -lifestyle drugs 5) DTC increase pressure for doctor visits; increase Primary Care Physicians workload 6) DTC have damaging impact on physician/patient relationship 7) DTC leads to increased drug costs in overall medical cost structure.
500
What are the 4 questions to ask in the Central Hudson test?
1. Was the advertising deceptive or misleading, or did it promote an unlawful product or service? 2. Is there a substantial state interest to justify the regulation? 3. Does the regulation directly advance the state interest? 4. Is there a “reasonable fit” between the state interest that is being asserted and the government regulation? Is the regulation no more extensive than it needs to be to satisfy this interest?
500
Number of Producers Classical Liberal: many Neo-Liberal: few Standard of Success: Classical Liberal: efficiency Neo-Liberal: market share Key System Mechanism: Classical Liberal: competition Neo-Liberal: producer power Function of Advertising: Classical Liberal: information Neo-Liberal: persuasion
Please outline the classical and neo-liberal models of advertising. Include the number of producers, standard of success, key system mechanism, and function of advertising in each.
500
Name four of the nine questions companies should ask themselves relative to SR
How does this support our business goals? How big a social problem is it? Isn’t the government or someone else handling this? What will our stockholders think of our involvement in this issue? Is this something our employees can get excited about? Wont this encourage others involved in the cause to approach us (bus us) for funds? How do we know this isn’t the cause du jour? Will this cause backfire on us and create scandal? Is this something our competitors are involved in and own already?
500
Name two theories that support critic's of stereotypes point of view and one that supports supporters of the use of stereotypes in ads.
Oppose: Cultivation Theory (Gerbner, 1973) Media portrayals mold beliefs about the nature of the social world in which we live Perpetuate stereotypes into real world thinking Effects: Distorts reality Selective view of reality Media expectancy theory Over time, consumers of media not only believe certain behaviors to be the norm, but expect all people in that group to conform to these People even within these groups begin to think of themselves in terms of the stereotype E.g., all women must like clothes Support: Schema theory – Schema: cognitive framework that helps organize and interpret information