1. Brand ad

2. ROLES AND TYPES OF ADVERTISING
Brand Advertising
Focused on brand identity, benefits and image
Retail or Local Advertising
Focused on selling merchandise in a geographical area
Direct Response Advertising
Tries to stimulate a sale directly
Business-to-Business
Sent from one business to another

3. Brand ad

7. Brand or Retail?
Burger King

8. ROLES AND TYPES OF ADVERTISING
Corporate Advertising
Focused on establishing a corporate identity or winning the public over to the organization’s point of view
Nonprofit Advertising
Used by nonprofits like charities, hospitals, orchestras, museums, and churches for customer, members, volunteers, and donors
Public Service Advertising
Usually produced and run for free on behalf of a good cause

9. Corporate Ad

10. THE KEY PLAYERS
Top Ten U.S. Advertisers

11. Top Agencies BBDO McCann-Erickson Draft FCB Euro RSCG Y&R JWT DDB
Saatchi & Saatchi

12. Homework Visit the sites of the top 5 ad agencies
Write a paragraph about which one impressed you the most and why.
to Alex (cc: me) before next class.

13. Inside an ad agency

14. Advertising Principles
and Practices
Advertising
and Society

15. Questions We’ll Answer
What kind of power does advertising have in society, and what are its limitations?
Why and how is advertising regulated?
What guides ethical behavior in advertising?
3-2

21. Whirlpool + Habitat for Humanity = Good Business
How did Whirlpool get their target market to think about their brand, even when they didn’t need it?
How did Whirlpool execute the idea? \
3-3

22. What is advertising’s role in society?
Most of the time advertising is used for neutral or good purposes; acting in a socially responsible way, as the ad for Shell demonstrates.

23. Bullshit! “To solve a local crisis with its image.”
But let’s look a little more closely
Socially responsible ads are not always altruistic
We must take a balanced view, neither entirely positive or entirely negative
The truth is (almost) always in-between.

24. Top 20 Socially and Environmentally Responsible Companies
Microsoft
Whole Foods Market
Kellogg’s
McDonald’s
The Home Depot
Walt Disney
UPS
Coca-Cola
Starbucks
PepsiCo
Johnson & Johnson
Procter & Gamble
Kimberly-Clark
Lowe’s
Target
Ford
Apple
Dell
H.J. Heinz
Eastman Kodak
Source: National Marketing Institute, 2006.

25. Where is Shell?

26. Advertising’s Role in Society: Demand Creation Debate
Critics say advertising creates demand, driving consumers to buy products unnecessarily.
Proponents say companies invest in research to find out what consumers want.
Audiences can refuse to buy products they don’t need.

27. Two Quotes
“Advertising promotes that divine discontent that makes people strive to improve their economic status”
“The business that considers itself immune to the necessity for advertising sooner or later finds itself immune to business”

28. Advertising’s Role in Society: Shape vs. Mirror Debate
Does advertising create or reflect social values?

29. Advertising’s Role in Society: Overcommercialization Debate
Does advertising make people materialistic?
Critics say the lines between advertising and news and entertainment are blurred.

31. American Idol

32. Other Social Responsibility Issues: An Overview
Poor taste and offensive advertising
Lack of diversity and stereotyping (ethnic, gender, age, etc.)
Sex appeals and body image problems
Deceptive advertising
The issues surrounding the advertising of controversial products

33. Portraying Diverse People
Common problems include:
Gender stereotypes
Body image and self-image
Racial and ethnic stereotypes
Cultural differences in global advertising
Age-related stereotypes
Advertising to children
Principle:
Stereotyping is negative when it reduces
a group of people to a caricature.

34. A recent article

36. Real Beauty

38. A cigarette ad
American Spirit
Camel

39. Exploitation?

40. Deceptive Ads A statement (or omission) that is Likely to mislead
A reasonable consumer
About a material fact.

43. Organizations That Oversee Advertising
Prentice Hall, © 2009
3-20

44. Poor taste and offensive advertising

45. Snickers

46. Poor Taste and Offensive Advertising
Creating general guidelines is difficult because people’s idea of “good taste” varies.
What is considered “offensive” changes over time.
Principle:
Testing helps identify these problems before they happen.

48. Homework Read the attached article.
Send a paragraph with your POV to Alex.
Due before next class.

49. Sex in Advertising
It’s becoming more blatant, especially when it’s not relevant to the product.
Should sex be used to sell pizza, hamburgers, and truck parts?

50. Age-related Stereotype?
Where’s the Beef?
The line is very fine between brilliance and disaster.

51. Message-related Issues
False advertising is a message that is untrue.
Misleading claims are grossly exaggerated claims made by advertisers about products.
Puffery is advertising that praises the item to be sold with subjective opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts.”
Principles:
Advertising claims are unethical if they are false, misleading, or deceptive.
Puffery may be legal, but if it turns off the target audience then nothing is gained by using such a message strategy.

52. Frosted Flakes

53. Message-related Issues
Comparative advertising is a legitimate message strategy, regulations govern those uses that are challenged as misleading.
An endorsement or testimonial is any advertising message that consumers believe reflects the opinions, beliefs, or experiences of an individual, group, or institution.

54. Lexus vs. BMW
Is this a fair comparison?

55. Message-related Issues
Demonstrations should not mislead the consumer.
It’s difficult for some food products so these are evaluated by the FTC on case-by-case basis.
Shooting ice cream under hot lights
Milk looks gray on TV so a water and glue mixture is used
Some advertisers use disclaimers or “supers” to indicate exceptions.

56. What if the military had disclaimers?
Military disclaimers

57. Concerns about Unhealthy or Dangerous Products
Tobacco
Liquor
Junk Food
Gas guzzling cars?

58. How is advertising regulated?

59. Hand Out
IAMS

60. Good, Evil, Both?
Some ads targeted to kids

61. Media Review of Advertising
CBS refused to run an anti-Bush ad endorsed by the MoveOn organization.

62. Reasonable?
One Trillion Dollar Deficit ad

63. What guides ethical behavior?
Principle:
Decisions about ethics are made based on laws and regulations, professional codes, but more importantly, on an internal moral compass that senses when something is right or wrong.

64. Vicky’s Corner
Levi's ad

65. Discussion Question
A pharmaceutical company has repackaged a previously developed drug that addresses the symptoms of a scientifically questionable disorder affecting approximately 5% of women.
Although few women are affected by the “disorder,” the company’s advertising strategy is comprehensive, including television, radio, and magazine ads.
As a result, millions of women with symptoms similar to those of the disorder have sought prescriptions for the drug. In turn, the company has made billions of dollars.
What, if any, are the ethical implications of advertising a remedy to a mass audience when the affected group is small?
Is the company misrepresenting its drug by conducting a “media blitz”? Why or why not?