Introduction to Advertising Exam 2 Textbook Notes - I got a 4.0 on the exam

6 Pages
Unlock Document

Pennsylvania State University
COMM 320

Exam 2 book notes p. 141 – 147: · Children’s TV Act (1990): limits commercial airtime for kids’ programs to 10.5 minutes on weekends and 12 minutes on weekdays · Children’s Online Privacy Protection Act (COPPA): regulates sites for kids under 13 · 7 Gov’t agencies that regulate advertising: o FTC: made to prohibit unfair methods of competition o FCC: prohibits obscenity, fraud, & lotteries on radio & TV o FDA: regulates ads of food, drugs, & cosmetics o SEC: regulates advertising of securities and disclosures of info in annual reports o USPS: regulates direct mail advertising & imposes fines for “obscene” materials o ATF: (alcohol, tobacco, firearms) regulates advertising for alcohol beverages o CFPA: (consumer finance protection agency) makes sure disclosure for financial products are clearly presented to consumers · Wheeler- Lea Amendment (1938): allowed FTC to regulate any misleading info · Before a company runs an ad, it must have documented evidence that supports the claim it wants to make in that ad · National Advertising Review Board (NARB) is a self-regulation organization for National Advertising Division (NAD) & receives complaints from competitors & decides if it’s misleading or not · Advertising substantiation program: FTC program to ensure advertisers make supporting evidence for their claims available to consumers · Consent Order: advertiser accused of running deceptive/unfair advertising agrees to stop running the ad without admitting guilt · Cease-and-desist Order: requires that the advertising in question be stopped within 30 days so a hearing can be held to determine if it’s deceptive · Affirmative disclosure: If important facts/info aren’t included in prior ads, the FTC will require that they are included in subsequent advertisements · Corrective advertising: requires an advertiser to run additional advertisements to dispel false beliefs made by deceptive advertising · Self-regulation: promotion industry’s attempt to police itself (as opposed to gov’t intervention) p. 166 – 186: · Consumer Behavior: all things related to how humans operate as consumers · Need state/recognition: arises when one’s desired state of affairs differs from one’s actual state of affairs · Functional benefits: convenience, reliability, nutrition, durability, and energy efficiency; benefits that come from the objective performance characteristics of a product/service · Emotional benefits: benefits not typically found in some tangible feature or objective characteristic of a product/service; they’re more subjective · Internal search: after recognizing need, consumer draws on personal experience and prior knowledge for information · Consideration set: the set of brands the consumer will consider for purchase · External search: after internal search, consumer visits retail stores to examine the alternatives, seeks input from friends, or looks at professional product evaluations · Evaluative criteria: The product attributes or performance characteristics on which consumers base their product evaluations · Cognitive dissonance: anxiety/regret that lingers after a difficult decision · Involvement: the degree of perceived relevance and personal importance accompanying the choice of a certain product/service within a particular context: how much it matters to you · Extended problem solving: consumers are inexperienced in a particular consumption setting but find the setting highly involving, so they go through process of explicit need recognition, internal and external search, alternative evaluation, and lengthy post purchase evaluation · Limited problem solving: more common decision making; consumer has a problem that isn’t interesting/engaging so info search is limited to simply trying the first brand encountered · Habit vs. variety seeking o Habit: buying a single brand repeatedly as a solution to a simple consumption problem o Variety seeking: consumer tendency to switch their selection among various brands in a given category in a seemingly random pattern • Usually occurs w/ products where sensory experience (taste or smell) is incorporated · Brand Loyalty: consumers repeatedly buy a single brand, based on highly favorable attitudes toward the brand and a conscious commitment to find this brand each time, as opposed to habit, which isn’t based on deeply held convictions. · Key psychological processes • Two social psychology ideas are the focus for ads: o Attitude: an overall evaluation of any object, person, or issue that varies along a continuum. Attitudes are learned & can be held with great conviction. They simplify decision making.  Brand attitudes: summary evaluations that reflect preferences for various products and services. o Beliefs: represent the knowledge and feelings a person has accumulated about an object or issue. Knowing a person’s beliefs helps infer their attitudes.  Salient beliefs: small # of beliefs (5-9) that are the critical determinants of attitude. They can be modified, replaced, or extinguished. · MAAMs (Multi-Attribute Attitude Models): provide a framework and set of research procedures for collecting info from consumers to asses their salient beliefs and attitudes about competitive brands. Includes: • Evaluative criteria: attributes consumers use in comparing brands • importance weights: reflects priority that evaluative criteria receives in consumer’s decision-making process • consideration set: group of brands that represent consumer’s real focal point • beliefs: represent knowledge & feelings that consumer has about the brands • MAAMs can reveal that consumers don’t have an accurate perception of a brand’s performance, they can uncover that a brand is perceived as the best performer on a criterion that most don’t see as important, and it can lead to the conclusion that the only way to improve attitudes toward a brand is through the introduction of a new attribute featured in advertising. Two obstacles in creating effective ad: • Cognitive Consistency: maintenance of a system of beliefs and attitudes over time;
More Less

Related notes for COMM 320

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.