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advertising ethics study guide

Terms in this set (21)

Why is a class on Advertising Ethics and social responsibility important?
because the impact of advertising on society is huge. lets us see things from a different side we haven't been taught to see yet. outcomes: growth as an individual, tools/mindset to create more effective/ethical ads
what it means to view advertising as an institution and why is this important?
to view advertising as an institution means viewing the industry holistically, similarly to education or government. This allows one to see the cumulative effect advertising has on society and see the bigger role it plays on shaping society.
define ethics
"The science of human duty" or "a set of moral principles and ideas that guide behavior"
the importance of being ethical at an individual level
Socrates said that behaving morally is necessary for ones well-being and happiness
the importance of being ethical at an institutional level
...
Know about the industry practices that have resulted from the difficulty/ambiguity in measuring effects of advertising
-Commission system: 15% of media price charged to client/marketer goes to agency. not really used today
-Me-too advertising: if an ad worked for the big guys (because they spent the money and did the research) then it can work for us too. see whats working and 'copy' it, saves them the time/money
-Awards based on 'liking'- no way to measure 1-1 in advertising so awards are often based on liking (innovation, creativity, etc) and not on performance (ex. Got milk? Campaign everyone loved but it actually didn't do much to milks sales)
hats
advertising agency,
marketer,
consumer
government
public policy groups
self regulation groups
consumer groups
competition
societal assumptions and trends
hats are important because
you have to understand everyones view. you can't make everyone happy so you have to pick and choose
ways to asses if ad is good
-know goals and what you want to accomplish
-funny, entertaining, informative in a way that captures audience's attention
-direct at right audience, but consider other audiences reactions
-are associations a good fit for brand?
-name is clear and memorable
-contact info/next steps
-does ad achieve campaign goals?
main goals for this class
Open your eyes,
See things you have not yet been taught to see,
provide things to think about,
not tell you want to think,
build a foundation of knowledge,
allowing us to draw our own conclusions about ethical issues of today and the future
practical outcomes of this class
grow as individuals,
have the mindset and tools to create more effective advertisements,
build a better more responsible and more respected institution of advertising for the future
why do we start each class with a quote
it is important to see how different people interpret and express outwardly the concepts we are studying. It provides a more human element to what we are learning. provides opportunity for discussion
TAI's motto/tag line and what it means
"Better Advertising. Better World"
-if we put better ads out there we can impact society positively, ex. The dove campaigns follow this idea, attract attention to body and beauty issues while also advertising their brand
six key players
Advertisers and marketers,
Agencies,
Media,
Other institutions,
Audience,
Critics
3 areas of society advertising has power over are:
economic, social, cultural
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