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Advertising

Advertising. Fair or deceptive?. Advertising Messages…. Why do we remember advertisements? What makes advertisements persuasive? Are they deceptive to children?. Characteristics of Children’s Ads. Distribution of Product Types toys (17%), cereal (31%), candy (32%), fast food (9%)

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Advertising

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  1. Advertising Fair or deceptive?

  2. Advertising Messages… • Why do we remember advertisements? • What makes advertisements persuasive? • Are they deceptive to children?

  3. Characteristics of Children’s Ads • Distribution of Product Types • toys (17%), • cereal (31%), • candy (32%), • fast food (9%) • Seasonal Changes • The Strategy – Fun & Happiness • Common Techniques – Disclosures/Disclaimers • Formal Features • The “Collectibility” Factor

  4. Understanding Target Consumer • Cognitive Abilities • Children • Ability to discriminate program & ad • Ability to understand persuasive intent • Adolescents • Developing skepticism • Adults • Able to make informed, rational judgments

  5. Children as Consumers… • Ability to discriminate program from ad • Younger than age 5 • Why is this difficult? • Formal features • Ability to understand persuasive intent • Younger than age 7 • Why is this difficult? • Piaget’s theory of cognitive development

  6. Adolescents & Skepticism… • Family Environment: • Socio-oriented communication • Concept-oriented communication • Peer Relationships: • Normative Influence • Informative Influence • TV Exposure: • Media Literacy

  7. Advertising & TV Policy… • Late 1960s – advertising excessive • 1970s – petition FCC to develop policies • Research being conducted • 1974 – FCC devised guidelines • Program/commercial separation devices • Host selling inappropriate • Program-length commercials prohibited

  8. TV Policies… • The Separation Principle • Host Selling • The “Program-Length” Commercial

  9. The Program-length commercial • Program-related product licensing • Program-length commercials • History of Events: The introduction of Smurf toys (1979) and the Smurfs cartoon (1981) Smurfs: Little blue creatures are a creation of a Belgian author. In 1979, Smurf name and image licensed in the US. 1979 – 1981, little creatures doing $600 million in retail toy sales. Saturday morning cartoon show premiered in 1980. Smurfs on NBC Saturday morning schedule in 1981. By 1984, Smurfs are one of top-rated Sat. morning TV series. Baby Smurf was introduced in 1984. Smurfs went into syndication in 1986. Interest in toys waned in late 80s, but returned to toy shelves in 1996. • The introduction of He-Man (1983) as the first event that was truly designed as toy/television.

  10. Digital Marketing Strategies… (Montgomery – Chapter 35)

  11. Digital Marketing Strategies Relational Marketing (One-to-One) • Definition: Developing unique, long-term relationships with individual customers to create personal marketing and sales appeals based on individual preferences and behaviors. • Techniques: Collecting & tracking • Incentives • Newsletters • Covert Tracking

  12. Digital Marketing Strategies Integrating Content & Advertising • Seamless integration of “content” and advertising. • Contrast Online Advertising with TV Ads • No limits on amount of time in the online environment. • “Length” of advertisement not relevant for online environment.

  13. Digital Marketing Strategies The Branded Environment • The product itself is often the content (e.g., Hot Wheels, Lego, BMW.) • Facilitating brand loyalty; • Providing layers of info to keep you engaged; • Providing links to other material of interest.

  14. Children’s Online Privacy Protection Act (COPPA) Purpose • Safeguards to protect children’s privacy on the Internet. • Regulates the collection of personal information from children under age 13. • FTC develops and enforces rules for regulating data collection procedures by commercial Web sites targeted at children.

  15. COPPA Requirements • Give parents notice about their data collection procedures; • Obtain verifiable parental consent before collecting information; • Provide parents with access to the collected information; • Allow them to stop any further use of that information; • Advertisers must prominently display their privacy policy.

  16. New Marketing Strategies… • “Undercover” Marketing • CBS 60 Minutes report • CBS News Report on Undercover Marketing

  17. Next Week… Consider the following: Explore online one of the big 4 media conglomerants – Viacom, Disney, Time Warner, or Newscorp. How would you characterize your chosen company and its holdings? How would you characterize its impact on our society? • Approx. 1 page; email response on 11/5 by noon.

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