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Comparative Advertising:When one company compares itself to anotherElements:Comparisons are FactualDifferences are significantNeed both elements for it to be comparativeExample:Verizon 4G LTE phone coverageLTE vs. not available with other companiesEndorsements:Necessary ElementsThe person endorsing the product has to use the brand, but doesn’t have to use it exclusively.Ex: Tiger Woods is signed by Nike, but still uses a different putter brand.The endorser has to be qualified to make expert judgmentsCelebrities very rarely make product claims because of liability issues. They don’t want to be liable for claims they make that might be deceptiveExample:JLo for FiatDavid Beckham for BK’s smoothiesAnnouncer said they make them fresh everyday. Beckham didn’t say anything about the smoothies.Is he enough of an expert for a smoothie?What happens if your advertising is found to be deceptive?Corrective Advertising:Making up for past mistakes, and fix it.Prospective, not retrospectiveDesigned to look into the futureNot punishmentDesigned to correct an already created deceptionReasonable in relation to the violationNo infringement on First Amendment rights (free speech)Example:Activia YogurtDeceptive claim based on what was left out. They didn’t say how much you had to eat for the results to work.Need 3+ cartons of yogurt/day for digestive benefits to work (deception)Liable Parties:Corporations are liable (the company)Most likely to be sued because they paid for the ads and media timeAdvertisers have ultimate editorial authority and control over the messageThey have the money, so they are most likely suedAdvertising AgenciesAgency could have distorted the research, manipulated something in the production of the ad where things are photo-shopped to look a certain way.SpokespersonsLiable for product claimsRetailersExample:Target advertisers drill on sale, but the drill only has 6 hours of battery, not 8 like it claims  target is liableCompetitors are the most likely to find out about deception, and will be the most damaged by it, so they are also more likely to sue.Special Audiences:The government pays particular attention to children and the elderly. Children are not as prepared to know what an ad is, so there are many more restrictions of advertising for children and the elderly than for the general public.More investigation and more prosecutionSelf-Regulation:Every industry would rather regulate itself than have the government get involvedNational Advertising Division of the Better Business BureauInvestigate claims of deceptive advertisingNo legal authority, so they can’t do anything other than press conferences and announce in media.Can’t enforce anythingExample: Schick Hydro post-shave hydrating razor blade“We disagree with the findings but will take them into account with future ads”Creativity:The most important aspect or element in advertisingRelated to constructing, building, or creating.Seeing a problem and developing a unique and appropriate solution.Combining existing elements into new formsCheerios for children  for adults (lower cholesterol)Generation of new ideasThe “Big Idea”The one idea that sets your product apart from its competition, but recognizes and capitalizes on consumers’ problems, feelings, and needs.Example:Supplemental insurance (Aflak)McDonaldsSells an experience, not food“I’m Lovin It” = how McDonalds is a part of your lifeCommunicate the big idea with appealsRational vs. Emotional Messages (types of appeals)Rational (how we think)Emotional (how we feel)Emotional Appeals Useful When:Nothing important to sayExample: Starkist TunaAdded interest is neededBorrowed InterestThe brand has no inherent interest, so interest is borrowed from some other arenaDifference must by created in a generic benefitSuperiority in a subjective areaContinuity in a campaign must be provided40% of people will pay more if they have a positive feeling toward the mascotProduct Appeals:Usually tilts to rational side (more information)Information basedTypes of Appeals:Product Feature:Focuses on attributesRationalInformativeEx: iPhone 5 (only right when favorites call)Favorable Product Price:Common with RetailersSalesSpecialsEveryday PricesNews About Product:For new products or changes to existing productsKey Words:“Announcing ______.” “Introducing ______.”Product Popularity:Popularity of the brandYour brand is the most popular, the largest, fastest growing, etc.The use of this appeal is tricky. Your product has to be number 1 in something (fastest growing, etc.)Example: Kay Jewelers (#1 jeweler in the country)Competitive Advantage (Comparative Advertising):Comparative Advertising:A brand is compared directly or indirectly with one or more competitorsUseful When:Audience disagrees with the messageAudience is exposed to opposing viewpointsThe advertised brand is not the leaderComparisons are tangibleThe advertised brand has a smaller budgetAdvertising Exam 1 Notes 01/29/2013Comparative Advertising:- When one company compares itself to another- Elements:o Comparisons are Factualo Differences are significant- Need both elements for it to be comparative- Example:o Verizon 4G LTE phone coverage LTE vs. not available with other companiesEndorsements:- Necessary Elementso The person endorsing the product has to use the brand, but doesn’t have to use it exclusively.  Ex: Tiger Woods is signed by Nike, but still uses a different putter brand. o The endorser has to be qualified to make expert judgments- Celebrities very rarely make product claims because of liability issues. They don’t want to be liable for claims they make that mightbe deceptive- Example:o JLo for Fiato David Beckham for BK’s smoothies Announcer said they make them fresh everyday. Beckham didn’t say anything about the smoothies. Is he enough of an expert for a smoothie?What happens if your advertising is found to be deceptive?Corrective Advertising:- Making up for past mistakes, and fix it. - Prospective, not retrospectiveo Designed to look into the future- Not punishmento Designed to correct an already created deception- Reasonable in relation to the violation- No infringement on First Amendment rights (free speech)- Example:o Activia Yogurt Deceptive claim based on what was left out. They didn’tsay how much you had to eat for the results to work.  Need 3+ cartons of yogurt/day for digestive benefits to work (deception)Liable Parties:- Corporations are liable


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FSU ADV 3008 - Exam 1 Notes

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