Transcript File - RHS Morning Show

Advertising and
Integrated Brand
Promotion
Part 4: Ethics and Regulation
Ethics in advertising
Ethics: Moral standards and principals against
which behavior is judged.
3 Areas of focus
Truth in advertising
Advertising to children
Advertising controversial products
Legality
While truth in advertising is a legal issue, it has ethical
dimensions as well.
Deception- making false or misleading claims
The grey area
Ads are allowed to use puffery, or absolute
superlatives to promote a product.
Not always clear
How do you argue against the expectations of a
product vs. what it really does?
Comparison Ads
Comparison Advertisements
are when an advertiser makes
comparison between their
brand and a competitors
brand.
May explicitly state which
competitor or not.
Completely legal.
Advertising to children
The claims:
Advertising advocates violence
Responsible for childhood obesity
Destroys early learning skills
Incorrectly educates children as consumers
Program vs. Ads
Children are exposed to well over 20,000 ads
between the ages of 2 and 11.
Many television programs are geared towards
selling merchandise
Cash cows
Cars 2, the first Pixar sequel created outside the Toy Story movies was made simply
because the Cars franchise became a merchandise goldmine.
Quaker Oats Company agreed to underwrite the production on Willy Wonka and the
Chocolate Factory, in order to help the launch of a new line of candy. While Quaker failed,
Nestle, the eventual owners of the Wonka license, did succeed with the re-releases of the
film, as well as the remake.
Apparently, one of the main reasons Batman & Robin was so bad was because the studio
forced Joel Schumacher to make the film "more toyetic" (a word the director had never
heard before then).
G.I. Joe: The Rise of Cobra was created as a revival of the G.I. Joe toyline. While the film
wasn't the biggest hit, the toys were major sellers; so much that the sequel, G.I. Joe:
Retaliation, was funded with the money made from the toys.
The Pirates of the Caribbean movies were created to promote the already popular Pirates of
the Caribbean ride, then the subsequent merchandise. Which led to the original Pirates of
the Caribbean ride being refurbished to feature umpteen Jack Sparrows, to hype the movies'
DVD sales and box-office receipts.
My personal favorite
The Wizard, which was basically a 90 minute
infomercial for the Nintendo Entertainment
System.
They not only include showing characters playing
popular video games at the time,
Debut of the Nintendo hint line,
Debut of the Mattel Power Glove
The climax of the movie has them going to a
video game championship where it's revealed
that they will be playing a secret game.
Legal Terms
Appropriation-the use of pictures or images
owned by somebody else without permission
Defamation-communication that damages the
reputation of an individual because the info was
untrue
Slander- Oral defamation
Libel- Written defamation
Quick Pitch
QUICKLY get into to groups of 3-4
Take a few minutes to come up with a quick sales
pitch for the following product:
Air (oxygen)
Food for thought
How do you sell something that you can get for
free?
The bottled water industry has grown globally and
turned profits of 60 billion dollar a year (2011)
Advertising
Advertising- a paid, mass-mediated attempt to persuade
It NEEDS those three components!
1. Communication must be paid for
2. Communication must be delivered to an audience
via mass media
3. The communication must be attempting persuasion
One of many
You have an advertisement...
Or you have an advertising campaign, a series of
coordinated advertisements that are cohesive and
similar in style, theme, copy, etc.
Ad Campaign
Many of several
You have an advertising campaign...
Or you have Integrated Brand Promotion, which
is the use of many marketing tools in a
coordinated manner to build awareness to a
brand.
Integrated Brand
Promotion
Brands
Brand Extension- an adaptation of an existing
brand to a new product
Brand Loyalty- when a consumer repeatedly
purchases the same brand due to habit,
preference, or deeper meaning
Brand Equity- Associations/perspectives toward a
particular brand.
Brands a plenty
As a challenge:
Write down every brand you are wearing.
Write down all the brands you would use to make a
meal for yourself
Time to play!
Everyone go to:
http://www.sporcle.com/games/g/corplogos