Transcript Choice and Manipulation

Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
The drive for material goods…and reward
people
If it appears…rewards will be
It is essentially…who do the choosing
-John Crichton, Morals and Ethics in Advertising
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
A decade ago…20,000 ads annually
Today, marketers have…in 2007
By 2010…by one-third
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
This chapter begins…”commercial speech”
We move on…informed by advertising?
The chapter continues…Standards of Practice
We read about…perception of risk
We are witnessing…blurs
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Commercial Speech
Freedom of speech…be lawfully silenced
Not until the…in the courts
Today, unless it…marketplace of ideas
Initially the Supreme Court…goods and services
Then, in 1976…had to say
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Commercial Speech
So, in Virginia Board…well-educated voters
Two years after…affect” a corporation
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
IMS Health Inc. Et. Al. v. Kelly Ayotte,
Attorney General of New Hamshire
For each prescription…in a central location
IMS and Verispan…the United States
The large pharmaceutical…research and development
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
IMS Health Inc. Et. Al. v. Kelly Ayotte,
Attorney General of New Hamshire
Detailing
Pharmaceutical detailing…and doctors
Gifts, Meals and Other Inducements
Prescribers are often… and other inducements
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
IMS Health Inc. Et. Al. v. Kelly Ayotte,
Attorney General of New Hamshire
Detailing can be…and meals
Detailing is generally…cost-effective
The Statute
The Prescription Information…health care costs
At a legislative…could be substantial
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
IMS Health Inc. Et. Al. v. Kelly Ayotte,
Attorney General of New Hamshire
Legal Analysis
Does the Challenged Statute Restrict “Speech”?
The challenged law…their marketing messages
Conclusion
Pages 235-238
Because the prescription…so ordered
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Native Americans and Malt Liquor
Advertising
In 1993…a malt liquor
This decision sparked…the general population
The district judge…worthy goal
If they are offended…is all about
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Pages 239-240
Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Advertising and Economics
Left wing economists…they don’t need
Who are these…trip to Rome?
I feel no qualms…your first car?
-David Ogilvy, Ogilvy on Advertising
Which came first…artistic expression
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
The Dependence Effect
The theory of…system of economists
The first is…desires take over
The second proposition is that wants
originate in the personality of the consumer
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
The Dependence Effect
A new consumer product must be introduced
with a suitable advertising campaign to
arouse an interest in it
As a society becomes increasingly affluent,
wants are increasingly created by the process
by which they are satisfied
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
The Dependence Effect
The engines of…between the two
Federal v. Industry Self-Regulation
The Federal Trade Commission
The Federal…to protect consumers
The agency was…misleading advertising
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
The Federal Trade Commission
Deceptive advertising…appears to be
The FTC…with vegetables
Advertisers are…for them
While it was…any other analgesic
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
The Federal Trade Commission
Some ads that…would consider important
Internet service providers…the free period
Endorsements and testimonials must reflect
the honest opinions or findings of the
endorser
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
The Federal Trade Commission
The FTC will…ad from appearing
For example…as a substitute
Deceptive and unfair…or content
The following case…eliminate cellulite
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
FTC v. Silueta Distributors, Inc. and Stanley Klavir
Defendants promoted the…diuretic tablets
The advertisement…support this assertion
Liability
Section 5(a)…acts or practices
Section 12…or cosmetics
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
FTC v. Silueta Distributors, Inc. and Stanley Klavir
Liability
The FTC act…practice is material
This evidence reveals…ingestion of water
Klavir’s Liability
Klavir asserts…misrepresentations
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Pages 246-247
Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
FTC v. Silueta Distributors, Inc. and Stanley Klavir
Klavir’s Liability
Klavir claims…about the product
Finally, he…in this case
The evidence presented…by the advertisements
This evidence causes…is appropriate
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
FTC v. Silueta Distributors, Inc. and Stanley Klavir
Klavir’s Liability
The defendant also…back his profits
The court ruled…deceptive trade practice
Klavir’s firm had…was left over
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Lanham Act
The Lanham Act…Great Depression
While the focus…damaging to them
To succeed under…sales “puffery”
(The claim…is for sale)
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Lanham Act
If a company…misleading claims
The first ad…day or night
Nicotrol’s patch…chooses Nicorette
The second commercial…you the choice
Pharmacia went…a full trial
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Pharmacia Corporation v. GlaxoSmithKline
Consumer Healthcare
A Lanham Act…to deceive consumers
While the ad…pieces per day
Harm to Pharmacia
Harm to GSKCH
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
End of Day One
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Industry Self-Regulation
The advertising industry…the ad agency
The National Advertising…the advertising industry
Standards of Practice
We hold that…force in business
However, unethical…the public confidence
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Creative Code
We the members…that contains
a.Thru e.
We recognize that…deliberately irritating
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Children, Obesity, and Marketing Junk Food
The world health…disease of adulthood
At the same time…persuasive ways
From Tastes Great to Cool: Children’s Food
Marketing and the Rise of the Symbolic
As their participation…”commercial” media
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
From Tastes Great to Cool: Children’s Food
Marketing and the Rise of the Symbolic
Viewing time and…obesity-related illnesses
Children are also…viewing hours
Food marketing to…other branded foods
Another marketing strategy…30-second spots
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
From Tastes Great to Cool: Children’s Food
Marketing and the Rise of the Symbolic
Another common promotional…for children
Character licensing…with Coca-Cola
Junk food also…other food products
A related tactic…help create buzz
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
From Tastes Great to Cool: Children’s Food
Marketing and the Rise of the Symbolic
Schools have also…product at school
Fast food companies…on spelling tests
Another major marketing…public school curriculum
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Deteriorating Diets and Rising Obesity
Children’s diets are…drink consumption
Another important change…to burn off
Different Approaches to Advertising Effectiveness
Children’s marketers…and glamour
Food advertisers…with outsiders
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
The Shift
In it’s early…product benefits
Toy commercials…really could not
Often dubbed…youth rebellion
Specific Themes
Cool is an…junk food is cool Pages 256-257
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Specific Themes
Ads often transport…over the classroom
Junk Food as a “Drug”
The association of…common tactic
Junk food is to…user feel differently
Since Philip Morris…Miller Brewing Company
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Connections to Existing Research
Studies look at…are more desirable
The Debate
Since the publication…number of fronts
Medical professionals…and Pepsi
A number of…food to children
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
The Debate
The food industry…not their products
Coke and Pepsi…free pedometers
More recently…the obesity epidemic
Along these lines…ineffective strategies
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Direct-to-Consumer Pharmaceutical Advertising
This chapter began…up to five years
Wyeth laboratories…and Cosmopolitan
The plaintiffs…high blood pressure
In addition…of all instances
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Saray Perez v. Wyeth Laboratories Inc.
Our medical-legal…if needed
The patient... “doctor knows best”
Pharmaceutical…at physicians
For good or…third-party providers
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Pages 262-263
Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Saray Perez v. Wyeth Laboratories Inc.
Drug manufacturers…in magazines
The question in…of the past
Direct-to-Consumer Advertising
Upjohn Company…hair-loss treatment
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Saray Perez v. Wyeth Laboratories Inc.
Direct-to-Consumer Advertising
The American…in some manner
The difficulties…drug product
Even without…a general nature
However…from product risks Pages 263
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Saray Perez v. Wyeth Laboratories Inc.
Direct-to-Consumer Advertising
Traditionally…physicians adequately
This Learned…about prescription drugs
First, courts…physician’s judgment
Second,…informed consent
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Saray Perez v. Wyeth Laboratories Inc.
Direct-to-Consumer Advertising
Third,…relevant information
Unlike over the…enclosed labeling
Finally,…for lay patients
These premises…prescription drugs
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Saray Perez v. Wyeth Laboratories Inc.
Direct-to-Consumer Advertising
First, with rare…no longer exists
Second, because…they were taking
When a patient…about the product
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Saray Perez v. Wyeth Laboratories Inc.
Direct-to-Consumer Advertising
It is one…health problem
The majority holds…product
Dissenting
Norplant is not…the capsules Page 265
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Saray Perez v. Wyeth Laboratories Inc.
Direct-to-Consumer Advertising
Dissenting
First, the Norplant…relationship
Second, the physician…the procedure
Third, a…with each device
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
Saray Perez v. Wyeth Laboratories Inc.
Direct-to-Consumer Advertising
Dissenting
Each patient…and warnings
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
The Branding of Culture
In her provocative…of our culture
No Logo
The Beginning of the Brand
The first mass-marketing…today
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
The Beginning of the Brand
Faced with…given corporation
First, they had…if they used it
Klein explains…began to change
By the end…a brand identity
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
No Logo
The Beginning of the Brand
The search for…people’s lives
She goes on…the actual products
Everything was an…mission statements
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
No Logo
The Beginning of the Brand
Nike, for example…emotional leverage
A great brand…really matters
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
End of Day Two
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
No Logo
The Brand Expands
The effect…the star
Just as the…poorest neighborhoods
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
No Logo
Tommy Hilfiger: To the Ghetto and Back Again
Tommy Hilfiger…mass-marketing science
“We promote the…racial segregation
Tommy Hilfiger…even boating
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
No Logo
Tommy Hilfiger: To the Ghetto and Back Again
At the same…Hilfiger name
He also plied…beepers
Once Tommy was…sports to music
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Mr. Smith-Business Law
Chapter 7-Marketing and Technology: Choice and Manipulation
No Logo
Tommy Hilfiger: To the Ghetto and Back Again
Company sales… “clothing”
Like so much of…white wealth
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Now You Know Everything There is to Know About:
Marketing and Technology: Choice and Manipulation
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