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Jan 12, · Download at: blogger.com Free Test Bank for Marketing Management 2nd Edition by Marshall Advertising Test Bank for M Advertising 3rd Edition By Aren Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Chapter 02 - The Economic, Social and Regulatory Aspects of Advertising. I find that the best way to enliven these discussions is to let students find a natural voice for their thoughts. M Advertising 3rd blogger.com - Free download Ebook, Handbook, Textbook, User Guide PDF files on the internet quickly and easily. Mobile Devices My Life In Advertising And Scientific Advertising Pdf M Advertising 3rd Edition M Advertising 1st Edition M Advertising 2nd Edition Pdf M Advertising 2nd Edition Advertising And Imc 9th Edition Pdf.
Advertising 2nd edition arens download free pdf
The basic economic principles that guide the evolution of advertising also have social and legal effects. When they are violated, social issues arise and the government may take corrective measures. Society determines what is offensive, excessive, and irresponsible; governmental bodies determine what is deceptive and unfair. To be law-abiding, ethical, and socially responsible, advertising 2nd edition arens download free pdf, as well as economically effective, an advertiser must understand these issues p.
Discuss the impact of advertising on the economy. Debate the validity of the various social criticisms of advertising. Explain the difference between social responsibility and ethics in advertising. Describe how government agencies regulate advertising to protect both consumers and competitors.
Discuss the activities of nongovernmental organizations in fighting fraudulent and deceptive advertising. You might start by showing the Abercrombie Web site in class www. The Web site will even allow you to play suggestive Abercrombie music as you tour the site. Then ask whether it is possible that anyone might be offended by such images. Ask if it matters if the images are restricted to a Web site and catalog or if they also appear in billboards, advertising 2nd edition arens download free pdf, magazine ads, and mall displays.
You might continue to the Abercrombiekids site www. I find that the best way advertising 2nd edition arens download free pdf enliven these discussions is to let students find a natural voice for their thoughts. If there is a mixture of responses, I try to just let the debate happen.
Does it make any sense that young consumers should prefer their clothes because they feature semi-nude models? Is it possible that at least some people are influenced by these images? Without labels to show who sells the shirts, students sometimes prefer those sold by the more mainstream marketers. What does this suggest about the power of advertising and marketing? How important is the product itself versus the image that is created by advertising and marketing?
Other tips and strategies Before discussing the legal issues surrounding advertising I ask student whether or not they believe commercial speech like advertising is protected by the First Amendment. I frequently find many students have never considered that there might be some forms of speech that are not protected.
This leads in to a discussion of the Supreme Court case Valentine v. Christenson, in which the court first considered the issue. The Supreme Court ultimately ruled that New Advertising 2nd edition arens download free pdf could regulate advertising because commercial speech does not enjoy First Amendment protection. In subsequent cases the court moved away from that conclusion, but the precedent remained important for many years and in many Court decisions, including advertising 2nd edition arens download free pdf decision to permit a ban on tobacco advertising on TV and radio.
I ask students if it is ever important for commercial speech provides something of value to consumers, and if so, what does it provide? All students have been influenced by advertising in one way or another. For instance, I had an ad with a coupon for Stanley Steemer a carpetcleaning company. When the company arrived, they told me they could put a pet deodorizer in the cleaning solution for an extra charge, as well as a type of stain repellant.
I think so. Inthe FTC took Novartis to court on grounds of deceptive advertising. The Back Specialist. It relieves back pain no matter where it hurts.
Why use these pain relievers? Holding a class discussion after explaining this issue will allow students to consider other instances when they have seen deceptive advertising, and its implications for society and business. Ask the students if what Novartis did was ethical or unethical and why? The Many Controversies about Advertising p. Advertisers face criticism—and loss of revenues Slide 2—4 1.
Public can be displeased or offended by what an ad says or how it looks. Benetton ad p. Advertising both applauded and criticized for its effect on the economy 1. Some claim advertising raises the cost of products while others claim it lowers it. Some claim advertising encourages competition; some assert that it reduces competition. Advertising has social consequences Slide 2—5 1. Some point out that it makes people more materialistic.
Some claim that it reaches people subliminally in ways they cannot control. Framework for a discussion of advertising controversy Slide 2—6 1. Recall the underlying principle of free-market economics a society is best served when its people are empowered to make their own decisions as free agents.
Use the four assumptions associated with this principle self-interest, many buyers and sellers, complete information, absence of externalities [social cost]. Affects the value of products 2. Increases or lowers prices 3. Promotes or discourages competition 4. Affects consumers and businesses. Social controversies: 1, advertising 2nd edition arens download free pdf. The question of deceptiveness 2.
Subliminal advertising 3. Advertising and values 4. Proliferation of advertising 5. Stereotypes in advertising 6. Offensive advertising III. The Economic Impact of Advertising p. Effect on the Value of Products p. Slide 2—10 1. Advertising creates added value by educating customers on new uses for the product. By associating the product with a desirable image, advertising offers people the opportunity to satisfy those psychological, symbolic wants and needs.
By adding value, advertising contributes to the self-interest of the manufacturer, consumer, and the advertiser. It also contributes to the number of sellers. Effect on Prices p. Although advertising can add value to a product and ultimately allow it to be sold at a higher price, both the Federal Trade Commission and the Supreme Court have ruled that, by encouraging competition, advertising has the effect of keeping prices down.
Additional important points include: a. However, the cost for advertising is quite small when compared to the total cost of the product. Advertising is one element of any mass-distribution system, a system that allows manufacturers advertising 2nd edition arens download free pdf engage in mass production, which in turn lowers the unit cost of products.
In this indirect way, advertising helps lower prices. Historically, in industries subject to government price regulations e. However, s deregulation an effort to restore free-market pressures led to cases where advertising affected prices, both downward and upward. In retailing, price is a prominent element in many ads, so advertising tends to hold prices down. On the other hand, advertising 2nd edition arens download free pdf, national manufacturers use advertising to stress features that make their brands better; in these cases advertising tends to result in higher prices for their brands.
Effect on Competition p. Some ways advertising restricts competition are: a. Large companies out-spend small companies when it comes to advertising, advertising 2nd edition arens download free pdf. In addition, many companies go out of business because they served customers less effectively or because they are consumed in a merger. High costs inhibit the entry of new competitors in industries that spend heavily on advertising.
In some markets, original brands can benefit from this barrier. However, capital investment needed for plants, machinery, and labor is of far greater importance.
Advertising by big business typically has a limited effect on small businesses because big businesses cannot dominate the entire country; local and regional businesses can advertise more heavily in select, localized market areas. The freedom to advertise encourages more sellers to enter the market.
Example: store brands competing with national brands at grocery stores. Effect on Consumers and businesses p. Studies show that promotional activity does affect aggregate consumption, but disagree as to the extent. Social and economic forces such as technological advances, increases in a population and its educational level, and changes in lifestyle are more significant. For example, advertising has not arrested declining sales in hats, fur coats, or manual typewriters.
Advertising can affect demand in the following ways: a. In declining markets where people only want price information, advertising can affect selective demand—demand for a particular advertising 2nd edition arens download free pdf. But the only effect it will have on primary demand is to slow the rate of decline.
In growing markets, advertisers generally compete for a share of the growth. The abundance principle: Economic Impact of Advertising in Perspective p. As businesses compete, they must differentiate their products with a unique logo, feature, or blend of features and then inform people of such differences.
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Jan 09, · Contemporary advertising by Arens, William F; Whidden, Jack J. Publication date Topics Advertising Publisher Openlibrary_edition OLM Openlibrary_work OLW Page-progression lr Pages Ppi Internet Archive Books. American blogger.com: Rent M: Advertising 2nd edition () today, or search our site for other textbooks by William Arens. Every textbook comes with a day "Any Reason" guarantee. Published by McGraw-Hill/Irwin. Need help ASAP? We have you covered with 24/7 Price: $ Contemporary advertising by Arens, William F; Whidden, Jack J. Publication date Topics Advertising Publisher Openlibrary_edition OLM Openlibrary_work OLW Page-progression lr Pages Ppi Internet Archive Books. American Libraries.
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