Advertising & Integrated Brand Promotion [Chapter 4]

Front 1

ETHICS

Back 1

Moral standards and principles against which behavior is judged.

Front 2

DECEPTION

Back 2

Making false or misleading statements in an advertisement.

Front 3

PUFFERY

Back 3

The use of absolute superlatives like “Number One” and “Best in the World” in advertisements. It is also called as an exaggerated commercial language of advertising.

Front 4

Regulation

Back 4

Brings to mind government scrutiny & control of the ad process.

Front 5

SELF-REGULATION

Back 5

The advertising industry’s attempt to police itself.

Front 6

UNFAIR ADVERTISING

Back 6

acts or practices that cause or are likely to cause substantial injury to consumers, which is not reasonably avoidable by consumers themselves and not outweighed by the countervailing benefits to consumers or competition.

Front 7

VERTICAL COOPERATIVE ADVERTISING

Back 7

An advertising technique whereby a manufacturer and dealer (either a wholesaler or retailer) share the expense of advertising.

Front 8

Comparison Advertisement

Back 8

Are those in which an advertiser makes a comparison between the firm's brand & competitors' brands.

Front 9

Monopoly Power

Back 9

The ability of a firm to make it impossible for rival firms to compete with it, either through advertising or in some other way.

Front 10

ADVERTISING SUBSTANTIATION PROGRAM

Back 10

Intention of ensuring that advertisers make available to consumers supporting evidence for claims made in ads.

Front 11

CONSENT ORDER

Back 11

An advertiser accused of running deceptive or unfair advertising to stop running the advertisement in question, without admitting guilt.

Front 12

CEASE-AND-DESIST ORDER

Back 12

Requiring an advertiser to stop running an ad within 30 days so a hearing can be held to determine whether the advertising in question is deceptive or unfair.

Front 13

AFFIRMATIVE DISCLOSURE

Back 13

That important material determined to be absent from prior ads must be included in subsequent advertisements.

Front 14

CORRECTIVE ADVERTISING

Back 14

Requiring an advertiser to run additional advertisements to dispel false beliefs created by deceptive advertising.

Front 15

CONSUMERISM

Back 15

The actions of individual consumers to exert power over the marketplace activities of organizations.

Front 16

Behavioral Targeting

Back 16

The process of database development made possible by online tracking markers that advertisers place on a Web surfer's hard drive to track that person's online behavior.

Front 17

SPAM

Back 17

To post messages to many unrelated newsgroups on Usenet.

Front 18

Phishing

Back 18

Where spammers try to entice web users to enter personal info on a fake website.

Front 19

PREMIUMS

Back 19

Items that feature the logo of a sponsor and that are offered free, or at a reduced price, with the purchase of another item.

Front 20

APPROPRIATION

Back 20

The use of pictures or images owned by someone else without permission.

Front 21

DEFAMATION

Back 21

When a communication occurs that damages the reputation of an individual because the information was untrue.

Front 22

SLANDER

Back 22

Oral defamation that in the context of promotion would occur during television or radio broadcast of an event involving a company and its employees.

Front 23

LIBEL

Back 23

Defamation that occurs in print and would relate to magazine, newspaper, direct mail, or Internet reports.

Front 24

CELEBRITY ENDORSEMENTS

Back 24

Advertisements that use an expert or celebrity as a spokesperson to endorse the use of a product or service.