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| moral principles and recongized rules of conduct regarding a particular class of human action |
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| tends to have less protection - communication in pursuit of a financial goal |
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| tends to have more protection - opinions/comments on social issues (free exchange of ideas) |
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| words or pictures or cartoons that expose a person to public hatred, shame, disgrace or induces any ill opinion of a person |
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| refers to spoken defamation |
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| advertising that praises the item to be sold with subjective opinion, superlatives or exaggerations, vaguley and generally stating no specific facts |
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| the message must expose and individual to public scorn, hatred or ridicule |
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Truth
Substantiation
Comparisons
Bait Advertising
Guarantee and Warranties
Price Claims
Testimonial
Taste and Decency |
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advertising shall tell the truth and shall reveal significant facts, the omission of which would mislead the public |
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Advertising claims shall be sustained by evidence in possession of the advertiser and advertising agency, prior to making such claims |
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Advertising shall refrain from making false, misleading of unsubstantiated statements or claims about a competitor or his/her products or services |
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Shall not offer products or services for sale unless such offer constitutes a bona fide effort to sell the advertising products or services and is not a derive to switch consumers to other goods or services, usually higher priced |
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| Guarantees and Warranties |
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Definition
Advertising guarantees and warranties shall be explicit, with sufficient information to apprise consumers of the principle terms and limitations or, when space or time restrictions preclude such disclosures, the advertisement should clearly reveal where the full text of the guarantee or warranty can be examined before purchase. |
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| Advertising shall avoid price claims which are false or misleading, or saving claims which do not offer probable savings |
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| Advertising containing testimonials shall be limited to those of competent witnesses who are reflecting a real and honest opinion or experience |
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| Advertising shall be free of statements, illustrations, or implications which are offensive to good taste or public decency |
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Advocacy
Honesty
Expertise
Independence
Loyalty
Fairness |
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| We serve the public interest by acting as responsible adovcates for those who we represent. We provide a voice in the marketplace of ideas facts and viewpoints to aid informed debate |
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| We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public |
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| We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences |
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| We provid objective counsel to those we represent. We are accountable for our own actions |
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| We are faithful to those we represent, while honoring our obligation to serve the public interest |
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| We deal fairly with clients, employers, competitors, peers, volunteers, vendor and the media and the general public. We respect all opinions and support the right of free of experssion |
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Definition
| the subject og the sentence does the ation expressed by the verb |
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| when the subject of the sentence is the reciever of he action |
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| an object and any information that modifies an object |
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| use comma to set off, which is adverbs that do not affect the meaning of the sentence |
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| how and when publicly owned companies communicate about matters that could affect their stock prices |
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| use of celebrity look and sound a likes |
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| expression of how someone feels about something that affects them |
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| the value driven management of relationships with public that are essential to organization's success |
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| a group of people who share a common problem or a goal and/or common interests |
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| publication or broadcast of news about an oganization for which time/space is not purchased |
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| Focuses on gaining favorable publicity from the news and media |
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| focuses on distributing accurate information to those who resquest it |
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| focuses on researching and communicating with target publics to get them to agree with an organization |
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| focuses on researching and communicating with target publics to build productive relationships that beneft both sides |
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Definition
stats/numerical data
-Surveys, response rates, experiments |
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descriptive data
- Focus groups, interviews, observations |
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| material writer athers through interviews, surveys, focus groups |
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| material that the writer calls from the research of others like annual reports, books |
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before the campaign begins
- Helps develop objectibes and strategies |
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Definition
during and after the campaign begins
- message testing, outcomes |
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| desired outcomes resulting from communicating with desired publics |
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| your plan achieved the objectives. Includes insights, facts and your direction |
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| the specific actions you take part of your plan as you work to obtain objectives |
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| a collection of perceptions in the mind of the consumer that differentiates it from the competition |
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Term
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| provides system classification of US adults into 8 distinct consumer segments |
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Definition
| consumer who are guided in their choices by beliefs and principles rather than their feelings or desire for social approval |
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| consumers who strive for social position and are stongly influenced by the actions, approvals and opinion of others |
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Term
| Self-Expression Motivation |
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Definition
| Action oriented consumers who strive to express their individuality through their choice |
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Term
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Definition
| successful, sophisticated active people with high self-esteems and abundunt resources |
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mature, satisfied, comfortable people who value order, knowledge and responsibility |
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conservative, conventional people with beliefs based on traditional, established costs: family, church, community |
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successful career and work oriented people who like to work |
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trendy and style conscious, limited education and narrow interests |
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young, vital and impulsive people who seek variety and risks |
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practical people who value self-sufficiently, live in traditional context of family, practical work |
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lives are constricted, live on limited limitations but are satisfied |
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| Underlying logic people with similar culture backgrounds, means and percepectives naturally gravitated toward one another |
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Term
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| Single basis for comparison for a target group to a base population. The index is calculated as % of heavy users/% of base population *100 |
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| evaluative statments about other people |
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| widley held beliefs about what is acceptable |
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| non-occupational behaviors to devote time |
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| specific media the consumer utilize |
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| measurement of a consumption within a prodcut category |
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| looks for something interesting |
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