IV. Activity

Ex.1. Discuss the following questions:

1. Evaluate the proposed restrictions on alcohol advertising. Do you agree with the proposed limitations? Do you feel they will be effective in curbing alcohol consumption?

2. Discuss the role of ethical considerations in advertising and promotion. How do ethical considerations differ from legal considerations?

3. Find examples of three ads that you find irritating, offensive, or in bad taste. Discuss the basis of your displeasure with these ads.

4. Many advertisers complain that a double standard exists for television programmes versus commercials, as the networks scrutinize commercials more closely than the shows. Do you agree with the networks’ position that commercials should be held to higher standards than programs? Why or why not?

5. Evaluate the arguments for and against advertising to children. Do you agree with the proposal to ban or limit severely children’s advertising?

6. With which position do you agree?

• “Advertising determines consumers’ tastes and values and responsible for creating a materialistic society”

• “Advertising is a reflection of society and mirrors its tastes and values”.

7. Discuss the arguments for and against the claim that advertising exerts too much influence over or even controls the media.

8. Discuss the role of advertising as an economic force, giving attention to arguments for and against its effects on the economy.

9. Do you believe advertising increases or decreases the costs of products and services? Defend your position.

10. Compare the Advertising = Market Power and Advertising = Information perspectives regarding the economic effects of advertising.

Ex.2. Review the lists of advertising media characteristics given in the following table and speak about advantages and disadvantages of various major media:

	Advantages	Disadvantages
Television	Mass coverage High reach Impact of sight, sound, and motion Low cost per exposure Attention-getting	Low selectivity Short message life High absolute cost High production costs Clutter
Radio	Local coverage Low cost High frequency Flexible Low production costs Well-segmented audiences	Audio only Clutter Low attention getting Fleeting message
Magazine	Segmentation potential Quality reproduction High information content Longevity Multiple readers	Long lead time for ad placement Visual only Lack of flexibility
Newspapers	High coverage Low cost Short lead time for placing ads Ads can be placed in interest sections Timely (current ads) Reader controls exposure Can be used for coupons	Short life Clutter Low attention-getting capabilities Poor reproduction quality Selective reader exposure
Outdoor	Location-specific High repetition Easily noticed	Short exposure time requires short ad Poor image Local restrictions
Direct Mail	High selectivity Reader controls exposure High information content Opportunities for repeat exposures	High cost per contact Poor image (junk mail) Clutter

Ex.3. Imagine that you are to select the medium that will deliver your advertisement more effectively. Determine which media characteristics are best for the product you are going to sell or produce. Keep in mind the potential costs of production, how much time or space you need to express your message and whether you message should be demonstrated visually or requires a lot of details that should be in print rather than spoken.