Question

In addition to following laws set forth by the FTC, do you think there are other ethical standards that marketers and advertisers should be held to? Explain. What do you think would be the most challenging part of working in advertising? Explain. Describe the last time you made a purchase based on possession utility. What factors influenced your purchase? Advertising research indicates that some people are more influenced by advertising than others are. Why do you think this is the case? What factors might influence whether advertising influences someone? How effective do you think celebrity endorsements are in influencing teenagers and young adults? Explain.

a) Responses to ethical standards and challenges in advertising
b) Factors influencing purchase decisions and advertising effectiveness
c) Importance of ethical standards in marketing
d) Impact of celebrity endorsements on consumer behavior

Answer 1

Marketers should follow ethical standards beyond FTC laws, balancing promotional effectiveness with ethical conduct. Factors influencing purchase decisions include personal values and advertising strengths. Celebrity endorsements can effectively influence youth when the celebrity is credible and relevant.

Step-by-step explanation:

Ethical Standards and Advertising Challenges. In addition to following FTC laws, marketers and advertisers should adhere to ethical standards such as honesty, transparency, fairness, and responsibility. The most challenging part of working in advertising might be balancing the pursuit of effectiveness with these ethical considerations, especially when targeting vulnerable populations such as children or those susceptible to deceptive practices.

Influencing Purchase Decisions and Advertising Effectiveness. The last time I made a purchase based on possession utility was when I bought a smartphone that offered features beneficial for my daily productivity. Factors that influenced my purchase included functionality, brand reputation, and advertisements showcasing the product's capabilities. Individuals may differ in how they are influenced by advertising due to personal values, cognitive biases, previous experiences, and the strength of the advertising campaign itself. Impact of Celebrity Endorsements.Celebrity endorsements can be highly effective in influencing teenagers and young adults by leveraging the aspirational qualities and the perceived relationship between the celebrity and the target audience. However, the impact varies based on the celebrity's credibility and the relevance to the endorsed product or service.