Which of the following is a federal agency that regulates advertising activities quizlet?

The Federal Communications Commission regulates interstate and international communications by radio, television, wire, satellite and cable in all 50 states, the District of Columbia and U.S. territories. An independent U.S. government agency overseen by Congress, the commission is the United States' primary authority for communications law, regulation and technological innovation. In its work facing economic opportunities and challenges associated with rapidly evolving advances in global communications, the agency capitalizes on its competencies in:

• Promoting competition, innovation and investment in broadband services and facilities
• Supporting the nation's economy by ensuring an appropriate competitive framework for the unfolding of the communications revolution
• Encouraging the highest and best use of spectrum domestically and internationally
• Revising media regulations so that new technologies flourish alongside diversity and localism
• Providing leadership in strengthening the defense of the nation's communications infrastructure

Leadership

The agency is directed by five commissioners who are appointed by the President of the United States and confirmed by the U.S. Senate. The president also selects one of the commissioners to serve as chairman. Only three commissioners can be of the same political party at any given time and none can have a financial interest in any commission-related business. All commissioners, including the chairman, have five-year terms, except when filling an unexpired term.

Organization

The commission is organized into bureaus and offices, based on function (see also Organizational Charts of the FCC). Bureau and office staff members regularly share expertise to cooperatively fulfill responsibilities such as:

• Developing and implementing regulatory programs
• Processing applications for licenses and other filings
• Encouraging the development of innovative services
• Conducting investigations and analyzing complaints
• Public safety and homeland security
• Consumer information and education

Rules and Rulemakings

The FCC's rules and regulations are in Title 47 of the Code of Federal Regulations (CFR), which are published and maintained by the Government Printing Office. Title 47 Rules & Regulations are also available on the web in a searchable format.

Most FCC rules are adopted by a process known as "notice and comment" rulemaking. Under that process, the FCC gives the public notice that it is considering adopting or modifying rules on a particular subject and seeks the public's comment. The Commission considers the comments received in developing final rules. For more information, check out our online summary of the Rulemaking Process at the FCC.

Advisory Committees

In 1972 Congress passed the Federal Advisory Committee Act to ensure that advice by advisory committees is objective and accessible to the public. The Act put in place a process for establishing, operating, overseeing, and terminating these committees that provide valuable input from consumer groups, industry stakeholders, public safety officials and other interested parties.

• List of all of FCC advisory committees, task forces, councils and other groups

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Step 1. Identify the target audience

-Tone of message
-Target market
-May or may not be current users
-Adidas may put derrick rose or selena gomez on ads depending on target audience
-Media selection (ven-diagrama where these overlap)

Step 2.Set advertising objectives

-Advertising plan: a subsection of the firms overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the ad campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful
-Strategies: Push vs. Pull
-Push Strategy:(traditional) Designed to increase demand by motivating sellers-wholesalers, distributors, or salespeople-to highlight the product, rather than the products of competitors, and thereby push the product onto consumers
-Pull Strategy:(more effective) Designed to get consumers to pull the product into the supply chain by demanding it. Much better at building trust.
-Overall objective
-Inform (new product or brand in the market)
-Informative advertising: a communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase
-Persuade (I have to persuade you my brand is better)
-Persuasive advertising: communication used to motivate consumers to take action
-Remind (repeatedly see ads for products)
Reminder advertising: communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle
-Fucus
-Product focused (suggest to buy coke or mac)
-Product focused advertisements: Used to inform, persuade, or remind consumers about a specific product or service
-Institutional (about polotics, issues, entire industry)
-Institutional advertisements: A type of advertisement that informs, persuades, or reminds consumers about issues related to places, politics, or an industry (Got MILK?)
-Public service advertising (PSA): Advertising that focuses on the public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing
-Social marketing: the content distributed through online and mobile technologies to facilitate interpersonal interactions

Step 3: Determine the advertising budget

-Considerations
-Role
-Product life cycle
-Nature of the market and product
-Ex: less money is spent on advertising in B2B than B2C, personal selling is more important to B2B

Step 4: Convey the message

-Key Message
-Problem-solving ability
-Unique selling proposition (USP): A strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign. (Red bull...Gives you wings)
-Appeal
-Informational appeals: Used in a promotion to help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand favorably on the basis of the key benefits it provides
-Emotional appeals: aims to satisfy consumers emotional desires rather than their utilitarian needs (fear, safety, humor, happiness, love, comfort, and nostalgia; Ex: Fear/Safety, ADT Security; "Breaking into your apartment is easier than you may think)

Step 5: Evaluate and select media

-Media Planning: The process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling, message to the intended audience

-Media mix: The combination of the media used and the frequency of advertising in each firm (Ex: Macy's determines that a heavy dose of TV, radio, print, and billboards is appropriate for the holiday selling season)

-Media buy: the actual purchase of airtime or print pages. (largest expense)
-Mass media: Channels that are ideal for reaching large numbers of anonymous audience members; include national newspapers, magazines, radio, and television
-Niche media: Channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interests. (Ex: Magazines such as Skateboarder or Cosmo Girl)
-Determining the advertising schedule
-Continuous (all year long)
-Flighting (certain parts of the year. i.e. suntan lotion)
-Pulsing (combines both in certain times of the year. i.e. Hotels have a steady advertising schedule but may advertise heavily during low demand periods)

Step 6. Create Advertisements

-Message transaction
-Medium (to demonstrate an image they may use TV, to promote price they may use radio or newspaper)
-Creativity (important that creativity doesn't overshadow the message)
-Objectives

Step 7: Assess impact using marketing metrics

-Pretesting: assessment performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do
-Tracking: Includes monitoring key indicators, such as daily or weekly sales volume, while the ad is running to shed light on any problems with the message or the medium
-Posttesting: The evaluation of an IMC campaign's impact after it has been implemented

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