JESS ICA DOLINSKI F ILM 240
THE (UN) PROTEC TED C ONSUMER
THE STORY OF
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INTRODUCTION
WHAT'S HAP P E NING?
Are current regulations adequate enough to protect the consumer from a daily barrage of advertisements?
COM P AN Y . C OM
"CANADIANS DIGITAL L IFESTYLES ARE
CHANGING [THEIR] ATTENTION SPANS"
(KRASHINSKY, 2015) .
AND ADVERTISERS ARE AWARE.
SOURCE: FL ICKR
"Americans are exposed to 4,000
to 10,000 advertisements each day... "
SOURCE: CANVA
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IS IT REALLY POSSIBLE TO SEE THAT MANY ADS?
TAKE A P AUSE .
...but "less than 100 of them makeit past our attention wall each day."
-Ron Marshall, Red CrowMarketing
SOURCE: WIKIMEDIA COMMONS
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THE COMPETITION
BRANDS ARE VYING FOR A SECOND OF THE CONSUMERS'
T IME.
"Today the consumer is in charge and whoever is best at
putting the consumer in charge makes all the money."
- Stephen F. Quinn
SOURCE: P IXABAY
COM P AN Y . C OM
"TECHNOLOGY IS BECOMING FRIENDLIER TO USE AND THE
MEDIA BOUNDARIES ARE BECOMING LESS CLEAR. . . " (EMERALD INSIGHT, 2008) .
THE PRODUCTION OF CONTENT IS INCREASING
SOURCE: FL ICKR
ACCEPTING THE
ROLE OF
ADVERTISING
Vast majority of
Canadians agree that
advertising is necessary
to help pay for the
content they enjoy.
64 % of consumers
share content
online (Marketing
Charts, 2015).
Endorsements listed
under an ad ; know if
your friend liked a
Facebook page or
group (Constine ,
2010).
SHARE ! SHARE !
SHARE !
SOCIAL CONTEXT
ADS
. . .BUT MAYBE YOU'RE MORE INVOLVED THAN YOU THINK.
ARE WE INFLUENCED BY WHAT OUR PEERS ARE SHARING OR L IKING?
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Y ES.ACCORD ING TO NIE LSE N, "RE COMME ND ATIONS IMP ROVE AD RE CALL BY 10% AWARE NE SS . . .AND P URCHASE INTE NT BY 2% OVE R THE SAME AD WITHOUT SOCIAL CONTE XT" (CONSTINE , 2010) .
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WHEN REGULATIONS ARE NOT PUT IN PLACE. . .ACTION MUST BE TAKEN.
S HA RINGFRICTONLE SS
THE ORIGINAL D E SIGNDevelopers took the opportunity to auto-publish on behalf of the user.
WHAT OP TIONS D ID THE CONSUME R HAVE ?Social media platform, Facebook, redesigned Open Graph apps to have a permission dialogue box (Darwell, 2013).
SOURCE: PUBLIC DOMAIN PICTURES
"Most Canadians think it is important for there to be rules and regulations that advertisers must follow...
RUL ES AND REGUL ATIONS
SOURCE: CANVA
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. . .AND MOST CANADIANS BELIEVE THESE RULES AND REGULATIONS ARE IN PLACE."
(CONSUMER PERSPECTIVES ON ADVERTIS ING, 2013)
SOURCE: PEXELS
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E MPOWE R T HE CONSUME R
GIVE CONSUMERS A CHANCE TO OPT-OUT.
THE REALITY.
"Marketers know about OPT-OUTS, but it's not high on their list of things that they measure and monitor" (BC News, 2017).
SOURCE: PEXELS
Provide consumers with a choice to engage in the content (Digital Marketing
Reference, 2017).
BUILD AN ONGOING RELATIONSHIP WITH THE CONSUMER.
PERMISSION MARKETING
SOURCE: PEXELS
92 % of consumers said they would stop purchasing a product or service if the company offering
it ran advertising that could beconsidered unacceptable because
it was not truthful, was not accurate and was offensive
(Consumer Perspective, 2013).
SOURCE: WIKIMEDIA
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CONT E NT OV E R LOA D
CONSUMERS ARE IN A T IME OF
SOURCE: WIXIPEDIA
SOURCE: FL ICKR
IF GIVEN THE CHOICE, WOULD YOU OPT-OUT?
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" 6 0 % OF USERS OPT-OUT OF PUSH
NOTI F I CATI ONS. "
- Andrew Chen, Uber Growth Team
(THE (UN)PROTECTED CONSUMER |
WHA T I F OPTI NG OUT I S NOT A N OPTI ON?
BUT. . .
THE INDUSTRY IS NOT DOING ENOUGH."Self regulatory group, Advertising Standards
Canada, found that three-quarters of more
than 200 websites did not include opt-outs
for all companies that appeared to be using
visitor data" (The Globe and Mail, 2015).
SOURCE: SCOTT PUBLIC RELATIONS
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YOURADCHOICE.CA
CHANGE IS STARTING TO HAP P E N.
The concept is new toconsumers and
companies.
Now opt-out of targetedadvertising across the
board, not just a targetedwebsite (The Globe and
Mail, 2015).
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THEY WILL CONTINUE TO BE TESTED BY THE CANADIAN CODE OF ADVERTISING STANDARDS
RULE S AND RE GULATIONS HAVE TO BE P UT IN P LACE
AT THE END OF THE DAY ALL CONSUMERS REALLY WANT IS THE. .
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T R UT H.41% OF CANAD IANS ARE CONCE RNE D THAT THE AD IS MISLE AD ING, P ROVID E S A FALSE CLAIM, OVE R E XAGGE RATE S OR IS MANIP ULATIVE (CONSUME R P E RSP E CTIVE S , 2013) .
SOURCES
THE PROTECTED CONSUMER |
BC News. (2017). The Opt Out Effect. Retrieved from https://www.bc.edu/bc-web/bcnews/nation-world-society/business-and-management/gerald-smith-
research-digital-mobile-tech.html
Constine, J (2010, September 9). Adweek. Facebook Adds Social Context Metrics to Its Performance Advertising Analytics. Retrieved from
http://www.adweek.com/digital/social-context-metrics/
Darwell, B. (2013, January 22). Adweek. Facebook’s frictionless sharing mistake. Retrieved from http://www.adweek.com/digital/facebooks-frictionless-
sharing-mistake/
EmeraldInsight (2008). Inside the Changing Newsroom: Journalists’ Responses to media Convergence. Retrieved from
http://www.emeraldinsight.com.proxy.queensu.ca/doi/pdfplus/10.1108/00012530810879097
Krashinsky, S.(2015, December 15). The Globe and Mail. Industry not doing enough to help consumers opt out of targeted online ads: report. Retrieved from
http://www.theglobeandmail.com/report-on-business/industry-news/marketing/industry-not-doing-enough-to-help-consumers-opt-out-of-targeted-online-ads-
report/article27772550/
Macmanus, R. (2011, September 28). ReadWrite. The Pros & Cons of Frictionless Sharing. Retrieved from
http://readwrite.com/2011/09/28/frictionless_sharing_pros_cons/
Marshall, R. (2015, September 10). Red Crow Marketing. How Many Ads Do You See in One Day? Retrieved from
http://www.redcrowmarketing.com/2015/09/10/many-ads-see-one-day/
Marketing Charts Staff (2015, December 29). Why do Consumers Share Content Online. Retrieved from http://www.marketingcharts.com/online/why-do-
consumers-share-content-online-63914/
Matrix, S. (2017). Module 02. Promotional Media. Retrieved from http://go.galegroup.com.proxy.queensu.ca/ps/i.do?
p=CPI&sw=w&u=queensulaw&v=2.1&id=GALE%7CA357218028&it=r&asid=5ca8b18d1e7c7674fa4d7d6ba9738cd9
The Digital Marketing Reference (2107). Permission Marketing. Retrieved from http://www.marketingterms.com/dictionary/permission_marketing/
The Gandalf Group (2013). 2013 Consumer perspectives on Advertising. Retrieved from
https://www.adstandards.com/en/ASCLibrary/2013ConsumersPerspectives.pdf
York University (2008). Putting Consumers To Work. Retrieved from http://www.yorku.ca/dzwick/JCC_Governmentality.pdf
SOURCES| IMAGES
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http://bit.ly/2lsGoYNhttps://www.google.ca/search?
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https://www.google.ca/search?
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H_sR2JBUiLM:
https://www.google.ca/search?
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3PJl4d-iEmM0M:
https://www.google.ca/search?
q=empower+th+consumer&espv=2&biw=1238&bih=670&source=lnms&tbm=isch&sa=X&ved=0ahUKEwivtJiLx77SAhUB6YMKHclRAVUQ_AUIBigB#tbs=sur:fc&tbm=isch&q=people&*&imgrc=rQrHn
biofUiudM:
http://bit.ly/2m8i7Vi
https://commons.wikimedia.org/wiki/File:Times_Square_New_York.jpg