The (Un)protected Consumer

JESS ICA DOLINSKI F ILM 240

THE (UN) PROTEC TED C ONSUMER

THE STORY OF

THE (UN)PROTECTED CONSUMER|

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


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


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?

THE (UN)PROTECTED CONSUMER |

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) .


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


. . .AND MOST CANADIANS BELIEVE THESE RULES AND REGULATIONS ARE IN PLACE."

(CONSUMER PERSPECTIVES ON ADVERTIS ING, 2013)

SOURCE: PEXELS


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


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?


" 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


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).


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. .


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

THE PROTECTED CONSUMER |

http://bit.ly/2lsGoYNhttps://www.google.ca/search?

q=advertisements&espv=2&biw=1238&bih=714&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjclaro377SAhVk2IMKHQV8AYEQ_AUIBigB&dpr=1#tbs=sur:fc&tbm=isch&q=subway+victoria+secret+

advertising&*&imgrc=QaMWiuWKJHuX2M:

https://www.google.ca/search?q=your+ad+choice&espv=2&biw=1238&bih=670&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiV4f-

_1b7SAhUn7YMKHUT7DdEQ_AUIBigB#tbs=sur:fc&tbm=isch&q=webpage&*&imgrc=dZC8H5wKF09DyM:

https://www.google.ca/search?

q=empower+the+consumer&espv=2&biw=1238&bih=670&source=lnms&tbm=isch&sa=X&ved=0ahUKEwivtJiLx77SAhUB6YMKHclRAVUQ_AUIBigB#tbs=sur:fc&tbm=isch&q=youtube&*&imgdii=7e

gWAdw8_nrYrM:&imgrc=c0X4bsQv2ZqXnM:


q=empower+the+consumer&espv=2&biw=1238&bih=670&source=lnms&tbm=isch&sa=X&ved=0ahUKEwivtJiLx77SAhUB6YMKHclRAVUQ_AUIBigB#tbs=sur:fc&tbm=isch&q=coffee+shop+working

&*&imgdii=QTlmo0TLyluoCM:&imgrc=8w8-OunVITUE1M:


q=empower+the+consumer&espv=2&biw=1238&bih=670&source=lnms&tbm=isch&sa=X&ved=0ahUKEwivtJiLx77SAhUB6YMKHclRAVUQ_AUIBigB#tbs=sur:fc&tbm=isch&q=mobile&*&imgrc=xLM

H_sR2JBUiLM:


q=sharing+content&espv=2&biw=1238&bih=670&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjEkbbdwr7SAhWI6oMKHRbyCmgQ_AUIBigB#q=sharing+content&tbm=isch&tbs=sur:fc&*&imgrc=S

3PJl4d-iEmM0M:


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

Technology

The (Un)protected Consumer