 |  | PREPACKAGED SALES MEETING: FAIR ADVERTISING PRACTICES | |
|  Fair Advertising Practices, Introduction Component 1: Facilitator Talking Points Component 2: Agenda Component 3: Handout 1, Who is protected by Fair Housing? Component 4: Suggestions for a Company Fair Housing Policy Component 5: Activity 1, Say It Fairly Quiz Component 6: Activity 1, Quiz Answers Component 7: Handout 3, What's in A Word? Component 8: Activity 2, Advertising Critique Component 9: Activity 2, Suggested Ad Changes Component 10: Handout 4, Avoiding Selectivity Trap Component 11: Activity 3, Let's Play Ad Agency Component 12: Activity 3, Ad Creation Tips Component 13: Other Resources | Component 10 Handout 4: Avoiding the Targeting Trap In many cases, advertising violates the Fair Housing Act because of poor word choices. But pictures, graphics, and media placement strategies may also result in exclusionary advertising. Consider these three major causes of nonverbal violations and some strategies for avoiding them. 1. Avoid selective use of advertising media. For example, as a general rule, do not run ads in zoned editions of newspapers or specialty newspapers (for example, a paper in a foreign language) that are distributed only in particular geographic areas or targeted to a particular ethnic or national group. Such an advertising strategy is particularly suspect if the decision is based on limiting the awareness of the property among certain protected groups. Using selective advertising media on a regular basis has the effect of preventing other groups from learning about the property. Solution: Formulate your market based on other criteria—income, desire for a maintenance-free lifestyle, desire for lots of room for entertaining, access to activities—which do not depend on their inclusion in or exclusion from a protected class. Advertise property in a broad range of media. 2. Avoid using human models representing only one group in an advertising program. Models should be clearly definable as representing majority and minority groups, both sexes, persons with various disabilities, and children. Solution: Either avoid the use of human models in photos or graphics, or plan a series of ads that rotate illustrations featuring different groups. 3. Avoid erratic use of the Equal Housing Opportunity logo or statement. Although using these symbols in ads is optional, using it only in some ads might be considered a subtle signal that minority buyers are welcome for only some homes. Solution: Although it is not legally required, make a habit of using the equal opportunity logo in all ads of four column inches or larger (in line with HUD guidelines) as a way to demonstrate a commitment to fair housing. Component 11: Activity 3, Let's Play Ad Agency > |