By:

Pramati Srivastava (062)

 Derived from Latin word ‘advert ere’ –’to turn’ the
attention.
 Largest generator of revenue in the world economy.
 Advertising is a tool of marketing that disseminates
information about a brand.
 According to American Marketing Association-
“Advertising is any paid form of non personal
presentation of ideas, goods or services
by an identified sponsor”.
 To increase demand.
 To educate the masses
 To build goodwill
 To inform about changes in
marketing mix
 To remind the customers of the
product and company
 Moral behind action.
 Fair presentation
 Acceptable to value system
 In line with traditions and customs
 Truth- shall reveal the truth, significant facts and the
omission of which would mislead public.

 Price Claims-avoid price claims that are false or misleading.

 Comparison-refrain from making false, misleading or about

competitor or his products.

 Guarantees & Warranties-should be informed & appraised

in proper manner
in ads or before purchase of product/service.
.
 ADVERTISING PRINCIPLES(CONTD.)

 Bait Advertising-should not offer products for sale unless such

offer constitutes a bonafide to sell the advertised products

 Testimonials-shall be limited to those of competent witnesses

who are reflecting a real and honest opinion or experience.

 Substantiation-claims shall be substantial by evidence in

possession of the advertiser and the advertising agency prior
to making such claims.

 Taste & Decency-advertising shall be free of statements,

illustrations, that are offensive to good taste or public decency.
 Against the accepted value of the society
 Controlled by govt. and courts
 Various aspects of ethics ranging from the question
of validity to the mode of presentation.
 Advertising should –
- be truthful
- be non comparative
- give real and true guarantees
-avoid false claims
SOCIAL ISSUES IN ADVERTISING

NEGATIVE SOCIAL EFFECTS OF ADVERTISING

 Deceptive advertising
 Harmful effects

-taste
-appeal
-children
 Confuses the people

-power of advertising
-proliferation of brands and diversity
 -uniformity and conformity
-comparison
 Forceful selling
-motivational research
-emotional appeals
-inferior quality
-unwanted products
 Message problem
 Moral influences
POSITIVE SOCIAL EFFECTS OF
ADVERTISING
-Information
-Material utilities
-Production
-Consumption
-Social economic welfare