This action might not be possible to undo. Are you sure you want to continue?
By: Pramati Srivastava (062)
´ Largest generator of revenue in the world economy. ´ . goods or services by an identified sponsorµ.WHAT IS ADVERTISEMENT? Derived from Latin word ¶advert ere· ²·to turn· the attention. ´ 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.
OBJECTIVES OF ADVERTISING 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 ´ .
´ Fair presentation ´ Acceptable to value system ´ In line with traditions and customs ´ .ETHICS AND SOCIAL RESPONSIBILITY Moral behind action.
shall reveal the truth.ADVERTISING PRINCIPLES -AMERICAN ADVERTISING ASSOCIATION ´ Truth. misleading or about competitor or his products. Price Claims-avoid price claims that are false or misleading. significant facts and the omission of which would mislead public. Comparison-refrain from making false. ´ ´ ´ . . Guarantees & Warranties-should be informed & appraised in proper manner in ads or before purchase of product/service.
Substantiation-claims shall be substantial by evidence in possession of the advertiser and the advertising agency prior to making such claims.) ´ 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.ADVERTISING PRINCIPLES(CONTD. ´ ´ ´ . illustrations. that are offensive to good taste or public decency. Taste & Decency-advertising shall be free of statements.
´ Advertising should ² . and courts ´ Various aspects of ethics ranging from the question of validity to the mode of presentation.be truthful .be non comparative .ETHICAL ISSUES IN ADVERTISING Against the accepted value of the society ´ Controlled by govt.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 .