Advertisement

Advertisement
• Definition Of Advertising Advertising : Paid, non- personal communication through various media about a
business firm, not-for- profit organization, product, or idea by an identified sponsor in a message that is
intended to Inform, Persuade Or Influence audience. • A complex form of communication using objectives
and strategies to impact consumer thoughts, feelings, and actions. • A form of marketing communication (all
the techniques marketers use to reach their customers and deliver their messages).
• • Derived from original latin word ‘advertere’ which means ‘to turn the attention’. Meaning Of Advertising
• Advertising is a tool of mass communication. • It makes mass selling possible. • It is a macro concept:
representing the entire advertising industry. • It promotes the goods through information and persuasion.
• Objectives Of Advertising (SCOPE) • Informative advertising Promotion that seeks to develop initial demand
for a good, service, organization, person, place, idea, or cause. • Persuasive advertising Promotion that
attempts to increase demand for an existing good, service, organization, person, place, idea, or cause. •
Reminder advertising Advertising that reinforces previous promotional activity by keeping the name of a
good, service, organization, person, place, idea, or cause before the public. Advertisers coordinate
advertising objectives with the product’s stage in the product life cycle.
• Objectives Of Advertising • Sales • Awareness/ familiarity with brand. Information about brand benefits /
attributes – Acer laptop/ Water purifiers. Creation of brand image / personality – Old Spice, Axe. Association
of feelings with brand– Cadbury celebrations. Reminder or inducement about brand/brand trial– Colgate
whiteness meter Linkage of brand with / experts and group norms –Pampers diaper/ Oral B.
• Advertising Strategies • Advertising is a means of bringing buyers and sellers together. • Marketers often
combine several strategies to meet their objectives. COMPARATIVE ADVERTISING • Comparative advertising
Advertising strategy that emphasizes messages with direct or indirect promotional comparisons between
competing brands. • Market leaders seldom acknowledge competing brands. CELEBRITY TESTIMONIALS • Use
of celebrity spokespeople for products. • Can build brand equity but can hurt brand if celebrity is hit by
scandal.
 Deceptive Advertisement

• Roughly, an advertisement is deceptive if it has a tendency to deceive. On this definition, the deceptiveness of an ad
does not depend solely on the truth or falsity of the claims it makes, but also on the impact the ad has on the people
who see or hear it. It is possible for advertising to contain false claims without being deceptive and for advertising to be
deceptive without containing any false claims. A patently false claim for a hair restorer, for example, might not actually
deceive anyone.
• Furthermore, there are other advertising claims that are false if taken literally but are commonly regarded as harmless
exaggerations or bits of puffery. Every razor blade, for example, gives the closest, most comfortable shave; every tire,
the smoothest, safest ride; and every pain reliever, the quickest, gentlest relief. Some ad copy has no determinate
meaning at all and cannot be characterized as either true or false.
• Deception occurs when a false belief, which an advertisement either creates or takes advantage of, substantially
interferes with the ability of people to make rational consumer choices. Whether an ad “substantially interferes” with
the ability of people to make rational consumer choices assumes some view of what choices they would make if they
were not influenced by an ad. At least two factors are relevant to the notion of substantial interference.
• One is the ability of consumers to protect themselves and make rational choices despite advertising that creates or
takes advantage of false beliefs. Thus, claims that are easily verified or not taken seriously by consumers are not
necessarily deceptive.
• The second factor is the seriousness of the choice that consumers make. False beliefs that affect the choices we make
about our health or financial affairs are of greater concern than false beliefs that bear on inconsequential purchases.
Claims in life insurance advertising, for example, ought to be held to a higher standard than those for chewing gum.
 Deceptive Advertisement

• Irrational Persuasion : Advertising practices use irrational persuasion techniques to influence

consumers’ choices. A successful advertiser “manipulates huma motivations and desires and
develops a need for goods with which the public has at one time been unfamiliar—perhaps even
undesirous of purchasing. These claims are disturbing because of the possibility that advertisers
have means of influence that we are powerless to resist.
• Threats to Free Choice: An advertising technique that might be faulted for interfering with
freedom of choice is subliminal communication. There is a story, probably apocryphal, of an
experiment in which a movie theater in New Jersey boosted sales of ice cream by flashing
split-second messages on the screen during the regular showing of a film. Subliminal advertising is
manipulative because it acts on us without our knowledge, and hence without our consent.
• Related forms of unconscious, if not subliminal, communication are product placement, which is
the conspicuous placement of brand-name products in movies,68 and buzz marketing, in which
people who are natural trendsetters volunteer to create “buzz” about a product by casually talking
about it, without revealing their purpose.
• In all of these cases, the main complaint is that certain advertising techniques—namely, subliminal
communication, product placement, and buzz marketing—do not allow people to use their capacity
for critical evaluation, which is essential for freedom of choice.
 Deceptive Advertisement

• Dependence effect: This describe the fact that present-day industrial production is
concerned not merely with turning out goods to satisfy the wants of consumers but
also with creating the wants themselves. The dependence effect, in Galbraith’s
formulation, involves a distinction between wants that originate in a person and
those that are created by outside forces. Consider, for example, advertising that
creates desires for expensive brands of liquor or designer clothing by appealing to
people’s yearning for status.
 Impact of Advertisement

• In getting us to buy, advertising also shapes us as persons— in our beliefs, attitudes,

and values. Its impact on personality formation rivals that of parents, teachers, and
religious leaders.
• Impact on children: Toys and entertainment product.
• Impact on self image: The fashion Industry, Showbiz.
• Impact on society: Unsatisfied consumer class filled will anxiety and over emphasis
on being perfect by using products. War and propaganda. The Amaerican dream.