WHAT IS ADVERTISING► Advertising is any paid form of non personal presentation and promotion of goods, services & ideas by an identified sponsor.► Advertising is a general phrase used for the announcements made by sellers to promote the sales of their products.
Social aspects of advertising Advertising as a part of firm’s marketing effort operates in the society. It has to therefore follow the social norms. Key areas of debate regarding society and advertising are: Deception Manipulation Taste
Social aspects of advertisingDeception: it refers not only to the information content in advertising but may also arise from misplace emphasis in presentations.According to federal trade commission of the USA-“Advertising as a whole must not create a misleading impression although every statement, separately considered, may be literally truthful”
Social aspects of advertisingManipulation :- The freedom of choice of consumers is restricted by the power of advertising since it can manipulate buyers into making a decision against their will or interest.Manipulation is done through emotional appeals. These companies can utilize advanced and very scientific advertising techniques and thus make an impression on consumers.
Social aspects of advertisingTaste:- Sometimes ads are offensive, tasteless, irritating, boring and so on.a) Sources of distasteb) Sexual Appealsc) Shock advertising
Social aspects of advertisingSome examples of the Advertisements with social aspects:- Grow-more-trees advertisements Drink milk Eat healthy food, eat eggs Mother’s milk is best for the baby Say no to drugs every time Get your child vaccinations in times
Legal aspects of advertising The government in each country has to make sure that advertisements appearing do not flaunt of their rules & regulations. It should not:- show anti-national feelings contain misleading information about the product Violate government rules
Legal aspects of advertisingSome examples of the Advertisements with legal aspects:- Get your car checked for pollution Drinks & driving do not mix Weight, price, manufacturing date, date of expiry should be mentioned on the packing case
Ethical aspects of advertisingEthics are the moral standards against whichbehavior is judgedKey areas of debate regarding ethics andadvertising are: Truth in advertising Advertising to children Advertising controversial products
Ethical aspects of advertising► Truth in Advertising Deception is making false or misleading statements. Puffery (commercial exaggeration) is legal. Cannot legislate against emotional appeals
Ethical aspects of advertisingAdvertising to Children—Issues Advertising promotes superficiality and materialism in children. Children are inexperienced and easy prey. Persuasion to children creates child-parent conflicts. What does the literature say about kid’s abilities to process persuasive information?
Ethical aspects of advertisingAdvertising Controversial Products Critics question the “targeting” of minorities. ►Tobacco, alcohol, gambling and lotteries are product categories of greatest concern. How does the concept of “primary demand” provide insights here? What does the literature say about advertising’s impact on these product categories?
Economic aspects of advertising► Making Consumers Aware of Products and Services► Providing Consumers With Information to Use to Make Purchase Decisions► Encouraging Consumption and Fostering Economic Growth
Economic aspects of advertising► Effects on Consumer Choice Differentiation Brand Loyalty► Effects on Competition Barriers to entry Economies of scale► Effects on product costs and prices Advertising as an expense that increases the cost of products Increased differentiation