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Advertising sociallegalethicaleconomicalaspects-090904225056-phpapp02 (1)

Advertising sociallegalethicaleconomicalaspects-090904225056-phpapp02 (1)






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    Advertising sociallegalethicaleconomicalaspects-090904225056-phpapp02 (1) Advertising sociallegalethicaleconomicalaspects-090904225056-phpapp02 (1) Presentation Transcript

    • ADVERTISING- SOCIAL,LEGAL,ETHICAL & ECONOMICAL ASPECTSSubmitted to : Submitted by:Swati Sharma Avtar SinghFaculty, Rbs Anil Kumar Pankaj Kumar Sham Singh
    • 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