A Study on Bangladeshi Television Commercials (TVCs)


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Practice of Advertising Ethics: A Study on Bangladeshi Television Commercials (TVCs)

How Television Advertisement Effect Consumer Behavior

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A Study on Bangladeshi Television Commercials (TVCs)

  1. 1. Faysal Alam (01717192812) www.facebook.com/outrival Introduction Advertising is a communication tool used by the marketers to persuading the potential buyers to purchase certain product or service. It plays a pivotal role in achieving the financial and commercial objectives of the companies concerned. The role of advertising is also vital in the cutthroat competitive environment and the mushroom branding in the present century. The challenges of the age demand a bit more of the marketers towards informing, educating and facilitating the customer as to how to have a timely access to certain product or a service in a novel and innovative way. The marketers are therefore devising ways to make advertising more effective. Despite the fact that advertising is an effective tool for the business along with its being an important element of the modern age and a fast growing industry, the public image of advertising is still a matter of great concern. Advertising is criticized for its presenting misleading information, promoting adverse values, fake claims, and subliminal seduction messages and persuading people to buy things they no longer need. Again, this industry is blamed of spreading unsustainable consumption patterns around the world over and encouraging excessive consumption. All the foregoing aspects are apt to hinder its effectiveness as well as efficiency as a marketing tool. Therefore, it is critical of the advertising concerns to follow the public opinion advertising for it’s for reaching impact on the economy, cultural values and on the business itself. 2
  2. 2. Faysal Alam (01717192812) www.facebook.com/outrival The Purpose of the Study The purpose of the study is to answer the question; Are the advertisements ethical? Can they be ethical, should they be ethical? Objective of the Study Obviously, the research would lead us towards what information we want from the market. Therefore, it is very important for us to have objectives of our own to carry out the research in order to have a proper guideline through out the research. This report is prepared to serve the objectives as follows:  To define Ethics and its dimensions  To define and discuss advertising ethics  To reviews the religious sentiment of Bangladeshi people and their choices regarding advertisements  To find and explain the Bangladeshi TVCs from ethical perspective  To know the viewers remarks on ethical aspects of Bangladeshi TVCs  To give some recommendations to eliminate the unethical aspects from the TVCs of Bangladesh 2
  3. 3. Faysal Alam (01717192812) www.facebook.com/outrival Research Question This study aimed at investigating the consequences and impact of television advertising upon the consumer and viewers general attitude. Keeping in view the ever growing need for understanding the people for their being an important segment of the customers purchasing the products and services the following research questions were posed:  Is the television advertising creating any ethical, economic, social and regulatory concerns among people?  Do the consequences of the television advertising predict the general attitude of the consumer in Bangladesh? Analysis Tools The descriptive statistics were made use of for analyzing the consequences of the television advertising and ethics. The t-test was resorted to determine the significance of the descriptive statistics with the reference value of 3. To determine the relationship among the various elements of the television advertising consequences and ethics, Pearson’s correlation coefficient was used. Linear regression model was used while determining the influence of the television advertising consequences upon the attitude of consumer towards the television advertising. All tests were conducted at 5% level of significance. 2
  4. 4. Faysal Alam (01717192812) www.facebook.com/outrival Methodology The research aimed to investigate the activities related to the advertising. The study was conducted focusing on the ethical. Mainly this is a qualitative research, for this reason Opinion pool survey has been done and Likert scale is used for data analysis that include, a measurement scale with five response categories ranging from strongly disagree to strongly agree and it requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects. This research is based on the questioning of respondents. Each respondent are asked a variety of questions include each questionnaire regarding their behavior, intentions, attitudes, awareness, motivation, demographic and lifestyle characteristics. Total numbers of responses are 50, due to time and budget constraint and they have been selected randomly in the Dhaka City. The response rate was 100%. Primary data is collected through:  Survey among general people  Interview with some personnel related with ad making, media, and social worker.  Personnel directly related with company Secondary information will be collected from market research organizations’ reports, like Marketing and Social Research, Internet articles and publications, and also from concerned personnel. Data also collected from internet, books, advertisements journal etc. 2
  5. 5. Faysal Alam (01717192812) www.facebook.com/outrival Limitation  This research is subject to several limitations, some of which are:  Financial constraints limited the survey being done in only Dhaka City.  Language barrier: The questionnaire did not have a Bengali version, which prevented us from getting a large audience to be involved in the survey.  Survey should conduct on only concern people who not only conscious about product advertisement, but also concern about social and ethical values of advertisement.  Survey conducted on only limited numbers of audience. So it was tough to get a clear idea about peoples thoughts. 2
  6. 6. Faysal Alam (01717192812) www.facebook.com/outrival Difference between Marketing & Advertising Let's start off by reviewing the formal definitions of each and then I'll go into the explanation of how marketing and advertising differ from one another: Advertising The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers. Marketing The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products. After reading both of the definitions it is easy to understand how the difference can be confusing to the point that people think of them as one-in-the same, so lets break it down a bit. Advertising is a single component of the marketing process. It's the part that involves getting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind. The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. Advertising only equals one piece of the pie in the strategy. All 2
  7. 7. Faysal Alam (01717192812) www.facebook.com/outrival of these elements must not only work independently but they also must work together towards the bigger goal. Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer. Advertising theory  Hierarchy of effects model It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. The steps are: 1. Awareness 2. Knowledge 3. Liking 4. Preference 5. Conviction 6. The actual purchase  Means-End Theory This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.  Leverage Points It is designed to move the consumer from understanding a product's benefits to linking those benefits with personal values.  Verbal and Visual Images 2
  8. 8. Faysal Alam (01717192812) www.facebook.com/outrival Benefits of Advertising  Communication The organization has to attract the customer and create a market for its products. For this purpose, advertising is the most powerful and widely used tool for communicating message regarding products/services to a large target audience.  To raise the standard of living In our developing economy, adverting with its micro and macro level influences exerts vast and varied influences that have played key role in raising the standards of physical and material well being of the Indian society.  To make market competitive In India, one finds many innovations being introduced which has changed the market structure from seller's market, and thus the result is more competitive market conditions.  Product differentiation It is a fact that advertising brings about products variety through real and psychological product differentiation. 2
  9. 9. Faysal Alam (01717192812) www.facebook.com/outrival Critical Evaluation of Advertising Though many benefits are achieved through advertisements, the ad message is becoming more and more exaggerated. To achieve competitive advantage, advertising magnifies unimportant differences, resorts to clever, tricky product promises, and claims more and more unbelievable benefits. The customer finds many advertisements as false, deceptive, or misleading. Consumers are uncertain regarding whether or not the performance of a product purchased will in fact meet their needs. If they find that the product lacks in quality, advantage, durability etc., as advertised they might not buy it again, and develop an aversion to every other product of that company. TVC – a Wide Advertisement Form The best times for commercials are the times at which people wait for something special like the news or sports. At these times advertising can be very successful, but it is also very expensive. TV is one of the most powerful advertising medium, because you can get very detailed information about a product. Depending on your target group you have to decide the time, when your spot shall be shown. It is not useful broadcasting an ad about cars in the children’s programmes because this is not your target group, they cannot buy a car. In the afternoon there are many films on TV, which are interrupted regularly. At that time advertising can be very expensive. In fact, TV-adverts have a strange impact. You might have noticed how well you can remember slogans long after the spot is over. A television advertisement or television commercial, often just commercial, advert, ad, or ad-film (India)–is a span of television programming produced and paid for by an organization that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of 2
  10. 10. Faysal Alam (01717192812) www.facebook.com/outrival television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to promote a wide variety of goods, services and ideas since the dawn of television. The effect of commercial advertisements upon the viewing public has been successful and pervasive. In many countries, including the United States, television campaign advertisements are considered indispensable for a political campaign. In other countries, such as France, political advertising in television is heavily restricted, and some, like Norway, completely ban it. What is Ethics? Ethics have always been an important aspect of every business activity, although the term has meant different things at different times in different lands to different people. Nonetheless, as ethical concerns are an inseparable element of business, advertising can not ignore them. Sadly, the advertising industry has rarely cared to look beyond immediate marketing objectives. The argument in the industry is that it is the government's job to judge what is right and what is wrong. Shirking its own responsibility for regulation, the industry has belittled business values and agencies have harmed their balance sheets. For any business, customer is very important, and businessman attempt to communicate to all their target customers using means of communication like advertising and sales promotion. Advertising is a very powerful and most commonly used tool. 2
  11. 11. Faysal Alam (01717192812) www.facebook.com/outrival Factors that affect Ethical Behavior: Ethical Approaches in Advertising In Industrialized Society every person becomes an Individual, thus the consumer types differentiates; social, cultural and psychological different comes out even in a family. The advertisements became an authority in society. They show the way what to do for being a model, image like in the ads. The advertiser tells us; buy it, use it and buy another thing to substitute. Advertisements also tell us; we can buy success, happiness and love with that advertised products, service and brands. So the consumer also buys the life-style with the product. The Advertisements became the role of educators and family. While watching the ads, consumer compares the life in ads and his own life and finds his life ordinary and meaningless. Because of this reason, the advertisements became an imitated model and image. In our society the ethical investigations comes out because of all this points of advertisements. First of all, we should explain, what ethic is and how can we use ethical approaches in advertising. Ethic is known as moral values and consuetude in terminology and plays a role as social rules in a society. Cause to technological fast development, the need of hedonist consumer should be matched with advertisements for hedonistic popular culture. Searching for ethics in advertising comes out with critics against advertising. These critics are about; misleading information about a product or service (deceptive advertising), unfair competition, women as sexual object, children as easy victim and indirect costumer, psychological, cultural, sexual advertising impacts. Deceptive and Misleading Advertising Conceptually, deception exists when an advertisement is introduced into the perceptual process of some audience and the output of that perceptual process differs from the reality of the situation and affects buying behavior to the determent of the consumer. The input itself may be determined to contain falsehoods. The more difficult and perhaps more common case, however, is when the input, the advertisement is not obviously false, 2
  12. 12. Faysal Alam (01717192812) www.facebook.com/outrival but the perceptual process generates an impression that is deceptive. There are three major components of deception definition:  There is a mispresentation, omission, or practice that is likely to mislead.  The consumer is acting responsibly in ten circumstances.  The practice is material and consumer injury is possible because consumers are likely to have chosen differently if there was no deception. Unfair Competition Generally it is used in a lot of advertisements, especially in testimonial advertisements by showing the competitors product as the weak one. In advertisements it is forbidden to use the competitor’s product, service, brand name, brand logo, symbol e.t.c. This behavior is cooled unfair competition and is protected with competition laws in every country. But a lot of company use unfair competition to show itself or its product strong and better than the competitors. Gender (Women/Men) as Sexual Object Especially in advertisements for men, or men products women are used as sexual object. With help this sexual power, men buy everything, under every circumstances. Using women as a sexual object in advertisements is effective and powerful for men, but worthless for women. These advertisements include messages like to be sexy, beautiful and charming means everything and the only way to impress the men. Here begins ethical arguments. Because it is unfair to use a gender (men or women no matter) as model of sex object. Sex-role portrays in advertisements constitute another extensively studied topic. During the past decade, the use of sexual appeals in print advertising has become almost commonplace. Reichert stated that sexual appeal can be persuasive, sometimes more than other types of appeals used in social marketing campaigns. 2
  13. 13. Faysal Alam (01717192812) www.facebook.com/outrival Children as Easy Victim, Indirect Consumer Generally advertisements are informative, persuasive for adults. This means the person who can understand perceive and choose a message, product, service. But because children can’t understand, perceive and choose like an adult, it is forbidden misleading advertisements especially for children products. Due to children are under this circumstances the easy victim of this advertisements, it is not ethical to use children in misleading advertisements, products, places. 2
  14. 14. Faysal Alam (01717192812) www.facebook.com/outrival Ethics in Advertisement People in advertising spend a lot of their time dealing with ethical choices, and those choices are almost never black and white. They're subtle, shades-of-gray choices, juicy enough for a Philosophy major. Let's start with the truth. Telling the truth seems like a pretty basic ethical standard. The world's best example of truth in advertising may be a tiny "Help Wanted" ad that appeared in the London papers in 1900: Now let's look at a more understated shade of truth in this infamous Volvo commercial. In a real-life monster truck show, the Volvo was the only car left uncrushed - a great idea for a commercial! But to make the ad, the film company needed to shoot several takes. So they reinforced the beams inside the car to stand repeated squashing. When this came out in the press, Volvo was pilloried and their ad agency got fired, ultimately going out of business. Did it serve them right? Or was it a bum rap? No question the demo was rigged. But what it showed was the truth: if a monster truck runs over you once, you're safer in the Volvo. An ethical brainteaser we deal with every day is: "What can you legitimately simulate to illustrate the truth?" Before you answer "nothing”, ask yourself if a Higher Purpose would be served if Pampers and Kotex commercials showed the real thing instead of that fake blue water. Ads for reputable companies almost never lie. They have to be able to prove what they say to their own corporate counsel, the ad agency's lawyers, and the network's approval committees. With at least five different government agencies looking over our shoulder, the cost of being caught cheating is simply too high. In addition, the individuals inside a company want to be able to look at themselves in the mirror. Some like to think of business people as belonging to some other species, but remember that most of them are you a few years from now. 2
  15. 15. Faysal Alam (01717192812) www.facebook.com/outrival So we tell the truth -- but not always the Whole Truth. Like lawyers, our job is to put our clients in the best light. When you go on a job interview or a first date, you don't assume a false identity - but you probably don't make a full disclosure either. For a company trying to sell something, an ad is like getting a job interview with millions of people all at once. The ad wants to make a good first impression and really, really doesn't want to make people mad. But different people react differently. Advertising, like human beings, lives where Reason meets Desire. Years ago, The CocaCola Company invented a better product. No consumer product had ever been so thoroughly tested with so many consumers. This new Coke was provably much better. But consumers not only didn't buy it, they demonstrated against it. Because a lot of what they loved about "real" Coke wasn't inside the bottle. It was the idea of Coke and their experiences with it and how those experiences were connected to so much of what we imagine. Advertising isn't just about the things we buy. It's about how we feel about things, including ourselves. That's what makes it interesting.  Tobacco Advertising Ronald Reagan once appeared in ads touting the health benefits of a cigarette brand. Times have changed. Now the space in which tobacco can be promoted in any form is growing more restricted every day. And tobacco isn't the only legal - and potentially lethal - product that poses ethical, not to mention public policy questions for us. Ad agencies and individual advertising people make their own decisions about categories like tobacco and guns. Many say, "No, thanks" to working on certain businesses. But would you turn down the Kraft Macaroni and Cheese assignment because another division of the same corporation makes Marlboros? That's a tougher question. 2
  16. 16. Faysal Alam (01717192812) www.facebook.com/outrival  Alcohol There are hundreds of beer commercials on the air, but not one of them shows somebody actually drinking the beer. Does that make them more ethical? And although there's the same amount of the same chemical in a can of Bud and a shot of Jack Daniels, you don't see hard liquor advertised on television. In the case of alcohol, advertisers themselves have made these "ethical" choices. But do they make rational sense? The ethical issue isn't the alcohol in the product; it's the brand name on the bottle (Smirnoff Ice). When I say the word "Smirnoff", what do you think of? - You’re not alone. A rival company says this commercial is misleading you because there's no vodka in Smirnoff Ice. It's a malt beverage. Does the name "Smirnoff" mean "vodka" or is it just a name? Many of you are in the target audience. Are you being fooled here? And if you thought Smirnoff Ice contained vodka, did you also think it contained ice? You don't have to take time from your studies to decide this case.  Condoms I assume these are not unfamiliar to you. Should they be advertised? Most networks won't accept condom ads because they might offend certain audiences. Even where condom ads are okay, there are ethical choices to make about what kind of product demonstration is appropriate. And in what context? One example of context is that people in condom ads usually wear wedding rings. Because even though the biggest market probably lies outside the Marital Bed, the truth about where all those condoms are really going raises some touchy issues. If you were the Creative Director on the Trojans account, is that an ethical issue? Do you show the real truth and take the consequences?  Children Society imposes context on advertising ethics all the time - especially in advertising that involves children. Here's a commercial for children's shampoo. On behalf of Society, can you see what's wrong with this message? 2
  17. 17. Faysal Alam (01717192812) www.facebook.com/outrival The problem isn't something in the spot - it's what's missing. There is no adult supervision shown around the swimming pool. It requires that adults be shown supervising children when products or activities could be risky. So L'Oreal changed the commercial to model good parental behavior. Score one for Society. Another commercial for Aim toothpaste showed a child who went to the bathroom in a museum to brush her teeth. Good hygiene or not, it had to be taken off the air when teachers complained that they'd never, ever, let a child leave the group unattended. Advertisers spend most of their waking hours trying to anticipate what their audiences will want and how they'll react. We try our best, but sometimes we miss.  Pharmaceutical advertising Information is ethically neutral. In an academic setting like this, we welcome more information because the marketplace of ideas enables individuals to form their own judgments - which bring us to advertising about prescription drugs. Not long ago, only a doctor could tell you about a new medicine. You probably never heard of it before you walked in; you didn't know if it was the only one in the world or one of dozens that did pretty much the same thing. Now advertisers spend millions of dollars telling you about their medicines. Advertising puts more information in people's hands. Studies show that drug ads raise awareness of some conditions so more people seek treatment. And they know more about their options before seeing the doctor. That's good, right? 2
  18. 18. Faysal Alam (01717192812) www.facebook.com/outrival Importance of TVCs Television is a powerful advertising medium. It relies on both sound and visual effects. These effects can be used in combination to catch the attention of your audience and then reinforce their retention rates by repeating the message using both audio and video. Advertisers can brand their advertisements by using the same theme for multiple TV advertisements, turning the commercials into a type of television show with dedicated followers.  Mass Appeal TV has mass appeal. Individuals watch TV for a variety of reasons: Some watch it to get the latest news and financial information; other individuals watch it for entertainment and enjoy viewing dramas, comedy shows and sports shows. People of all ages and races watch TV. TV reaches a large variety of individuals with different backgrounds which makes it cost efficient for advertisers to reach a mass audience. Television permits you to reach large numbers of people on a national or regional level in a short period of time  Intrusiveness Some might view intrusiveness as a bad thing, but for advertisers it's a way to get their foot in the door and to reach customers. Some TV viewers might leave the room during commercials, but many will stay because they do not want to miss the beginning of their show when it returns from commercial. This generates a captive audience for TV advertising.  Appeal A well-created TV advertisement draws an audience to want to watch the advertisement. Think of the Super Bowl. Each year as the Super Bowl approaches, viewers look forward not only to the game but to the commercials as well. The ability to make graphically 2
  19. 19. Faysal Alam (01717192812) www.facebook.com/outrival entertaining commercials can help the advertiser create an enjoy watching their commercials. In this way the advertiser can develop a loyal customer base.  Viewing Times According to a study by Ball State University, the average individual watches TV for more than 4.5 hours a day. This is more time than individuals spend listening to the radio or reading the newspaper. This increases the visibility of TV ads. Unlike radio, which has options available for customers to purchase without commercial interruption, television has a regular placement of advertisements during that 4.5 hour viewing period during the day. Although TV allows viewers to watch their programs without advertisements, the technology is not yet widespread.  Television Uses Multiple Communication Methods Television can take advantage of both the senses of hearing and of vision. By appealing to both senses a TV advertiser can use these to reinforce each other. A sale price can be spoken during the TV advertisement and then reinforced with a graphic on the television. Using a high quality graphic can make it easier for the customer to remember the product than just hearing about it on the advertisement.  Creativity and impact Perhaps the greatest advantage of TV is the opportunity it provides for presenting the advertising message. The interaction of sight and sound offer tremendous creative flexibility and makes possible dramatic, lifelike representations of production services. TV commercial can be used to convey a mood or image for a brand as well as to develop emotional or entertaining appeals that help make a dull product appeal interesting. Television is also an excellent medium for demonstrating a product or service. For example, print ads are effective for showing a car and communicating information regarding its feature, but only TV commercial can put you in the driver’s seat and give you the sense of actually driving the car.  Cost –effectiveness 2
  20. 20. Faysal Alam (01717192812) www.facebook.com/outrival TV is a popular medium among companies selling mass consumption products. Companies with widespread distribution and availability of their products and services use TV to each the mass market and deliver their advertising messages at a very low cost per thousand. Television has become indispensable to large consumer package goods companies, carmakers and major retailers.  Selectivity and flexibility Television has often been criticized for being a non-selective medium, since it is difficult to reach a precisely-defined market segment through the use of TV advertising. But some selectivity is possible due to variations in the composition of audiences as a result of programme content, broadcast time and geographical coverage. 2
  21. 21. Faysal Alam (01717192812) www.facebook.com/outrival TV advertisements around the World  United States of America In the United States, the TV advertisement is generally considered the most effective mass-market advertising format, and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl American football game is known as much for its commercial advertisements as for the game itself, and the average cost of a single 30-second TV spot during this game (seen by 90 million viewers) has reached US$3 million (as of February 2011).  Europe In many European countries television advertisements appear in longer, but less frequent advertising breaks. For example, instead of 3 minutes every 8 minutes, there might be around 6 minutes every half hour. European Union legislation limits the time taken by commercial breaks to 12 minutes per hour (20%), with a minimum segment length of 20 or 30 minutes, depending on the program content. However, these are maximum limits and so specific regulations differ widely from both within and outside the EU, and indeed from network to network. Unlike in the United States, in Europe the advertising agency name may appear at the beginning or at the end of the advert.  Germany As in Britain, in Germany, public television stations own a major share of the market. Their programming is funded by a license fee as well as advertisements on specific hours of the day (5 p.m. to 8 p.m.), except on Sundays and holidays. Private stations are allowed to show up to 12 minutes of ads per hour with a minimum of 20 minutes of programming in between interruptions. 2
  22. 22. Faysal Alam (01717192812) www.facebook.com/outrival  France France is the only European country to not use the system clock time. The Conseil supérieur de l'audiovisuel allows up to 9 minutes of advertising per hour on average in a day. Private channels can only broadcast one commercial break if the show is less than an hour and two commercial breaks if the show is more than an hour. For public channels, the advertising is forbidden after 8 p.m. and will completely disappear in 2012.  Australia Similar to the European Union, advertising on Australian commercial television is restricted to a certain amount in a 24-hour period, but there are no restrictions on how much advertising may appear in any particular hour. Australian television has one of the highest advertising content in the world. Prime-time can see 18 minutes or more of ads per hour. Furthermore, product ads wrapped up in informational content are labeled "public service announcements" and not included in the time restrictions; similarly with "this program brought to you by..." announcements, and station identifications. Consequently Australian viewers might see less than 40 minutes of actual program time per hour.  Malaysia All television stations and channels, whether government-owned or private, broadcast advertisements. In Malaysia, the duration of a typical break differs between local and foreign programs, while RTM, the nation's state broadcaster, usually has shorter commercial break. There are usually two commercial breaks in a half-hour program and three commercial breaks in an hour-long program, with the exception of news programs. Terrestrial television can only broadcast advertisements during the program that was currently aired except before announcing the breaking of fast in the month of Ramadan and also in the gap between the 2
  23. 23. Faysal Alam (01717192812) www.facebook.com/outrival Akasia slot for Malay drama and Malay drama re-runs on TV3 at 7.30 pm every Tuesday to Thursday.  Korea, South Under the current rules, terrestrial channels cannot take in-program commercial breaks. So, the commercials are usually put between the intro and the start of a program, and between the end credits and the end of the program. Terrestrial channels often divide some longer-length films like The Ten Commandments into parts and consider each part as an individual program. Terrestrial channels can take commercial breaks during breaks in action during sporting events 2
  24. 24. Faysal Alam (01717192812) www.facebook.com/outrival TVCs in Bangladesh Television Advertising has greatly influenced our decisions in buying the products in Bangladeshi markets today. The new generation of today needs much more to get convinced to buy some product; companies are using different types of advertising appeals to influence them in buying their products. The advertising message is the most important elements that describe your potential customer to purchase a particular commodity. The most basic of all demands are the food, clothing and shelter – we obviously cannot create a special need for these essential products but can advertise the product which influences their standard of living. The products are highly aimed at social status, peer competition, impressing someone, craze for latest products, etc and above all according to the mass culture of our country. Therefore advertisers design their advertisement keeping cultural mindset in the center. The multi dimensional cultural heritage of Bangladesh encompasses within itself the cultural diversity of different social and religious groups of Bangladesh. Bangladesh has a composite culture, in which the influences of Hinduism, Jainism, Buddhism, Christianity and Islam have been assimilated. It is manifested in various forms, including music, dance and drama; arts and crafts; folklore and folktales; literature, philosophy, fairs and festivals as well as in a distinct cuisine and culinary tradition. The indigenous communities of Bangladesh have their own culture and tradition full of colorful diversity. The riverside landscape and the monsoon climate are intimately related to the cultural practices of this country. Thus our people tend to use product according to our culture. Although western cultures already grab a huge part our lifestyle especially in urban area. So companies in our country are using various advertising appeal while broadcasting advertisement to convince people. Lets have a discuss on television commercials that are broadcasting more than fifteen Bangladeshi TV Channel. People of Bangladesh are too emotional. Advertisers use this emotion to influence people. Emotional appeal influences customers to buy the products emotionally. These are the people who are emotionally motivated to buy certain products. Maximum 2
  25. 25. Faysal Alam (01717192812) www.facebook.com/outrival television commercial of Bangladesh refers to emotional appeal. Almost every mobile phone operator like Grameen Phone, Banglalink, Robi; FMCG product s company like Radhuni, Pran; Baby food item like Nido, Eldomilk etc. Now a day’s advertiser using the beauty of men and women in the advertisement to influence people. The use of sex appeal is okay in advertising a product as far as it does not sound vulgar. Although sex appeal makes people curious and may encourage strong feelings about the advertisement or the product, care should be taken that it does not pass on the wrong message. This type of advertisement is increasing in our country. Example of this type television commercials are Condom advertisement (Hero Condom, Sensation, Panther Dotted Condom etc.), All Beauty product (Soap, Body Lotion, Body Fareness Cream etc.). In Bangladesh, use of jingle is getting importance. No matter if the advertisement is relevant with the core product or not, advertisers are trying to influence the people with music or song. The musical advertisement sounds melodious to the ears. It easily captures the attention of viewers and increases customer recall. Music appeal increases the persuasiveness of the advertisement. Banglalink Desh, Robi etc are an example of setting trend of this type of advertisement. Another type of television advertisement is getting attention in last few years. This type of TV commercial refers to scarcity appeal, are used for limited supplies, they are used to employ promotional tools that include contests, introducing new products, sweepstakes, etc. Various household items like furniture (Otobi, Navana), electronic goods, and Real Estate advertisement are example of this type of advertisement. Some group of television commercial mainly focuses on individual’s functional or practical uses relating to a particular product. This appeal concentrates on the characteristics, features of the product or a service and states their uses and how it is going to be useful. Cement company advertisements, Ceramic products advertisements, Iron and Steel advertisements are this kind of advertisement. Adventure is used to give an impression of changed life after a person uses the product. This appeal usually portrays fun, action and adventure. In our country, this type of 2
  26. 26. Faysal Alam (01717192812) www.facebook.com/outrival advertisement is broadcasting frequently. Various energy drinks advertisement like Thunder, Speed etc; soft drink advertisement like Mountain Dew is the example. Romance is now in almost every television commercials. It seems that without romance advertisements is not complete. Romance are used to attract the opposites, a person readily feels to buy a product to attract the person of an opposite sex. The appeal implies to people that buying a certain product will attract or improve their romance with loved ones. Examples of this type advertisement are Jui Hair Care Oil, Parachute Hair Oil, Soya been oils, Perfume advertisements, Shaving razor and blade, energy drinks advertisements, Some advertisements are mostly directed towards the youth. It generates the interest amongst the youth to buy a particular product in trend and is mostly used in cosmetic industry. Djuice, airtel, energy drinks, Nescafe Coffee etc. Some advertisements make use of statistics to help people understand the value of product by showing them the graphs, or percentage sales per year. It helps to increase the popularity of a product. Various Banks advertisements, Insurance company advertisements are these types of advertisements. Companies deliver different types of advertisement to different customer base. Make use of celebrities, youth icons, and well known personalities. It helps to pitch the sales because people like to follow their favorite icons, or celebrities. Using glamour is common in almost every advertisement. These type advertisements often divert us from our original culture to modern western culture. Some times especial words are used to convey some message in a form of a phrase, it becomes instant hit with people and helps in recalling the product frequently. It helps in recognizing a brand. 2
  27. 27. Faysal Alam (01717192812) www.facebook.com/outrival Rules for Television Advertising (Bangladesh Government) The responsibility of Television as powerful mass media is enormous. The four principal objectives of advertisements on these media shall be dissemination of information, spreading of education, motivation of the people with a view to involving them in development activities and provision of pure entertainment. All the advertisements will be cast in the light of the above objectives, and towards that end Television shall ad-here to the following guidelines:  All advertisements shall be based on the basic principles of the running of the state as well as on the policies and ideals pursued by the government.  Realistic steps shall be taken to inform and educate the people to create socially and politically conscious patriotic and responsible citizens of the nation.  Bangladeshi nationalism shall be promoted and highlighted with a view to defending the sovereignty of Bangladesh, political stability and economic advancement.  Efforts shall be made to enrich and reflect the culture of Bangladesh drawn from the heritage of traditional Muslim culture. The different religious and regional cultural streams shall also be put in the proper Bangladeshi national perspective and shall be projected with equal importance.  Unconditional respect shall be shown to a religious sentiment. Malicious comments, ridicule or disparaging remarks shall not be permitted against people belonging to any religion, race, caste or creed, and communalism shall be avoided at all costs.  Attempts shall be made to put out pure entertainment advertisements after proper evaluation. With a view to enriching Bangladeshi culture, traditional art and craft 2
  28. 28. Faysal Alam (01717192812) www.facebook.com/outrival shall be positively sought out from all over the country and the craftsmen shall be introduced to the people through the advertisements to further encourage them.  To elevate the state language of Bangladesh to its deserved level, Television shall set examples of standard presentation and pronunciation to be reflected especially in the newscasts and other advertisements.  Regional languages may be used in the drama and other folk culture advertisements but they shall not be allowed to abuse or ridicule any region.  Special advertisements shall be put out for mass literacy campaigns.  The youth community shall be given proper guidance to utilize their energy and creative thinking.  Participation of the womenfolk along with their male counterparts in all fields of national life, including political, economic and social, shall be promoted.  Special advertisements shall be put out for children to impart education, social values and to attract them to the lives of national heroes and Islamic religious leaders.  Advertisements shall not contain any indecent remarks.  No political statements on the opinion of any party shall be allowed to be broadcast either through the regular advertisements or through paid commercials.  Honesty, discipline, patriotism and modesty in both personal and social life shall be highlighted in all the advertisements.  No advertisements shall be shown containing scenes of torture to human beings or animals.  All scenes of indecent kissing must be avoided while showing local and foreign advertisements. No advertisements of terrorism, violence or other contents contrary to Bangladeshi cultural values shall be put out. 2
  29. 29. Faysal Alam (01717192812) www.facebook.com/outrival  In the case of advertisements, no commodity shall be undermined while promoting another. Commercials shall not contain any obscene words or scenes. 2
  30. 30. Faysal Alam (01717192812) www.facebook.com/outrival Presence of Ethical values in Bangladeshi TVCs Advertising, without which no products come into identity in the present day irrespective of urban or rural markets, is made to feast our mind through attractive jingles and story lines. The annual turnover of the advertisement industry in the country amounts to over US$1.2 billion and is poised for further growth. Industry-wise budget for advertisements ranges from 3.0 to 10 per cent of the product cost-structure depending on the product type, target group, preferred media, the company's strength and vision, competitors' footsteps and last but not the least, sales potentials crafted on brand image. Hardly is the product remembered with attributes that should have been presented in the first place. The telecom industry outdoes all other industries in spending extravagantly on advertisements. Core product information is sometime miles away from the message delivered. Some times our television media broadcast condom advertisement like “Hero Condom”, “Panther Dotted Condom”; which is absolutely irrelevant to the core product and information. And those are even unethical and against our national culture. How some people's lives turn a new leaf is an attempt to exhilarate rather than convince the need for a cell phone in a forceful way. Jingles echoed with national emotions cast us on to a different world, merely presenting why the advertisement is on display--to inform the viewers of both the core and augmented necessity of a cell phone. To make matters worse, the female roles wrapped up on stealing the show have become more important object than the product itself, in most of the space where females are a part. Cell phones or motorcycles or cars have nothing to do with impressing women by men through an advertisement. Sometimes women are danced to impress customer even to buy biscuit. Or a girl has been kissed in a tooth paste advertisement. As example Britle Biscuit with the tag line “Britle Biscuit Khaite Khaite Jai Bela ” , Close Up advertisement with tagline of “Kache Aso, Valo Basho”, Banglalink Desh, Robi etc. 2
  31. 31. Faysal Alam (01717192812) www.facebook.com/outrival There is no denying the underpinning role of advertisements as a convincing tool to inform the users. Different consumer brands appear with smart taglines, a particular feature way off the core need and a technical ingredient feeding consumers' need to feel superior. This is all psychological angles. The service industry books itself in the first row to uncover the beauty of women rather than that of the service on offer. The common run of TV advertisements and display boards is that a celebrity endorses a product with mind-blowing words never going into the benefit or advantage that can be derived from the product being pegged. In the making of an advertisement, not much attention is paid to children viewers. A numerous of advertisements decoupled from our cultural heritage send the signal that the whole country is of the same age with leanings towards a Western trendy course. Selection of words, spotlight of scenes and idea generation do matter most to pave the way for sustainable development of the industry. Our future generation and culture must be taken care of in producing advertisements aimed at whosoever the audience is. Different market research tools reveal that performance of most of the products in the market depends on the promotional excellence and advertisement frequencies. That promotion helps an effort to expand market share when we analyze the records of leading companies found spendthrift on promotion of the products and consumers buying behavior having to put a premium on emotionally touchy and mocking advertisements. Sneaky marketers have taken the lesson to emphasize the glossy presentation of the products which may not be up to the mark to serve the deemed purpose or even detrimental in some way. There surfaces the fear of misleading the consumers and this is a little too easy in the country of mostly otherwise illiterate citizens. None dare to resist the different information mediums in the global village. But it is important that the makers of advertisements should keep our cultural heritage in mind while making an advertisement. Putting flesh on the bone of information media is our individual creativity that should shed light on our culture first. If it holds true that an advertisement in any form can educate us about the products, it holds equally true that advertisement has the power to make us aberrant and dent our national pride. 2
  32. 32. Faysal Alam (01717192812) www.facebook.com/outrival Concrete Findings  Gender of the respondents As television is being seen by both the male and female, so we decided to conduct our survey on both male and female viewer. There fore we need to identify the frequency of male and female of our survey. From our survey we find the following result. Frequency Valid Percent Cumulative Percent Male 38 76.0 76.0 76.0 Female 12 24.0 24.0 100.0 Total Valid Percent 50 100.0 100.0 Table 1: Gender of the respondents From the table we find that among 50 respondents, 76% of were male and the rest 24% were female. If we graphically represent the information we for the following chart. Chart 1: Gender of the respondents 2
  33. 33. Faysal Alam (01717192812) www.facebook.com/outrival  Age of the Respondents As we have surveyed 50 people for our research findings. We divide the age limit of our respondents into four groups. In this regard age is important because whenever it is the matter of judgment ethics, age is an important factor. So it is important for us to conduct the survey in certain age limit. The following table shows the frequency of our survey finding regarding age of the respondents. Frequency Valid Percent 20 to 29 35 70.0 70.0 70.0 30 to 39 10 20.0 20.0 90.0 40 to 49 3 6.0 6.0 96.0 Above 50 2 4.0 4.0 100.0 Total Valid Percent Cumulative Percent 50 100 100 Table 2: Age of the respondents 70% respondents belongs to age group 20 to 29; 20% respondents belongs to age 30 to 39; 6% fall in 40 to 49 age group and rest 4% respondents are with above 50 age . If we graphically represent the above table it will looks like the following chart. Chart 2: Age of the respondents 2
  34. 34. Faysal Alam (01717192812) www.facebook.com/outrival  Occupation of the Respondents Occupation is a very important factor in our survey because some classes of people think about advertisements and ethics. Obviously they are educated and have judgmental quality. I surveyed on following sector. Note that others occupation refers to educated housewives. Frequency Valid Percent Student 35 70.0 70.0 70.0 Service 10 20.0 20.0 90.0 Business 2 4.0 4.0 94.0 Others 3 6.0 6.0 100.0 Total Valid Percent Cumulative Percent 50 100 100 Table 3: Occupation of the respondents The following chart shows the graphical picture of the above table. We see that 70% respondents were students, 20% respondents from various service sectors. Rest 4% and 6% respondents respectively came from business and others sector Chart 3: Occupation of the respondents 2
  35. 35. Faysal Alam (01717192812) www.facebook.com/outrival  Does ethics important in TVCs? In the reply of the question, “Does ethics is important or no?” – Respondents put their opinion on three options. From this question we found the following result. Frequency Valid Percent Cumulative Percent Yes 38 76.0 76.0 76.0 No 5 10.0 10.0 86.0 Not all time 7 14.0 14.0 100.0 Total Valid Percent 50 100 100 Table 4: Ethics is important in advertisements 76% of the respondents think ethics is important in an advertisement because we are being influenced by advertisements. 5% of the respondents think we can get only product information through an advertisement. Ethics is not that important here. But rest 7% respondents think that in some cases ethics is important. They refer to giving information in a funny way. They think, putting information in a funny way does not require ethics. Chart 4: Ethics is important in advertisements 2
  36. 36. Faysal Alam (01717192812) www.facebook.com/outrival  What type of ethics is important? As ethics has different form, the respondents were asked, what type of ethics they want to have in an advertisements. They give their opinion in three categories. The following table shows the result. Frequency Valid Percent Moral 14 28.0 28.0 28.0 Social 27 54.0 54.0 82.0 Religious 9 18.0 18.0 100.0 Total Valid Percent Cumulative Percent 50 100 100 Table 5: What type ethics is important? Here we see that, 28% respondents put value on morality whereas 54% think about social values. Rest 18% respondents answer that religious ethics is much more important than moral and social ethics. Chart 5: What type ethics is important? 2
  37. 37. Faysal Alam (01717192812) www.facebook.com/outrival  Television commercial is product relevant or not? This question emerges because it is difficult to recall the product after see the advertisement. So we asked this question with three different options and got the following result. Frequency Valid Percent Highly Relevant 7 14.0 14.0 14.0 Moderately Relevant 21 42.0 42.0 56.0 Not Relevant 22 44.0 44.0 100.0 Total Valid Percent Cumulative Percent 50 100 100 Table 6: TVCs is product relevant or not? If we look at the following pie chart we can see that only 14% people this advertisement in our country is highly relevant to the product. 42% advertisement is moderately relevant to the advertised product whereas 44% respondents found no relevancy with the product and advertisements. Chart 6: TVCs is product relevant or not? 2
  38. 38. Faysal Alam (01717192812) www.facebook.com/outrival  Ethical standards from religious view point or not As ethics is importantly related to the religious aspects, respondents were asked that does our country TVCs follow the ethical standards from religious view point, we got the following answers. Frequency Valid Percent Cumulative Percent Agree 2 4.0 4.0 4.0 Disagree 13 26.0 26.0 30.0 strongly Disagree 35 70.0 70.0 100.0 Total Valid Percent 50 100.0 100.0 Table 7: Follow the ethical standards from religious view point 70% of the respondents strongly agreed that advertiser does not follow the ethical standards in their television commercials. They think advertisements should have ethics from religious aspect to improve our morality and life style. A minimum of 13% people does not strongly but believe religious ethics is important. But this is not present in our advertisements. And only 2% respondents believe religious ethics in there in Bangladeshi television advertisements. Chart 7: Follow the ethical standards from religious view point 2
  39. 39. Faysal Alam (01717192812) www.facebook.com/outrival  Follow the Corporate Social Responsibility or not Companies make advertisements for promote their product and corporate social responsibility is one of the important factors a company must follow. Ethics should be there to promote corporate social responsibility. In response of this question I got the following answer. Frequency Valid Percent Yes 9 18.0 18.0 18.0 No 36 72.0 72.0 90.0 Some time 5 10.0 10.0 100.0 Total Valid Percent Cumulative Percent 50 100.0 100.0 Table 8: Follow the ethical standards of CSR Out of 50 respondents 36 support that companies does not maintain CSR ethics in their advertisement. They add that, companies only understand their profit. They do not bother about society or country. Whereas 10% of the respondents think some time some company follow CSR ethics in their advertisements. They cited example of Dutch Bangla Bank, Grameen Phone etc. But 18% respondents agreed that all company follow this ethics in their advertisements. Chart 8: Follow the ethical standards of CSR 2
  40. 40. Faysal Alam (01717192812) www.facebook.com/outrival  Does emotional appeal affects audience As people of Bangladesh naturally emotional, companies always try to affect the customer. But how much a customer or audience is influenced by emotional appeal in an advertisement. In response of this question, I found the following table. Frequency Valid Percent Strongly agree 4 8.0 8.0 8.0 Agree 29 58.0 58.0 66.0 Disagree 12 24.0 24.0 90.0 Strongly disagree 5 10.0 10.0 100.0 Total Valid Percent Cumulative Percent 50 100.0 100.0 Table 9: Does emotional appeal affects audience If we see the graphical representation of the above table we see that 8% people strongly think audience is being highly influenced by emotional appeal. 58% people believe that emotional appeal has a great impact on customer or respective audience. But 24% respondents disagreed with this statement, and 10% respondents strongly disagreed with that. Chart 9: Does emotional appeal affects audience 2
  41. 41. Faysal Alam (01717192812) www.facebook.com/outrival  Sexual appeal is important or not in an advertisement? Today’s world glamour is somehow very important. So the question is that how much important the sexual appeal is in an advertisement. The following table shows the findings. Cumulative Frequency Valid Percent Percent Strongly agree 4 8.0 8.0 8.0 Agree 19 38.0 38.0 46.0 neutral 3 6.0 6.0 52.0 Disagree 10 20.0 20.0 62.0 strongly disagree 14 28.0 28.0 100.0 Total Valid Percent 50 100.0 100.0 Table 10: Sexual appeal is important or not 19 out of 50 respondents agree that sexual appeal is much important in an advertisement to promote a product where 14 out of 50 respondents think it is not important in anyway. But 20% respondents think it is not necessary in an advertisement. Chart 10: Sexual appeal is important or not  Gender Discrimination 2
  42. 42. Faysal Alam (01717192812) www.facebook.com/outrival Respondents were asked about the gender discrimination in the advertisements. Their answer is given in the following table. Frequency Percent Valid Percent Cumulative Percent Yes 30 60.0 60.0 60.0 No 6 12.0 12.0 72.0 In some aspects 14 28.0 28.0 100.0 Total 50 100.0 100.0 Valid Table 11: Gender discrimination in the advertisement Among 50 respondents, 60% agreed that gender is being discriminated in the advertisements. 28% of them think that in some cases gender discrimination is occurring. 12% of the respondents do not think so. It will be clearer if we have a glance eon the following chart. Chart 11: Gender discrimination in the advertisement  Advertisement of Tobacco, Condom & Birth control peel 2
  43. 43. Faysal Alam (01717192812) www.facebook.com/outrival Television is broadcasting various advertisements of Tobacco (although it is banned in Bangladesh. Question is rise for the necessary of the survey), Condom and Birth control peel. Does it have any necessity? In response of this question, respondent’s opinion is given below. Frequency Valid Percent Yes 43 86.0 86.0 86.0 No 7 14.0 14.0 100.0 Total Valid Percent Cumulative Percent 50 100.0 100.0 Table 12: Importance of Tobacco, Condom and Birth Control Peel advertisement 86% of the respondents think that broadcasting of such advertisements is very important. It will increase our awareness. But 14% respondents think there is no necessity of such kind advertisements. They think it will affect some group of people. Chart 12: Importance of Tobacco, Condom and Birth Control Peel advertisement  Core message is important 2
  44. 44. Faysal Alam (01717192812) www.facebook.com/outrival Against the question that core message is important in an advertisement or not, respondent’s responses in the scale from strongly agree to strongly disagree. We got the following frequency table. Frequency Valid Percent Cumulative Percent Agree 12 24 24.0 24.0 Strongly agree 38 76.0 76.0 100.0 Total Valid Percent 50 100.0 100.0 Table 13: Core message is important 76% of the respondents strongly agree that core message is very much important to them while they observed any advertisement. 24% of the respondents agreed that core message important but not that much. Chart 13: Core message is important  Information of product quality is important 2
  45. 45. Faysal Alam (01717192812) www.facebook.com/outrival Against the question that Information of product quality is important or not, respondent’s responses in the scale from strongly agree to strongly disagree. We got the following frequency table. Frequency Valid Percent Disagree 2 4.0 4.0 4.0 Agree 30 60.0 60.0 64.0 Strongly Agree 18 36.0 36.0 100.0 Total Valid Percent Cumulative Percent 50 100.0 100.0 Table 14: Product quality information Only 4% of the people disagree that information of the product quality is not important for them. But 60% of the respondents agree and 36% of the respondents strongly agree that product quality is very much important for them. Chart 14: Product quality information  Information of product feature 2
  46. 46. Faysal Alam (01717192812) www.facebook.com/outrival Weather product feature information is important in an advertisement or not, against this question respondent’s responses are showed below. Frequency Valid Percent Cumulative Percent Agree 13 26.0 26.0 26.0 Strongly agree 37 74.0 74.0 100.0 Total Valid Percent 50 100.0 100.0 Table 15: Product feature information 26% of the respondents agree and 74% of the respondents strongly agree that they must need product feature information in an advertisement. The graphical representation the result is given below. Chart 15: Product feature information  Entertainment is vital to me 2
  47. 47. Faysal Alam (01717192812) www.facebook.com/outrival Some people think entertainment is more important than other feature in an advertisement. Against this question we got the following frequency table. Frequency Valid Percent Disagree 3 6.0 6.0 6.0 Agree 14 28.0 28.0 34.0 Strongly Agree 33 66.0 66.0 100.0 Total Valid Percent Cumulative Percent 50 100.0 100.0 Table 16: Entertainment is vital to me Only 6% respondents answered that just entertainment is not the primary aspect in an advertisements for them. But 28% respondents agreed and 66% respondents strongly agreed with that entertainment for them. Chart 16: Entertainment is vital to me  Social responsibility is significant In response of this question, respondent’s opinion is given below in this table 2
  48. 48. Faysal Alam (01717192812) www.facebook.com/outrival Frequency Valid Percent Neutral 1 2.0 2.0 2.0 Agree 39 78.0 78.0 80.0 Strongly Agree 10 20.0 20.0 100.0 Total Valid Percent Cumulative Percent 50 100.0 100.0 Table 17: Social responsibility is significant or not A 78% respondent, which means 39 respondents out of 50, agreed that company must have social responsibility and it must focus on their advertisements. On the other hand 20% of the respondents strongly agreed with this issue. Chart 17: Social responsibility is significant or not  Religious view point is significant Weather religious viewpoint is significant or not. According to the respondents we found the following results against this question. 2
  49. 49. Faysal Alam (01717192812) www.facebook.com/outrival Cumulative Frequency Valid Percent Percent Disagree 2 4.0 4.0 4.0 Neutral 4 8.0 8.0 12.0 Agree 24 48.0 48.0 60.0 Strongly agree 20 40.0 40.0 100.0 Total Valid Percent 50 100.0 100.0 Table 18: Religious viewpoint is important A 48% of respondents agreed and 40% respondents strongly agreed that religious viewpoint is important in an advertisement. 8% of the respondents had neutral answer and only 4% disagreed with this topic. Chart 18: Religious viewpoint is important  Advertisement duration is important or not Does the duration of the advertisement is some how important or not. When the respondents were asked this question and they had to answer that in strongly agree to strongly disagree options, the following results is found. 2
  50. 50. Faysal Alam (01717192812) www.facebook.com/outrival Cumulative Frequency Valid Percent Percent Strongly disagree 1 2.0 2.0 2.0 Disagree 8 16.0 16.0 18.0 neutral 2 4.0 4.0 22.0 Agree 26 52.0 52.0 74.0 Strongly agree 13 26.0 26.0 100.0 Total Valid Percent 50 100.0 100.0 Table 19: Advertisement duration is important Only 2% respondents strongly disagree and 16% disagree with this. To them duration is not important. Whatever the duration is they really do not care. But 52% agreed and 26% strongly agreed that time duration does matter for them. Long duration sometimes make them bore. The only want the product information within very short time. Chart 19: Advertisement duration is important Recommendation: Following Steps Should be taken  Many women and men professionally engaged in advertising do have sensitive consciences, high ethical standards and a strong sense of responsibility. But even 2
  51. 51. Faysal Alam (01717192812) www.facebook.com/outrival for them external pressures — from the clients who commission their work as well as from the competitive internal dynamics of their profession — can create powerful inducements to unethical behavior. That underlines the need for external structures and systems to support and encourage responsible practice in advertising and to discourage the irresponsible.  It is up to the directors and managers of the media which carry advertising to make known to the public, to subscribe to and to apply the codes of professional ethics which already have been opportunely established so as to have the cooperation of the public in making these codes still better and in enforcing their observance.  We emphasize the importance of public involvement. Representatives of the public should participate in the formulation, application and periodic updating of ethical codes. The public representatives should include ethicists and intellectuals, as well as representatives of consumer groups. Individuals do well to organize themselves into such groups in order to protect their interests in relation to commercial interests.  Public authorities also have a role to play. On the one hand, government should not seek to control and dictate policy to the advertising industry, any more than to other sectors of the communications media. On the other hand, the regulation of advertising content and practice, already existing in many places, can and should extend beyond banning false advertising, narrowly defined. "By promulgating laws and overseeing their application, public authorities should ensure that. Public morality and social progress are not gravely endangered' through misuse of the media.  Government regulations should address such questions as the quantity of advertising, especially in broadcast media, as well as the content of advertising directed at groups particularly vulnerable to exploitation, such as children and old people. 2
  52. 52. Faysal Alam (01717192812) www.facebook.com/outrival  The media of news and information should make it a point to keep the public informed about the world of advertising. Considering advertising's social impact, it is appropriate that media regularly review and critique the performance of advertisers, just as they do other groups whose activities have a significant influence on society.  In the final analysis, however, where freedom of speech and communication exists, it is largely up to advertisers themselves to ensure ethically responsible practices in their profession. Besides avoiding abuses, advertisers should also undertake to repair the harm sometimes done by advertising, insofar as that is possible: for example, by publishing corrective notices, compensating injured parties, increasing the quantity of public service advertising, and the like. This question of damages' is a matter of legitimate involvement not only by industry self-regulatory bodies and public interest groups, but also by public authorities.  Where unethical practices have become widespread and well-established, diligent advertisers may be called upon to make significant personal sacrifices to correct them. But people who want to do what is morally right must always be ready to suffer loss and personal injury rather than to do what is wrong. Conclusion 2
  53. 53. Faysal Alam (01717192812) www.facebook.com/outrival We do not wish, and certainly we do not expect, to see advertising eliminated from the contemporary world. Advertising is an important element in today's society, especially in the functioning of a market economy, which is becoming more and more widespread. Moreover, for the reasons and in the ways sketched here, we believe advertising can, and often does, play a constructive role in economic growth, in the exchange of information and ideas, and in the fostering of team spirit among individuals and groups. Yet it also can do, and often does, grave harm to individuals and to the common good. In light of these reflections, therefore, we call upon advertising professionals and upon all those involved in the process of commissioning and disseminating advertising to eliminate its socially harmful aspects and observe high ethical standards in regard to truthfulness, human dignity and social responsibility. In this way, they will make a special and significant contribution to human progress and to the common good. 2
  54. 54. Faysal Alam (01717192812) www.facebook.com/outrival Appendix • A set of blank questionnaire on which the survey was conducted Bibliography • Kotler,Philip. Armstrong, Gary. 2008. Principles of Marketing, Pearson Prentice Hall, United States of America • Malhotra,Naresh.K. 2003. Marketing Research, Prentice Hall International, United states of America • Zakaria, Mirza, Marketing gimmick and culture, Thursday April 7 2011, VOL 18 NO -149 REGD NO DA 1589, Financial express Dhaka, • Alfonso Méndiz Noguero.Madrid, IC-Media Net Publicaciones 2010 • Miriam H. Zoll, Psychologists Challenge Ethics of Marketing to Children, (2000) • Viswanathan, Gomathi, http://EzineArticles.com/?expert=Dr._Gomathi_Viswanathan • Krueger, David, Business and Society Review no99 (1998) p. 53-65 • Pollay, R.W. 1986, ‘‘the distorted mirror: Reflection on the unintended consequences of advertising‘, Journal of Marketing‘‘, vol.50, no.2, p.18. • Ferrell, O. C. Fraedrich, John. Ferrell, Linda. 2008. Business Ethics-Ethical decisions making and cases, Houghton Mifflin Co, USA 2
  55. 55. Faysal Alam (01717192812) • www.facebook.com/outrival http://www.google.com/advertisingethics 2