ADVERTISING- SOCIAL,LEGAL,ETHICAL & ECONOMICAL ASPECTS Submitted to : Submitted by: Swati Sharma Avtar Singh Faculty, 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.

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

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 advertising Deception: 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”

Deception: 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 advertising Manipulation :- 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.

Manipulation :- 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 advertising Taste:- Sometimes ads are offensive, tasteless, irritating, boring and so on. Sources of distaste Sexual Appeals Shock advertising

Taste:- Sometimes ads are offensive, tasteless, irritating, boring and so on.

Sources of distaste

Sexual Appeals

Shock advertising

Social aspects of advertising Some 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

Some 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

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 advertising Some 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

Some 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 advertising Ethics are the moral standards against which behavior is judged Key areas of debate regarding ethics and advertising are: Truth in advertising Advertising to children Advertising controversial products

Ethics are the moral standards against which behavior is judged

Key areas of debate regarding ethics and advertising 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

Truth in Advertising

Deception is making false or misleading statements.

Puffery ( commercial exaggeration ) is legal.

Cannot legislate against emotional appeals

Ethical aspects of advertising Advertising 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?

Advertising 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 advertising Advertising 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?

Advertising 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

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

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

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