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Ethical aspect of advertising mm
 

Ethical aspect of advertising mm

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Ethical aspect of advertising mm Ethical aspect of advertising mm Presentation Transcript

  • Presented by SANAT KUMAR SAXENA
    • Ethics are moral principal and value that govern the action and decision of an individual or group.
      • Much of the controversy over adv system from the ways many co’s use it as a selling tool and from its impact on society’s tastes’ values’ and lifestyles.
      • Specific technique used by advertisers are criticized as deceptive or untruthful’ offensive or in bad taste’ and exploitative of certain groups’ such as children.
    • Truth
    • Comparison
    • Guarantees & warranties
    • Price claim
    • Testimonials
    • Taste & decency
    • Advertisers should always stake into account the level of knowledge & message.
    • Realizing that children are imaginative & that make believe play constitutes an important part of growing process, advertiser should exercise care.
    • Recognizing that adv. May play an important part in educating the child, inf. Should be communicated in a truthful & accurate manner.
    • Advertisers are urged to capitalize on the potential of advertisement to influence social behavior by developing advertisements that, whenever possible such as friendship, kindness.
    • Although many influences affect a child’s personal and social development, it remains the prime responsibility.
  • LEGAL ASPECTS OF ADVERTISING Presented By Rupesh Kumar Section-B(MBA 3 rd )
  • What is advertising?
    • It is simply a way of selling something in the most effective methods possible, good advertising creates sales and not just attention.
    • OR
    • It is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsors.
  • History of federal regulation of advertising
    • In 1914 the federal trade commission act was passed, which created the federal agency that has had the primary responsibility for the regulation of advertising. SECTION-5 of the FTC Act contained this prohibition. “ unfair methods of competition in commerce are here by declared unlawful”.
  • LEGAL ASPECTS OF ADVERTISING
    • There are many laws and regulation determine what advertisers can and cannot do, not every issue is covered by a law.
    • What is deceptive advertising?
    • Deception exists when an advertisement is introduced into the perceptual process of some audience and the output of that perceptual process-
  • Deceptive advertising
    • Differs from the reality of the situation and
    • Affects buying behavior to the determine of the consumer.
    • legally,the definition of deception has involved over the years since the wheeler-lea amendment was passed.
  • Deceptive advertising Contd…
    • Dividing the definition into its three major components, it states that deception will be found if-
    • There is a misrepresentation, omission or practice that is likely to mislead.
    • 2. The he practice is material and consumer injury is possible because consumer are likely have chosen differently if there was no deception.
  • Deceptive advertising Contd…
    • Deceptive advertising is forbidden by law. However, the determination of what is deceptive is often difficult, partly because different people can have different perceptions of the same advertising.
    • EX-No laws restrict tobacco companies from targeting advertising and promotion for new brands to African Americans.
  • THANK YOU FOR NICE ATTENTION