1. ADVERTISING

2. What is Advertising?
Advertising is the non-personal
communication of information usually
paid for and usually persuasive in
nature about products, services or ideas
by identified sponsors through the
various media

3. Advertising is…
According to a marketing guru, Philip Kotler,
ADVERTISING is any paid from of non-personal presentation
and promotion of ideas, goods or services by an identified sponsor.
• It is usually:
• Persuading people to purchase a brand/product
• Paid for
• Using mass media

4. Primary Purpose:
• To inform potential buyers of the availability of a certain
product by providing relevant information on its uses,
benefits and how it might serve the needs and wants of an
individual.

5. Advertising Ethics
• A set of moral
principles that
guide actions and
create a sense of
responsible
behavior
KEY ISSUES:
• Deceptive Advertising
• Ads directed on children
• Controversial products

6. Advertising Ethics
Ads Directed on Children
• One of the most controversial
topics in the industry
• Children are unable to
evaluate advertising messages
and make purchasing
decisions

7. Ads directed to Children
• Most of the advertisers have recognized that advertising
to children is effective.
• Kids are the most pure consumers in that they tend to
interpret ads literally.
• The aim of the advertisers is for the children to pester
their parents to buy things for them.

8. Deceptive Advertising
• Commercials that omit important information, or
make misleading statements about a product; ads
that are "likely to mislead consumers" acting
reasonably under the circumstances (U.S. Federal
Trade Commission)
• An advertising that makes false claims or
misleading statements.
• In form of sentences, pictures or individual words

9. According to the Federal Trade Commission:
“Any advertising that leads the consumer to make
purchase decisions based on false assumptions about
the price and quality of competitive products is
considered deceptive practice and is PUNISHABLE BY
LAW.”

10. Advertising Ethics
• Misleading Claims
Advertising claims are
unethical if they are false
or deceptive.

11. Advertising Ethics
Controversial Products
• Though it is acceptable to
advertise these products, it
is still offensive to some.

12. Persuasive Advertising
• Is a component in an overall advertising strategy that
seeks to entice consumers into purchasing specific goods
or services.
• It is often by appealing to the consumers’ emotions and
general sensibilities.

13. Impact of Advertising to Society
• Persuades consumer
• Provide information about the product
• Inform public about social events (concerts, performances)
• Increase in product demand
• Generate awareness to the public
• Educate people ( AIDS, TB, viral diseases, etc.)