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Advertising
 

Advertising

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    Advertising Advertising Presentation Transcript

    • 3-1
      Controversies
      Does advertising . . .
      Economic
      Societal
      influence consumerchoice?
      affect product value?
      make us buy thingswe don’t need?
      make us morematerialistic?
      affect us subliminally?
      discouragecompetition?
      debase language?
      increase prices?
      affect art?
      affect demand?
    • 3-2
      Economic Impact:Billiards Model
      Insert ex. 3-2, p. 59, Advertising billiards
      Position = centered horiz., 1.5” vertical
      Size = 4.6” TALL
      Resolution: 300 dpi
    • 3-3
      Economic Impact:Four Affected Areas
    • 3-4
      Economic Impact:Four Affected Areas
    • 3-5
      Economic Impact:Four Affected Areas
    • 3-6
      Economic Impact:Four Affected Areas
    • 3-7
      Economic Impact:Abundance Principle
      Self-interest
      Completeinformation
      Absence ofexternalities
      Many buyers& sellers
      In an economy that produces more goods & services than can be consumed, advertising:
      Allows more-effective competition
      Keeps consumers informed
      Stimulates competition
      Self-regulates to keep market free & open
    • 3-8
      Social Impact:Two Types of Criticism
      Short-term manipulative arguments
      Deception:
      puffery, nonproduct facts, bias, inaccuracy
      Subliminal
      myth
      Long-term macro arguments
      Proliferation
      Stereotyping
      Offensive
      Social impact
      Impacts values
    • 3-9
      Social Responsibility and Ethics
      Responsibleadvertising
      can . . .
      Promoteharmony &stability
      Promotewell-being
      Influence
      elections
      Draw
      crowds toevents
      Ethical:morally right
      Socially Responsible:what society views as best
    • 3-10
      Ethics of Advertising
      Insert ex. 3.3, p. 73
      Levels of Ethical Responsibility
      Position = 0.4” horizontal, 1.5 vertical
      Size = 8.2” WIDE
      Resolution = 300 dpi
    • 3-11
      How Government Regulates
      National:
      Legislative, Executive,
      Judiciary
      Provinces:
      governor
      City/Towns:
      mayor,
      police chief
    • 3-12
      Current PhilippinesRegulatory Issues
      Government Regulations
      Tobacco Controversy
      Consumer Privacy
      Advertising to Children
    • 3-13
      NongovernmentRegulation
      • Advertising Board of the Philippines
      • Philippine Association of National Advertisers (PANA)
      • Association of Accredited Advertising Agencies
      • Print Media Organization (PRIMO)
      • Kapisananng mg BrodkastersaPilipinas (KBP)
      • Advertising Suppliers Association of the Philippines (ASAP)
      • Marketing and Opinion Research Society of the Philippines (MORES)
      • Regulation by the media
      • Regulation by consumer groups