Advertising

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Advertising

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

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