Ad Intro by vijay
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Ad Intro by vijay

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Ad Intro by vijay Ad Intro by vijay Presentation Transcript

  • advertising
  • Some facts…
    • Advertising ranks among the fifth largest industry in the world.
    • The first four are Oil, automobile, computer& electronics & agri business.
    • The first ad agency in India is Datta Ram & co.
    • Farooq engineer was the first cricketer to endorse a product – Bryl Cream.
    • The first ad agency was started as a space broker in a Newspaper by Volney B. Palmer in philadelphia in 1841.
    • the highest numbers of newspapers were published in Hindi (4131), followed by English (864), Gujarati (775), Urdu (463) Bengali (445), and Marathi (328).
    • During 2005-06, the largest numbers of newspapers were published from Uttar Pradesh (1913), followed by Delhi (1133), Gujarati (817), Rajasthan (742), Maharashtra (642) and West Bengal (505)
  • 71,69,952 126 ?Miscellaneous? Publications 18,07,38,611 8,512 TOTAL 27,43,665 221 Others 29,86,256 49 Annuals 15,52,138 219 Quarterlies 2,11,36,710 1,471 Monthlies 1,23,09,948 955 Fortnightlies 5,05,80,648 3,428 Weeklies 5,66,198 39 Tri/Bi-Weeklies 8,88,63,048 2,130 Dailies Circulation Number Periodicity THE PRESS IN INDIA IN 2005-06: AT A GLANCE (Data compiled as per the annual statements received)
  • Urban + Rural 2006   Nos ('000's) Rank   Dainik Jagran 21165 1   Dainik Bhaskar 20958  2   Eenadu  13805  3   Lokmat  10856 4   Amar Ujala  10847  5   Hindustan 10437  6   Daily Thanthi 10389  7   Dinakaran 9639  8   Rajasthan Patrika 9391 9   Malayala Manorama 8409  10        
  • Advertising and Society
    • Advertising’s visible social role makes it a target for criticism.
    • Some of today’s consumers believe that a great deal of advertising is unethical because it:
      • Adds to the price of products,
      • Is untruthful,
      • Tricks people, or
      • Targets vulnerable people.
  • Ethical Criteria Accuracy Subtle Messages Trouble Critics Especially When Aimed At Groups Such as Children, the Elderly, or the Disabled. Acquisitiveness Are We Persuaded That We Continually Need More and More New Products? Consumers Make the Final Decision. Advocacy Advertising Tries to Persuade the Audience to Do Something; It is Not Objective or Neutral. Numerous Advertising-Related Issues Are Left to the Discretion of the Advertisers and Are Based on Ethical Concerns.
  • The Problem of Being Ethical Ethical Decisions Nonethical Decisions Company's Mission Marketing Objectives Reputation Available Resources Competition Based On
  • Ethical Issues in Advertising Puffery “ Advertising Or Other Sales Representations, Which Praise the Item to Be Sold With Subjective Opinions, Superlatives, or Exaggerations, Vaguely and Generally, Stating No Specific Facts.” Product Categories Taste Issues Taste and Advertising Current Issues
  • Ethical Issues in Advertising Stereotyping in Advertising Controversial Topic Limits Set For Amounts of Advertising Advertising to Children Women in Advertisements Racial & Ethnic Stereotypes Gay & Lesbian Consumers Senior Citizens
  • Subliminal Advertising A Subliminal Message is One That is Transmitted in Such a Way That the Receiver is Not Consciously Aware of Receiving It. Ethical Issues in Advertising Tobacco Alcohol Advertising Controversial Products Gambling
  • Regulatory Factors Affecting Advertising Legislation Social Responsibility/ Self-Regulation Advertisement Organized Groups Audience Protection Media Groups Government Agencies
  • Advertising and the regulatory mesures Main Focus, Regarding Advertising, is to Identify and Eliminate Ads that are Deceptive or Mislead the Consumer. Key Areas are Deception Reasonable Basis for Making a Claim Comparative Advertising Endorsements Demonstrations
  • Deception
    • Deception contains three basic elements:
      • Where there is representation, omission, or practice, there must be a high probability that it will mislead the consumer.
      • The perspective of the “reasonable consumer” is used to judge deception.
      • The deception must lead to material injury.
      • This policy makes deception difficult to prove.
  • Reasonable Basis for Making a Claim
    • Determining the reasonableness of a claim is done on a case-by-case basis. In general the following factors:
      • Type and specificity of claim made
      • Type of product
      • Possible consequences of the false claim
      • Degree of reliance by consumers on the claims
      • The type and accessibility of evidence available for making the claim.
  • Comparative Advertising
    • A comparative advertising is deceptive unless:
      • The comparisons are based on fact.
      • The differences advertised are statistically significant.
      • The comparisons involve meaningful issues.
      • The comparisons are to meaningful competitors.
  • Endorsements
    • An endorsement or testimonial is any advertising message that consumers believe reflects the opinions, beliefs, or experiences of an individual, group, or institution.
    • Endorsers must:
      • Be qualified by experience or training to make judgments, and
      • They must actually use the product.
  • Social Responsibility Level Two Advertiser is Engaged in Prosocial Messaging Level One Being Socially Responsible is a Business Philosophy “ Organization’s Task is to Determine the Needs, Wants, and Interests of Target Markets and to Deliver the Desired Satisfactions More Effectively And Efficiently Than Its Competitors in a Way that Preserves or Enhances the Consumer’s and Society’s Well-Being.” (48) by Phillip Kotler.
  • Different Levels of Self-Regulation Self-Discipline An Organization Develops, Uses, and Enforces Norms By Itself Pure Self-Regulation The Industry Develops, Uses and Enforces Norms Co-opted Self-Regulation Industry Voluntarily Involves Nonindustry People in the Development, Application, and Enforcement of Norms