REGARDING THE INTEGRATED MARKETING COMMUNICATION TOPICS FOR MBA PROGRAMME..

1. ETHICAL AND LEGAL
ASPECTS OF ADVERTIZING
JOJIN JOSE
S3 MBA
SJCET SCHOOL OF MANAGEMENT

3. Definition of Advertising
• According to “Philip Kotler” & American
Marketing Association. The advertising is any
paid form of non personal presentation of
• Ideas
• Goods
• Services by an identified sponsor that is called
Advertising.

4. Components of Advertising
1-4
•Strategy
•Creative
idea
•Execution
•Media
• The strategy is the logic and
planning behind the ad that
gives it direction.
• Advertisers develop ads to
meet objectives.
• Advertisers direct ads to
identified audiences.
• Advertisers create a message
that speaks to the audience’s
concerns.
• Advertisers run ads in the
most effective media.

5. Components of Advertising
1-5
•Strategy
•Creative
idea
•Execution
•Media
• The central idea grabs the
consumer’s attention and sticks in
memory.
• Planning strategy require creative
problem solving.
• Research involves creativity.
• Buying and placing ads requires
creative thinking.

6. Components of Advertising
1-6
•Strategy
•Creative
idea
•Execution
•Media
• Effective ads are well executed
reflecting the highest production
values in the industry.
• Clients demand the best
production the budget allows.

7. Components of Advertising
1-7
•Strategy
•Creative
idea
•Execution
•Media
• Television, Internet, magazines,
and other media are used to
reach a broad audience.
• Deciding how to deliver the
message requires creativity.
• How you say something and
where you say it is just as
important as what you say.

8. Types of Advertising
• Brand advertising
• Retail or Local advertising
• Direct-Response advertising
• Business-to-Business advertising
• Institutional advertising
• Nonprofit advertising
• Public Service advertising

9. Legal aspects of advertising
The government in each country has to make
sure that advertisements appearing do not
flaunt of their rules & regulations.
It should not:-
show anti-national feelings
contain misleading information about the
product
Violate government rules

10. Legal aspects of advertising
Some examples of the Advertisements with legal
aspects:-
Get your car checked for pollution
Drinks & driving do not mix
Weight, price, manufacturing date, date of
expiry should be mentioned on the packing
case

11. Ethical aspects of advertising
Ethics are the moral standards against which
behavior is judged
Key areas of debate regarding ethics and
advertising are:
– Truth in advertising
– Advertising to children
– Advertising controversial products

12. Ethical aspects of advertising
• Truth in Advertising
– Deception is making false or misleading
statements.
– Puffery (commercial exaggeration) is legal.
– Cannot legislate against emotional appeals

13. Ethical aspects of advertising
Advertising to Children—Issues
– Advertising promotes superficiality and
materialism in children.
– Children are inexperienced and easy prey.
– Persuasion to children creates child-parent
conflicts.
– What does the literature say about kid’s abilities
to process persuasive information?

14. Thank you