The document discusses various examples of unethical advertising practices such as misleading claims, puffery, exaggeration, unhealthy brand comparisons, stereotyping of women, and use of children in advertising. Specific cases discussed include Nestle India Ltd's misleading advertisement for Maggie soup, Axe deodorant ads suggesting its products help men attract women, and New Balance shoes labeling some products made outside the US as "Made in USA". The role of Advertising Standards Council of India (ASCI) in regulating advertising content and complaints is also outlined.
This slideshow explains how Advertisement Business is related to Ethics and what are the government regulations for ethical practices in Advertisement industry in India. Also, it highlights Nestle case to understand the topic better
This slide include the ethical & non Ethical Advertisements, Why they created these advertisements & what Effects are caused by these advertisement on the society.
This slideshow explains how Advertisement Business is related to Ethics and what are the government regulations for ethical practices in Advertisement industry in India. Also, it highlights Nestle case to understand the topic better
This slide include the ethical & non Ethical Advertisements, Why they created these advertisements & what Effects are caused by these advertisement on the society.
In between the tough competition and constant pressure to create powerful deliverable, keeping a check on ethics is also a must not just to avoid legal implications but to create and maintain a good Brand Integrity.
Here, students will study the importance of ethics in advertising. Ethics tells us what is wrong and right. It is a must for every marketer because their product will act as face of organization in public.
About the Ethical Issues related to Advertisment. It also describes about the regulatory board for advertisement in India such as Advertising Agencies Association of India (AAAI), Advertising Standard Council of India (ASCI).
Advertising Course Georges Najm USEK School of BusinessGeorges Najm
Advertising is an “Ideas” industry, which allows marketers and brand custodians to create, position, or reposition their brands. It is a considerable part of most of modern companies, corporations, and brands, being the most visible and immediate point of communication between them and their customers / audiences.
Advertising is also a business, but not any kind of business. It is a business full of excitement, fascination, and fun. Today, it constitutes a respected, strategic, and profitable industry. This course is designed to introduce students to Advertising, while aiming to provide firm grounding on its fundamentals. It will expose the links between media, society, advertising, and business. It thoroughly investigates the foundations of advertising and checks its main processes in action, based on true business / media / communication problematic.
The course also explores the business aspects of advertising through a global industry overview, the business transactions organizations, with illustrations of advertisers and advertising agencies. Finally, the course focuses on market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of Advertising.
LEARNING OUTCOMES & COURSE OBJECTIVES
This course explains the basic principles, functioning and processes of Advertising. It treats, investigates, and answers the following questions, crucial in the lives of successful businesses and corporations:
• What exactly is Advertising?
• Where is it situated vis-à-vis: the Business, the Marketing Mix, the Communication Mix, the Corporate Communication Wheel
• What is Advertising place and weight in company’s IMC?
• What are the financial considerations if Advertising?
• Why is Advertising so important for successful brands?
• Why and how do companies use Advertising?
• What are the Advertising’s main functioning principles, methods, and practices?
This course also allows the students, as future marketers who will be ultimately called to manage and control
Companies’/brands/clients’ marketing communication budgets, to:
• Define the key terms in the Advertising environment.
• Identify and explore the tools available to lead Advertising campaigns with.
• Explore the basics of Advertising media planning.
• Be able to conduct a proper creative briefing.
• Be able to define and lead an advertising strategy.
• Be able to lead a basic advertising campaign.
In between the tough competition and constant pressure to create powerful deliverable, keeping a check on ethics is also a must not just to avoid legal implications but to create and maintain a good Brand Integrity.
Here, students will study the importance of ethics in advertising. Ethics tells us what is wrong and right. It is a must for every marketer because their product will act as face of organization in public.
About the Ethical Issues related to Advertisment. It also describes about the regulatory board for advertisement in India such as Advertising Agencies Association of India (AAAI), Advertising Standard Council of India (ASCI).
Advertising Course Georges Najm USEK School of BusinessGeorges Najm
Advertising is an “Ideas” industry, which allows marketers and brand custodians to create, position, or reposition their brands. It is a considerable part of most of modern companies, corporations, and brands, being the most visible and immediate point of communication between them and their customers / audiences.
Advertising is also a business, but not any kind of business. It is a business full of excitement, fascination, and fun. Today, it constitutes a respected, strategic, and profitable industry. This course is designed to introduce students to Advertising, while aiming to provide firm grounding on its fundamentals. It will expose the links between media, society, advertising, and business. It thoroughly investigates the foundations of advertising and checks its main processes in action, based on true business / media / communication problematic.
The course also explores the business aspects of advertising through a global industry overview, the business transactions organizations, with illustrations of advertisers and advertising agencies. Finally, the course focuses on market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of Advertising.
LEARNING OUTCOMES & COURSE OBJECTIVES
This course explains the basic principles, functioning and processes of Advertising. It treats, investigates, and answers the following questions, crucial in the lives of successful businesses and corporations:
• What exactly is Advertising?
• Where is it situated vis-à-vis: the Business, the Marketing Mix, the Communication Mix, the Corporate Communication Wheel
• What is Advertising place and weight in company’s IMC?
• What are the financial considerations if Advertising?
• Why is Advertising so important for successful brands?
• Why and how do companies use Advertising?
• What are the Advertising’s main functioning principles, methods, and practices?
This course also allows the students, as future marketers who will be ultimately called to manage and control
Companies’/brands/clients’ marketing communication budgets, to:
• Define the key terms in the Advertising environment.
• Identify and explore the tools available to lead Advertising campaigns with.
• Explore the basics of Advertising media planning.
• Be able to conduct a proper creative briefing.
• Be able to define and lead an advertising strategy.
• Be able to lead a basic advertising campaign.
Chapter 6 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Social, Economical impact, Effect on consumer Demand,Effect on Consumer Choice,Effect on Business cycle,Deception in Advertising
The Subliminal Advertising,Effect on Value System,Effect of Proliferation of Advertising,Use of Stereotypes in Advertising,Offensiveness in Advertising,Effect on Perspective,Social Responsibility,Offensive Advertising
Health Supplements - misleading marketing terms the supplement industry regul...Paul Cummings
Part I focuses on misleading marketing terms the supplement industry regularly uses to separate you from your money. You will recognize most of them I am sure, and after reading the section, should recognize them for the scam they are.
Part II covers a marketing strategy that is not found in ads as such, but appears on the label of many supplements and causes endless confusion for buyers. You won’t be fooled by it again…hopefully.
How many times have you seen ads for some supplement that claimed it was “natural” or “doctor–recommended” or “clinically proven,” only to try it and find it didn’t work? That’s the experience of millions of people year after year. This report will attempt to cover the most common and misleading marketing terms you will see in ads or find on web sites. Part I focuses on misleading marketing terms the supplement industry regularly uses to separate you from your money. You will recognize most of them I am sure, and after reading the section, should recognize them for the scam they are. Part II covers a marketing strategy that is not found in ads as such, but appears on the label of many supplements and causes endless confusion for buyers. You won’t be fooled by it again…hopefully.
Part I focuses on misleading marketing terms the supplement industry
regularly uses to separate you from your money. You will
recognize most of them I am sure, and after reading the section,
should recognize them for the scam they are.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
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Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
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The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The Forgotten Secret Weapon of Digital Marketing: Email
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In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
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And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
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So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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3. Ethics
• Moral principles that govern a person's or
group's behavior.
• The moral correctness of specified conduct.
• Ethics, most broadly, is the study of human
behavior and its consequences in the light of
what is ideally possible. For example, ethicists
might study a society's mores or morals to
determine what effect they would have on
humankind if they were used as universal
standards.
4. How Ethical issues arises in
Advertising
• An advertisement of Nestle India Ltd (Maggie
healthy soup) claimed that “Happy Heart” “Healthy
Soup”.
• The claim created an impression that consumption
of Maggie soup leads to better heart and health,
while on testing by independent agency, it has been
found that it contains high levels of salt which
releases sodium into body which in turn, causes
hypertension and high blood pressure instead of
good heart and health.
• Therefore, on complaint, ASCI declared the
advertisement as case of misleading by implication
and ambiguity. Therefore, Nestle India Ltd assured
ASCI to modify its advertisements.
5. AXE Advertisement
• Another Example of AXE a product of HUL, Vaibhav
Bedi had been using AXE Deodorant for the past seven
years, but didn’t able to grab the girls attention.
• Axe advertisements suggest that the products help men
in instantly attracting women.
• In what could prove to be a major marketing and legal
embarrassment for Hindustan Unilever Limited (HUL), a
26-year-old man has filed a case against the FMCG
company, which owns the Axe brand of men grooming
products, for ‘cheating’ and causing him ‘mental
suffering’.
• Vaibhav Bedi, the petitioner, also surrendered all his
used, unused and half-used deodorant sprays, perfume
sticks and roll-ons, anti-perspirants, aftershaves, body
washes, shampoos, and hair gels to the court, and
demanded a laboratory test of the products and
narcotics test of the brand managers of Axe
6. Role of ASCI (Advertisings
Standards Council Of India):
• Its primary purpose is to control the
content of advertisements. ASCI is not a
government body, it is a voluntary, self
regulation council, registered as a not for
profit company under section 25 of The
Indian Company Act, 1956.
7. The following are the basic
principles of ASCI:
1) To insure the truthfulness and honesty of representation &
claims made by advertisements and to safeguard against
misleading advertisements.
2) To insure that advertisers are not offensive to generally
accepted standards of public decency.
3) To safeguard against the indiscriminate use of advertising
for the promotion of products which are regarded as
hazardous to society or to individuals to a degree or of a
type which is unaccepted to society at large.
4) To ensure that advertisements observe fairness in completion
so that the consumers are informed on choices in the market-
place and the canons of generally accepted competitive
behavior in business are both served.
11. Reckitt Benckiser’s Dettol
Kitchen ad takes on HUL’s Vim
• Reckitt Benckiser, the launching commercial for
its Dettol Kitchen dishwashing and kitchen
cleaning gel shows rival Hindustan Unilever’s
Vim dishwash liquid clearly, in a move that may
trigger a new advertising war between the two
European multinationals. Skirmishes between
the two firms have been veiled in the past,
although both have repeatedly taken each other
to court and advertising watchdog Advertising
Standards Council of India (ASCI).
12. Reckitt Benckiser’s Dettol
Kitchen ad takes on HUL’s Vim
• “Such ads gives a very strong message
psychologically that it’s not just another product
and they can compete with the market leader.
While HUL almost has a monopoly in the
segment, there could be more action now in an
otherwise dull segment,” In general, the
consumer complaints council code allows ads to
show a rival brand as long as the claims made in
the ad are fact-based,”. Reckitt Benckiser has
positioned Dettol Kitchen as a ‘complete kitchen
cleaner’, for use as a dish-washing gel and
cleaning other kitchen surfaces like sinks and
slabs.
13. Horlicks Vs Complan
• The ad started with a scene inside the
classroom where the teacher is taking the
attendance.
• The teacher calls out " Calcium" then a group of
students raise their hands, then she calls out "
Iron " another group raises their hands.
• Then the voice over talks about the deficiency of
nutrients seen in kids.
• Then comes the critical part, a Doctor ( model)
comes to the picture and talks about 23 vital
nutrients that is necessary for the growth and
claims that these nutrients are present in
HORLICKS.
14. Horlicks Vs Complan
• Horlicks is trying to negate the core
differentiation of Complan .
• Complan since its inception has been
harping on the 23 vital nutrients. Now
Horlicks is trying to create parity by
claiming the same property.
• Complan has never been so aggressive
and blunt.
18. Rin Vs Tide
• This is the first time that HUL has directly
compared Tide with Rin. The Ad even
have the tagline "Rin offers Better
whiteness than Tide". P&G has took HUL
to court over this ad. This ad was timed to
coincide with the long weekend so that
HUL could play the ad before the Court
hearing.
19. Unethical Advertising in Case of
RIN
• Now the outcome of the ad war will be that
HUL will be retrained by ASCII or the Court
from further playing the ad .
• It means that Rin had adapted an unethical
means against the competitor which will
cause an unwarranted blemish on the brand
reputation.
• Second outcome is that it will encourage Tide
to be more aggressive in the market. Tide
now has been officially and publically
acknowledged as the competitor for Rin.
20.
21. New Balance Shoes “Made In
USA” Label
• The New Balance shoes that do say “Made In
USA” say so on stickers affixed to the tags
inside the shoes, but not on the shoes per se,
and not on the box the shoes come in.
• It is highly suspicious that their shoes labeled
“Made In USA” are being made “lock, stock and
barrel” in China, and that little manufacturing,
other than perhaps inspecting them and placing
a “Made in USA” sticker on them is actually
being done in an American factory, by American
workers.
22. Unethical: New Balance Shoes
• 75% of New Balance shoes are made in
China and Vietnam. Perhaps an even
more interesting aspect of the Fortune
article are the shoes that many of those
Asian factories produce on their “Third
Shift” or “Ghost Shift”. These shoes,
produced in New Balance’s foreign
factories, aren’t exactly counterfeits, but
they aren’t exactly genuine New Balance
shoes either.
23. Message inside Shoe Box
• These shoes have been produced by
the New Balance team in one of our five
U.S. factories.
• Unfortunately, we are not able to obtain
all materials and components for these
shoes in the U.S. either because they
are not available, or because economic
or quality considerations dictate
foreign sourcing.
24. Manufacturing “Made in USA”…
Really???
• The Federal Trade Commission has attempted to
determine what it means to say a product is
“made in” the U.S.
• We believe most consumers think “Made in
U.S.A.” means that real manufacturing jobs were
provided to U.S. workers in order to make the
product.
• These shoes were made by U.S. workers using
U.S. and imported materials.
• Where the domestic value is at least 70%, we
have labeled the shoes “Made in U.S.A.”.
• Where it falls below 70%, we have qualified the
label referencing domestic and imported
25. Conclusion
• The fact is that New Balance doesn’t
actually tell you how much of their product
is made in America. Their explanation of
the Federal Trade Commission’s
guidelines are very educational, but I think
that New Balance is trying to mince words.
• It has been advised to remove that
label of “Made In USA”, since parts of it
are manufactured from outside.
28. Coke Vs Pepsi
• Both made fun of their respective
advertisements. (Eg: Main Youngistaan
se aaya hun)
• Pouching of Employees from both sides
• Making fun of celebrities used in
advertisement. (Eg: Official Drink & Not
an Official Drink)
• Mostly in advertisement of Sprite &
Mountain Dew.
29. • Surrogate advertisement
• Puffery
• Exaggeration
• Unverified claims
• Women stereotyping
• Women used as sex symbols for promoting
products
• Comparative advertisements
• Use of children in advertising
Ways of unethical advertisement
30. Surrogate advertising
Surrogate advertising is prominently seen in cases where
advertising a particular product is banned by law.
Advertisement for products like cigarettes or alcohol which are
injurious to heath are prohibited by law in several countries
and hence these companies have to come up with several other
products that might have the same brand name and indirectly
remind people of the cigarettes or beer bottles of the same
brand Common examples include:
Fosters and Kingfisher beer brands, which are often seen to
promote their brand with the help of surrogate advertising.
31.
32. Puffery ADVERTISING
• Puffery as a legal term refers to
promotional statements and claims that
express subjective rather than objective
views, such that no reasonable person
would take literally.
• A two-year old might believe that polar
bears enjoy sipping Coca-Cola, but we know
better .
33.
34. What do you think on this one? To me, there are two instances of
puffery here: "Serving the Best" and the actual brand of "Seattle's Best."
I'd say it is fairly obvious why these two phrases were chosen --
Starbucks is the coffee king of Seattle. So what better way to try and
compete than make your brand claim that there is nothing better out
there. Both of these claims are puffery, however, because -- based on
my simple working definition above -- neither claim can be positively
proved or disproved, or they are simply opinions.
35.
36. EXAGGERATION
• Using false claims in the advertisements about the
product.
• For example:-Ghari detergent - “Pehle Istemaal kare
phir vishvaas kare.”, Tide detergent – “White ho to
Tide ho.”, Vodafone Essar – “Wherever you go our
network follows.”
White ho to
Tide ho.
One Drop Challenge Wherever you go our
network follows.
37.
38. Unverified Claims
• It includes advertisements of “energy drinks” which
tells us about the number of vitamins and how they
help children to grow strong and tall.
• There is no way of verifying these false claims.
• For example:-Horlicks, Maltova, Tiger biscuits.
41. Women are generally associated with household works
and is not supposed to be a good decision maker which
contributes to women stereotyping.
Women stereotyping
42. Women shown as doing domestic work which
reflects stereotype image of women.
43.
44. Unhealthy Brand comparisons
• Nowadays advertisers are engaged in unhealthy
brand comparison with the help of advertising.
• Such comparisons create problems and confusions
for the right choice of the product as far as
audience are concerned.
• Example can be cited of colgate and pepsodent
toothpaste.
48. Children in advertising
• Children are easily
persuaded and have a
large pull on today's
markets, as is known by
all advertisers, even ones
who do not intend for
their products to be
consumed by children.