The document discusses various types and techniques of advertising. It notes that advertising communicates information about goods and services to consumers in an attractive and appealing way. However, it also discusses some of the problems with contemporary advertising, including deceptive pricing, social prejudices like favoring fair skin, using surrogate ads to circumvent alcohol advertising laws, exploiting children, stereotyping and objectifying women, and threatening consumer privacy. The document advocates for honest advertising representations that are not offensive or misleading to the public.

1. Advertising
Chapter 7 - On the Billboard
“the lingua franca of marketing”

2. Advertising
 Communicates Information
 Explanation of goods & services to consumers/customers
 Attractive & Appealing
 Caters to all the five human senses of perception
 Built on a concept
 Develops the Brand
2

3. Advertising and
Communication
Decisions Advertising as
Information
Advertising
as Public
Relations
Advertisem
ent
Dilemma
3

4. Advertising as Information
“Advertisement persuades customer to buy”
Deceptive Pricing
 Hidden Charges
 Discounts on Inflated prices
 Sale! Sale! Sale!
 Psychological Pricing
 Freebies
 Bait n Switch
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5. Advertising as Public Relations
“Public Relations is the most important factor in communication”
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6. Advertisement Dilemma
“Justified for Marketer, Misleading to Society”
 Public Sentiments should be taken care of
 Ads Backfire, both marketer and ad agency suffer
 Make right decision, both socially and commercially
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7. ASCI Codes
7
Honest Representations Non-Offensive to Public
Against Harmful Products
& Situations
Fair in Competition
Source: http://www.ascionline.org/index.php/ascicodes.html

8. Remedies for Exploitative Advertising
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Complaints to
authorities &
agencies
Consumer Courts Consumer Groups
& NGO’s
Public Apologies.
Ex Nokia Lumia Ad
Damages &
Compensation

9. Problems in
Contemporary
Advertising
Main Reasons
Consumerism
Exclusiveness
Segmentation
Globalization
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10. Main Problems: Social Prejudices
10
Ads showing fair
skinned people as
smart people

11. Surrogate Ads 11
Alcohol beverages marketed as
CD’s can circumvent the law but
clearly communicate to the
consumer

12. Subliminal Ads
12
Manipulating the human psyche through pictures & messages

13. e & misleading ads
13
Ads with models
posing as doctors
and certifying
toothpastes and
creams

14. Exaggeration 14
“White ho to, Tide ho”
“Wherever you go, the network
follows”
“One drop challenge”

15. Post purchase dissonance
15
The product looks different on
TV/Internet with only pictures
as guides & no tangibility

16. Women 16
Stereotyping &
Objectification of women

17. Children
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Children are used in ads
& sentiments towards
them have been
exploited. Many experts
are wary of such
exploitations.

18. Privacy
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Blatant swapping of client information by
companies across mobile networks

19. Conclusion
19
“Being good is good
business”

20. Thanks…