The ASCI is a self-regulatory organization established in 1985 to ensure advertising in India is truthful, harmless and honest. It receives around 150 complaints annually which are reviewed by the Consumer Complaints Council. The CCC is composed of industry and public representatives and examines complaints to determine if ads violate ASCI guidelines. Several case studies are presented where the CCC ruled in favor of both complainants and advertisers. Self-regulation is advocated to avoid more stringent government oversight of advertising.
The Advertising Standards Council of India (ASCI), established in 1985, is committed to the cause of Self-Regulation in Advertising, ensuring the protection of the interests of consumers. ASCI was formed with the support of all four sectors connected with Advertising- Advertisers, Advertising Agencies, Media (including Broadcasters and the Press) and others like PR Agencies and Market Research Companies.
Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
The message conveyed through advertising appeals influences the purchasing decisions of consumers.
Advertising uses appeals as a way of persuading people to buy certain products.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products.
The Advertising Standards Council of India (ASCI), established in 1985, is committed to the cause of Self-Regulation in Advertising, ensuring the protection of the interests of consumers. ASCI was formed with the support of all four sectors connected with Advertising- Advertisers, Advertising Agencies, Media (including Broadcasters and the Press) and others like PR Agencies and Market Research Companies.
Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
The message conveyed through advertising appeals influences the purchasing decisions of consumers.
Advertising uses appeals as a way of persuading people to buy certain products.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products.
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.
The following presentation on the structure of an advertising agency was made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi.
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).
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.
A marketing campaign can drive revenue increase or drive customers away. Make sure you have its elements right before sending it out.
Visit our website for more details and to subscribe to our eNewsletter
http://www.digitalalchemy.asia
Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
http://twitter.com/Digitl_Alchemy
http://www.youtube.com/user/DigitalAlchemyPtyLtd
http://www.linkedin.com/company/digital-alchemy
http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing!
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.
The following presentation on the structure of an advertising agency was made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi.
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).
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.
A marketing campaign can drive revenue increase or drive customers away. Make sure you have its elements right before sending it out.
Visit our website for more details and to subscribe to our eNewsletter
http://www.digitalalchemy.asia
Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
http://twitter.com/Digitl_Alchemy
http://www.youtube.com/user/DigitalAlchemyPtyLtd
http://www.linkedin.com/company/digital-alchemy
http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing!
A discourse over the role of persuasive psychology in commercial advertising.
Topics include:
- Advertising psychology over time
- cognitive theories and effects
- rhetoric influences on advertising
- advertising effects on children
Hint:
Download the presentation for extensive presenter explanations (dutch) in the notes section.
corporate governance and role in strategic managementzeba khan
describes the concept of corporate governance along with need and benefits of corporate governance. highlights the role and importance of corporate governance in strategic management.
Role of Integrated Marketing Communication; Process of Marketing Communication; Definition and
Scope of Advertising Management; Determination of Target Audience, Advertising and Consumer
Behavior; Setting Advertising Objectives, DAGMAR; Determining Advertising Budgets; Advertising
Strategy and Planning, Creative Strategy Development and Implementation
Role of board of directors - corporate management - Strategic Management - ...manumelwin
It acts as the Trustee of Shareholders – The director’s act as representatives of shareholders and work with utmost faith and degree of honesty in protecting long term aims of wealth maximization of company.
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
The Advertising Standards Council of India (ASCI) released its annual
complaints report for 2022-23 which contains several startling observations, especially those
pertaining to advertising in the digital space.
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
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[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
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2. What is Advertising?
“Advertising is the non-personal communication of
information usually paid for and usually persuasive in
nature about products, services or ideas by identified
sponsors through the various media.”
- Bovee
3. What are Advertising Regulations?
Advertising regulation refers to the laws and rules
defining the ways in which products can be advertised
in a particular region.
4.
5. "Advertising is a non-moral force, like
electricity, which not only illuminates but
electrocutes. Its worth to civilization
depends upon how it is used."
(J. Walter Thompson)
The namesake & Founder of the JWT advertising agency
6. - Advertising has been in the vortex of controversy of the
many ills that it brings to society
- It is accused of encouraging materialism and
manipulating our behaviour generally contributing to
the downfall of our social system.
Hence, there comes a need for regulatory bodies
7.
8. Purpose
The purpose of the regulatory bodies would be to make
sure that advertisers and advertisements are -
- Truthful and fair to consumers and competitors.
- Within the bounds of generally accepted standards of
public decency.
- Not used indiscriminately for the promotion of products,
hazardous or harmful to society or to individuals
particularly minors, to a degree unacceptable to society
at large.
9. Advertising Regulatory Bodies Around the World
Some of the well known regulatory bodies are-
Advertising Standards Council of India (ASCI)
Federal Trade Commission for United States
Advertising Standards Authority (ASA) for United Kingdom
Advertising Standards Authority ASA) for South Africa
11. -Was set up in 1985
-The Advertising Agencies Association of
India, the media owner's association and the
Indian Newspapers Society, came together
and took the initiative to form the ASCI (the
council)
- The council was voluntary and self-
regulatory, registered as a non-profit
Company .
12. Composition of ASCI
The Council is managed by a Board of Governors
consisting of 16 elected members, constituted as follows:
- 4 from Advertisers
- 4 from Advertising Agencies
- 4 from Media and
- 4 from Allied Professions like outdoor contractors, audio-
visual producers/distributors, consumer researchers,
printers, etc.
13. Objectives
The objectives of ASCI are to make sure advertisers and
advertisements are-
- Truthful and Honest
- Not offensive
- Not hazardous to society
- Fair with competitors
The Complaints the ASCI receives are handled by
Consumer Complaints Council (CCC)
15. Birth and composition of CCC
The ASCI’s Board of Governors set up a Consumer
Complaints Council (CCC) to examine complaints
received by the ASCI.
The composition of the CCC is as follows:
9 from within the advertising industry representing
advertisers, advertising agencies, media owners
and allied professions.
12 from society at large, consisting of eminent
consumer activists, educationists, prominent
journalists, lawyers, engineers, doctors, etc
16. Receiving
complaints
- For public awareness sake, from time-to-time the Council puts
out advertisements in newspapers
- This invites them to complain to the Council
Each year the Council receives approximately 150 complaints.
- 50 % Upheld
- 80% Voluntarily modified/withdrawn
17. This is one of the ads of ASCI encouraging people to complaint against ads making
false claims!
19. Online and Offline complaining
Who can Complaint?
ANYONE!
There are two ways of complaining to CCC. They are through
- Online and
- Printed form
The form can be downloaded from,
ASCI’s Official Website - http://www.ascionline.org/
23. CASE STUDIES: CASE 1
DECISION IN FAVOR OF COMPLAINANT
Brand- Bajaj Pulsar
Complaint- Visuals had bikers doing extreme stunts
but the disclaimer was almost invisible. So
complaint was filed keeping in consideration of the
recent bike stunt mishaps.
CCC said that- This shows dangerous stunts without
having a regard for safety and hence some action
should be taken by the brand.
Result- Ad was modified with a clear disclaimer in the
beginning itself.
24. CASE STUDIES: CASE 2
DECISION IN FAVOR OF COMPLAINANT
Brand- AXE Dark Temptation Deodorant
Complaint- Ad is in bad taste and is vulgar, as it
shows the girls licking and biting the boy. The scene
of the girl biting his backside is highly objectionable.
CCC said that- The Visuals were indecent and likely
to cause grave or widespread offence.
Result- Ad was modified by deleting a few scenes
25. CASE STUDIES: CASE 3
DECISION IN FAVOR OF COMPLAINANT
Brand- KFC
Complaint- Car crashes after driver loses concentration while
eating KFC product. Showing eating while driving a car, is
promoting an unsafe practice. The words "non stop khao, non
stop khilao", in conjunction with the Ad being of KFC bucket
size pack, is clear intention of advertiser promoting
over/excessive consumption of KFC, which being fried
chicken has high content of fat in it.
CCC said that- Visual depiction of the “driver licking his finger”
implied that he has been eating whilst driving, which could
result in harm to the driver/passengers. Ad shows a
dangerous practice without justifiable reason
Result- Ad was modified
26. CASE STUDIES: CASE 4
DECISION IN FAVOR OF ADVERTISER
Brand- MOTOROLA
Complaint- A father telling his son to be responsible and not to
litter the house. The son who is shown having a mobile phone
(Motoyuva model) with earphones just keeps staring at his
father and increases the voice of the music on the mobile
hone therby making the voice of this father fading. Ad conveys
the message that it is cool for today’s youth to just ignore what
their elders are telling them.
CCC said that- The “behaviour of the son ignoring his father”,
as shown in the Ad, was not likely to cause grave or
widespread offence.
Result- Complaint Not Valid
27. CASE STUDIES: CASE 5
DECISION IN FAVOR OF ADVERTISER
Brand- BIG BAZAAR
Complaint- Print ad has the tagline- “Is se sasta aur
accha kahin nahi!”. According to the Complainant, there
are items available outside, which are cheaper than
what Big Bazaar claims.
CCC said that- Claim misleading by exaggeration.
Result- The Advertiser provided comparative bills of Big
Bazaar and other stores, which proved that on a basket
of commodities, they are cheaper. So no changes to the
ad was made.
30. ASCI is a non- profit organization while FTC is a government
organization
FTC collects complaints about companies, business practices,
and identity theft while ASCI only concern advertising.
The FTC enters all complaints it receives into Consumer
Sentinel, a secure online database that is used by
thousands of civil and criminal law enforcement
authorities worldwide. This is not the process in ASCI as it
is not govt and hence can’t and doesn’t involve law
enforcement authorities and also they receive very less
complaints.
31.
32. ASCI home page says- Regulate yourself, or someone else will.
Self-regulation is the most advised way to stay out of
unwanted troubles. In India, self regulation is quite high
considering the low complaints.
Also, when complaints are filed at ASCI, there is a high chance
that the brand image may get damaged. So, its high time
that advertisers think twice before spending lakhs and crores
on an advertisement.