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PRESENTATION

ON ETHICAL AND

SOCIAL ISSUES IN

ADVERTISING

By:

Pramati Srivastava (062)

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WHAT IS ADVERTISEMENT?

Derived from Latin word advert ere to turn the attention. Largest generator of revenue in the world economy.

Advertising is a tool of marketing that disseminates

information about a brand.

According to American Marketing Association-

Advertising is any paid form of non personal presentation of

ideas, goods or services

by an identified sponsor.

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OBJECTIVESOFADVERTISING

To increase demand.

To educate the masses

To build goodwill

To inform about changes in

marketing mix

To remind the customers of the

product and company

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ETHICS AND SOCIAL RESPONSIBILITY

Moral behind action.

Fair presentation

Acceptable to value system In line with traditions and customs

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ADVERTISING PRINCIPLES

-AMERICAN ADVERTISING

ASSOCIATION

Truth- shall reveal the truth, significant facts and the omission of which wouldmislead public.

Price Claims-avoid price claims that are false or misleading.

Comparison-refrain from making false, misleading or about competitor or hisproducts.

Guarantees & Warranties-should be informed & appraised in proper manner

in ads or before purchase of product/service.

.

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Bait Advertising-should not offer products for sale unless such offer constitutesa bonafide to sell the advertised products

Testimonials-shall be limited to those of competent witnesses who arereflecting a real and honest opinion or experience.

Substantiation-claims shall be substantial by evidence in possession of theadvertiser and the advertising agency prior to making such claims.

Taste & Decency-advertising shall be free of statements, illustrations, that areoffensive to good taste or public decency.

ADVERTISING PRINCIPLES(CONTD.)

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ETHICAL ISSUES IN ADVERTISING

Against the accepted value of the society

Controlled by govt. and courts

Various aspects of ethics ranging from the question of validity to the

mode of presentation.

Advertising should

- be truthful

- be non comparative- give real and true guarantees

-avoid false claims

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NEGATIVE SOCIAL EFFECTSOF ADVERTISING

Deceptive advertising

Harmful effects

-taste

-appeal

-children

Confuses the people-power of advertising

-proliferation of brands and diversity

SOCIAL ISSUES IN

ADVERTISING

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-uniformity and conformity

-comparison

Forceful selling

-motivational research

-emotional appeals

-inferior quality

-unwanted products

Message problem

Moral influences

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POSITIVE SOCIAL EFFECTS OF ADVERTISING

-Information

-Material utilities

-Production

-Consumption

-Social economic welfare

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