Advertising Sociallegalethicaleconomicalaspects 090904225056 Phpapp02

7/29/2019 Advertising Sociallegalethicaleconomicalaspects 090904225056 Phpapp02

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ADVERTISING-SOCIAL,LEGAL,ETHICAL &ECONOMICAL ASPECTS


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ADVERTISING

Advertising is any paid form of non personal

presentation and promotion of goods,

services & ideas by an identified sponsor.

Advertising is a general phrase used for the

announcements made by sellers to promote

the sales of their products.


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SOCIAL ASPECTS OF ADVERTISING

Advertising as a part of firms marketing effort

operates in the society. It has to therefore

follow the social norms.

Key areas of debate regarding society and

advertising are:

Deception

Manipulation

Taste


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Deception: it refers not only to the information content

in advertising but may also arise from misplace

emphasis in presentations.

According to federal trade commission of the USA-

Advertising as a whole must not create a misleadingimpression although every statement, separately

considered, may be literally truthful


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Manipulation :- The freedom of choice of consumersis restricted by the power of advertising since it canmanipulate buyers into making a decision againsttheir will or interest.

Manipulation is done through emotional appeals.These companies can utilize advanced and veryscientific advertising techniques and thus make an

impression on consumers.


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Taste:- Sometimes ads are offensive,

tasteless, irritating, boring and so on.

a) Sources of distaste

b) Sexual Appeals

c) Shock advertising


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Some examples of the Advertisements withsocial aspects:-

Grow-more-trees advertisements

Drink milk Eat healthy food, eat eggs

Mothers milk is best for the baby

Say no to drugs every time

Get your child vaccinations in times


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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


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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


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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


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Truth in Advertising

Deception is making false or misleading

statements.

Puffery (commercial exaggeration) is legal.

Cannot legislate against emotional appeals


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Advertising to ChildrenIssues

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 kids abilitiesto process persuasive information?


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Advertising Controversial Products

Critics question the targeting of minorities.

Tobacco, alcohol, gambling and lotteries are product

categories of greatest concern.

How does the concept of primary demand

provide insights here?

What does the literature say about advertisingsimpact on these product categories?


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ECONOMIC ASPECTS OF ADVERTISING

Making Consumers Aware of Products and

Services

Providing Consumers With Information to

Use to Make Purchase Decisions

Encouraging Consumption and Fostering

Economic Growth


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ECONOMIC ASPECTS OF ADVERTISING

Effects on Consumer Choice

Differentiation Brand Loyalty

Effects on Competition Barriers to entry

Economies of scale

Effects on product costs and prices Advertising as an expense that increases the cost ofproducts

Increased differentiation

Advertising Sociallegalethicaleconomicalaspects 090904225056 Phpapp02

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