Professional Documents
Culture Documents
aspects
IN
ADVERTISING
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Advertisements
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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It is informative
It builds brands
It supports the media
It reduces costs
It facilitates the introduction of new products
It provides employment opportunities.
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Economic aspects
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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Effects on Competition
Barriers to entry
Economies of scale
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Social advertising
It is a process for influencing human
behavior on a large scale using market
principles for the purpose of social benefit
rather than for commercial profit
-BILL SMITH
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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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Advantages
Helps in eradication of social evil
Helps in change of attitude of the people of
society
Helps change /improve reputation of a
company
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Ethics
Ethics is a choice between good and bad, between right
and wrong.
Advertisement truth is to be viewed from consumers
point of view .
Advertisements should not be indecent and obscene.
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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.
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STEREOTYPING IN ADVERTISING:
Stereotyping is presenting a group of people in an
unvarying pattern that lacks individuality.
- Women in advertising.
- Senior citizens.
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ETHICS IN ADVERTISING
Advertising too has ethical values.
Advertising communication is a mix of art and
facts subservient to ethical principles
In order to be consumer oriented it should be
truthful and ethical. Should not mislead the
consumers. If so happens, credibility is lost.
Advertisement truth is to be viewed from
consumers point of view not in narrow legalistic
frame.
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ASCI
It is inspired by a similar code of the Advertising
standards authority(ASA),UK.
It seeks to achieve the acceptance of fair
advertising practices in the best interest of the
ultimate consumer.
GUIDELINES:
To ensure the truthfulness and honesty of
representation and claims made by
advertisements and to safe guard against
misleading advertising.
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Is advertising wasteful???
The role of advertising is to inform people that a
product or service exists has been well
established.
People do need such information and is passed
onto them through advertising.
Advertising is not wasteful, unless it really
contains no information or tells the consumers
something which they already know.
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ECONOMY FUNCTION:
Advertising stimulates the economy by informing
many prospects about available products and
services at a relatively low price. As a result,
advertising helps advertisers decrease costs and
increase profits, which can be distributed to more
capital equipment and job offerings.
Furthermore, competitive advertising activities help
consumers compare several brands with a lot of
information, so it brings about the improvement of the
overall product quality and the failure of inferior
products.
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