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IMC ASSIGNMENTSubmitted by Libin Raju (P14188)

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Regulations in Marketing Communications

Self-Regulation

Many advertier ee e!"#re$u!ati%n a a mean t% !imit $%vernment inter"eren&e' i& tey be!ieve' reu!t are m%re trin$ent and tr%ub!e%me re$u!ati%n* Se!"#re$u!ati%n and &%ntr%! %" 

advertiin$ %ri$inate "r%m a!! e$ment %" te advertiin$ indutry' in&!udin$ individua!

advertier and teir a$en&ie' buine and advertiin$ a%&iati%n' and te media*

 

Self-Regulation by Advertisers and agencies

Se!"#re$u!ati%n a++en en tere i an intera&ti%n beteen a$en&y and &!ient en &reative

idea are $enerated and ubmitted "%r &%niderati%n* ,ari%u &%m+anie ave +e&i"i& $uide!ine'

tandard and +%!i&ie t% i& tere ad mut "%!!%* Ad are a&tua!!y eva!uated by &%r+%rate

att%rney t% av%id any +%tentia! !e$a! +r%b!em and teir a&&%m+anyin$ time' e-+ene' ne$ative

 +ub!i&ity and embarrament*

 N%aday interna! re$u!ati%n a!% &%me "%r di""erent a$en&ie* A$en&ie ave n%aday et u+

teir %n tandard tat tey are i!!in$ t% +r%du&e and av%idin$ t%e ad tat may be %""enive

and mi!eadin$* N%aday a$en&ie a. teir &!ient "%r veri"i&ati%n %r u++%rt "%r &!aim t%

ma.e ure tat teir tatement are true* A$en&ie i!! ta.e "%rma! te+ t% +r%te&t teme!ve

"r%m !e$a! %r eti&a! +eri! tr%u$ a$en&y &!ient &%ntra&t* A$en&ie $enera!!y ue in"%rmati%n

 +r%vided by &!ient "%r advertiin$ &!aim' and in tandard &%ntra&t te a$en&y i +r%te&ted "r%m

uit inv%!vin$ te a&&ura&y %" t%e &!aim* Many a$en&ie n%aday ave a &reative revie

 b%ard %r +ane! &%m+%ed %" e-+erien&ed +er%nne! % e-amine ad "%r &%ntent and e-e&uti%n

a e!!* M%t a$en&ie a!% em+!%y %r retain !ayer % revie te ad "%r +%tentia! !e$a!

 +r%b!em*

  Self-regulation by Trade Associations

Se!"#re$u!at%ry +r%$ram ave n%aday been deve!%+ed by many a$en&ie* Ti m%t!y true in

indutrie %e advertiin$ i +r%ne t% &%ntr%very* Many Trade and indutry a%&iati%n ave

deve!%+ed teir %n $uide!ine %r &%de tat member &%m+anie mut abide "%r advertiin$*

Many +r%"ei%n a!% maintain advertiin$ $uide!ine tr%u$ !%&a!' tate' and nati%na!

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%r$ani/ati%n* 0%ever u& retri&tive &%de ave been a$aint by b%t $%vernment re$u!at%ry

a$en&ie and &%numer $r%u+* Tey ar$ue tat +ub!i& ave te ri$t t% be in"%rmed a

&%numer be&%me better in"%rmed and are better ab!e t% %+*

  Self-Regulation by Business

T% &%ntr%! advertiin$ +ra&ti&e a number %" e!"#re$u!at%ry me&anim ave been etab!ied

 by te buine &%mmunity* etter uine ureau a etab!ied in 1213 t% and!e &%numer 

&%m+!aint and !%&a! buine +ra&ti&e and +arti&u!ar!y advertiin$*it a!% +r%m%te "air 

advertiin$ and e!!in$ +ra&ti&e* i!e +r%vide e""e&tive &%ntr%! %ver advertiin$

 +ra&ti&e at te !%&a! !eve!' te +arent %r$ani/ati%n' te Council of Better Business Bureaus,

 +!ay a maj%r r%!e at te nati%na! !eve!* Ti &%un&i! ait ne indutrie in deve!%+in$

advertiin$ &%de and tandard' and it +r%vide in"%rmati%n ab%ut advertiin$ re$u!ati%n and

!e$a! ru!in$ t% advertier' a$en&ie and te media*

 

The National Advertising Revie Council

Te NARC5 mii%n i t% utain i$ tandard %" trut' a&&ura&y' and %&ia! re+%nibi!ity in

nati%na! advertiin$* Te &%un&i! a t% %+eratin$ area' te Nati%na! Advertiin$ 6ivii%n %" 

te C%un&i! %" etter uine ureau and te Nati%na! Advertiin$ Revie %ard* Te NA6

inveti$ate te trut"u!ne and a&&ura&y %" an ad and %n!y revie %n!y nati%na!

advertiement* Te NAR a n% +%er t% %rder an advertier t% m%di"y %r t%+ runnin$ an ad

and n% an&ti%n it &an im+%e' advertier % +arti&i+ate in an NA6 inveti$ati%n and NAR

a++ea! rare!y re"ue t% abide by te +ane!5 de&ii%n* Te Nati%na! Advertiin$ Revie C%un&i!'

%r.in$ tr%u$ te NA67NAR and CAR' a be&%me a va!uab!e and e""e&tive e!"#

re$u!at%ry b%dy*

  Self-regulation by media

In te advertiin$ indutry te media are an%ter im+%rtant e!"#re$u!at%ry me&anim* S%me

media e-&!ude advertiin$ "%r an entire +r%du&t &!a9 %ter ban individua! ad tey tin. %""enive %r %bje&ti%nab!e* 6e+endin$ %n te i/e and nature %" te +ub!i&ati%n ne+a+er and

ma$a/ine ave teir %n advertiin$ re:uirement and retri&ti%n* C%de deve!%+ed by te

indutry trade a%&iati%n' te Nati%na! A%&iati%n %" r%ad&ater (NA) a re$u!ated

Advertiin$ %n te!evii%n and radi%* Many maj%r T, net%r. ave in&%r+%rated maj%r +%rti%n

%" te &%de +r%vii%n int% teir %n tandard in&e NA ad u+ended a!! te &%de in 128;*

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0%ever' in&e te!evii%n i +r%bab!y te m%t &are"u!!y &rutini/ed and "re:uent!y &riti&i/ed %" 

a!! "%rm %" advertiin$' te net%r. mut be &are"u! n%t t% %""end teir vieer and detra&t

"r%m advertiin$5 &redibi!ity*

!ederal Regulation of Advertising

Advertiin$ i &%ntr%!!ed and re$u!ated tr%u$ "edera!' tate' and !%&a! !a and re$u!ati%n

en"%r&ed by vari%u $%vernment a$en&ie* Te "edera! $%vernment i te m%t im+%rtant %ur&e

%" e-terna! re$u!ati%n in&e many advertiin$ +ra&ti&e &%me under te juridi&ti%n %" te

!ederal Trade Commission"

  Advertising and the !irst Amendment

* Te ureau %" C%numer Pr%te&ti%n5 mandate i t% +r%te&t &%numer a$aint un"air'

de&e+tive' %r "raudu!ent +ra&ti&e*

6urin$ te 12?@' te

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The Conce#t of $nfairness

Te ) mut n%t be %utei$ed by &%untervai!in$ bene"it t% &%numer %r &%m+etiti%n* Te

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maj%r trade +ub!i&ati%n %" te advertiin$ indutry* Many tate ave in&e m%di"ied te %ri$ina!

tatute and ad%+ted !a imi!ar t% t%e %" te

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Te

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thics and Social Res#onsibility in Marketing Communications

thics are m%ra! +rin&i+!e and va!ue tat $%vern te a&ti%n and de&ii%n %" an individua! %r $r%u+* An a&ti%n may be itin te !a and ti!! n%t be eti&a!* Eti&a! iue may be &%nidered

in inte$rated mar.etin$ &%mmuni&ati%n de&ii%n in&e advertiin$ and +r%m%ti%n are area

ere a !a+e in eti&a! tandard %r jud$ment tat &an reu!t in a&ti%n tat are i$!y viib!e

and %"ten dama$in$ te &%m+any* Te r%!e %" advertiin$ in %&iety i &%ntr%veria! and a

%metime reu!ted in attem+t t% retri&t %r ban advertiin$ and %ter "%rm %" +r%m%ti%n t%

&ertain $r%u+ %r "%r &ertain +r%du&t*

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re&%nider teir retri&ti%n* In 1224 te *S* 6e+artment %" 0ea!t5 Center "%r 6ieae

C%ntr%! and Preventi%n (C6C) be$an a ne 0I, +reventi%n &am+ai$n tat in&!ude radi% and

T, &%mmer&ia! ur$in$ e-ua!!y a&tive +e%+!e t% ue !ate- &%nd%m* Te &%mmer&ia! +r%m+ted

tr%n$ +r%tet "r%m &%nervative and re!i$i%u $r%u+' i& ar$ue tat te $%vernment %u!d

tre abtinen&e in +reventin$ te +read %" AI6S am%n$ y%un$ +e%+!e*

Seual A##eals

Te advertiin$ a++ea! tat ave re&eived te m%t &riti&im "%r bein$ in +%%r tate are t%e

uin$ e-ua! a++ea! and7%r nudity* Tee te&ni:ue are %"ten ued t% $ain &%numer5 attenti%n

and may n%t even be a++r%+riate t% te +r%du&t bein$ advertied* A &%mm%n &riti&im %" e-ua!

a++ea! i tat tey &an demean %men by de+i&tin$ tem a e- %bje&t* Se-ua! a++ea! and

ri:uD ima$e ave !%n$ been ued in advertiin$ "%r a!&%%!i& bevera$e* In te ear!y 2@ an

advertiin$ &am+ai$n "%r !d Mi!au.ee beer "eaturin$ te Sedi i.ini Team'B a $r%u+ %" 

S&andinavian#!%%.in$ %men earin$ b!ue bi.ini % a++eared %ut %" n%ere in "r%nt %" 

$r%u+ %" beer drin.in$ men' i$nited a maj%r &%ntr%very*

Shock advertising

it te in&reain$ &!utter in te advertiin$ envir%nment' advertier &%ntinue t% ue e-ua!

a++ea! and %ter te&ni:ue tat %""end many +e%+!e but &at& te attenti%n %" &%numer and

may even $enerate +ub!i&ity "%r teir &%m+anie* S%&. advertiin$ i a "%rm ere mar.eter

ue nudity' e-ua! u$$etivene %r teir tart!in$ ima$e t% $et &%numer attenti%n* Many

advertiin$ e-+ert ar$ue tat at under!ie te in&reae in te ue %" %&. advertiin$ i te

 +reure %n mar.eter and teir a$en&ie t% d% atever it ta.e t% $et teir ad n%ti&ed*

0%ever' &riti& ar$ue tat te m%re advertier ue te ta&ti&' te m%re %&.in$ te ad ave t%

 be t% $et attenti%n*

Advertising and Children

ne %" te m%t &%ntr%veria! t%+i& advertier mut dea! it i te iue %" advertiin$ t%

&i!dren* T, i a vei&!e tr%u$ i& advertier &an rea& &i!dren eai!y* Criti& ar$ue tat

&i!dren' +arti&u!ar!y y%un$ %ne' are e+e&ia!!y vu!nerab!e t% advertiin$ be&aue tey !a&. te

e-+erien&e and .n%!ed$e t% undertand and eva!uate &riti&a!!y te +ur+%e %" +eruaive

advertiin$ a++ea!* Many "ee! tat advertiin$ i a +art %" !i"e and &i!dren and mut dea! it it

in te &%numer %&ia! +r%&e* Parent %u!d a!% ta.e +art in e!+in$ &i!dren inter+ret

advertiin$ and &an re"ue t% +ur&ae +r%du&t tey be!ieve are undeirab!e "%r teir &i!dren*

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Ci!dren are a!% +r%te&ted "r%m te +%tentia! in"!uen&e %" &%mmer&ia! by net%r. &en%r and

indutry e!"#re$u!at%ry $r%u+ u& a te C%un&i! %" etter uine ureau5 Ci!dren5

Advertiin$ Revie nit (CAR)* Many "ee! tat $%vernment %u!d be re+%nib!e erea

%ter "ee! tat it i te re+%nibi!ity %" te +arent t% +r%te&t &i!dren "r%m arm"u! e""e&t %" 

advertiin$*

Social and Cultural Conse.uences

C%n&ern i %"ten e-+reed %ver te im+a&t %" advertiin$ %n %&iety' +arti&u!ar!y %n va!ue and

!i"ety!e* i!e a number %" "a&t%r in"!uen&e te &u!tura! va!ue' !i"ety!e' and beavi%r %" a

%&iety' te %vere!min$ am%unt %" advertiin$ and it +reva!en&e in te ma media !ead many

&riti& t% ar$ue tat advertiin$ +!ay a maj%r r%!e in in"!uen&in$ and tranmittin$ %&ia! va!ue*

i!e tere i $enera! a$reement tat advertiin$ i an im+%rtant %&ia! in"!uen&e a$ent' %+ini%n

a t% te va!ue %" it &%ntributi%n are %"ten ne$ative* Advertiin$ i &riti&i/ed "%r en&%ura$in$

materia!im' mani+u!atin$ &%numer t% buy tin$ tey d% n%t rea!!y need' +er+etuatin$

tere%ty+e' and &%ntr%!!in$ te media*

Advertising ncourages Materialism

Many &riti& &!aim advertiin$ a an advere e""e&t %n &%numer va!ue by en&%ura$in$

materia!im' a +re%&&u+ati%n it materia! tin$ rater tan inte!!e&tua! %r +iritua! &%n&ern*

Ti &riti&im %" advertiin$ aume tat materia!im i undeirab!e and i %u$t at te e-+ene

%" %ter $%a!* ut many be!ieve materia!im i an a&&e+tab!e +art %" te 'rotestant ethic, i&

tree ard %r. and individua! e""%rt and initiative and vie te a&&umu!ati%n %" materia!

 +%ei%n a eviden&e %" u&&e* It a a!% been ar$ued tat an em+ai %n materia!

 +%ei%n d%e n%t ru!e %ut interet in inte!!e&tua!' +iritua!' %r &u!tura! va!ue* 6e"ender %" 

advertiin$ ay &%numer &an be m%re intereted in i$er#%rder $%a! en bai& need ave

 been met* Individua! "r%m a variety %" ba&.$r%und are &%n&erned %ver te va!ue tey ee

drivin$ %ur %&iety* Tey be!ieve tat materia!im' $reed' and e!"ine in&reain$!y d%minate

Ameri&an !i"e and tat advertiin$ i a maj%r rea%n "%r tee undeirab!e va!ue*

Advertising and Stereoty#ing

Advertiin$ i %"ten a&&ued %" &reatin$ and +er+etuatin$ tere%ty+e tr%u$ it +%rtraya! %" 

%men' etni& min%ritie' and %ter $r%u+*

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/omen Te +%rtraya! %" %men in advertiin$ i an iue tat a re&eived a $reat dea! %" 

attenti%n tr%u$ te year* Criti& ave ar$ued tat advertiin$ %"ten de+i&t %men a

 +re%&&u+ied it beauty' %ue%!d dutie' and m%ter%%d %r % tem a de&%rative %bje&t

%r e-ua!!y +r%v%&ative "i$ure* it in&reae in %r.in$ %men' $reat im+%rtan&e ave been

$iven "%r %men in +%rtrayin$ tem in advertiement*

Blacks and 0is#anics

 A"ri&an#Ameri&an and 0i+ani& ave a!% been te tar$et %" tere%ty+in$ in advertiin$*

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&aue and t% dea! it +r%b!em "a&in$ %&iety (drun. drivin$' dru$ abue' and te AI6S &rii'

am%n$ %ter)*

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