GROUP MEMBERS

RUBAB ABBASIRABBIYA WAHEEDHASSAN

MarketingMarketing is the process of communicating the value of a product or service to customers and in return getting value from them.

Advertising Advertising is the promotion of a company’s products and services carried out primarily to drive sales of the products and services.

Un-ethical marketingUn-ethical marketing practices are those practices that are morally unacceptable.

• Increasing the sales of the product/service

• Creating and maintaining a brand identity or brand image.

• Communicating a change in the existing product line.

• Introduction of a new product or service.

• Increasing the value of the brand or the company

Marketing is considered unethical in the following situations;

Misleading advertisementMarketing of harmful productWomen as marketing instrumentChildren as marketing toolExcessive marketingPush sales TacticsLyingSelling expired Goods

•Exaggeration•Unverified claims•Use of women for promoting products•Comparative advertisements•Use of children in advertising

Children in advertising

Children are easily persuaded and have a large pull on today's markets, as is known by all advertisers, even ones who do not intend for their products to be consumed by children.

Surrogate advertisingSurrogate advertising is prominently

seen in cases where advertising a particular product is banned

by law. Advertisement for products like cigarettes or

alcohol which are injurious to heath are prohibited by law in

several countries and hence these companies have to come

up with several other products that might have the same brand name and

indirectly remind people of the cigarettes or beer bottles of the same brand Common examples include Fosters and Kingfisher

beer brands, which are often seen to promote their brand with the help

of surrogate advertising.

EXAGGERATION

Using false claims in the advertisements about the product.

For example:- Tide detergent – “White ho to Tide ho.”,

Vim – “One Drop Challenge.”

White ho to

Tide ho.

One Drop Challenge

Unverified Claims

It includes advertisements of “energy drinks” which tells us about the number of vitamins and how they help children to grow strong and tall.

There is no way of verifying these false claims.For example:-Horlicks, Maltova, Tiger biscuits.

WOMEN IN ADVERTISING

Most of the advertisements make use of women in order to enhance/increase the sale of the products.For example in the ads of Perfumes, bikes and Shaving products like Gillette.

They have been shown as weaker sections of the society who can be easily get carried away by men.

Moreover, the girls/women used for the different kinds of ads are shown to be fair and exceptionally thin. This has created a negative image of women in society, and high expectations amongst families and peers.

Unhealthy Brand comparisons

Nowadays advertisers are engaged in unhealthy brand comparison with the help of advertising. Such comparisons create problems and confusions for the right choice of the product as far as audience are concerned.

Example can be cited of colgate and pepsodent toothpaste.

Colgate Vs Pepsodent

Complan Vs Horlicks

Coca cola Vs Pepsi

Advertisements of banned products like alcohol is unethical. And all those products that has adverse effects and consequences in a society.