social ethics of advertising
TRANSCRIPT
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By:Pramati Srivastava (062)
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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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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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Moral behind action. Fair presentation Acceptable to value system In line with traditions and customs
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Truth- shall reveal the truth, significant facts and the omission of which would mislead public.
Price Claims-avoid price claims that are false or
misleading.
Comparison-refrain from making false, misleading or about competitor or his products.
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 constitutes a bonafide to sell the advertised products
Testimonials-shall be limited to those of competent witnesses who are reflecting a real and honest opinion or experience.
Substantiation-claims shall be substantial by evidence in possession of the advertiser and the advertising agency prior to making such claims.
Taste & Decency-advertising shall be free of statements, illustrations, that are offensive to good taste or public decency.
ADVERTISING PRINCIPLES(CONTD.)
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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 EFFECTS OF 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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