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    Ethics in Advtg

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    nitinnair99
    Advertising is communication designed to convince people to use a product or service. Advertising aims to educate customers, identify new customers, and fulfill wants and needs while enhancing business. Advertising ethics examines the moral principles and values that govern decisions in advertising. It considers honesty, transparency, and stakeholders. Regulations aim to protect consumers from harm while new products and improvements are introduced. Benefits of ethical advertising include communication, raising standards of living, and making markets competitive through product differentiation.

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    Ethics in Advtg

    Uploaded by

    nitinnair99
    26 views20 pages
    Advertising is communication designed to convince people to use a product or service. Advertising aims to educate customers, identify new customers, and fulfill wants and needs while enhancing business. Advertising ethics examines the moral principles and values that govern decisions in advertising. It considers honesty, transparency, and stakeholders. Regulations aim to protect consumers from harm while new products and improvements are introduced. Benefits of ethical advertising include communication, raising standards of living, and making markets competitive through product differentiation.

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    Ethics in advtg

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    Advertising is communication designed to convince people to use a product or service. Advertising aims to educate customers, identify new customers, and fulfill wants and needs while enhancing business. Advertising ethics examines the moral principles and values that govern decisions in advertising. It considers honesty, transparency, and stakeholders. Regulations aim to protect consumers from harm while new products and improvements are introduced. Benefits of ethical advertising include communication, raising standards of living, and making markets competitive through product differentiation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    26 views20 pages

    Ethics in Advtg

    Uploaded by

    nitinnair99
    Advertising is communication designed to convince people to use a product or service. Advertising aims to educate customers, identify new customers, and fulfill wants and needs while enhancing business. Advertising ethics examines the moral principles and values that govern decisions in advertising. It considers honesty, transparency, and stakeholders. Regulations aim to protect consumers from harm while new products and improvements are introduced. Benefits of ethical advertising include communication, raising standards of living, and making markets competitive through product differentiation.

    Copyright:

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    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 20

    Definition of Advertisement

    “Advertising is a mode of communication


    designed with the attempt to convince people
    to begin or increase the use of a product or
    service.”
    OBJECTIVES
    • Should educate the customer about the
    product, process, services offered etc.,
    • It should help in identifying new customers,
    retaining existing customer and fulfilling the
    wants, needs and desires .
    • Business enhancement & entering into new
    demographics.
    • It should be healthy, competitive & enjoy the
    fruit of business.
    ETHICS

    Meaning
    The word "ethics”
    In Latin is called “ethic us”
    In Greek is called “ethikos”
    Has come from the word ethos meaning characters
    or manners
    “Ethics are moral principles and values
    that govern the actions and decisions of an
    individual or group”
    ADVERTISING ETHICS
    • It is an applied philosophical analysis of the nature of
    advertising in general and of specific ethical issues that arise
    in advertising.
    • Advertising ethics is part of basic ethics in action series.
    • Includes case studies and refers to current professional codes
    and practices in the advertising industry and contemporary
    ethical theory.
    • A marketing or promotion action may be legal but not
    considered ethical
    • Marketers must make decisions regarding the
    appropriateness of their actions
    Advertising Strategies
    • Celebrity endorsements
    • Product comparison
    • price comparison
    • Selling a dream or lifestyle
    • Selling with sex
    • Selling sentiment
    Factors to design copy document
    • Focus on a particularly persuasive benefits
    • Create a need &then show how product fulfills it
    • Focus on product unique selling point
    • Associate the product with a connected idea of feeling or emotion
    • Prove how popular the product is
    • Use a case study
    • Put the product to the test
    • Guarantee the product
    • Announce how much and where to buy
    • State the offer
    FEATURES OF ADVERTISING ETHICS
    • Should stress importance on values, & morale
    • Honesty in advtg succeeds in the deliveries
    • Advtg wrong claims
    • Be true in fulfilling the norms of the statutory authorities in
    your product and advtg approvals.
    • Truth in advertising
    • Advertising to children
    • Advertising controversial products
    • A systematic and structured analysis of advertising.
    • Comprehensive coverage of the ethics of advertising
    • Identifying and evaluation ethical problems in advertising.
    FRAMEWORK OF ADVERTISING ETHICS

    • Value- oriented framework


    -honesty,privacy,transparency

    • Stakeholder-oriented framework
    -consumers,competators,society

    • Process-oriented framework
    -research,price,promotion,placement
    PURPOSE
    • To protect consumers from economic or
    physical harm
    • Introduction of something new ,or of some
    valuable improvement to an existing service
    or product
    BENEFITS OF ADVTG ETHICS
    • Communication
    • To raise the standard of living
    • To make market competitive
    • Product differentiation
    • Tobacco and alcohol are public health
    hazards.
    • Tobacco has adverse effects on social,
    economic, health and environmental factors.
    • Alcohol too has adverse medical,
    psychological, social and economic impacts.
    • Direct advertising of tobacco products was
    rampant before the enforcement of tobacco
    control legislation in India.
    • But now all direct advertising of tobacco
    products in all media has been prohibited with
    the enforcement of National Legislation.
    • In India the Alcohol industry is following
    exactly the same marketing and promotion
    tactics and strategies as are employed by the
    Tobacco Industry globally and especially in
    developing countries.
    • Sponsorship of sports events and cultural events.
    Examples:
    1: ‘Wills’ (brand of Indian Tobacco Company - ITC,
    a subsidiary of British American Tobacco)
    used to sponsor Indian cricket team/matches.

    2: Tennis tournaments were sponsored by ‘Gold


    Flake’ cigarette (brand of Godfrey Phillips India
    Ltd. - GPI, a subsidiary of Phillip Morris).
    • Sponsorship of sports and cultural events is
    widely being undertaken by alcohol
    companies in India.
    Examples:
    “Royal stag” sponsors Indian cricket matches
    and cricket players.
    “Seagram” sponsors events such as “Chivas
    Regal Polo championships”.
    • Impact on legislation in India included
    initiatives such as: the Supreme Court of India
    banned smoking in public places.
    • NGOs played a crucial role in creating a
    supportive environment.
    Case study conclusion
    CONCLUSION
    • Reputed companies and advertising agencies
    avoid telling lies. They realize the cost of being
    caught.
    • We must endeavor to see that “advertising” does
    not remain a dirty word.
    • We believe advertising can, and often does, play
    a constructive role in economic growth in the
    exchange of information and ideas, and in the
    fostering of solidarity among individuals and
    groups.
    THANK
    YOU……

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