ADVERTISING ETHICS

Definition of Advertisement :

“Advertising has been described as a mode of communication designed with the attempt to
convince people to begin or increase the use of a product or service.” Definition of
Advertisement

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 :

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 Advertising Strategies

Factors to design copy document :

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. Features of advertising
ethics

FRAMEWORK OF ADVERTISING ETHICS :

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 PURPOSE

BENEFITS OF ADVTG ETHICS :

BENEFITS OF ADVTG ETHICS Communication To raise the standard of living To make

market competitive Product differentiation

A Conceptual Review Of Advertising Regulation And Standards: Case Study

InThe Indian Scenario “ Based OnTobacco & Alcohol “ :

A Conceptual Review Of Advertising Regulation And Standards: Case Study InThe Indian
Scenario “ Based OnTobacco & Alcohol “

The Background :

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. The Background
The Act :

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. The Act

The Real Scenario :

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. The Real Scenario

How To 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). How To Developing
Countries?

Trends in Alcohol Advertising and Promotion :

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”. Trends in Alcohol Advertising and
Promotion

Factors Contributing to Global Support for Tobacco Control:Public Outrage :

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.
Factors Contributing to Global Support for Tobacco Control:Public Outrage

Case study conclusion :

Case study conclusion

CONCLUSION :

Reputable 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 fastering of solidarity among individuals and groups.
CONCLUSION

REFERENCES :

ETHICS AND ADVERTISING by Geoffrey Klempner. The Dynamics of Persuasion:

Communication and Attitudes in the 21st Century ("Advertising Ethics" begins on p. 299) by
Richard M. Perloff. 392 pgs. Integrated Marketing Communications: A Primer ("Advertising
Ethics and Social Responsibility" begins on p. 38)by Philip J. Kitchen, Patrick De Pelsmacker.
194 pgs. Political Communication Ethics: An Oxymoron? (Chap. 7 "Ethics and Political
Advertising") by Robert E. Denton Jr. 263 pgs. REFERENCES