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LEGAL AND ETHICAL ASPECTS OF ADVERTIZING

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REGARDING THE INTEGRATED MARKETING COMMUNICATION TOPICS FOR MBA PROGRAMME..

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LEGAL AND ETHICAL ASPECTS OF ADVERTIZING

  1. 1. ETHICAL AND LEGAL ASPECTS OF ADVERTIZING JOJIN JOSE S3 MBA SJCET SCHOOL OF MANAGEMENT
  2. 2. Definition of Advertising • According to “Philip Kotler” & American Marketing Association. The advertising is any paid form of non personal presentation of • Ideas • Goods • Services by an identified sponsor that is called Advertising.
  3. 3. Components of Advertising 1-4 •Strategy •Creative idea •Execution •Media • The strategy is the logic and planning behind the ad that gives it direction. • Advertisers develop ads to meet objectives. • Advertisers direct ads to identified audiences. • Advertisers create a message that speaks to the audience’s concerns. • Advertisers run ads in the most effective media.
  4. 4. Components of Advertising 1-5 •Strategy •Creative idea •Execution •Media • The central idea grabs the consumer’s attention and sticks in memory. • Planning strategy require creative problem solving. • Research involves creativity. • Buying and placing ads requires creative thinking.
  5. 5. Components of Advertising 1-6 •Strategy •Creative idea •Execution •Media • Effective ads are well executed reflecting the highest production values in the industry. • Clients demand the best production the budget allows.
  6. 6. Components of Advertising 1-7 •Strategy •Creative idea •Execution •Media • Television, Internet, magazines, and other media are used to reach a broad audience. • Deciding how to deliver the message requires creativity. • How you say something and where you say it is just as important as what you say.
  7. 7. Types of Advertising • Brand advertising • Retail or Local advertising • Direct-Response advertising • Business-to-Business advertising • Institutional advertising • Nonprofit advertising • Public Service advertising
  8. 8. Legal aspects of advertising The government in each country has to make sure that advertisements appearing do not flaunt of their rules & regulations. It should not:- show anti-national feelings contain misleading information about the product Violate government rules
  9. 9. Legal aspects of advertising Some examples of the Advertisements with legal aspects:- Get your car checked for pollution Drinks & driving do not mix Weight, price, manufacturing date, date of expiry should be mentioned on the packing case
  10. 10. Ethical aspects of advertising Ethics are the moral standards against which behavior is judged Key areas of debate regarding ethics and advertising are: – Truth in advertising – Advertising to children – Advertising controversial products
  11. 11. Ethical aspects of advertising • Truth in Advertising – Deception is making false or misleading statements. – Puffery (commercial exaggeration) is legal. – Cannot legislate against emotional appeals
  12. 12. Ethical aspects of advertising Advertising to Children—Issues – Advertising promotes superficiality and materialism in children. – Children are inexperienced and easy prey. – Persuasion to children creates child-parent conflicts. – What does the literature say about kid’s abilities to process persuasive information?
  13. 13. Thank you

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