Advertising can provide benefits but also harms. It informs consumers and encourages economic growth, but sometimes provides misleading information or creates unrealistic wants. It may use women, children, or morality to sell products in ways that disrespect or manipulate audiences. While advertising has a role, communicators and advertisers should prioritize high standards, avoid false claims, and respect audiences.
Call Girls In Holiday Inn Express Gurugram➥99902@11544 ( Best price)100% Genu...
The Benefits and Harms of Advertising
1.
2. Definition of advertising . Any paid form of non personal presentation and promotion of ideas, goods and services through mass media such as newspaper, magazines, television or radio by an identified sponsor. (Kolter). . Advertising is mass, paid for communication which is used to transmit information,develop attitudes and induce some form of response from the audience
3.
4.
5.
6.
7. Objectives . Inform Persuade Remind To provide information. Used especially with a new or complex product To persuade customers to buy a particular brand To remind customers about a product they might other overlook Print media is superior to TV for this type of advertsing. Stress the distinctive features of the brand. Minimal information. Advertsing a mature product Examples Insurance Financial products New electrical goods Examples: Perfumes Cars Coca Cola Examples Corn Flakes Kit Kat
21. An advertisiment is said to evil to the society if it unethical Ethics Ethics is a branch of philosophy which seeks to address questions about morality; that is, about concepts such as good and bad, right and wrong, justice, and virtue. Advertisement is considered unethical in the following situations; . o When it gives false or misleading information on the value of the product. o When it fails to give useful information on the possible reaction or side effects of the product. And o When it has degraded or underestimated the substitute or rival's product o When it is immoral.
34. Amul macho Axe dark temptation Vulgar Advertisements banned by I & B Ministry :-
35. Surrogate advertising Surrogate 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.
42. A wine bottle that is considered ethically wrong because the lorry may have to move to certain places where drinking is unethical
43.
44.
Notes de l'éditeur
Relation to text This slide relates to material on pp. 772-78 of the text. Summary Overview Advertising plays an important role in a free market system. This slide shows the role of advertising in the economy, which is: Making consumers aware of products and services Providing consumers with information to use to make purchase decisions Encouraging consumption and fostering economic growth Use of this slide This slide can be used to discuss the economic role of advertising. Advertising informs customers of available goods and services but also affects consumer choices, competition, and product/service costs and prices.
Relation to text This slide relates to material on pp. 774-778 of the text. Summary Overview This slide summarizes the economic impact of advertising on consumer choice, competition, and product costs and prices. The impact of advertising includes: Effects on consumer choice Differentiation Brand loyalty Effects on competition Barriers to entry Economies of scale Effects on product costs and prices Advertising as an expense that increases the cost of products Increased differentiation Use of this slide This slide can be used to discuss the economic impact of advertising on consumer choice, competition, and product costs and prices. It has been suggested that the economic effect can be divided into two principle schools of thought that make different assumptions regarding the influence of advertising on the economy. The “Advertising equals market power” perspective views advertising as a way to change consumers tastes, lower their sensitivity to price, and build brand loyalty. However, this results in higher profits, higher prices, reduced competition, and fewer choices. The “Advertising equals information” perspective views advertising as providing consumers with useful information, increasing price sensitivity, and increasing competition. Proponents of this view believe the economic effects of advertising are favorable and it contributes to a more efficient and competitive market.
Relation to text This slide relates to the material on pp. 775-76. Summary Overview This slide shows ad that was used by South Korea’s Daewoo Motor Co. when it entered the U.S. market. In 2000 the company began running a major national advertising campaign to create an identify for the brand and position models such as the Leganza as offering affordable luxury. Use of this slide The ad shown in this slide can be used to discuss how advertising helps companies enter a market by providing a way to make potential buyers aware of their products or services and giving them a way to create an identity and image for their brands.
Relation to text This slide relates to the material on pp. 772-74 and IMC Perspective 22-3. Summary Overview This slide shows two of the print ads from the campaign developed by the Office of National Drug Control Policy (ONDCP) linking drug use with terrorism. The ONDCP developed this campaign following the terrorist attacks of September 11, 2001. The purpose of the campaign was to draw a connection between drug use and the support of terrorism by showing how drug money funds the efforts of terrorists. This ad on the left uses an interesting question type headline, “Is It Ok to Support Terrorism If Its Only a Little Bit?” The ad on the right does not link drug buyers with the support of terrorism but does suggest that they are supporting terror and violence that surrounds the drug trafficking and drug dealers. Use of this slide This slide can be used to discuss how the U.S. government used advertising to address the problem of illicit drug use. The ONDCP campaign linking drug use with terrorism was very controversial as many critics argued that the public would have a difficult time accepting the drug use/terrorism link. In April 2002 the ONDCP announced an end to the drugs-an-terror advertising campaign after its annual study found that the ads were not working and were putting the anti-drug office at odds with the Partnership for a Drug-Free America. You might ask student whether they think these ads linking drug use with the support of terrorism are an effective way of dealing with the drug problem in the U.S.