Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1

 Demand creation means using an external message to drive people to feel a need or want.
 Demand creation is an economic force that drives progress and the search for better products.
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 Marketing/Cultural imperialism is a term that is used to describe what happens when Western culture is imposed on others.
 Specially in case of Asian, Middle East or in African culture.
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 Trademark: A trademark is a brand, corporate or a store name or a distinctive symbol that identifies the seller’s brand and thus differentiates it from the brands of other sellers.
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 Copyright: A copyright gives an organization the exclusive right to use or reproduce original work such as an advertisement or package design for a period of time.
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 What is Ethical?
Something right or wrong
Ethics is a set of moral principles that guide actions and create a sense of responsible behavior.
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Advertising Code of Ethics
Basic Tenets
All advertising should be legal, decent, honest, and truthful.
Advertising should not be in conflict with the public morals.
Every advertising should be prepared with a due sense of social responsibility and should conform to the principle of fair competition, a general acceptance in business.
No advertising should impair public confidence in advertising
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Details of Practice
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Practice within the limits of standard of practice under the rule of law .
Should not perform any action that will damage the reputation of the industry
Be socially and morally responsible.
Should not create advertisements that degrade any religion or belief held by the public.
Should not create advertisements that distort the facts about the product or service or over exaggeration of the qualities that may mislead consumers.
Should not create advertisements that use superstition and belief in luck to motivate consumers.
Should not create advertisements that copy the logo, slogan or message from other advertisements that may mislead consumers in the identification of the product.
Should not create advertising that uses statistics and results of scientific research in ways that will mislead consumers about the benefits of the product.
Should not create advertising that makes references to people or institutions that do not exist or have not used or tested the product.
Should not create advertising that may be harmful to youth by taking advantage of their lack of knowledge to exploit and abuse them.
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When the code, the rule or regulation do not cover, the advertiser has to make the decision
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 Poor taste and offensive advertising
 Stereotyping
 Body and Self-Image problems
 Targeting strategies
 Problems with advertising claims and other message strategies
 Issues surrounding the marketing of controversial products
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 Poor Taste/Offensive Advertising
- Advertisers and media outlets must try to be sensitive to consumer objections
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- Who can expose to the ad?
 Creating guidelines for good taste is difficult
 Sex in advertising sex is relevant to the product?
- Violence
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 Reinforcing Stereotypes
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: representation of a cultural that emphasizes the trait that may or may not communicate an accurate representation of the group
Diversity group
Gender role e.g. Men are strong VS
Women are weak
Senior citizens
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 Body & Self Image
 Women, men representation in ad e.g. health care product, weight loss product, etc.
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 Advertising to Children
 One of the most controversial topics in the industry
 Children are unable to evaluate advertising messages and make purchasing decisions e.g. Toy product, snack, junk food
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 Controversial Products
 Though it is acceptable to advertise these products, it is still offensive to some
 Products are deemed unhealthy or dangerous
 E.g. Tobacco, alcohol, gambling
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 Misleading Claims
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- Unethical if it is false
• Puffery: Advertising or other sales representations, which praise the item with subjective opinions, superlatives or exaggerations, vaguely and generally, stating no specific facts e.g. Campbell Soup, “America’s favourite food”
Pepsi, “The Choice of a New Generation”
Endorsement or testimonial
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 A local retailer claiming it has the best merchandise in town.
 Showing a handicapped consumer in desperate need of help.
 Suggesting that wearing a particular brand of basketball shoe makes you more popular.
 Tobacco and alcohol ads that appear in magazines read by 17-year-olds.
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Advertising and Other Regulatory
Agencies
 Self Discipline – Advertising Agency
 Self Regulation – The industry develops, uses, enforces norms
 Outside help – Media co.
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motivates a business to perform a useful function within society and to make the positive impact on society e.g. SPY Cooler responsible for drinks campaign,
Drive Don’t Drink, Honda Safety Drive Campaign
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 Does advertising create a materialistic culture or does it simply reflect it?
 Critics believe that advertising has the power to shape social trends and the way people think and act
 Advertising professionals believe advertising mirrors values rather than sets them
 Advertising can potentially shape and mirror values
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Advertising which is legal is not always ethical.
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Advertising which is ethical is always legal.
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 Personal -
 Safety, Security, Fear, Love, Affection, Humor,
Happiness, Joy, Nostalgia, Sentiment, Excitement,
Arousal/stimulation, Sorrow/grief, Pride,
Achievement/accomplishment, Self-esteem,
Actualization, Pleasure, Ambition, Comfort
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Social -
Recognition, Status, Respect, Involvement,
Embarrassment, Affiliation/belonging, Rejection,
Acceptance, Approval
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