tmrw ppt.pptx
-
Upload
shashi-goswami -
Category
Documents
-
view
224 -
download
0
Transcript of tmrw ppt.pptx
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 1/19
ETHICS IN ADVERTISING
PRESENTED BY: SHASHI KANT KUMAR031(A)
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 2/19
There is no doubt that advertising attracts all of us innumber of ways, but
There are also number of controversies associated with
advertisingGenerally, these controversies are concerned about theimpact of advertising on economy, society and ethics
Introduction
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 3/19
ROLE OF ADVERTISING IN MODERN BUSINESS
Advertising is primarily a mean through which sellercommunicates with it‟s perspective buyer
what they communicate?
“The worth of their goods and services”
1. Economic function2. Social function3. Psychological function
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 4/19
Economic Function
Advertising communicates the message in persuasivelanguage
It creates wide markets as the information is delievered
to people far and wide
Advertising is also an economic process- it helps theproduct to become known and it facilitates exchangebetween those who need the product and those who cansatisfy the need
Provides employment opportunities (in advertisingindustry
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 5/19
Social function
Advertising affects the core cultural values and subsidary cultural
value
Advertising is amirror to the society in which it operates itreflects the csultural values of that society
Advertising can also transfer some cultural values of sone society
to other
Psychological function
Advertising is closely linked to consumer behavior,
Advertising appeals to or physiological and psychologicalmotives
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 6/19
Advertising and society
Advertisements are not just the seller
They reflect the society
Whatever s used in socity is reflected by advertising
e.g.India society is faimily orientedFor the sake of our faimily and other we Indian canpostpone our gratification
We are also fun loving
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 7/19
Ethical issues in advertising
Advertising is a highly visible business activity and any lapsein ethical standard can often be risky for the company
Some of the common examples of ethical issues in advertising is givenbelow
Vulgarity/obscenity used to gain consumer‟s attention
Exaggeration
Puffery
Racial issues
Controversial products(e.g. alcohol,gambling)
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 8/19
Advertisers try to persuade people to buy aproduct or service through various methods. Acompany may deliver an entertaining messageabout its product, compare the product to a
similar item, list facts about the product, ormake vague claims about the product whichcannot be proved or disproved. This lastmethod is known as "puffery" —
by using a particular deodorant
one can attract the opposite sex,
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 9/19
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 10/19
ADDAPPEALS:-
1.RationalAppeal
2.EmotionalAppeal
3.MoralAppeal
4.DirectAppeal
5.IndirectAppeal
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 11/19
RationalAppeal:-Thefunctional benefits of a product is highlighted.Industrial buyers are most responsive to rational appeal. This isgenerally product oriented appeal.Types:- High quality appeals
Low priceappealsLong life appealsPerformance minted appealsEasetouse oriented appeals
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 12/19
EMOTIONAL APPEAL
An emotional appeal is related to an individual‟s psychological; an social
needs to purchase some types of products
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 13/19
MoralAppeal• Theseappealarethoseappealstotheaudiencewhichappealtotheirse
nceofrightandwrong.•Thisappealmainlyfocusedonprohibition,adultliteracy,socialforestry,anti smuggling consumer protection
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 14/19
Social appealSocialfactorscausepeopletomakepurchasesandincludesuchaspects asrecognition,respect,etc
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 15/19
Direct Appeal This type of appealarethoseappealsthatclearlycommunicatewiththeconsumersaboutagivenneedfollowedbyamessagewhichextolstheadvertisedbrandwhichsatisfytheneed
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 16/19
RESEARCH METHODOLOGY
Case study on Rin/TideOne woman's basket has a packet of Rin detergent powder, while the other
has a packet of Tide Naturals.
The Tide lady boasts confidently about Tide's khushboo aur safedi bhi(fragrance combined with whiteness)the theme on which the Tide Naturals campaign was based. The Rin lady
does not show any reaction but has a beam on
her face. Thereafter, the school bus stops and drops off the two children.
The child of the woman carrying Tide is wearing a visibly dull shirt, whilebehind him a boy comes out wearing a spotless white shirt, who runs acrossthe shocked Tide lady towards the mother carrying the Rin packet.
Making the advertisement more aggressive, the boy asks his mother, "Auntychaunk kyun gayi?" ("chaunk" or startle has been used in P&G's earlier punchline) as the ad concludes with a voice-over that Rin is 'behtar' than Tide,when it comes to whiteness and at a chaukanewala price of Rs25.
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 17/19
FINDINGS
I was a bit shocked to see the new directly. And this has broughtthe debate on comparative advertising back in focus. In myview, comparative advertising is permissible if it‟s based onfacts. Advertising Standards Council of India, has this to sayabout comparative advertising in it‟s Code of Conduct Rin v/s Tide Ad where Rin showcases one of its competitor Tide
naturals.Though this is a direct Ad which makes the other brand lookinferior to Rin in this case, but then if one has factsbased on studies and experiments conducted and the results aretrue then one can do the comparitive advertising, butshowing it directly the product in ad is not in the right spirit
according to me. Though there were skirmishes betweenthe two companies were always restricted to disguisedcomparative advertising or matching each other‟s price cuts in the market, but not a direct comparision , So if the facts areright then one can go ahead with the comparitive ads
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 18/19
CONCLUSION
In the Rin ad, the claim is limited to a whiter wash- „Tide se kahinbehatar safedi de Rin‟ (Rin gives betterwhiteness than Tide), without getting into specific, this is afeature-to-feature comparison. Also in recent times wecan remember the Complan v/s Horlicks ad. So what do you think
people, Should comparitive advertisement bedone?
TheMostimportantstepliesindecidingwhatyouradvertisingshouldsayandt
owhomitshouldsayit.Allyouneedtodoistodecidewhobuysandusesyourproductandwhy.Inordertospendyourmediadollarswisely,youmustknowwhattheyreadorwatchsothattheywillseeyourads
7/28/2019 tmrw ppt.pptx
http://slidepdf.com/reader/full/tmrw-pptpptx 19/19
THANK YOU