Advertising and Society Chapter 3 Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice Demand Creation 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. Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

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

Marketing/Cultural Imperialism 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. Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

Advertising’s Legal Environment 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. Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

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

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

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

Advertising and Social Responsibility What is Ethical? Something right or wrong Ethics is a set of moral principles that guide actions and create a sense of responsible behavior. Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

ADVERTISING Principles and Effective IMC Practice Details of Practice 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. Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice When the code, the rule or regulation do not cover, the advertiser has to make the decision Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

Key Ethical Issues in Advertising 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 Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

Key Issues in Advertising Poor Taste/Offensive Advertising - Advertisers and media outlets must try to be sensitive to consumer objections - Who can expose to the ad? Creating guidelines for good taste is difficult Sex in advertising sex is relevant to the product? - Violence Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

Key Issues in Advertising Reinforcing Stereotypes : 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 Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

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

Key Issues in Advertising Body & Self Image Women, men representation in ad e.g. health care product, weight loss product, etc. Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

Key Issues in Advertising 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 Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

Key Issues in Advertising 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 Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

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

Key Issues in Advertising Misleading Claims - 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 Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

Examples: Ethical issues 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. Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

Advertising and Other Regulatory Agencies Self Discipline – Advertising Agency Self Regulation – The industry develops, uses, enforces norms Outside help – Media co. Social Responsibility- 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 Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

Advertising’s Societal Role 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 Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice Advertising which is legal is not always ethical. VS Advertising which is ethical is always legal. Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice Issues 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 Social - Recognition, Status, Respect, Involvement, Embarrassment, Affiliation/belonging, Rejection, Acceptance, Approval Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice