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

2. 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

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

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

5. 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

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

7. 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.
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ADVERTISING Principles and Effective IMC Practice

8. 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

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

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

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

12. 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

13. 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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ADVERTISING Principles and Effective IMC Practice

14. 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.
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ADVERTISING Principles and Effective IMC Practice

15. 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

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

17. 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

18. 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

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

20. 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
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ADVERTISING Principles and Effective IMC Practice

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

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

23. 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

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

25. 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

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

27. 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
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ADVERTISING Principles and Effective IMC Practice

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

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

30. 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
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ADVERTISING Principles and Effective IMC Practice

31. 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

32. 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
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ADVERTISING Principles and Effective IMC Practice

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

34. 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
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ADVERTISING Principles and Effective IMC Practice

35. 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

36. 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