Advertising involves paid, one-way communication through mass media to promote goods, services, or ideas. It can take many forms, including newspapers, radio, television, websites, billboards, and more. While advertising aims to inform and persuade, deceptive advertising intentionally misleads consumers through false or unsupported claims. Puffery uses exaggerated statements and opinions to promote a product, whereas weasel words make vague or meaningless claims to disguise inaccurate information.

2. What is Advertising?
Advertising can be described as
any form of communication that is
intended to persuade its viewers,
listeners or readers into taking
some action. It uses different types
of media, such as newspapers,
radio, magazines, television,
billboards and direct mail, to deliver
messages.

3. What is Advertising?
Advertising is the paid, impersonal, one-
way marketing of persuasive information
from an identified sponsor disseminated
through channels of mass communication to
promote the adoption of goods, services or
ideas.

4. Any mass medium can deliver advertising. Some random
examples:
newspapers, magazines, radio and television
broadcasts,films, stage shows,
websites, billboards, posters, wall paintings,
town criers, human billboards, flyers, rack
cards, the back of event tickets, elastic bands on
disposable diapers, bathroom stall doors, cars,
taxicabs, buses, trains, subway platforms, bus
stop benches, street furniture, airplanes, in-flight
seat-back trays, overhead bins, passenger
screens, skywriting, shopping carts, stickers on
fruit in supermarkets, supermarket receipts,
coffee cups, mobile phone screens, opening
billboards in streaming audio and video.

5. What is Deception?
it is the act of deceiving
Or the fact or condition of being
deceived. It may suggest cheating or
merely tactical resource.
(Merriam-Webster dictionary)

6. HISTORY AND
BACKGROUND OF
ADVERTISING

7. Two Drawbacks of Advertising
1. It takes planning. Advertising works best
and costs the least when the planning and
preparation are done in advance.
1. . It takes time and persistence. The
effectiveness of your advertising improves
gradually over time because it's impossible for
every customer to see every ad. You must
repeatedly remind prospects and customers
about the benefits of doing business with you.
The long-term effort triggers recognition and
helps special offers or direct marketing payoff.

8. Getting Ready to Advertise
1. Design the Framework
 What is the purpose of your advertising
program? Start by defining your
company's long-range goals, then map out
how marketing can help attain them.
 How much can you afford to invest?
2. Fill in the Details
 What are the features and benefits of your
product or service?
 Who is your audience?

9.  Who is your competition?
3. Arm Yourself with Information
 What do you know about your industry,
market and audience?
4. Build Your Action Plan - Evaluating Media
Choices
 Your next step is to select the advertising
vehicles you will use to carry your message
and establish an advertising schedule.
 When developing your advertising schedule,
be sure to take advantage of any special
editorial or promotional coverage planned in
the media you select.

10. Using Other Promotional Avenues
 Other options include imprinting your
company name and graphic identity on pens,
paper, clocks, calendars and other giveaway
items for your customers. Put your message
on billboards, inside buses and subways, on
vehicle and building signs, on point-of-sale
displays and on shopping bags.

11.  The Advertising Campaign
The first step is to establish the theme
that identifies your product or service in all
of your advertising. The theme of your
advertising reflects your special identity or
personality and the particular benefits of
your product or service.

12. What Is Deceptive
Advertising?

13. Deceptive advertising
 sometimes referred to as false advertising, is the
practice of making claims or statements in commercial
advertising that is untrue, greatly exaggerated, or
unsupportable by the advertised product or service.
 used to mislead consumers using implied false
claims.

14. false advertising can indicate that something
was done accidentally, deceptive advertising is
typically reserved for advertising that is
purposely false or incorrect. This can include
print advertising, television and radio
commercials, offers made through the Internet,
and just about every other type of advertising
available.

15. Puffery and Weasel words
 Puffery or “puffing” is the use of opinions and
exaggerated statements. The words "better",
"best", "greatest", and "finest" are typically used
in puffery advertisements. The information is not
intended to be factual. All two of the following
advertising claims use puffery:
"The best part of waking up is Folger’s in your
cup."
"Hoover makes the most powerful vacuum
cleaner in America.“

16. DESCRIPTIVE PRACTICES OF PUFFERY
 False Promises
 Incomplete Description
 False and Misleading comparison
 Bait and Switch offer
 Verbal distortions and false demonstrations
 False Testimonials
 Partial disclosure of harm

17.  A "weasel word" is used in advertising to make
a claim look legitimate to the casual listener or
reader. On closer examination it, too, proves
to be empty and meaningless.
For example, a medication that claims to "help
control acne" does not actually claim to stop or
cure acne. "Help" and "control" are weasels.
Commonly used weasel words include: "helps",
"acts", "works", "can be", "up to", "as much as",
"refreshes", "comforts", "fights", "the feel of",
"looks like", "tastes like", and "strengthened".

18. THE END