The document discusses various types and techniques of advertising. It notes that advertising communicates information about goods and services to consumers in an attractive and appealing way. However, it also discusses some of the problems with contemporary advertising, including deceptive pricing, social prejudices like favoring fair skin, using surrogate ads to circumvent alcohol advertising laws, exploiting children, stereotyping and objectifying women, and threatening consumer privacy. The document advocates for honest advertising representations that are not offensive or misleading to the public.
2. Advertising
Communicates Information
Explanation of goods & services to consumers/customers
Attractive & Appealing
Caters to all the five human senses of perception
Built on a concept
Develops the Brand
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4. Advertising as Information
“Advertisement persuades customer to buy”
Deceptive Pricing
Hidden Charges
Discounts on Inflated prices
Sale! Sale! Sale!
Psychological Pricing
Freebies
Bait n Switch
3/19/2016
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5. Advertising as Public Relations
“Public Relations is the most important factor in communication”
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6. Advertisement Dilemma
“Justified for Marketer, Misleading to Society”
Public Sentiments should be taken care of
Ads Backfire, both marketer and ad agency suffer
Make right decision, both socially and commercially
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7. ASCI Codes
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Honest Representations Non-Offensive to Public
Against Harmful Products
& Situations
Fair in Competition
Source: http://www.ascionline.org/index.php/ascicodes.html
8. Remedies for Exploitative Advertising
3/19/2016
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Complaints to
authorities &
agencies
Consumer Courts Consumer Groups
& NGO’s
Public Apologies.
Ex Nokia Lumia Ad
Damages &
Compensation