Definition of advertising
According to the American market association any paid form of
non-personal presentation of ideas goods and services buying an identifying
sponsor. In other wards the act or process of mass public city paid by a
sponsor is called advertising.
Objectives of advertising
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Preparing ground for new product:New product means introduction because potential customers have
never used such product earlier and advertising prepare ground for new product.
-
Creation of demand:Certain economies are of the opinion that
advertiser can create demand.
-
Facing competition:Under competitive condition acts help to
build up brand image and brand loyalty. Brand image is impression offer
particular product that form in the consumer mind.
-
Creation of good will:Advertising is often under taken with the objective of creation of
good will in the mind of customer.
-
Informing changes to the customer:Informative advertising is used heavily when new product category binged
introduce. Informative advertising explain how the product works, describe
available services and inform the market of price change.
-
Reminder advertising:It is important for nature product. It
keeps consumer thinking about the product.
Eg: coca cola as on TV are designed
primary to remained people about coca cola not to inform or persuade them.
Social,legal
and ethical aspect of advertising
Social aspect of advertising
Advertising is a part of firm marketing
effort operates in the society. It has to,there for follow the social norms.
The key areas of debates regarding a society and advertising are:
1. Deception:
It refers
not only to the information content in advertising but may also arise from
misplace emphasis in presentation. According to federal trade commission of USA,
advertising as a whole must not create a misleading impression although every
statement separating considered may be literally truthful.
2. Manipulation:
The
freedom of choice of consumer is restricted buy the power of advertising since
it can manipulate buyers into making a decision against their will or
interests. Manipulation is done through emotional appends. Advertising company compounds
are using scientific advertising techniques, which creates an impression in the
minds of customers.
3. Taste:
Sometimes
ads, are offensive, tasteless, irritating and soon. This is due to sources of
distaste which are creating a bad impression in the minds of customer.
Legal aspects of advertising
The
government in each country has to make sure that advertisements appearing in
different Medias like television. Internet social networks should not deviate
from the rules and regulations.
It should
not:
-
Show anti-national feelings.
-
Contain misleading information about the
product.
-
Violate government rules.
Eg)
weight, price, manufacturing date, date of expiry should be mentioned an the
packing case.
Ethical aspects
Ethics are moral principles that govern a
person’s behavior or conducting of an activity or in other words ethics are the
moral standards against which behavior is judge.
The key areas of debate regarding ethics
and advertising are:
1. Truth in advertising:
By the
usage of misleading statements consumer are deceived. Advertising company are
playing with the emotions of the people.
2. Advertising to children:
-
Advertising promotes super facility and
materialism in children.
-
Children are in experience and easy prey.
3. Advertising controversial product:
Tobacco , alcohol
,gambling are product catogaries of greatest concern. Advertisement of this
product are having a bad impression on customers.
