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Definition of advertising . Any paid form of non personal presentation and promotion of ideas, goods and services through mass media such as newspaper, magazines, television or radio by an identified sponsor. (Kolter). . Advertising is mass, paid for communication which is used to transmit information,develop attitudes and induce some form of response from the audience

History of Advertising

Perhaps the earliest form of advertising was simply traders shouting out what they had to sell. Closer to modern forms are the public notices found on the walls of Pompeii, advertising forthcoming dramatic and athletic entertainments and even rooms to let.

The first print adThe first known printed advertisement is a handbill

produced in 1478 by the English printer Caxton to advertise his book Salisbury Pye. It cleverly acts as a sample of the new technology used in the product it is selling (which is "enpryntid after the form of this present lettre").

One of the first recorded ads

One of the first recorded advertisements for a commodity was for tea, and appeared in the Public Adviser of September 1658.

1900 – 1940

• World War I and II• World War I and II

By the end of the 18th century several daily newspapers were being published and competition for the advertisers' money had started in earnest. Even so, it was not until the latter half of the 19th century that advertising really began, not only to

grow far more rapidly, but to take on its now familiar forms.

1923(Kodak)

(Kodak)

1912

Inform Persuade Remind

To provide information. Used especially with a new or complex product

To persuade customers to buy a particular brand

To remind customers about a product they might other overlook

Print media is superior to TV for this type of advertsing.

Stress the distinctive features of the brand.Minimal information.

Advertsing a mature product

Examples Insurance Financial products New electrical goods

Examples: Perfumes Cars Coca Cola

Examples Corn Flakes Kit Kat

Objectives

.

Types of advertising . Informative - provides information.

. Persuasive - to encourage brand switching. . Reminder - to remind about a mature product. . Reinforcement - to reassure. . Pioneering - to introduce new product. . Competitive - to point out differential advantages.

. Defensive - to reduce damage caused by campaign of a direct competitor.

Corporate advertising

Seeks to promote corporate identity, image and values.

There is distinct PR element in this

form of advertising. This type of advertising is not about

individual products the company offer

The product is not mentioned.

Used by large companies, especially multinational companies. e.g. ICICI,BP

BP promotes itself an energy

company rather than a petroleum company.

Direct Response Advertising

. The use of prime media to elicit an order, enquiry or request a visit.

. Direct response television advertising invites consumers to phone in to place an order (e.g. some music CD's are promoted in

this way).

The print media is alos used –coupons cut out of the page andinserts are means to invite people

to respond.

Advertising Media Main advertising media . Print Media - newspaper and magazines . Television . Radio . Cinema . Outdoors (billboards) . Internet

Advertisement is good or evil to the society depends on the what message it

conveys to the society.

Advertisement persuade the people to buy their products.Advertisement persuade the people to buy their products.

It sometime entertain or educate the peopleIt sometime entertain or educate the people

A good advertisement should have the following

principles Decency Honesty Social Responsibility Truthful presentation Comparisons Imitation Safety and health Avoidance of Harm Environmental behaviour

BENEFITS OF ADVERTISINGBENEFITS OF ADVERTISING

Economic Benefits of AdvertisingEconomic Benefits of Advertising

Advertising can play an important role in the process by which Advertising can play an important role in the process by which an economic system guided by moral norms contributes to an economic system guided by moral norms contributes to human development. human development.

It is a necessary part of the functioning of modern market It is a necessary part of the functioning of modern market economies.economies.

Advertising can be a useful tool for sustaining honest and Advertising can be a useful tool for sustaining honest and ethically responsible competition that contributes to economic ethically responsible competition that contributes to economic growth in the service of authentic human development. growth in the service of authentic human development.

Advertising informs people about the availability of rationally desirable Advertising informs people about the availability of rationally desirable new products and services and improvements in existing ones, helping new products and services and improvements in existing ones, helping them to make informed, contributing to efficiency and the lowering of them to make informed, contributing to efficiency and the lowering of prices, and stimulating economic progress through the expansion of prices, and stimulating economic progress through the expansion of business and trade. business and trade.

All of this can contribute to the creation of new jobs, higher incomes and All of this can contribute to the creation of new jobs, higher incomes and a more decent and humane way of life for all.a more decent and humane way of life for all.

Making Consumers Aware of Products and ServicesMaking Consumers Aware of Products and Services

Providing Consumers With Information to Use to Make Purchase Decisions




Making Consumers Aware of Products and ServicesMaking Consumers Aware of Products and Services

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Encouraging Consumption and Fostering Economic GrowthEncouraging Consumption and Fostering Economic Growth+

Effects on Consumer Choice• Differentiation • Brand Loyalty


Effects on product costs and prices• Advertising as an expense that

increases the cost of products• Increased differentiation

Effects on product costs and prices• Advertising as an expense that

increases the cost of products• Increased differentiation

Effects on Competition• Barriers to entry • Economies of scale








Cultural Benefits of AdvertisingCultural Benefits of Advertising

Advertising can itself contribute to the betterment of society by Advertising can itself contribute to the betterment of society by uplifting and inspiring people and motivating them to act in ways uplifting and inspiring people and motivating them to act in ways that benefit themselves and others. that benefit themselves and others.

Advertising can brighten lives simply by being witty, tasteful and Advertising can brighten lives simply by being witty, tasteful and entertaininentertainingg

Moral and Religious Benefits of AdvertisingMoral and Religious Benefits of Advertising

In many cases, too, benevolent social institutions, including those of a In many cases, too, benevolent social institutions, including those of a religious nature, use advertising to communicate their messages. religious nature, use advertising to communicate their messages.

Messages of faith, of patriotism, of tolerance, messages concerning Messages of faith, of patriotism, of tolerance, messages concerning health and education, constructive and helpful messages that educate health and education, constructive and helpful messages that educate and motivate people in a variety of beneficial ways.and motivate people in a variety of beneficial ways.

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinShould Drug Use Be Linked With Terrorism?Should Drug Use Be Linked With Terrorism?+ +

Benefits of Political AdvertisingBenefits of Political Advertising

Political advertising can make its contribution by informing people about Political advertising can make its contribution by informing people about the ideas and policy proposals of parties and candidates, including new the ideas and policy proposals of parties and candidates, including new candidates not previously known to the public. candidates not previously known to the public. Political advertising can make a contribution to democracy analogous to Political advertising can make a contribution to democracy analogous to its contribution to economic well being in a market system guided its contribution to economic well being in a market system guided ByMoral norms. ByMoral norms.

THE HARM DONE THE HARM DONE BY ADVERTISINGBY ADVERTISING

An advertisiment is said to evil to the society if it unethical

EthicsEthics is a branch of philosophy which seeks to address questions about morality; that is, about concepts such as good and bad, right and wrong, justice, and virtue.

Advertisement is considered unethical in the following situations;.o When it gives false or misleading information on the value of the product.o When it fails to give useful information on the possible reaction or side effects of the product. Ando When it has degraded or underestimated the substitute or rival's producto When it is immoral.

a) Economic Harms of Advertisinga) Economic Harms of Advertising Advertising can betray its role as a source of information by Advertising can betray its role as a source of information by

misrepresentation and by with holding relevant factsmisrepresentation and by with holding relevant facts The practice of "brand"-related advertising can raise serious The practice of "brand"-related advertising can raise serious

problems. Often there are only negligible differences among problems. Often there are only negligible differences among similar products of different brands, and advertising may attempt similar products of different brands, and advertising may attempt to move people to act on the basis of irrational motives ("brand to move people to act on the basis of irrational motives ("brand loyalty," status, fashion, "sex appeal," etc.) instead of presenting loyalty," status, fashion, "sex appeal," etc.) instead of presenting differences in product quality and price as bases for rational differences in product quality and price as bases for rational choice.choice.

It makes consumers forget abt there needs n only think abt their It makes consumers forget abt there needs n only think abt their wants, which makes them spend morewants, which makes them spend more

Puffery

Puffery as a legal term refers to promotional statements and claims that express subjective rather than objective views, such that no reasonable person would take literally. A two-year old might believe that polar bears enjoy sipping Coca-Cola. But we know better.

Unhealthy Brand comparisons

Nowadays advertisers are engaged in unhealthy brand comparison with the help of advertising. Such comparisons create problems and confusions for the right choice of the product as far as audience are concerned.

EXAGGERATION

Using false claims in the advertisements about the product.

For example:-Ghadi detergent - “Pehle Istemaal kare phir vishvaas kare.”, Tide detergent – “White ho to Tide ho.”, Vodafone Essar – “Wherever you go our network follows.”

White ho to

Tide ho.

One Drop Challenge Wherever you go our network follows.

Unverified ClaimsIt includes advertisements of “energy drinks”

which tells us about the number of vitamins and how they help children to grow strong and tall.

There is no way of verifying these false claims.For example:-Horlicks, Maltova, Tiger biscuits.

c) Cultural Harms of Advertisingc) Cultural Harms of Advertising In the competition to attract ever larger audiences and deliver them to In the competition to attract ever larger audiences and deliver them to

advertisers, communicators can find themselves tempted — in fact advertisers, communicators can find themselves tempted — in fact pressured, subtly or not so subtly — to set aside high artistic and moral pressured, subtly or not so subtly — to set aside high artistic and moral standards and lapse into superficiality, tawdriness and moral squalorstandards and lapse into superficiality, tawdriness and moral squalor

Communicators also can find themselves tempted to ignore the Communicators also can find themselves tempted to ignore the educational and social needs of certain segments of the audience — the educational and social needs of certain segments of the audience — the very young, the very old, the poor — who do not match the very young, the very old, the poor — who do not match the demographic patterns (age, education, income, habits of buying and demographic patterns (age, education, income, habits of buying and consuming, etc.) of the kinds of audiences advertisers want to reachconsuming, etc.) of the kinds of audiences advertisers want to reach

Exploitation of women by advertisements:-Exploitation of women by advertisements:- objects whose purpose is to satisfy others' appetite for pleasure objects whose purpose is to satisfy others' appetite for pleasure

or for poweror for power the role of woman as wife and mother undervalued or even the role of woman as wife and mother undervalued or even

ridiculedridiculed

WOMEN IN ADVERTISING

Women are generally associated with household works and is not supposed to be a good decision maker which contributes to women stereotyping .

Women shown as doing domestic work which reflects stereotype image of women.

Women in advertising used as sex symbols

Amul macho

Axe dark temptation

Vulgar Advertisements banned by I & B Ministry :-

Surrogate advertisingSurrogate advertising is prominently

seen in cases where advertising a particular product is banned

by law. Advertisement for products like cigarettes or

alcohol which are injurious to heath are prohibited by law in

several countries and hence these companies have to come

up with several other products that might have the same brand name and

indirectly remind people of the cigarettes or beer bottles of the same brand Common examples include Fosters and Kingfisher

beer brands, which are often seen to promote their brand with the help

of surrogate advertising.

b) Harms of Political Advertisingb) Harms of Political Advertising for example, the costs of advertising limit political for example, the costs of advertising limit political

competition to wealthy candidates or groups, or competition to wealthy candidates or groups, or require that office-seekers compromise their require that office-seekers compromise their integrity and independence by over-dependence on integrity and independence by over-dependence on special interests for funds.special interests for funds.

instead of being a vehicle for honest expositions of instead of being a vehicle for honest expositions of candidates' views and records,political advertising candidates' views and records,political advertising seeks to distort the views and records of opponents seeks to distort the views and records of opponents and unjustly attacks their reputationsand unjustly attacks their reputations

William “Bill” Clinton (D) vs. George H. Bush (R)1992•Indecisive

•Higher Taxes•Arkansas

• Tax increases• Healthcare increases

d) Moral and Religious Harms of Advertisingd) Moral and Religious Harms of Advertisingit deliberately appeals to such motives such as envy, status it deliberately appeals to such motives such as envy, status seeking and lust. seeking and lust.

some advertisers consciously seek to shock and titillate by some advertisers consciously seek to shock and titillate by exploiting content of a morbid, perverse, pornographic nature.exploiting content of a morbid, perverse, pornographic nature.

the communications media have made pornography and violence the communications media have made pornography and violence accessible to a vastly expanded audience, including young accessible to a vastly expanded audience, including young people and even children, and a problem which at one time was people and even children, and a problem which at one time was confined mainly to wealthy countries has now begun, via the confined mainly to wealthy countries has now begun, via the communications media, to corrupt moral values in developing communications media, to corrupt moral values in developing nations.nations.

commercial advertisers sometimes include religious themes or commercial advertisers sometimes include religious themes or use religious images or personages to sell products. It is use religious images or personages to sell products. It is possible to do this in tasteful, acceptable ways, but the practice possible to do this in tasteful, acceptable ways, but the practice is obnoxious and offensive way.is obnoxious and offensive way.

Newspaper ads

Children in advertisingChildren are easily persuaded and have a large pull on today's

markets, as is known by all advertisers, even ones who do not intend for their products to be consumed by children.

A wine bottle that is considered ethically wrong because the lorry may have to move to certain places where drinking is unethical

ConclusionConclusion Advertising is an important element in today's society, Advertising is an important element in today's society,

especially in the functioning of a market economy, which is especially in the functioning of a market economy, which is becoming more and more widespread. Yet it also can do, becoming more and more widespread. Yet it also can do, and often does, grave harm to individuals and to the and often does, grave harm to individuals and to the common goodcommon good

To sum up, advertising has both advantages and disadvantages. But we are sure that it is growing very fast in contemporary society. Advertising promotes a product or service . Also it encourages economy to develop. We could say it is a necessary evil in our lives.

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Advertising final