Chapter 21th.pptx (Advertising and Public Relations)

Evaluating The Social, Ethical, and Economic Aspects of Advertising and Promotion.

1. Chapter 21th Evaluating the social Ethical, and Economic Aspects of Advertising

2. Advertising and Promotion Ethics Ethics : Moral principles and values that govern the actions and decisions of an individual or group. Marketing or promotion may be legal but not ethical. Marketers must base their decisions on ethical considerations.

3. Advertising as Untruthful or Deceptive Consumers rely on word-of-mouth Difficult to prove deception2Projects only positive point exists more at the local level

4. Advertising as Offensive or in Bad Taste Sources of distaste Ads of personal products or services Ads of products and brands that consumers do not use or would not buy Type of appeal or the manner of presentation Sexual appeal in ads Offensive and reads to demean women or men Promotes a decline in moral and social values shock advertising Using nudity, sexual suggestiveness, or startling images to get consumers' attention

5. Advertising and Children Popular medium - TV and the Internet Critics argue that children: Lack of the knowledge and skills to evaluate advertising claims Cannot differentiate between programs and commercials Marketers' arguments Children must deal with advertising Consumer socialization process: Acquiring skills needed to function in the marketplace

6. Advertising and Children Existing restrictions are adequate Greater knowledge of the marketplace required for teens Areas of potential concern Cable television programming Internet ads Increase in ads encouraging children to call 900 numbers Increase in toy-based programs Marketing of violent entertainment

7. Guidelines for Advertising Directed to Children The level of knowledge, sophistication, and maturity of the audience should be taken into account Should refrain from unfair exploitation of the imaginative quality of children Should not advertise products and content inappropriate for children directly to them Information should be communicated in an accurate manner and in a language understandable to children Advertisements should portray positive and beneficial social behavior Minority groups should be incorporated into advertisements

8. Social and Cultural Consequences Influences and transmits social values Agencies should consider the impact of advertising messages they create

9. Advertising “Makes People Buy Things They Don't Need” Critics' argument - Advertising should only provide information useful in making purchase decisions Defenders' argument – Advertising is informational in nature Advertising should not be limited to dealing with basic functional needs Consumers are free to choose

10. Advertising and Stereotyping Gender stereotyping: Portrayal of women - preoccupied with beauty, household duties, and motherhood- Decorative objects or sexually provocative figures Portrayal of men - Constructive, powerful, autonomous, and achieving Advertisers are striving to : Increase the incidence of minority groups Avoid ethnic stereotyping Develop advertising that has specific appeals to various ethnic groups Be sensitive to portraying particular groups of people in their ads for ethical and commercial reasons.