social,economic and legal aspects
TRANSCRIPT
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Evaluating theSocial, Ethical, andEconomic Aspects of
Advertising andPromotion
Evaluating theSocial, Ethical, andEconomic Aspects of
Advertising andPromotion
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Creates Needs andWants AmongConsumers
PromotesMaterialism,
Insecurity andGreed
Is MorePropaganda
Than Information
ProvidesInformation
Creates Jobs andHelps New FirmsEnter a Market
Encourages
A Higher StandardOf Living
Promotes
Competition inThe Marketplace
Is MorePropaganda
Than Information
Creates Needs andWants AmongConsumers
Creates Jobs andHelps New FirmsEnter a Market
Encourages
A Higher StandardOf Living
ProvidesInformation
Advertising and Promotion: Two Viewpoints
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Proponents Argue ThatAdvertising and Promotion:
Critics Argue That Advertising and
Promotion
Promotes
Competition inThe Marketplace
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Not All IssuesCan Be
Regulated
A Marketing orPromotion ActionMay Be Legal but
NotConsideredEthical
Marketers MustMake DecisionsRegarding the
Appropriatenessof Their Actions
A Marketing orPromotion ActionMay Be Legal but
NotConsideredEthical
Not All IssuesCan Be
Regulated
Ethics in Advertising and Promotion
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Ethics: Moral principles and values thatgovern the actions of and individual or group.
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The Miller Brewing Co. PromotesResponsible Drinking
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General Mistrust of Advertising andAmong Consumers. Many Do Not
Perceive Ads As Honest or Believable
General Mistrust of Advertising andAmong Consumers. Many Do Not
Perceive Ads As Honest or Believable
Abuses Involving Sales PromotionsSuch As Contests, Sweepstakes,
Premium Offers
Unethical And/or Deceptive Practices
Involving Mail Order, Telemarketing andOther Forms of Direct Marketing
Internet Scams and Abuses
Abuses Involving Sales PromotionsSuch As Contests, Sweepstakes,
Premium Offers
Unethical And/or Deceptive Practices
Involving Mail Order, Telemarketing andOther Forms of Direct Marketing
Advertising and Promotion asUntruthful or Deceptive
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Objections toAdvertising
OfCertain Products
Use of SexualAppeals And/or
Nudity
Objections toAdvertising
OfCertain Products
Use of SexualAppeals And/or
Nudity
Use of ShockAds
Advertising as Offensive or in Bad Taste
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Many People Found Benettons Death RowAd Campaign Offensive
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Bijan Used Shock Advertisingto Get Attention
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Advertising and Children
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Children's TVWatching Behavior
Children between ages2-11 watch on average21.5 hours of TV perweek and may see
22,000 commercialsper year
Television is an
important source of
information for
children about products
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They Lack theKnowledge and
Skills to CriticallyEvaluate
Advertising Claims
They Cannot
DifferentiateBetween Programsand Commercials
Children Must LearnThrough theSocialization
Process
Children Must LearnThrough theSocialization
Process
They Cannot
DifferentiateBetween Programsand Commercials
They Lack theKnowledge and
Skills to CriticallyEvaluate
Advertising Claims
Perspectives on Advertising to Children
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Need to AcquireSkills Needed
To Function in theMarketplace
Consumer Advocates Argue ThatChildren Are Vulnerable to
Advertising Because:
While Marketers Argue That:
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Does Advertising MakePeople Buy Things
They Dont Need?
Does AdvertisingEncourage Materialism?
Does AdvertisingEncourage Materialism?
Does Advertising MakePeople Buy Things
They Dont Need?
Social and Cultural Consequencesof Advertising
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Is Advertising JustA Reflection of Society?
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Portrayal of Women toReflect Their Changing
Role in Society
Portrayal ofWomen AsSex Objects
EthnicStereotyping/Representation
of Minorities
EthnicStereotyping/Representation
of Minorities
Portrayal ofWomen AsSex Objects
GenderStereotyping
GenderStereotyping
Portrayal of Women toReflect Their Changing
Role in Society
Advertising and Stereotyping
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Portrayal ofThe Elderly
Criticisms ofAdvertising
With Regard toStereotyping
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Is This Woman Portrayed Asa Sex Object?
Does This Ad ContainCues That Are Sexually
Suggestive?
Does This Ad Present anImage of SexualSubmissiveness?
Does This Ad ContainCues That Are Sexually
Suggestive?
Is This Woman Portrayed Asa Sex Object?
What is your opinion of this ad?
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Advertising is Used to Address Social Problems
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Using advertising to fight the war on drugs
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The U.S. Government Used AdvertisingTo Discourage Drug Use
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Should Drug Use Be Linked With Terrorism?
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Advertising Is the Primary Sourceof Revenue for Newspapers,
Magazines, and Television andRadio Networks and Stations
Advertisers May Exert ControlOver The Media by BiasingEditorial Content, Limiting
Coverage ofCertain Issues orInfluencing Program Content
The Medias Dependence onAdvertising For Revenue MakesThem Vulnerable To Control by
Advertisers
Advertising Is the Primary Sourceof Revenue for Newspapers,
Magazines, and Television andRadio Networks and Stations
The Medias Dependence onAdvertising For Revenue MakesThem Vulnerable To Control by
Advertisers
Do Advertisers Control the Media?
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They Must Report the NewsFairly and Accurately to Retain
Public Confidence
Advertisers Need the MediaMore Than the Media Need Any
One Advertiser
Advertisers Need the MediaMore Than the Media Need Any
One Advertiser
They Must Report the NewsFairly and Accurately to Retain
Public Confidence
Do Advertisers Control the media?
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The Media Maintain SeparationBetween News and Business
Departments The Wall
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Making Consumers Aware ofProducts and Services
Providing Consumers WithInformation to Use to Make
Purchase Decisions
Providing Consumers WithInformation to Use to Make
Purchase Decisions
Making Consumers Aware ofProducts and Services
Role of Advertising in the Economy
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Encouraging Consumptionand Fostering Economic
Growth+
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The American Advertising FederationPromotes the Value of Advertising
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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 Competition Barriers to entry Economies of scale
Effects on Consumer Choice Differentiation Brand Loyalty
Effects on Competition Barriers to entry Economies of scale
Economic Impact of Advertising
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Advertising Helps New CompetitorsEnter the Market
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Do You Agree With Leo Burnett?
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
It must be said that without
advertising we would have a far
different nation, and one that
would be much the poorer-notmerely in material commodities,
but in the life of the spirit.
These excerpters are from a speech given by Leo Burnett on the American
Association or Advertising Agencies 50th anniversary, April 20,1967