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Advertisement Management, Advertising Ethics and Laws and Controls on advertising 

Introduction:

Advertising is one of the most important means of promotional mix optimally used by the advertisers in all the ways. It is the soul of integrated marketing communication for the manufacturers or any service providers. In these days, advertising communication is treated as public communication on media front. One side, the importance of advertising products and services has increased than ever; on the other hand, the cold war between traditional and digital advertisements is tightened like never before. In this sense, advertising research has pivotal role to play in marketing management leading to revenue generation. “E-Commerce” is a key factor in today‟s world reaching to the end-consumer.

Views of Jefkins & Yadin on Advertising:

Frank Jefkins and Daniel Yadin are the popular names in the advertising industry all over the world. They have remarkable contribution in marketing and advertising research. They are of the opinion that sometimes the advertisements of product work as “Custom publishing.” They broadly classified advertisements into seven major categories viz.

  1. Consumer-related (Durable, Non-Durable Goods; Services).
  2. Retail Advertising.
  3. Financial Advertising.
  4. Industrial Advertising.
  5. Recruitment-based Advertising.
  6. Trade-oriented Advertising.
  7. Direct-response Advertising.

It is noteworthy to understand that the advertisements play a key role as an ingredient in the promotional mix. It serves the purposes on three grounds, especially:

Advertisement Management:

The business development manager should always prefer „target advertisements‟ to „mass advertisements‟. Product, Place, Price and Promotion are four key components of marketing mix. However, one must notice that Customer is not covered in the same. It simply means Customer is at the centre of marketing and strategic planning. Marketing and an advertisement go hand-in-hand leading to persuade the perception for decision-making process of the consumer. Actually, an advertisement is an art of influencing. The world-famous author Dale Carnegie has written a wonderful book entitled, “How To Win Friends and Influence People”. An advertiser must follow the techniques and tips given during the planning and execution of an advertisement management.

Advertising Ethics and Laws:

Advertisement affects on the subconscious mind on large scale and it tends to manipulate the consumer perception. It is assumed that every business firms have core values and company philosophy. It means they follow certain business ethics and abiding laws applicable to them. It is also applicable to the advertising industry to follow rules, regulations and ethics set by the competent authority from time-to-time. In short, there‟re some controls helping to run every business activity as a smooth-functioning exercise.

Controls on advertising:

The controls are basically of two types: Legal and voluntary. These categories are based on the nature and function of business. They are badly required to ensure fair business and trade practices in the market. It is obvious that advertisements have positive or negative influence on the society. Everyday thousands of advertisements are bombarded through various communication channels to the potential customers. To protect the customer from any wrong-doing, misunderstanding, fraudulent activity is very essential and is the need of time in today‟s digital world. These controls are the tools for consumer awareness and education.

  1. Legal controls on advertisements:
    Every business, sector, area of business is monitored and controlled by the local/regional/central governments of respective countries. These governments design, amend and enact various laws and acts to restrict, prevent the trade practices between two legal entities.
    Some of the competent authorities monitoring legal controls are mentioned below:
    1. Singapore Advertisers Association (SAA): This is the association looking after “The Advertising Control System.” It is noteworthy that the various representatives of organizations and government agencies from Singapore including the Advertising Standards Authority of Singapore (ASAS) have prepared „Singapore Consumer Protection Fair Trade Practices Sale by Description Code of Conduct Code of Advertising Practice‟ from consumer protection and fair, safe trade practices perspectives. The code primarily emphasizes that the advertisements must be legal, true, decent, honest coined with a great sense of accountability towards consumer and society. The special contribution can be explained as:
      • Case-based explicit guidelines and interpretation by Advertising Standards Authority of Singapore (ASAS).
      • Effective enforcement of various laws and acts.
      • Conflict-resolution.
      • Compliance & Monitoring Reports.
      • Abide to the family and community values of Singapore.
      • Consumer protection.
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