Advertising and Public Relation Unit I Idk PDF

Advertising and
Public Relation
Unit I
Dr Ashutosh Misal
© Dr Ashutosh Misal 1
1. History of Advertising Unit 1
2. Needs, Role and Benefits of Advertising
1. Social, Commercial and international needs
2. Direct and indirect benefits of advertising
3. Definition, Scope and types of advertising
4. Social issues, criticism and ethics of Advertising
1. Social issues, Deception, Manipulation, Taste, etc
2. Criticism about layout, content and presentation, Hidden
persuader, Want makers, etc
3. Discussion on advertisement ethics, forums, media,
various committees, suggestions
4. Moral issues, self regulations, law regarding
advertisements
5. Controversial effects and psychological effects of
advertising © Dr Ashutosh Misal 2
1. History of Advertising
•The dawn of Indian Advertising marked its beginning when
hawkers called out their wares right from the days when cities and
markets first began
•Concrete advertising history began with classified advertising
•Ads started appearing for the first time in print in Hickey’s Bengal
Gazette which was India’s first newspaper
•Newspaper studios trained the first generation of visualizers and
illustrators
•Major advertisers during that time were retailers like Spencer’s, Army
& Navy and Whiteaway and Laidlaw
•Retailers’ catalogues that were used as marketing promotions provided
early example
•Patent medicines: The first brand as we know them today was a
category of advertisers
•Horlicks becomes the first ‘malted milk’ to be patented in1883
• B Dattaram and Co. claims to be the oldest
existing Indian agency in Mumbai which was
started in 1902
• Later, Indian ad agencies were slowly established
and they started entering foreign owned ad
agencies
• Ogilvy and Mater and Hindustan Thompson
Associate agencies were formed in the early
1920s. In 1939, Lever’s advertising department
launched Dalda – the first major example of a
brand and a marketing campaign specifically
developed for India© Dr Ashutosh Misal 5
• In the 1950s, various advertising associations
were set up to safeguard the interests of
various advertisers in the industry
• In 1967, the first commercial was aired on
Vividh Bharati and
• Later in 1978; the first television commercial
was seen. Various companies now started
advertising on television and sponsoring
various shows including Humlog and Yeh Jo
Hai Zindagi
• In 1986, Mudra Communications created India’s first
folk-history TV serial Buniyaad which was aired on
Doordarshan; it became the first of the mega soaps in
the country
• Later in 1991, First India-targetted satellite channel,
Zee TV started its broadcast
• 1995 saw a great boom in media boom with the
growth of cable and satellite and increase of titles in
the print medium
• This decade also saw the growth of public relations and
events and other new promotions that various
companies and ad agencies introduced
• Advertising specific websites were born, one of them
being agency faqs now©known as afaqs
Dr Ashutosh Misal 7
Mahatma Gandhi…QUIT India
Spinning Wheel in 1942 used as AD
Lux AD in America in 1933
J. Walter
Thompson
Agency (JWT)
developed an
advertising style for
Lux that was used
in England,
America,
Australia, South
Africa, and India
Lux AD in India
Stages of Advertising in India
Anthropologist William Mazzarella divides advertising in post-
independence India into four key phases:
• 1st: began after Indian independence from Great Britain (1947)
and lasted until the early 1960s. Indian advertising in this period
still operated as an outpost of the British Empire. The overall
style of advertising was factual presentation coupled with an
overall lack of creativity
• 2nd: (early 1960s to 1980s) emerged in large part as a reaction to
the first and stressed creativity and an Indian professional
identity independent of Great Britain
• 3rd: (1980s) turned away from creative and innovative
advertising and toward creating efficient marketing channels
that would have a wide impact throughout the country.
• 4th and current: which also came into being in the 1980s, is
characterized by a synthesis of effective marketing mechanisms
and a high level of creativity
Few More OLD time ADs
2. Needs, Role and Benefits of Advertising
Need of Advertising
Remain at the forefront

of a customer’s mind…
if you aren’t,
someone else is
5 reasons why you need to advertise
when business is strong… Wrigley’s Chewing Gum/ BATA
• If business is strong and money is coming in, you have an available cash flow
to support an advertising campaign. E.g. Advertising Budget
• When you focus on the end result you tend to lose sight of the path that gets
you there in the first place. E.g. Consumer Products…FMCG, Durable, Non-
durable
• In contrast, without that stress you are more likely to “think outside the box”
and allow your marketing to be more creative. Creative advertising has a
better chance to create an emotional response in potential customers.
Emotional responses trigger chemicals in their brain. This help them
remember your brand. E.g. Prestige Pressure Cooker, Odonil
• Current customers may have forgotten about other services or products you
offer. Use effective soft selling to gain more of their business. They already
trust you or your brand. You’ve won 90% of the battle already. E.g. Tata AIG
Insurance & Other Products
• Advertising works in cycles and may take some time before the prospect
becomes a customer. Advertising doesn’t typically make customers want to
buy a product or service they aren’t ready for yet. It’s a game of timing. This is
why we see the same commercials on television and hear the same radio ads
throughout the day. It’s about©brand awareness.
Dr Ashutosh Misal E.g. Premier Inn, Titan Eye
19
Gear
Need of Advertising…
You wish to communicate with
1) the client potential (to generate
new sales opportunities) and
2) existing clients (to retain and
establish additional sales and
hopefully promote additional
relationships through word of
mouth of satisfied recipients)
Very successful "Think Different" Apple Marketing
From 1997, Mohandas Karamchand Gandhi
Role of Advertising…
The marketing role
• The marketing role of advertising caters to
the requirement of general consumers.
They focus on customer satisfaction and
meeting their requirements by providing
goods and services. The marketing role is
not directed to all the general public but
caters to the requirement of a certain
group or ‘the target market’
The marketing role
The communication role
• A communication role in advertising
focuses on mass communication
requirements that the advertisement will
able to fulfill. This is a method of
informing potential customer, the launch
of new products or the pass on
information about the service and good
they intent to buy
The communication role
The economic role
• The economic role of advertising focuses
directly with dealing with the objectives of
the advertiser. Generally, the objectives of
the advertiser features generation of sales
volume from an advertisement. This will
help the consumer to endorse both the
value as well as benefits of the services or
products advertised
The economic role
The societal role
• The final role is the societal role of
advertising which is pretty interesting. On
one hand, advertising helps in the
generation of trend within a society. On the
other, it is the reason for breaking of social
norms which forms a formidable part of the
society to generate a distinctive impact. The
societal role tends to have an uncertain
nature like by some and disliked by others
The societal role
The societal role
The societal role
Benefits of Advertising…
5 main benefits of advertising to society
1. Helpful in Generating More Employment
Advertising is instrumental in generating
more employment opportunities and
creating diverse kinds of jobs. It provides
jobs to artists, screen printers, block-
makers, script-writers, painter, etc. Today,
advertising has become a profession. Some
companies do only advertising job.
2. Helpful in Improving the Standard of Living
Through the medium of advertising people
get information regarding new products. As
people use these new and latest goods,
their standard of living gets a boost.
Advertising is helpful in providing
employment and increasing income of the
people. Both have a positive effect on their
standard of living
3. Helpful in Survival of Communication Media
The main communication media are Newspapers,
Magazines, T.V., Radio, etc. Major source of their
income is advertising. If these media of
communication do not get support of revenue
from advertising, they cannot survive for long.
These media of communication keep the society
well informed. Their existence is of utmost
important and they can survive only by
advertising.
4. Helpful in Creating Healthy Competition
When a company gets its product advertised,
it seeks to improve its quality and lower its
price. It is their endeavour to improve their
own product rather than finding fault with
the product of their rivals. In this way a
healthy competition prevails in the market
and the entire society stands to gain from
it.
5. Helpful in the Economic Development of
the Country
The effect of advertising is no longer confined to the
four walls of the country, rather it has crossed the
national boundaries. Through the medium of
satellite, domestic advertising messages can be
transmitted to the rest of the world. As a result,
export-potentials of the country get a big boost.
Foreign exchange capacity of the country increases
and new industries develop. Thus, advertising proves
helpful in the economic development of the country.
Major Advantages of Advertising
1. introduces a new 7. elimination of
product in the middlemen
market 8. better quality products
2. expansion of the 9. supports the
salesmanship
market
10. more employment
3. increased sales opportunities
4. fights competition 11. reduction in the prices
5. enhances good-will of newspapers and
magazines
6. educates the
12. higher standard of
consumers living
Benefits of Advertising
1. Brand awareness
and Exposure 6. Influence
2. Thought 7. Competitive
Leadership edge
3. Boost Sales with 8. Consistency
Lead Generation 9. Cut through the
4. Buying power clutter(confusion)
5. Historical
Precedence
10.Reach
3. Definition, Scope and types of advertising
Definition of advertising
Advertising is a means of
communication with the users of a
product or service. Advertisements are
messages paid for by those who send
them and are intended to inform or
influence people who receive them; as
defined by the Advertising Association of
the UK
Advertising is non-personal
communication of information
usually paid for and used
persuasive in nature about
products, services or ideas by
identified sponsors through the
various media (Bovee, 1992, p. 7)
Advertising is bringing a product (or
service) to the attention of potential and
current customers. Advertising is focused
on one particular product or service. Thus,
an advertising plan for one product might
be very different than that for another
product. Advertising is typically done with
signs, brochures, commercials, direct
mailings or e-mail messages, personal
contact, etc. © Dr Ashutosh Misal 41
Most Precise Definition
Advertising is the art of

convincing people to
spend money they don't
have for something they
don't need.
Definition of Promotion
Promotion keeps the product in the
minds of the customer and helps
stimulate demand for the product.
Promotion involves ongoing advertising
and publicity (mention in the press). The
ongoing activities of advertising, sales
and public relations are often
considered aspects of promotions
Definition of Marketing
Marketing is the wide range of activities involved in making
sure that you're continuing to meet the needs of your
customers and getting value in return. Marketing is usually
focused on one product or service. Thus, a marketing plan for
one product might be very different than that for another
product. Marketing activities include "inbound marketing,"
such as market research to find out, for example, what groups
of potential customers exist, what their needs are, which of
those needs you can meet, how you should meet them, etc.
Inbound marketing also includes analyzing the competition,
positioning your new product or service (finding your market
niche), and pricing your products and services. "Outbound
marketing" includes promoting a product through continued
advertising, promotions, public relations and sales.
Definition of Promotion
Public relations includes ongoing activities to
ensure the overall company has a strong
public image. Public relations activities
include helping the public to understand the
company and its products. Often, public
relations are conducted through the media,
that is, newspapers, television, magazines,
etc. As noted above, public relations is often
considered as one of the primary activities
included in promotions.
Definition of Publicity
Publicity is mention in the media.
Organizations usually have little
control over the message in the
media, at least, not as they do in
advertising. Regarding publicity,
reporters and writers decide
what will be said.
Definition of Sales
Sales involves most or many of the
following activities, including cultivating
prospective buyers (or leads) in a market
segment; conveying the features,
advantages and benefits of a product or
service to the lead; and closing the sale (or
coming to agreement on pricing and
services). A sales plan for one product
might be very different than that for
another product. © Dr Ashutosh Misal 47
"... if the circus is coming to town and you paint
a sign saying 'Circus Coming to the Fairground
Saturday', that's advertising. If you put the
sign on the back of an elephant and walk it
into town, that's promotion. If the elephant
walks through the mayor's flower bed,
that's publicity. And if you get the mayor to
laugh about it, that's public relations." If the
town's citizens go the circus, you show them
the many entertainment booths, explain how
much fun they'll have spending money at the
booths, answer their questions and ultimately,
they spend a lot at the circus, that's sales.
SCOPE of advertising
From Local to Global
The Advertisers (or Clients)
The Advertising Industry
The Suppliers -includes the photographer, musicians,
performers, cinematographers, illustrators, printers, digital
service bureaus, colour film separators, video production
houses, internet Web developers, copywriters, art directors,
people in advertising, and others who assist both advertisers
and agencies in preparing advertising materials
The Media – advertising managers, creative

director, sells team (on radio and TV) and space
(in print, outdoor and digital media)…media
buyers, media planners,]
From Local to Global
Local Advertiser (retail advertising)-it is critically
important because most customers sales are made locally.
Four main types of local advertisers: dealers or local
franchisees of national companies that specialize in one
main product line or service (Honda. Wendy's. Mail Boxes
Etc. , K inko’s H & R block) Stores that sell a variety of
branded merchandise. Usually on a nonexclusive basis
(convenience. grocery. And department store) Specialty
businesses and services (banks, insurance brokers,
restaurants, music stores, shoe repair shops, remodelling
contractors, florists , hair salons, travel agencies, attorneys,
accountants). Governmental, quasigovernmental, and non-
profit organizations (municipalities. utility companies,
charities, arts organizations, political candidates.)
• Effectiveness of Messages: true representative of the product
• Appropriate Media: Expected spread, Affordability, Availability etc
• Merchandise: distinctive features of products & avoid criticizing competitors
• Advertising Functions: create demand, promotes the marketing and sales
systems, helps middlemen, builds up the image
• Responsibility of Advertiser: social responsibility to create a sound

social and economic system
• Fulfillment of Objectives: increased sales, creation of awareness and

interest, sustaining the already established product, introducing a new product, helping middlemen
and helping the public at large
• Generates various Activities: mass communication, carrying message,

creating an impression and building an image
• Advertising as Art and Science: creative abilities, modern techniques

and professionalism, Export © Dr Ashutosh Misal 51
Types of Advertising
• Product Advertising: launch new products,
announce changes to existing products or increase
sales of those products
• Corporate Advertising: B2B Marketing
• Direct Response Advertising: Asks to register their
details, typically in return for an incentive offer, such
as a free gift, special discount or a copy of a
business report for business prospects
• Financial Advertising: attract funds if you are
planning to grow your business or make a major
investment. For analysts, shareholders, potential
investors and advisers © Dr Ashutosh Misal 52
Types of Advertising
• Print: Newspapers, Leaflets, Flyers, Magazines, Souvenirs,
Brochures etc
• Outdoor: Kiosks, Trade Shows, Billboards, Signboards
Hoarding roadside, MICE etc
• Broadcast: TV, Radio, Internet
• Covert: Media Channels, movies, TV Shows, Sports, etc
• Surrogate: Indirect Ads of Cigarettes, Liquor etc not
allowed by law hence AD of the other prodcuts be same
company to remind the brand. E.g. Foster, Kingfisher,
Royal Challenge etc
• Public Service: Socially relevant messages. AIDS, energy
conservation, deforestation, illiteracy, poverty, etc
• Celebrity: AD through celebrities
Different Media for Advertising/ Types of Advertising
• Circulars/ Handouts/
• Television Leaflets
• Radio • Promotional Letters
• FM Channels • Mobile Vehicles
• Cable • Kiosks
• Cinema Halls/ Screens • Electronic Display
• Newspapers • Hoardings-Flex/ Electronic
• Sponsored Events
• Magazines
• Mobiles – sms/ mms
• Souvenirs
• Internet-Emails
• Packaging Materials/ • Websites-Web pages
Wrappers • Door to door
3/1/2015 4:06 PM © Dr Ashutosh Misal +919822779980 54
Social Issues in AD
• Act Fast. The longer we delay in helping children with autism,
the harder they are to reach. Act fast, act today.
• Anyone Can Give The Miracle Of Life. Donating your organ to
save a life is equivalent to giving birth to a baby, and we all
know that they are both miracles.
• Before It’s Too Late. Give our Mother Earth a chance to
breath.
• Brain Corals. 70% of plastic ends up in the sea, and they will
never go ‘extinct’
• Censorship Tells Wrong Story. An amusing and cheeky
advertisement which is done by adding some pixelation into
play!
• Consequences Stay With You Forever. A stunning
advertisement with stunning effects. Nothing is more painful
than regret. © Dr Ashutosh Misal 55
Social Issues in AD
• Cure the Victims of Domestic Tests. Don’t let your quest for
beauty kill the innocent.
• Deal With The Consequences. The sea will take revenge on
you one day, or may be even now. It’s really just a matter of
time.
• Desertification Destroys 6000 Species Every Year. We are all
Earthlings, but we do not enjoy the same rights.
• Dissolvent Pollutes Millions Of Litres Of Water. It’s never too
late to make a change
• Domestic Violence. How long are you going to continue
watching this show? Don’t turn a deaf ear to their cries for
help. Speak out against domestic violence!
• Don’t Buy Exotic Animal Souvenirs. If you buy them, they
were killed because of you.
Social Issues in AD
• Don’t Kill Blockbusters. A funny but effective one, our blockbusters
need financial support to continue their heroic life!
• Don’t Leave Him Alone With Chernobyl. “20 years after the
disaster, Chernobyl’s landscape remains as one of the barren
planets. Even more damage was done to local residents, their
bodies and minds alike. Please support us.”
• Don’t Swallow Other People’s Smoke. Looks very disgusting, but
this is what it looks like when you take in secondhand smoke.
• Don’t Talk While He Drives. A powerful message on what could
happen on the other side of the receiver, if you take his eyes off the
road.
• Each Minute Counts. Undoubtedly a striking one! And it perfectly
expressed the message “Each Minute Counts”.
• For Them, Anything Can Seem A Lot. Your ‘terrible’ meal could be
the best thing that ever happen to them, so help them have
a great meal.
Social Issues in AD
• Gambling Blocks Your Social Life. I guess even cards
aren’t all that innocent.
• Give A Hand To Wildlife. A masterpiece can always
attract a lot of attention
• Help Before It’s Too Late. The message strikes through
the heart, doesn’t it? This advertisement is a jewel.
• Help Them Fast. “The longer you live on the street, the
harder it is to get off it.” Literally
• How Does It Feel? Now you know how it feels when
you are being hunted down.
• Ignore Us, Ignore Human Rights. Cruel but true, speak
out and help to win back what they should have:
human rights. © Dr Ashutosh Misal 58
Social Issues in AD
• Imagine It For A Kid. While most of us go on and on about
how difficult it is for an animal to live on the street and fend
for itself, let’s no forget that many children go through the
same thing as well.
• It’s No Longer Your Life. “While he controls your life, it’s no
longer yours.”
• It’s Time To Neuter Your Dog. Subtle, suggestive and cute!
Check out the cloth the dog is wearing, simply angelic!
• Keep The Ocean Clean. Do you want our future generations
to think that this is how we take care of the place for them
while we were here?
• Killed By Our Rubbish. Yes, the masked man is doing the
killing but who put the weapon in his hand?
• Life is More Thrilling Than Drugs. There is more to life than
drug-induced ecstacy. You deserve to experience them, drug-
free.
Social Issues in AD
• Liked Helping Terceira Island. The evolution of the thumbs
up.
• Many of Them Disappear Every Minute. 15 square
kilometer of rainforest disappears every minute.
• Missing Children. The visuals are eye-catching but it was
the words to the right of the tree that did it for me. If they
are stil searching, there is always hope.
• Nobody’s Immune To Breast Cancer. When it comes to
preventing breast cancer, even heroes need regular
checkups.
• Not What You Seem To Be. Is it just me that this guy looks
like the T-Bag from Prison Break? Nevertheless a great
piece for fraud awareness!
• Nutrition Fact: 0 Gram. “The only thing he should lack is
hunger.”
Social Issues in AD
• Oceans Aren’t The Only One In Danger. Karma remembers
everything
• Organ Donor Saves. Nothing is greater than saving the
people’s life and giving them hope. Feel the gratitude on the
woman’s face.
• Our Water Is Thirsty. Took a creative twist to achieved the
message, but I will say that this a unique advertisement!
• Preserve Your World. The environment is ‘crying’ out for help
and all we do is keep hurting it.
• Rebuild The Children. Realigning our priorities with this eye-
opening advertisement; even if buildings fall, we should
always be there to help rebuild the children.
• Respect The Planet. Of course we won’t ever think of
vandalize such a beautiful creature, would we?
Social Issues in AD
• See You On The Road. Simple and straightforward idea, it
works for me.
• Seek Help. Schizophrenia can actually be treated; look out for
the signs (or the people) and seek help.
• Spending Christmas On The Streets. That’s no Christmas gift.
We can do better for them kids in the Phillipines, can’t we,
people?
• Stop The Abuse. This is what animal looks like in those
abusers’ eyes. This ad is bound to break a dog-lover’s heart.
• The Earth Is Heating Up. Amusing or not, this advertisement
drags a lot of attention!
• They Also Need Your Help. People with disabilities deserve
concern and coverage equivalent to those given to
endangered species.
Social Issues in AD
• They Don’t Have A Childhood. You might be able to get them
one.
• They Will Pick It Up. It’s not too late for you to realize that
you can save an animal’s life by not throwing rubbish
everywhere.
• We Can Help You. “Small problems may turn into big for
senior citizens.”
• We Transform Sadness Into Hope. Sadness can always be
transformed into hope, so don’t give up. Creative, charming,
positive.
• What Goes Around Comes Around. Delicious? No? Then stop
throwing rubbish into the sea.
• What They Do Happens To Us. By blending 2 images into 1,
we can actually see the consequences of pollution directly.
Simple but effective! © Dr Ashutosh Misal 63
Social Issues in AD
• When They Speak, We Listen. What should I say? Brilliant
idea, impressive art, great execution. For sure this kind of
advertisement is shared more often than less creative ones.
• Workers Are Not Tools. What’s the difference between a
worker and a human? None, they deserve human rights
too.
• Worst Predator Comes From Land. And this is what we
humans look like in the eyes of a sea animal.
• Would You Care More If I was a Panda? Every species on
Earth should be loved equally, not just the cute ones.
• You Can Help. The best way to let people know the
situation is to let them see the truth.
• Your Body Is Your Home. For smokers, direct visuals are the
best way to persuade them.
Ethical Issues in AD
• Advertising plays important role in brand building, and
informing public about available products so that they can
make informed choice amongst different products or
brands
• Understanding responsibilities towards the public, its
positive and negative aspects is of prime importance
• Positive and Negative Aspects of Advertising:
– Positive: increases sales, helps product popular and build brand,
public awareness etc
– Largest Financial Source for Mass Media
• Advertising is criticised as deceptive or manipulative
• Other Criticism focuses on social or environmental aspects:
effect on value system, commercial clutter, stereotypes,
and Offensive
Deceptive/ False Advertising
• Use of false or misleading statements in advertisement
– Fair & Lovely AD
• Many Governments around the world use regulations to
control false, deceptive or misleading advertising
• “Truth” refers to..Customers have right to know what they
are buying and that all information should be on the lable
1. Mock-Ups, Demonstrations, and Simulations in Ads
Sandpaper and Razor

compared for
Smooth Shave
1. Mock-Ups, Demonstrations, and Simulations in Ads
The Soup in this Ad Didn't Match Volvos that survived being crushed
What Came Out of the Can by a monster truck … but simulation
(1968) [Source
2. Full Disclosure
McDonald's and Obesity (2002). A class action lawsuit
filed against the McDonald's Corporation claimed, among
other things, that the company's approach to advertising
highly processed food caused obesity and other
problems, including hypertension and diabetes. U.S.
District Judge Robert Sweet decided that consumers
cannot blame McDonald's if they choose to eat at its fast-
food restaurants. "If a person knows or should know that
eating copious orders of supersized McDonald's products
is unhealthy and may result in weight gain," Sweet
[wrote], "it is not the place of the law to protect them
from their own excesses."1 He dismissed the case, thus
providing a victory for McDonald's…
2. Full Disclosure
McDonald's restaurants provide,

on request, a printed list
of nutrition facts for all food and
drinks it sells. A website
calculates your total calories,
carbohydrates, fats, etc.,
with "Bag a McMeal."
3. False AD
This Ad Claims that
Electricity Cures (Belt in
the AD) Nervous and
Chronic Diseases (c.
1890) [Source]
Latin expression caveat

emptor, "let the buyer
beware” warned buyers of
unscrupulous sellers
3. Misleading ADs
Are 4000-5000 doctors
were really consulted? Is
survey really carried out?
You can't buy a better deodorant soap than Brand X…
Health and safety claims generally require

a high level of support, in the form of
competent and reliable scientific evidence
4. Impression Management
Disney claims that waiting

time is 10 mins…But
actually it is not…Long
waiting
Contemporary Airline
Schedules Now Show
Longer Flight Times…to
show that they are before
time
5. Harmful Products
Products containing Tobacco & Alcohol
should NOT be advertised at all…
Unethical as well as Illegal
Many Alcohol Ads earlier
had Celebrities…
Aap, Mai aur Bagpiper

Whisky…Dharmendra
6. Community Standards
Colours of Benetton AD created havoc in
America
Red Tape AD by Milind Soman and

Madhu Sapre
Many Consumers Object to Overly Thin

Models
7. Disguised (Masked) ADs
Creating Confusion…
Are online devices merely good business

strategy in the digital age, or do they
deceive consumers by their lack of
disclosure that they are actually
commercial announcements and
publicity?
8. Advertising to Children
Younger Children Have
Difficulty Distinguishing
Programming from Ads
Summarily Ethics in Advertising
• Cause-related marketing: Working for Social Cause
• Tobacco Advertising: health benefits of a cigarette brand???
Smoking is injurious to Health (Movies)…Statutory Warning on
Packet
• Alcohol: Not allowed/legal…Smirnoff, Vodka etc
• Condoms: Should they be advertised?...might offend certain
audiences…people in condom ads usually wear wedding rings
• Children: Ads involving children
• Pharmaceutical advertising: if you promote the benefits of
your medicine, you must also reveal any significant risks or
side effects…legendary disclaimer for a weight-loss drug…
• Product placement: Where to place the AD? Car chase in
movies??
• Subliminal advertising/ Hidden: Glass of ice water and make
an © Dr Ashutosh Misal AD
80
Deception in Advertising
Dove
advertisement
shows the
steps that
marketers
may take to Just Photoshop
deceive their
Is it really possible?
audiences
Deception in Advertising Deceptive Advertising
always found using
‘mouse print’/ ‘fine
print’ to clarify
exaggerated claims in
their ads, explains the
limitations, additional
charges, policies and
restrictions on product
* T & C Apply
offers. But following
Read the policy Document overstated claims with
Carefully truth in advertising
explanations is a bait-
Investment in Mutual Funds are and-switch tactic.
subject to market risks © Dr Ashutosh Misal 82
Deception in Advertising
• “Free Trials” of cosmetic
products…asks for credit/ debit card
details…then charge
• “Membership Plans”
• “Fake new website…login
• stating that a knife is so sharp it can
cut through stone would be false
advertising if it can be shown that the
knife is not actually that sharp
Manipulation in Advertising
1. They use sexual imagery to hook us chemically
2. They attach themselves to CAUSES we already care about
Female Feticide
3. They make us feel insecure about our bodies
4. They confuse us with pseudoscience
Before…………………………………………………………………….After
5. They intentionally make commercials look unscripted
Taking advantage of the public’s love for reality-based anything, more and more
companies are making their commercials look amateurish/ inexpert/ unprofessional and
less scripted. This creates a more personal sales pitch…
6. They invent feelings you never had before
7. They use social media to seem more human
8. They use colors to arouse emotions in us
9. They lure us in with powerful scents
This is Abercrombie & Fitch. If
you’ve ever been inside one, you can
probably imagine what it smells like.
Our olfactory cortex (where we
process smells) is embedded in our
brain’s limbic system (where we
process emotions). That means that
our body creates strong emotional
ties to scents, and ultimately brands.
10. They win us over with music
Shakira…waka waka or la la la
Jingles
Lijjat Papad
Washing Powder Nirma
11. They distract us with cutesy mascots
Tirupati Balaji
Dagadusheth Halwai Ganapati
Maa Sherowali
Feng-Shui Symbols
12. They use humor to hide how bad their products are for you
silly jokes and clever gags
Criticism about Advertisements
Advertising is known to
perform three main
functions, that is,
‘inform’, ‘persuade’
and ‘remind’.
• Creating the needs which are not really the needs. It multiplies
the needs of the people. Variety of eatables, drinks, cosmetics, etc. have
become the needs of the people
• There is a competition among the people to acquire maximum of
things advertised even if they have to spend beyond their means
• Many a time's advertisements were misleading and they make false
claims. E.g. beauty creams-change one's complexion. Advertisements of imitation
jewelleries and sarees also make big claims of standard brand from a famous place
which they are not in reality
• Advertisements are also criticized for portraying women as a beautiful
object, sexual being and exchangeable with objects, stereotyped wife,
mother or house keeper, working woman but dependent women, as
receptive to male authority and advice and thus reflect vulgar taste.
• Once the image of the product is created by advertisements, it gets
monopolilsed and the prices of the product also go high.
a. Expensive advertising alone cannot promote

a product.
b. In a poor country, advertising amounts to
waste of national resources.
c. Advertising engenders unhappiness amongst
those who desire the product but do not
have the capability to buy it.
d. Indian advertisers are apes and imitate the
content and style of their foreign
counterparts.
1. Advertising persuades us to buy goods and
services we cannot afford.
2. Advertising appeals primarily to our
emotions, rather than to our intellect.
3. Advertising is biased.
4. Advertising involves conflicting competitive
claims.
5. Advertising is unduly repetitious.
6. Most of advertising is vulgar, obtrusive,
irritating.
• 1. Increased price of the product :- Advertising increases the cost of the product as the expenses on it form the
part of the total cost of the product. The increased prices are borne by the consumers. But it can't be denied that
advertising leads to large scale production which considerably reduces the total and per unit cost of production.
The consumer may pay less rather than higher.
2. Multiplication of Needs :- Advertising creates artificial demand for the product and induces people to buy
those products which are not needed by them. On account of its repetition, it allures and creates a desire in the
minds of the people to posses an article not required by them.
3. Deceptive :- Sometimes advertising is used as an instrument of cheating. In order to impress upon the people
false statements are given with regard to different virtues of a product. Fraudulent means and deceptive practice
are resorted to by various traders in order to sell their products. All these thing adversely affect the public
confidence in the advertising.
4. It Leads to Monopoly :- Advertising sometimes leads to monopoly in a particular brand of a product. By

investing large sums in advertising of his brand, a big producer eliminates small producers of the same product
from the market and creates brand monopoly. This leads to exploitation of consumers.
But in reality this argument does not hold good. The monopoly powers are temporarily acquired by the
manufacturer as they face strong competition by the rival producers of the same product. It often enables the
small businessmen to compete with large concerns as well as to start new business.
5. Harmful for the Society :- Sometimes advertisements are un-ethical and objectionable. Most often, these
carry indecent language and virtually nude photographs in order to attract the customers. This adversely affects
the social values.
6. Wastage of precious national resources :- A serious drawback levied against the advertisement is that it
destroys the utiliz of certain products before their normal life. The latest and improved model of a product leads
to the elimination of old ones. People like to posses the latest models of cars and discarding the old ones which
© Dr Ashutosh
are still in useable conditions. This leads to wastage Misalresources.
of national 100
Advertisement Ethics
•Ethics means a set of moral principles
which govern a person’s behavior or how
the activity is conducted. And advertising
means a mode of communication between
a seller and a buyer
•Ethics in advertising means a set of well

defined principles which govern the ways of
communication taking place between the
seller and the buyer.
The tag line of the ASCI (Advertising Standards
Council of India) says
“Regulate yourself, or someone else will.”
So many ads with explicit scenes and double meaning words
make it an embarrassment for families to sit and watch the TV
together. It is a fact that advertising agencies tend to go
overboard, when it comes to selling a product. Double meaning
words, sexuality, violence, misleading, false and offensive
advertising videos are now a part of our life. For parents and
teachers, the greatest worry pertains to how children will
perceive and incorporate the meaning of these ads in their
young minds.
Legal actions can be taken against advertisements that-
• Ridicule caste, race, nationality, colour and creed.
• Goes against any provision of the Indian Constitution.
• Incite people towards criminal activity, provocative, cause disorder
and/or violence in the country.
• Breach laws and/or glorify obscenity or violence in any form.
• Glorify terrorism, communal massacres, criminality and so on.
• Ridicule the father of the nation, the national emblem, part of
Constitution or the image of a national leader or a state dignitary.
• Depict women in a deprecating manner. Females should not be
portrayed in a manner that is obscene, exploitative or vulgar.
• Display distasteful visual content that goes beyond the established
norms of good taste and decency.
• Exploit and encourage social evils like child marriage, bride burning
and dowry system.
ASCI Codes
• Ensuring truthfulness and honesty of representation and claims
made by the advertisement
• Safeguarding against misleading advertisements (Ads; Surf Excel
Liquid Detergent by HLL/ Sunsilk Shampoo by HLL)
• Ensuring that advertisements are not offensive to generally
accepted standards of public decency (ADs: Samsung Install-chill
A.C./ Ibaya Indishop pvt ltd)
• Safeguarding against the indiscriminate use of advertising in
situations or of the promotions of the products which are regarded
as hazardous or harmful to the society or to individuals, particularly
minors, to a degree or of a type which is unacceptable to the
society at large (ADs: Livo Plus Capsuls by Ajanta Pharma)
• Ensuring that advertisements observe fairness in competition such
that the consumer’s need to be informed on choice in the market-
place and canons of generally accepted competitive behaviour in
businesses are both served (AD: Iodex Power Cream by SmithKline
Beecham Pharma/ Godrej All Care Soap No.1 by Godrej Soaps Ltd) 104
© Dr Ashutosh Misal
Advertisers should take responsibility of
self regulating their ads by:
• design self regulatory codes in their companies
including ethical norms, truth, decency, and legal
points
• keep tracking the activities and remove ads which
don’t fulfil the codes
• Inform the consumers about the self regulatory
codes of the company
• Pay attention on the complaints coming from
consumers about the product ads.
• Maintain transparency throughout the company
and system © Dr Ashutosh Misal 105
Law regarding Advertisements
Advertising Standards Council of India (ASCI)
ASCI is a voluntary self-regulatory council established in 1985 to promote
responsible advertising and to enhance public confidence in advertisements.
The council's objectives are:
• To ensure the truthfulness and honesty of representations and claims made by
advertisements
• To ensure that advertisements are not offensive to generally accepted
standards of public decency
• To safeguard against the indiscriminate use of advertising for the promotion of
products regarded as hazardous to society or to individuals.
• To ensure that advertisements observe fairness in competition so as to inform
the consumer on choices in the marketplace while observing the canons of
generally accepted competitive behavior in business
• Though non-statutory, the ASCI Code is recognized under various Indian laws
in addition to being adopted by advertising-industry bodies. Notably, the ASCI
Code provides that it is not in competition with any law,its rules, or the
machinery through which they are enforced, thus the ASCI Code is designed
only to complement legal controls under such laws and not to usurp or replace
them © Dr Ashutosh Misal 106
Laws: Statutory Regulation of Advertising
Laws Governing Media
• The Press Council Act 1978
• Cable Television Network Rules, 1994
• Code for Commercial Advertising on Doordarshan and All India Radio
• Electronic Media Monitoring Centre (EMMC)
• Norms for Journalist Conduct issued by the Press Council of India
• Code of Conduct of the News Broadcasters Association
Laws Protecting Society and the Consumer
• Emblems and Names (Prevention of Improper Use) Act, 1950
• Young Persons (Harmful Publications) Act, 1956
• Companies Act, 1956
• Standards of Weight & Measures Act, 1976
• Indecent Representation of Women (Prohibition) Act, 1986
• Consumer Protection Act, 1986
• Laws related to intellectual property rights
Laws: Statutory Regulation of Advertising
Industry-Specific Laws
• The Drugs and Cosmetic Act, 1940
• The Transplantation of Human Organs Act, 1994
• The Drugs and Magical Remedies (Objectionable Advertisements) Act, 1954
• The Prenatal Diagnostic Techniques (Regulation and Prevention of Misuse) Act,
1994
• Advocates Act, 1961
• Infant Milk Substitutes, Feeding Bottles and Infant Foods (Regulation of
Production, Supply and Distribution) Act, 1992
• Securities and Exchange Board of India Act, 1992
• The Prize Chits and Money Circulation Schemes (Banning) Act, 1978
• Cigarettes and other Tobacco Products (Prohibition of Advertisement and
Regulation of Trade and Commerce, Production, Supply and Distribution) Act, 2003
• Public Gambling Act, 1867, the Lotteries (Regulation) Act, 1998 and the Prize
Competitions Act, 1955
• Indian Medical Council (Professional Conduct, Etiquette and Ethics) Regulations,
2002
• The Food Safety & Standards Act, 2006
Email: dr.ashutoshmisal@gmail.com
www.hrtrainer.in 98
www.with-in.in 22
www.novel.org.in
www.globalconsys.com 77
99
Dr Ashutosh Misal
BE, MBA, Ph D (HR), CPTP, Dip HRD,
Dip IDD, AMIE, Member, ABCT, IIMA
80
Dr Ashutosh Misal 109

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