What is Advertising

The communication between a seller and its potential buyers. It is a form of communication used to encourage or persuade an audience (viewers, readers or listeners) to continue or take some new action.
Uses various traditional media including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages .

Features of Advertising
Public Address: The basic purpose of advertising is to provide information about products/services to prospective buyers. Uses mass media: The advertiser has to pay to the media for giving publicity to his advertising message. Targeted audience: Advertising becomes effective and result oriented when it is target oriented. The waste in advertising can be minimized through such target oriented advertising. Intends to induce members of target audience to buy the sellers product or service: Advertising is basically for giving information to consumers. The aim is to make the ideas popular and thereby to promote sales.

Arguments for Advertisements The economy The knowledge we receive about products General entertainment.

Benefits of Advertisements
Information to the customer Takes care of customers Improves the sale of product Alters the attitudes of people Direct communication Increase employment Economic progress Religious and moral benefits Confidence Blitz Consistency Invest

Criticisms of Advertisements
Closely linked with criticism of media and interrelated
audio-visual aspects environmental aspects political aspects financial aspects ethical/moral/social aspects

Wasteful and Unsustainable consumption pattern

Lying to Customers and Misleading

Information Overload

Environmental Aspects

Ethical Impact

Brand Wars

Social and Psychological effects

Advertising can be used to generate awareness Advertising can also be used to inform public about social events like concerts and performances

Nowadays, ads are more exaggerated and a lot of puffing is used

Advertising appeals to our physiological and psychological motives

Advertising and the Creation of Consumer Desires

manipulative. creation of desires in
Can you imagine letting your family living insecure after you passed away? Advertising is It is the consumers.

Subliminal Advertising
Our subconscious mind takes in all the information presented to us (including the things that happens so fast, we never consciously see it). Kind of like Coke did here with the image of a sexy woman laying down:

Froot Loops

Marlboro Cigarettes

Advertisements that are aimed at children:

Sunfeast ads show a different world of imagination to children. Anando Milk

Advertising and its effects on consumer beliefs

Advertising can be deceptive. self identity image ads

Nike ad

Consumer Privacy
Consumer privacy laws and regulations seek to protect any individual from loss of privacy due to failures or limitations of corporate customer privacy measures the damage done by privacy loss is typically not measurable, nor can it be undone. Two dimensions:
consumer control knowledge control.

Two basic types:

Psychological physical

CASE STUDY BANK OF AMERICA

A settlement of USD($) 1000 had been proposed in a class action lawsuit against Bank of America for its alleged practice of disclosing customers' confidential information to third parties to market products or services. The settlement provided benefits to anyone who, at any time between September 9, 1995 and May 31, 2007, had (1) a Bank of America non-business checking or savings account, (2) a non-business loan with Bank of America secured by residential real estate (i.e., a mortgage loan); OR (3) a Bank of America branded consumer credit card and a California mailing address for purposes of communicating with Bank of America.

Children and Television

Children are vulnerable to advertisement

Is advertisement aimed at children ethical?

"Advertising at its best is making people feel that without their product, you're a loser. Kids are very sensitive to that. --Nancy Shalek (former president Grey Advertising).

studies do show that when a child reaches 36 months old many of them can recognize at least 100 brand logos.

"We're relying on the kid to pester the mom to buy the product, rather than going straight to the mom.--Barbara A. Martino, Advertising Executive