Advertising and PR

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What’s the difference between advertising and PR?

Advertising and PR are two different functions, however, many companies do not know the difference. Since spending budget advertising and PR budget effectively is important, how can you expect to achieve this important goal, unless you understand the difference?

when thinking about advertising, billboards, glossy spreads, quarter page newspaper ads and other highly visible promotion comes to mind. This is clearly advertising. Mixed or create well-recognized presence for your business is a clear example of effective advertising. Business cards with pizzazz are a form of advertising.

What is PR? Public relations are the things that must be accomplished to let the world know who you are and what your company offers. Press releases, news conferences, professional networking and exhibitions or trade shows are examples of PR work. PR is not as pronounced as advertising, but it is just as important.

Effective Advertising and PR

In a competitive market today, it is important to remove all advertising and PR budget applied. Public relations are a mix that uses advertising, but also enhances the efforts of advertising dollars.

It has long been “designed fact” of the company that word of mouth is the best advertising. This is not necessarily true. It is an unfortunate fact that a client who has excellent experience dealing with your company will tell one or two people about their experiences. A customer who has a bad experience will tell at least a dozen people and business gets negative advertising.

Word of mouth is, however, one of the most effective PR tools available. Others offer schools, strengthen science fairs or children’s’ sports teams, volunteer opportunities for public speaking, attending trade shows or presenting at conferences are relatively inexpensive ways to build a lot of good will and put your name out front.

Have you noticed that TV commercials for products often run 15 to 30 second ads really great ad and within a few weeks shorten ad to the most important 5 to 10 seconds? The reason is that the original advertising is intended to branded goods or services and affiliate advertising and product or service in mind. It works very well -. If you really memorable commercial

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Social & economic impact Ads

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In recent times, the word ‘Advertising’ has become fiercely mooted topic. Advertising has positive and negative, social and economic impact on our society. Based ads that common good is a positive social impact while exposing women sex tool is on the negative side. As far as economic factors of funding for the media and stimulate active and market trends, the main example.

mixed methods are implemented convince consumers that they want the product being advertised. These methods usually pay attention to the benefits that would be brought to consumers rather than focusing on the actual goods. For example, automobile commercial adverting mechanical properties of the vehicle, probably focuses joy, reputation and social development can bring to the buyer. This swarming progress is regularly sexual or involves the opposite sex to attract consumers with glamorous women / men fancy car.

There are various teaches advertising causes a negative social impact on life. The chief unfavorable judgment for advertising is that it Hales public to buy things they do not really want them. It is arrogated advertising plays with emotion and encourages people to think about buying and spending activities are life.

According to advertisers, they state that people are capable enough to put their minds and no one can force them to buy anything they dislike or they think is not necessary. Advertisers also believe that there are positive effects of advertising on our society and culture. For example, can be used to generate public awareness, as well as the product is OK, or that they should say NO. In other words, advertising also works as a teacher in the sense that it educates people what is good and what is bad for them and sets a maximum of harmful products such as smoking and drinking, etc.

There are not only social benefits of advertising, but it also has economic advantages. Without advertising, the media, including newspapers, TV and radio would never be much strong. Advertising provides income in the commercial media, which otherwise would have to be financed by the actual consumers of these media. So we can see a major economic structure based around advertising, where big companies fund and subsidize commercial media by advertising.

The major economic negative aspect of advertising is that it increases the price of goods and services. The source of this controversy is that when organizations subsidize media advertising, the buyer, subsidize ads with salaries of highly increased prices for the widely advertised goods and services. Easy example of this is the box of Omo detergent usually costs about two to three dollars than the market price of the product would be seven to eight dollars. The fact behind this is that after the ratio is high in television commercials and print media.

So, the effect of advertising on our society is a jumble form, post-operative and made numerous campaigns. Our community and the marketing of products goes very badly on advertising. The companies have become much dependent on advertising even its negative impact can not be more than many positive social and economic impact.

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Newspaper Advertising Vs Magazine Ads: Which is Right for you

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by word-of-mouth print advertising is as old and traditional as it gets. For centuries, people have been advertising their product brochures, newsletters, bulletins and newspapers. With the advent of magazines, company had one important avenue to reach their audience. Radio, television and online advertising have made a serious dent in the small revenue they have failed to do in the newspaper and magazine advertising unnecessary. And despite what some may think, the impact of newspapers and magazines is unlikely to be lost anytime soon.

Newspaper advertising has obviously some important differences compared to magazine advertising. These differences should be carefully considered before you decide which medium to buy. For example:

Because newspapers are read daily, they are a good medium for advertising sales and coupons. Magazines come out weekly or monthly and tend to spend more time to pour over them that because they are good for brand awareness and image creation.

Magazine ads are more expensive than newspaper ads, so if you “re on a tight budget newspapers are the best bet. On the other hand, the magazine advertising more expensive because they are higher quality, especially image-wise. Newspaper ads tend to be grainy, image resolution is low and people spend less time looking at them. So you have to ask yourself what you want to achieve with your ads.

If all you want to do is let people know that you have received on the sale of homemade wooden furniture or basins that newspaper advertising will do. Depending on whether the store is a citizen or not, you can save costs by sticking to a newspaper. If you have a little more money to spare and want to to sell the idea to your business instead of a product then you should invest in a magazine ad. Magazine ads provide more scope for creativity. They are flashier and richer and you can use them to create an impression. If you specialize in extreme sports you can use shots action in your ads, so people have no doubt about the fun offers. If you are a wedding planner and romantic (but not cheesy or clichéd) images will indicate professional elegance.

Newspaper ads immediately. They run daily, so you can expect an immediate response. And because the format is simple it is easy to change them on the fly. Magazine ads have more visual impact and longevity, but they are less flexible and because they appear only weekly or monthly response rate is not as immediately.

There is one important difference between magazine and newspaper advertising. Newspaper ads are wider reach or geographically, when you advertise in the local papers targeted reach. But advertising in niche magazines will allow you to directly target your demographic. Magazines tend to have a focus – fashion, cars, horses and pets – so you can reach people who are mostly interested in a particular product or service

When considering the print medium to advertise. in, you have to ask yourself:

What are your goals?

What is your budget?

Who is your audience?

Where is your audience most likely to be found?

answer these questions and you will know if a newspaper or magazine advertising is right for you.

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What is considered unethical in advertising?

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Ethics in advertising can sometimes be borderline between what is right or wrong. There are rules and guidelines in place for advertising companies to follow so they do not upset or offend any viewers. But what is as unethical advertising? Well, using advertising in a way that is misleading and uses false claims to get the public to buy a product that they are trying to sell is unethical, because of his misuse of information that is presented to the public. This article will show what appeared to be unethical in advertising.

Advertisements which are used in the political realm can sometimes be misleading and using false information or bend the truth to get the public to sway votes in their garden. Ad campaign for the election between McCain and Obama used the ad with misleading information. Such as, say developers received $ 20 million of tax payers money, but the truth was that there was no money received. This can be considered unethical as they are giving false information to the public, which is made much political advertisement.

The advertisement which is done should be able to identify what the audience is. But sometimes this is not always done. When advertising to children, it should be clear what the product is and what is. As children can sometimes give misleading and do not quite understand what the ad is saying, especially younger than 12. However, some might say it is unethical to target children under 12 that they can not understand what the ad and see it in such a way that they are not. However, advertising is constantly being shown for the children as well as in campaigns for beverages and foods in posters in schools and some discussion if advertising in schools is unethical.

Just like commercial advertising or billboards, the Internet has its own issues in their advertising as well. As they can sometimes encourage false claims and when this happens it can have a negative impact on their product and brand. There are ethical guidelines on problematic ads that can look article on the internet. These ads may be mistaken with the editorial content needs to be checked, which is advertising. Otherwise it is unethical when this is not shown. Use advertising in this way is misleading and it shows that consumers view as naive, which is unethical.

By putting the right amount of information makes the public believe any differently because of what has been said. This can lead them in the wrong direction and buy a product that is right for them.

Use the right lies in advertising is part of unethical advertising and do not follow the suggested procedures they have to follow when showing product to consumers. Lie about what the product, giving false information and making them believe that something is true when it is not. Which should be avoided in advertising as it will finally give them a bad reputation due to misuse information.

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Advertising Signs

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Advertising signs are very popular and will be seen in shops around the world, advertising signs is a very powerful and cost effective method of advertising. They can be completely customized and placed anywhere you want (assuming you have permission). They do not viscerally use in commerce, they can be placed outside to promote your brand or company, sometimes even just to create awareness of something.

They can be manufactured in any size you need, you will find many companies around the world that offer this service and other bespoke signage services. The companies that offer this service also usually offer a complete bespoke service, you are able to choose the logo design (form), color scheme and images you want on it.

They play a very big role in shops and exhibitions, they are designed to stand out and be eye catching, powerful design are often a good option as they draw in the public.

Symptoms can be from a variety of different materials from plastic to metal. Metal advertising signs tend to be more expensive alternative and plastic ones for less budget, but the content of the plastic labels have a much larger array of colors available and metal ones will be painted or finished with a special coating to achieve the desired colors.

If you are looking to advertising signs to make sure that you shop around a bit as you will find other companies better and more efficient than others.

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National Advertising – Digital Signage

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There have been many great strides in the advertising of its history. From the first print ad for the invention of the Gutenberg press, the first radio ads broadcast in the early twentieth century, these courses changed the face of advertising for good.

And advertisers know how important new innovations in their field is; new advertising techniques become successful very quickly because of their novelty means that advertising material stands out from the crowd but very quickly new types of advertising media become saturated, making it harder for advertisers to get their message across.

The latest in a long line of advertising Destination is a digital signal that is using LCD and other flat screen TVs for advertising and information. It is fast becoming a major media advertising tool because of its ability to reach a large audience at relatively low cost (compared to other types of advertising)

But it has other advantages, too :.

* Digital signal is unique in that the target audience can not only be seen consumption of advertising messages, the ad can be changed to make them more relevant to the target audience.

* Digital advertising can be done in-. house with simple PC equipment and software without having to hire advertising agencies

* modernity of digital advertising means it stands out more; is more visible and attractive to the audience and it can also attract business.

Digital signal has been employed in retail, business and service sectors, and it continues to expand all the time. Outdoor Digital Signage is the latest form of digital advertising that is becoming more and more popular due to larger audiences outdoor screen can reach based on internal systems.

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Advertising Post-Testing

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The projective techniques are used to overcome obstacles rationality, logicality and courtesy, often play an important role in the case of direct questioning. In direct questioning people often tend to give politically correct answers that are considered appropriate by many. Also, they try not to hurt research and thus avoid negative responses. If projective techniques, an indirect method is adopted. Instead of asking questions, respondents are the different tests. Including organizations test, sentence completion test and thematic appreciation test.

Association test attempts to get an immediate response to stimuli so to get an immediate response to stimuli such as a word or picture by asking the respondent to say the first thing that comes to his mind.

Sentence completed tests are an extension of the connection test. Here respondents are given inadequate use of test pictures, which are displayed respondents. They are asked to tell stories about the pictures. These descriptions and interpretations are analyzed to find out about attitude.

depth interview respondent is first put at ease by the investigator as he tries to build a rapport with respondents. Then ask leading or probing questions to bring out the underlying subconscious his reaction to brand or organization listed. The questions are never structures and interview is always conducted in a free and cordial manner. Flexibility and freeness brings out many facts. Normally hidden under the conscious mind of the respondent? Depth interview to be conducted by specialized and trained psychologists to be able to fully explore the attitudes of respondents.

One often face the problem of artificiality a while conducting pre-test. This problem is easily overcome by the test. Post-test trying to measure the actual value of real advertisements in real situations. This is a more practical approach to measure the performance of the car mat advertisements. Different models are made as part of the post-test advertising. Whatever purpose mat car commercial, the first work is to be seen, read or heard. Every commercial uses some ways or another to get attention and keep it. Here comes the first major obstacle recognition. This is simply a matter of defining ad that one has seen before. Recognition is a necessary condition for effective advertising. If advertising can not pass this barrier, it will probably not be effective. Recognition tests are typically used to print advertising.

While many types of recognition have been designed for car mats advertising. The starch recognition test sent a newspaper or magazine respondents and then sends interviews to conduct tests. Starch tests usually finds a recognition rate of the various aspects of advertising such as optical or image, title, logo, body copy, color, size, shape, etc.

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Advertising – Comparison of the goods to the competition -? Smart

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You see comparative advertising all the time. One product from the advertiser in comparison with other products from competitors. Is it smart? When should you do it?

You just want to run comparative advertising when people see the ad are very familiar with the products of competitors. I do not mean that the public is most familiar with the name, I mean they have knowledge of the features and benefits of a competitive bid. This is almost never the case.

You must understand that you think about what you’re selling all day. You have a business to sell product. You see it every day. You touch it, show it, and probably find it fascinating. You know about the products that you are in the category. You probably bought them to run the test. You can talk about your product for hours without repeating yourself. Am I right in this? The problem is, you barely customers know the basics of what you’re selling, and this is after they buy it. The only expert in the room, and the product is you.

You may even think about your competitors as your enemy. So it is natural that the ads attacking your competitor rather than sell you a product. But this is not to sell

For example. I sell vacuum cleaners. It is well advertised vacuum cleaner is lightweight. So another manufacturer, which also has a lightweight vacuum cleaner, decide to display advertising with both vacuums feature, and then compared with another. This is a very popular commercial, with dealers. It is very popular with the manufacturer as well. But the comparison ads seem to have “So There!” attitude about them.

Do they work? Sure. They are effective in people who are very familiar with the other products, and have not bought yet. But this part of the market is actually rather small.

By producing these comparative advertising, you also inform the market of any other product is! For savvy consumers, it also looks like you are comparing this other product because you think it’s better than what you have. Why on earth would you bother to compare at all?

These ads are sometimes the only product that is shown next to other products. Then there are the list of features. Of course, the features listed will pay any product advertiser sells.

Sometimes these ads just mentioned other products, and the list why our better.

The worst example I’ve seen so far is beating the competition with an inside joke that only producers would even understand. This ad was very popular at the junction. Director advertisers loved it, I’m sure. Dealers loved it too.

But there is a huge gaping flaw with this type of advertising. The consumer is not getting references. They do not have intimate knowledge of similar action. Almost all ad is lost on them.

I actually have been guilty of running these ads in the past.

best test I’ve ever seen, to determine whether they are effective or not, is to show an ad on the kid. Eight or nine years is fine for this type of test. Ask them what they think about the ad. If they do not immediately understand what you’re saying in the ad, it’s too complex. References lost.

Why risk the consumer between the product and your competitor?

I slow the investigation. You do not have to be.

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Advertising Effectively – Using Context with Promotional Products

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No matter what marketing is hoped, by using the concept of continuity can help you to meet your goals. Remember, the more times a person is exposed to your marketing message, the more likely they are to be affected by it. When business continuity of its images, brands, advertising messages and public announcements and recalls his work. Even if you are the owner of a small business, employing continuity can increase your customer loyalty, sales and popularity. What are your business needs? Do you want to attract new customers? Are you interested in more sales? Do you want to develop brand recognition? Want to attract more visitors to your web site? Want to increase your office or trade show traffic? What types of clients are you attracting now? Who do you want to attract to your business? Working with the idea of ​​continuity under the guidance of consultant presentations and incorporate it into your marketing plan.

principles

One basic method to use business continuity is to show the client or employee appreciation. Send out promotional items and gifts in different seasons, but make sure the gifts are related to each other in some way. Of course, each promotional gift should be adjusted, labeled with your company name and contact information, or a special message. Giving such objects to honor gratitude helps and maintain your business’ positive image.

for your supervisors open a new upscale fitness center, a company could send some useful promotional gifts at various intervals. For example, supervisors could be recipients of personalized towels, sports water bottles, and a duffel bag.

It is important to develop the theme and give away items related to the overall idea. Themes can really add to the success of the promotional campaign. If you are struggling for ideas, consult the help of professional presentations for their assistance.

Build Stability

We work in the labor market with many questions looming. What jobs will be around tomorrow? What are the projected budget cuts for next year? Which will still have a job? With certain institutions, these factors are out of our control. However, as a leader in your own business, you can help bring a sense of security and stability.

Install programs like teacher of the month, employee of the year, and weekly sales award winners and give away products that show continuity. There a number of ways to recognize people and make them feel comfortable and sure in their position. Often these awards are a simple and cost very little, but satisfaction from earning the honor is priceless. In addition to these ideas, long-term high-wage programs can also be very effective and can encourage staff to win points that work toward achieving large prizes, such as trips, equipment and technology.

Continuity is everywhere

We’ve all been continuity programs as consumers. In fact, many of us participate and enjoy such programs without knowing it. We subscribe to the book and movie clubs. We compared the frequent-flyer miles. We save label working prizes. We use customer cards on file for rates. These are all examples of continuity campaigns. It includes rewards and back with loyalty to the same company for the benefits.

From large corporations to local small businesses, successful business leaders know that continuity works. Look at McDonalds monopoly game. When customers buy certain sizes of food, they get a Monopoly game pieces. These works correspond Monopoly board McDonalds. Whether a client exposes Boardwalk, Park Place, or B & O Railroad is completely random, but the public seems to enjoy participating in this game with hopes of winning the big prize. Companies in McDonald increases sales, increases customer loyalty, and creates new customers each time they repeat Monopoly campaign.

Whether marketing goals are to show a client or employee appreciation, foster company loyalty, increase brand recognition, or build community within your organization, continuity is a concept that can work for you. The basic principle is as simple as this: The more we are exposed to your marketing message, the more likely we are to remember it. How have continuity worked for you in the past? How do you use this tool? How do you see it improving other areas of marketing? A professional promotional consultant is available now to assist you in implementing continuity in the advertising process.

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Advertising – Precious Information Or Vicious Manipulation

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Is advertising the ultimate way to inform and help us in our daily decisions or is it just too powerful form of mass deception used by companies to persuade their prospects and customers to buy products and services they do not need? Consumers in the global village will have to increase the number of advertisement messages and spending for advertisements is increasing accordingly.

It will not be exaggerated if we conclude that we are “soaked in this cultural rain marketing” through television, press, cinema, Internet, etc. (HACKLEY and Kitchen, 1999). But if thirty years marketing communication tools were used mainly as a product-centered tactical way, now the promotional mix, and in particular the advertising focuses on signs and semiotics. Some argue that the actions of Market ‘Finally, “turn the economy into a symbol so that it means something to the consumer” (Williamson, quoted anonymous, marketing, 2006: 569). One important consequence is that many of the contemporary advertisements “are selling ourselves” (ibid.)

The above process is influenced by the commodification of products and blurring of their own perception of the consumer to offer companies. To differentiate and position their products and / or services companies today employ advertising which is sometimes considered not only bad taste, but also as deliberately intrusive and manipulative. The issue of bad advertising is topical to the extent that organizations like Adbusters have adopted the technique of subvertising – show real plan behind the modern advertising. The Adbusters magazine editor-in-chief Kalle Lason commented on corporate image building communication activities of large companies: “We know that oil companies are not very friendly to nature, and the tobacco companies do not really care about ethics” (Arnold, 2001). On the other hand, “Ethics and social responsibility are important determinants of such long-term profits to survive long-term profitability and competitiveness of the organization” (Singhapakdi, 1999). Without communications strategy that revolves around ethics and social responsibility concepts of Total Quality and customer building become elusive. However, it could not light a clear ethics formula of marketing

ADVERTISING -.? Valuable information or cruel treatment

In order to gain insight into the consumer perception about the role of advertising we have reviewed a few fields, and four in-depth interviews. Various articles reach opposed conclusions. These differ from the ones stating that “the ethicality of corporate behavior is an important consideration in the purchase decision” and that consumers “will reward ethical behavior by a willingness to pay higher prices for a product that the company is” (Creyer and Ross Jr., 1997) to others stressing that “although consumers may express a desire to support ethical companies and punish unethical companies, the actual purchase behavior is often little effect on ethical concerns” and that “price, quality and value outweigh ethical criteria in consumer buying behavior “(Carrigan and Attalla, 2001). With a focus on advertising as the most prominent marketing communication tool we have constructed a set interview consisting of four themes and nine questions. The conceptual framework of this paper is based on these four themes.

Theme I. Ethics in advertising

first theme consists of two introductory questions about the ethics in advertising in general.

IA How would you define ethics in advertising?

The term ethics in business involves “morality, organizational ethics and professional deontology” (Isaac, cited Bergadaa ‘, 2007). Every industry has its own guidelines for their ethics. However, the main four requirements for marketing to be legal, decent, honest and truthful. Unfortunately, in a society where a course of action by companies is determined by profit targets the use of marketing communications messages “may constitute a form of social pollution through the potentially damaging and unintended effects it may have on consumer decision-making” (HACKLEY and Kitchen, 1999).

One of the interviewed respondents stated that “the most successful companies do no need ethics in their work because they have built empires.” Another view is that “sooner or later is that not ethical will face the negative consequences.”

IB What do you consider the importance of ethics in advertising?

The second question is about the importance of moral relations with / target audiences and how consumers / customers view it. In different research papers we have found quite opposing conclusions. Ethics of business seems to be evaluated either as very important in the decision-making or not very serious factor in this process. An example of rather extreme stance is that “disaster awaits any brand that acts cynically” (Odell, 2007).

It may seem obvious that the responsibility should be carried by the advertiser because “he is a key responsibility in keeping advertising clean and decent” (Bernstein, 1951). On the other hand, the company’s actions are defined by “the canons of social responsibility and good taste” (ibid.). One caller said:

“The only obligation to decent advertising is the one who profits at the end of the company’s profits should not be at the expense of society ..”

Another stated that “our culture and the social awareness determine the good and bad in advertising “.

increased importance of marketing communications ethics is focused on the need to apply more dialogical, two-way communication methods. The “demassification technologies have the potential to facilitate dialogue”, but “mono logic” attitude is still the dominant one (Botan, 1997). Arnold (2001) notes that the cases of Monsanto and Esso which had to pay “the price for [Their] one-way communications strategy”. In this train of thought we reviewed the ethics in advertising from two different angles indicative of our respondents and different perspectives in the review papers. The first is that it is important to have one common protocol contained in the law. The other affirms the independence and responsibility of every industry to set its own standards.

Theme II. What type of regulation should be the leading one in the field of advertising?

Next theme draws attention to regulation system should be the primary one. The generally accepted opinion is that both self regulation and legal controls should work in synergy. In other words, the rules of procedure is designed to support the law. However, in certain countries there are stronger legal controls over the advertising, eg in Scandinavia. However, self-regulation of the industry is selected in the Anglo-Saxon world. . However, not everyone agrees with the laissez-faire concept

One of our respondents said

“I believe that governments impose more stringent regulatory framework and harsher punishment for companies that are not in accordance with law.”

Needless to say, the social acceptability varies from one culture / country to another. At the end of the day “good taste or bad is largely a matter of time, place, and man” (Bernstein, 1951). It would also be probably impossible to put crystal mode of the era of the Internet and interactive TV. For both types of regulation should be applied with the ultimate aim to achieve a balance between the sacred right of freedom of choice and information and minimizing possible widespread offense. Put differently, the goal is to synchronize the “different ethical framework” dealers and “other community” to fill the “ethics gap” (Hunt and Vitelli 2006).

Theme III. Materials in advertising.

Probably a controversial issue in the field of marketing communications is the content of advertising. Nwachukwu et al. (1997) identify three interests regard moral judgment ads: “individual autonomy, consumer sovereignty, and the nature of the product”. The individual autonomy is concerned with advertising to children. Consumer sovereignty deals with the knowledge and sophistication of the audience Whereas advertising for harmful products are in the middle of the public for a long time. We have added two more perspectives to arrive at five questions in the conducted interviews. The first concerns the advertising that indicates a sense of guilt and praise affluence that in most cases can not be reached, the second is advertising stimulating desire and satisfaction through the acquisition of material goods.

III.A. What is your attitude to promote harmful products?

A typical example is the advertisement of cigarettes. Nowadays we can not see slogans like “Camel Agrees throat” (Chicken Head, accessed September 25, 2007) or “Chesterfield – Packs more pleasure – because it is more fully packed” (Chicken Head, accessed September 25, 2007). General advertising, sponsorship and other marketing communications means are already prohibited to be used by cigarette manufacturers. Surprisingly, most of the answers of the respondents were not against the cigarettes advertisement. One respondent said:

“People are well informed about the consequences of smoking so it is a matter of personal choice.”

As with many other contemporary products the shift in communications messages for cigarettes focuses symbol and image building. The same is true for alcohol. A well-known example of emotional advertising is the Absolut Vodka campaign. From Absolut Nectar, with Absolut Fantasy to Absolut World the Swedish drink actually aims to be Absolut … Everything.

Advertising of hazardous products is even more harshly criticized when it is aimed at audiences with low individual autonomy, ie children. Two key elements in this respect are the manipulation of cigarettes and alcohol as a “rite of passage into adulthood” and the fact that “sales of health-hazardous products (alcohol, cigarettes) to develop freely without much disapproval” (Bergadaa, 2007).

III.B. What is your attitude towards the advertisement to children?

children are not only customers, but also consumers, influencers and users in family decision-making Unit (DMU). Additional difficulty is that they are too impressionable to be deciders in the DMU. At the same time it is not a secret that marketers apply “the same basic strategy of trying to sell the parent through the child’s claim for the purchase” (Bernstein, 1951). It is not surprising then that “spending on advertising for children has increased fivefold in the last ten years and two thirds of commercials during child television programs are for food” (Bergadaa 2007). In the US alone children represent a direct purchases market of $ 24 billion worth (McNeal cited Bergadaa, 2007) which certainly is at the top of the agenda of many companies. While utilizing children’s decision-making immaturity advertisers often go too far dematerialising their products and “teleporting children out of the tangible and into the virtual world of brands” (Bergadaa 2007). Teenage virtual worlds like Habbo where snack food brands run advertising campaigns are already a fact of life (Goldie, 2007). The imaginative worlds are popular not only online. Hugely successful for creating a fantasy world is Mc Donald’s. The company is at the top of the European list of advertisers kids but more than half of the children are advertising for junk food.

Some countries are harsher restrictions to the children advertising.

• “Sweden and Norway do not allow any television advertising to be directed at children under 12 years and no ads at all are allowed in children’s programs.

• Australia does not allow advertising in programs for children of preschool age.

• Austria does not permit advertising in children’s programs in the Flemish Region of Belgium no advertising is allowed 5 minutes before or after programs for children.

• Sponsorship of children’s programs is not allowed in Denmark, Finland, Norway, Sweden, Germany and the Netherlands, but it is allowed, it is not used in practice. “(McSpotlight, accessed September 20, 2007).

According to research by Roberts and Pettigrew (2007) the most common themes in children advertising are” grazing, the denigration of core foods, exaggerated health claims and implied ability of certain foodstuffs increasing popularity, performance and mood. “But junk food is not the only reason for concern parents According to a study of the Kaiser Family Foundation (Doll Iver, 2007) parents are concerned about the amount of advertising on the following products (in order of importance) :. toys, video games, clothing, alcohol / beer , movies, etc

The interview respondents were unanimous: “. The advertising to children should be strictly monitored “Similar results were obtained in surveys by Rasmussen Reports and Kaiser Family Foundation. Nevertheless, there are legal means just one part of the protection of children. The other part involves” the decision-making responsibility of parents and teachers, “which is “to assist children to develop a skeptical attitude toward the information in advertising” (Bergadaa 2007). The market itself should also participate in shaping the moral system of our future and “each brand should have its own deontology his – code of practice regarding children – rather than rely on industry codes “(Horgan, 2007)

III.C. Do you think there are many misleading, exaggerating and confusing advertisements. Are many ads promising things that are impossible to achieve?

There will be no exaggeration to state that advertising is in a sense “salesmanship addressed to masses of potential buyers rather than one buyer at a time” (Bernstein, 1951). Since “salesmanship itself is persuasion” (ibid. ) We can not just blame the advertisers seeking sales goals. However, in the last twenty years or so advertisers have increasingly applied semiotics in their messages and as a result advertising have begun to function more and more like a symbol. One extreme case in this stream of advertising is the creation of idealized image of a person who uses the advertised product. Bishop (2000) draws our attention to two “typical representatives of self-identity image ads” which entice consumers to project the respective images to themselves through the use of a product

– “The Beautiful Woman”;

– .. “The Sexy Teenagers

By setting such stereotypes advertisers not only mislead the public and increase the impact of products but also provoke low self-esteem of consumers At the same time they promise results that in most cases are simply impossible to achieve. Instead of promoting “‘glamorous’ anorexic body images” communication messages should be used “different types of body” and should drop the idea of ​​the “impossible physical body images” (Bishop, 2000).

to question III.C one of the respondents said

“Customers these products [the advertised through thin models] are mostly people who do not have the same physical characteristics. For me, this type of advertising is deliberately designed for people to make them feel not finished, far from attractive social outsiders “

However, in another interview that:”. Everyone has their own way of evaluating what is believed and what is misleading. Consumers are sophisticated enough to know what is exaggerated. “

Similarly, Bishop (2000) concluded that” image ads are not false or misleading “and” whether they advocate false values ​​or not is a matter for subjective reflection. “The author argues that image ads do not interfere with the internal independence and if people are misled, it is because they want it. It’s all about the free choice of our behavior and no advertisement can change desires. Maybe the truth Our lies somewhere between these two extreme positions.

III.D. What is your attitude towards advertisements that include a sense of guilt, and praise affluence that in most cases can not be reached?

A specific case of controversial advertising is the one used to “promote not so much self indulgence as self doubt”, one that “seeks to create needs, to fulfill them, creating new anxieties instead of allaying old” ( HACKLEY and. Kitchen, 1999) A reaction interviewee says our

“It’s not just a matter of advertising. It has to do with social inequality and the desire to do what you can not. “

HACKLEY and Kitchen (1999) refer to this discrepancy and that” when reality does not fit the image of wealth and the result is a subjective feeling of dissonance. “The case could elaborated further through the next question.

III.E. ads are stimulating desire and satisfaction through the acquisition of material goods moral?

We live in a society that is more or less marked by materialism. Advertisements are often blamed the fuel consumption is said leads to happiness. The role of promoting satisfaction with the acquisition of material goods has become so important now “media products are characterized by relativism, irony, self-referentiality and hedonism” (HACKLEY and Kitchen, 1999). Is the popular saying “those who die with the most toys work” really inspiring in consumer behavior and could consumption be cured emotional dissonance? This seems to be the case provided a brand succeeds to enter in the evoked set of consumer choices. This new “kind of materialism” goes hand in hand with “the emergence of individualism via sheer hedonism along with narcissism and selfishness” (Bergadaa 2007).

theme IV. The amount of advertisements justified?

IV.A. Do you think there is too much advertising?

Review of food advertising aimed at children in Australia Roberts and Pettigrew (2007) revealed that “28.5 hours of television programming children sampled the 950 ads.” Indeed, we are all bombarded with ads on television, Internet, print media, etc. The amount and content of marketing communications messages puts information processing ability of the consumer to test. Exposure marketing overload often leads to selective perception diluted consumers. Whether our responses are defined by “confusion, existential despair, and loss of moral identity” or the “Act constructively to the [communications] Leviathan and become intelligent, cynical, streetwise” (HACKLEY and Kitchen, 1999) is a matter open to debate.

Two opposite streams of attitudes were produced in our research. One stance is concerned about the undue amount of advertising. The stream proclaims that “If it is commercial, so it is justified by the need.” We agree that communications overload may indeed have “a lasting effect on the social ecology of the developed world” (HACKLEY and Kitchen, 1999). If increasing communication pollution is not managed properly, both legal and industry perspectives still advertising will manage “to hoist their leg of her mouth and kick out a couple of own teeth” (Bernstein, 1951).

Resolution

In preparation of this article we have used qualitative interviews depth to get a glimpse of what actual customers opine. We have also substantiated our presentation with reference to a number of influential articles in the field of ethics in marketing. In general, respondents us as well as various authors have taken two opposing stances. The first affirms that ethics in marketing communications matters considerably, but the other downsize the importance of ethics, thus highlighting the role of other factors in consumer decision-making, ie Price, brand loyalty, convenience, etc.

Market should understand “responsibility emerging picture of the future society” (the Bergadaa 2007). Not only is the need of legal ethical frame but also professional ethical benchmarks and deontology should be available. One of the main challenges is to avoid creating a “happy customer in the short term”, because “in the long run both consumer and society may suffer as a direct result of the actions of the market in” satisfying “consumer” (Carrigan and Attalla, 2001).

Concentration advertisement influence exerted on consumers is only one part of the equation. On the other hand, we can confirm that consumers are not morally subservient and according to the process model is a natural cognitive defense. The communication “offer us a theater of our own imagination” (HACKLEY and Kitchen, 1999). Consequently, we accept the reality in terms of their own experience. In this sense marketers do not create reality – they are simply a mirror of society. We argue that unfortunately this is not always the case.

Advertising often deservedly considered the embodiment of consumer freedom and choice. Despite this important role, when the choice is “between a candy bar and another, the latest savory snack or sweetened breakfast cereal or fast food” (McSpotlight, accessed September 20, 2007) and it represents but not choice and certainly not. healthy one

Word Bernstein (1951), said fifty-six years ago are still very much a matter of current interest: “It is not true that if we save advertising, save us,” but it seems reasonable to assume that if we do not save advertising, we might lose all. “

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