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CHAPTER 3

CHAPTER 3. ECONOMIC,SOCIAL AND REGULATORY ASPECTS OF ADVERTISING. ECONOMIC IMPACT OF ADVERTISING. GDP(2.3 %) VALUE OF THE PRODUCT PRICE OF THE PRODUCT COMPETITION CONSUMER DEMAND(PRIMARY AND SELECTIVE) CONSUMER CHOICE(ABUNDANCE PRINICIPLE) BUSINESS CYCLE. ETHICAL ISSUES OF ADVERTISING.

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CHAPTER 3

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  1. CHAPTER 3 ECONOMIC,SOCIAL AND REGULATORY ASPECTS OF ADVERTISING

  2. ECONOMIC IMPACT OF ADVERTISING • GDP(2.3 %) • VALUE OF THE PRODUCT • PRICE OF THE PRODUCT • COMPETITION • CONSUMER DEMAND(PRIMARY AND SELECTIVE) • CONSUMER CHOICE(ABUNDANCE PRINICIPLE) • BUSINESS CYCLE

  3. ETHICAL ISSUES OF ADVERTISING • ADVOCACY • ACCURACY • ACQUISITIVENESS • DETERMINE WHAT IS ETHICAL • WHO SHOULD AND SHOULD NOT BE TARGET MARKET • WHAT SHOULD OR NOT BE ADVERTISED

  4. COMMON CRITICISM OF ADVERTISING • DECEPTION IN ADVERTISING (PUFFERY) • SUBLIMINAL ADVERTISING • IMPACT ON VALUE SYSTEMS(ARTIFICIAL DEMAND,USE OF APPEALS) • ADVERTISING CONTROVERSIAL PRODUCTS(TOBACCO,ALCOHOL,PRESCRIPTION DRUGS

  5. PROLIFERATION OF ADVERTISING • USE OF STEREOTYPES IN ADVERTISING(WOMEN,RACIAL ,ETHNIC,SENIOR CITIZENS) • OFFENSIVENESS IN ADVERTISING(TASTE,SEX APPEAL) • CHECK AD LAB 3-A P65

  6. SOCIAL BENEFITS OF ADVERTISING • CREATES EMPLOYMENT • ACCEPTANCE OF NEW PRODUCTS AND TECHNOLOGY • PROVIDES CHOICES • KEEP PRICES DOWN • CREATE HEALTHY COMPETITION • SUPPORTS COST OF MEDIA

  7. GOVERNMENT REGULATIONS OF ADVERTISIEMENT • FREEDOM OF COMMERCIAL SPEECH • PRIVAY RIGHTS-ONLINE ADVERTISING • ADVERTISING TO CHILDREN(CHILDREN ADVERTISING REVIEW UNIT) • TOBACCO ADVERTISING • CHECK ADLAW.COM TO REVIEW SOME OF PENDING CASES ON ADVERTISING

  8. MAJOR REGULATING AGENCIES • FEDERAL TRADE COMMISSION • DECEPTIVE ADVERTISING • ENVIRONMENTAL CLAIM • UNFAIR ADVERTISING • COMPARATIVE ADVERTISING • ENDORSMENTS AND SUBSTANTIATION

  9. OTHER REGULATORY AGENCIES • FEDERAL COMMUNICATION COMMISSION • FOOD AND DRUG ADMINISTRATION • PATENT AND TRADEMARK OFFICE • STATE GOVERNMENT OFFICES • BETTER BUSINESS BUREAU

  10. NATIONAL ADVERTISING REVIEW COUNCIL • REGULATION BY MEDIA • AD AGENCIES • CONSUMER ADVOCATES

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