WHAT IS ADVERTISING?

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand.

OBJECTIVES OF ADVERTISING!!
To introduce a new product To support personal selling programme To reach people inaccessible to salesman. To enter a new market or attract a new group of customers. To light competition To enhance the goodwill .

SOCIETAL ROLE OF ADVERTISING

Informs consumers about innovations & issues. Mirrors Fashion & Design Trends Teaches Consumers about new products Helps shape consumer self image Perpetuates self expression.

CONTROVERSIAL ADVERTISEMENTS!!!

The television, or the idiot box, as it is today known, came into our lives in the '50s. The television is sometimes said to be one of the most business strategies ever created. Imagine, from the salesman's point of view, they would have an entire nation watching and listening closely to every word uttered for a set amount of time. Needless to say, the television exposed us to media like never before, bringing foreign worlds, fantastic ideas and advertisements to our living room. Television advertising is generally a thirty second audio visual clipping telling us the features and advantages of a particular product. Since the time span of an advertisement is so less, the advertisement should always be exciting, interesting and get the point through immediately. If we marry the concept that

advertisements are always time bound and that human psychology is always attracted to controversy, we get the perfect advertisement, not good advertising, not bad advertising, but perfect advertising - controversial advertising.

WHAT MAKES AN ADVERTISEMENT CONTROVERSIAL?

The following factors if in an advertisement make it controversial or may lead to its ban :1. manipulative, untruthful or deceptive ADVERTISING. 2. Bad taste and offensive advertising eg. Sexual appeals 3. Direct comparison with another competing brand. 4. Stereotyping 5. Fear and insecurities 6. Promoting harmful product

1) MANIPULATIVE, UNTRUTHFUL OR DECEPTIVE ADVERTISING.

Any ad that contains a misrepresentation, omission, or other practice that can mislead a significant number of reasonable consumers to their detriment. An example of such a type of advertisement is the advertisement of MC Donalds where it promotes burgers as good diet food.

2) BAD TASTE & OFFENSIVE ADVERTISING FOR EXAMPLE SEXUAL APPEALS Most often, the controversy will center around the more baser inclinations, like
sex.

Its becoming more blatant, especially when its not relevant to the product. A major percentage of advertisements for condoms, sexual objects and to an
extent personal effects like deodorants, perfumes tip toe on the thin line between intelligent advertising and controversial advertising.

An

example of such type of advertisement is of levis where the

Bollywood actor is getting his jeans unbuttoned from a female.

3) DIRECT COMPARISON WITH ANOTHER COMPETING BRAND. Comparative advertising is an advertisement in which a particular product, or
service, specifically mentions a competitor by name for the express purpose of showing why the competitor is inferior to the product naming it.

The comparisons can be implicit (brands implied but not named), or explicit (brands named); the comparisons can be verbal or visual; and the claims can be of complete superiority, of superiority on some attributes but not on others, or of parity; and the advertised brand can have a market share smaller than, roughly equal to, or greater than the comparison brand.

CASE STUDY ON COMPARITIVE ADVERTISING CAR WAR!!!

The car war is intensifying. Manufacturers and their dealers fight this time the battle through media campaigns --at times going beyond limits of corporate values --. While comparative advertising and playing with words like "Santro ends Ikon's Josh" are not new, what has stirred the hornet's nest is the series of advertisements released by some Hyundai Motors northern dealers questioning the future of its close competitor, Daewoo Motors India Ltd. "Car at your homes, company on the roads", screamed the ads released by Hyundai Motors dealers some time back in some Hindi publications. With the Korean conglomerate Daewoo in dire straits back home and in the process of restructuring its operations, even scouting for partners for its automobile business, there are no prizes for guessing whom the dealers of Hyundai Motors are referring to here. "Such an action is highly deplorable. It didn't happen in Korea nor anywhere in the world," fumes S. G. Awasthi, chairman, Daewoo Motors. "And the Hyundai Motors' dealers wouldn't have released such ads without the consent of their principal." Welcoming healthy competition in the market place, he says, "It is for the first time in India that the car market is witnessing real change and competition, and we are positive towards that." But others, according to him, don't seem to share his views; they resort to unethical media campaigns. "It is unethical on two counts: the values of Indian corporate systems are thrown out and in fair competition, no one would woo a buyer by levelling the charge of a competing company going bankrupt. And remember, it will boomerang in the long run. Awasthi is not against comparative advertising per se. As a matter of fact, it was Daewoo Motors, which introduced the concept in the Indian automobile industry. His advocacy is that such campaigns should be based on relevant facts and authentic facts. "One should not hit below the belt, as Hyundai Motors did to us," he says. "The strange thing is that Hyundai Motors, Korea, is said to be a serious contender for acquiring Daewoo Motors back home. At this juncture, questioning our future in India makes one wonder about how serious the Hyundai group is about its bid for our parent company," wonders Awasthi. According to him, Hyundai Motors, in its ads, has been giving out wrong information about Matiz. "The engine for Matiz was actually developed at Daewoo's German technical center in 1997, contrary to what Hyundai Motors claims: that Matiz's engine is of 1980 vintage." Byung Soh Min, deputy managing director, communications & services division, adds, "Hyundai Motors is yet to try out 40 per cent of set crast test and 50 kilometers per hour

(kph) side impact test on its Santro in Europe. Whereas we have done the above successfully. Similarly, Matiz scores over Santro in terms of engine power, average fuel efficiency, fuel flow system" What such ads clearly show is the car makers' desperation. A look at the March 2000 sales figures of the small car segment will explain the intense and interesting competition that rages in the segment. While Tata's Indica clocked a sales figure of 7,270 units during March, Hyundai Motors' Santro and Daewoo's Matiz registered a sales figure of 6,418 and 6,064 units respectively. On the other hand, Maruti Udyog sold 7,510 units of Zen and 4,838 units of Wagon R. Except for Maruti Udyog's Zen and Tata's Indica, all other models are in the 4,000-6,000 unit sales band."In this scenario, our sales graph has been steadily going up, unlike others whose graph goes up and down every month," says Awasthi. Given the market trend that Maruti is no longer the first choice of the car buyers, the fight amongst the new manufacturers to gain market share is understandable.

4) STEREOTYPES
A stereotype is a representation of a cultural group that emphasizes a trait or traits that may or may not communicate an accurate representation. Common problems include: Gender stereotypes Body image and self-image Racial and ethnic stereotypes Cultural differences in global advertising Age-related stereotypes Advertising to children

5) FEAR & INSECURITIES

6) PROMOTING HARMFUL PRODUCTS

Advertising promotes cigarettes and alcohol products as targeting as fun loving, healthy and adventurous. These products contains Nicotine, it is injurious to health. Some of these ads are banned to discourage their sales.

CASE STUDY ON PROMOTING ALCOHOL & TOBACCO

The Background
Tobacco and alcohol are public health hazards.Tobacco has adverse effects on social, economic, health and environmental factors. Alcohol too has adverse medical, psychological, social and economic impacts. Other similar characteristics between alcohol and tobacco are its increasing social acceptability, dependence on the product, aggressive marketing of the product particularly to recruit youth as its consumers. Tobacco is the second major common cause of death and the fourth leading risk factor for disease. It is responsible for the death of one in ten adults - 5 million deaths a year worldwide (WHO, Tobacco Free Initiative). While alcohol is the leading risk factor related to the major burden of disease in low mortality

developing countries and the third most prevalent risk factor for leading diseases and injuries in developed countries (WHO, 2002). Consumption of tobacco and alcohol in India has been rising, possibly due to economic liberalization of the Indian market. Privatization and opening up the market to foreign companies dramatically changes the advertising and marketing of alcohol and India lacks alcohol and tobacco control national policies and strategies. In contemporary India, tendency of tobacco and alcohol consumption has percolated down to the youth. Media has played a leading role in encouraging the use of tobacco and alcohol among the youth through portrayal in congenial social settings, association of the product use with glamour and celebrity status and by using direct and indirect advertising.

The Debate about Alcohol and Tobacco Advertising The alcohol and advertising
industries argue that, as alcoholic drink is a legal product it should be legally possible for it to be advertised, and that bans on alcohol advertising would have adverse effects on the alcohol market and on the media. They also argue that bans are not justified as advertising is concerned with promoting sales of individual brands and there is no evidence of a causal link between advertising and the overall level of alcohol consumption or the amount of alcoholrelated harm. The main counterarguments are that as well as promoting brands, advertising is also concerned with recruiting new drinkers and increasing sales among existing, and especially heavy consumers. Intensive advertising and promotion of alcohol appears to sanction and legitimate use of a product which causes high levels of damage to individuals and society. By definition, alcohol advertising is one-sided, avoiding any reference to the negative aspects of alcohol consumption. In modern circumstances, it is also necessary to enable alcohol to compete against other alternative drugs as well as soft drinks. There is in fact some evidence that bans on alcohol advertising can have beneficial effect on the level of harm, at least in the longer term. The arguments regarding alcohol advertising are in most respects parallel to those concerning tobacco advertising. An analysis of internal documents from advertising agencies working for tobacco companies exposed as highly disingenuous the standard tobacco (and alcohol) industry arguments that advertising is only about expanding or protecting brand share, not total consumption, and that if there are any problems industry self-regulation is the answer.

Advertising and children

Much of the debate concerns the possible effects on children and young people. The Advertising Codes prohibit the specific targeting of minors, but the ubiquity of alcohol advertising ensures that it can hardly be missed by them. Indeed, the evidence is that even young children are aware of alcohol advertisements and tend to remember them. Manufacturers further reduce the chances of young people failing to get the message by sponsorship of sports teams and events and music concerts having particular appeal to the young. There is also evidence that underage drinking and the likelihood of alcohol problems in later life are closely related to positive expectations of benefit for alcohol use, precisely the expectancies advertising is designed to encourage.

The Act
Direct advertising of tobacco products was rampant before the enforcement of tobacco control legislation in India. Billboard advertising of international and domestic brands of cigarettes and chewable forms of tobacco was a common sight. But now all direct advertising of tobacco products in all media has been prohibited with the Enforcement of National Legislation. Cable Television Network (Regulation) Amendment Bill, 2000, completely prohibits cigarette and alcohol advertisements, which directly and indirectly promote sale of these products (enacted from September 8, 2000).

The Real Scenario In India the Alcohol industry is following exactly the same marketing and promotion tactics and strategies as are employed by the Tobacco Industry globally and especially in developing countries. Trends in Tobacco Advertising and Promotion before the enforcement of tobacco control legislations in India Direct advertising of tobacco products was rampant before the enforcement of tobacco control legislation in India. Billboard advertising of international and domestic brands of cigarettes and chewable forms of tobacco was a common sight. Surrogate Advertising or Brand Stretching was also common. Sponsorship of sports events and cultural events by tobacco companies were methods of promoting tobacco brand names. e.g. Wills (brand of Indian Tobacco Company - ITC, a subsidiary of British American Tobacco) used to sponsor Indian cricket team/matches. Tennis tournaments were sponsored by Gold Flake cigarette (brand of Godfrey Phillips India Ltd. - GPI, a subsidiary of Phillip Morris). Boat racing was

sponsored by Four Square cigarettes (brand of GPI). Polo events and golf were sponsored by Classic (cigarette brand of ITC). Charms, a cigarette brand sponsored the Spirit of freedom concert, a musical event. Manikchand, manufacturers of gutkha (chewing tobacco), patronized the Filmfare awards ceremony. Advertising and Promotion after the enforcement of tobacco control legislations in India All direct advertising of tobacco products in all media has been prohibited with the enforcement of National Legislation. Surrogate advertising through brand stretching is a common practice being employed by some tobacco companies. 502 Pataka a popular beedi (local Indian cigarette) brand is now being advertised as 502 Pataka chai (tea). Advertising paan masala/ mouth fresheners bearing the same brand name as tobacco products is a common practice. The Red and White Bravery Awards are organized by GPI to advertise and promote Red & White brand of their cigarettes.

Trends in Alcohol Advertising and Promotion Billboard advertising of international and domestic brands of alcohol through surrogate means is widely being employed by alcohol industry worldwide. Sponsorship of sports and cultural events is widely being undertaken by alcohol companies in India. Royal stag sponsors Indian cricket matches and cricket players. Shaw Wallace sponsored the Indian open golfing event as the Royal Challenge Indian open and the Kenya cricket team. Seagram sponsors events such as Chivas Regal Polo championships and Chivas Regal Invitational golf challenge for corporates.

Indirect Advertising Teachers whiskey has launched the Teachers Achievement Awards. Other sponsored awards and events include: Smirnoff international fashion award. Lakme India Fashion Week was sponsored by Seagrams Blenders pride.

Surrogate Advertising Aristocrat a popular whisky brand is being advertised as Aristocrat Apple Juice. Mc. Dowells is advertised as sodas, Kingfisher has packaged water bottles. Some alcohol brands have introduced brand promotional items such as: Haywards 5000 has darting kits,

Bacardi advertises through its Bacardi blast album and also advertises through parties tied up with rediff.com .

Path to alcohol control Regulatory strategies for alcohol control thus will have to be formulated on same lines as tobacco control. This will require initiating efforts for alcohol control at national, regional and international levels.

Factors Contributing to Global Support for Tobacco Control:Public Outrage Till the time tobacco use was viewed as an individuals problem, people and policy makers maintained a luke warm attitude towards introducing any regulatory measures. International research confirming ill effects of second hand smoke helped in influencing peoples and policy makers opinion related to tobacco control. Impact on legislation in India included initiatives such as: the Supreme Court of India banned smoking in public places. NGOs played a crucial role in creating a supportive environment. Youth led campaigns appealing the government for a comprehensive ban on tobacco advertising through NGOs such as HRIDAY (Health Related Information Dissemination Amongst Youth)-SHAN (Student Health Action Network), created a supportive environment to enforce tobacco control measures.

HOW ARE ADVERTISEMENTS REGULATED?

Laws Government regulations and regulatory bodies Media Industry self regulation Public/community organizations

Advertising standards council of India

Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry.

WHY SELF-REGULATION IN ADVERTISING

In recent years the quantity of false, misleading and offensive advertising has resulted in consumers having an increasing disbelief in advertising, and a growing resentment of it. Misleading, false advertising also constitutes unfair competition. It could lead to market-place disaster or even litigation. If this kind of advertising continues, it wont be long before statutory regulations and procedures are imposed which make even fair, truthful, decent advertising cumbersome if not impossible. This certainly will affect your ability to compete and grow.

the Advertising Standards Council of India (ASCI) (1985) has adopted a Code for Self-Regulation in Advertising. It is a commitment to honest advertising and to fair competition in the market-place. It stands for the

protection of the legitimate interests of consumers and all concerned with advertising - advertisers, media, advertising agencies and others who help in the creation or placement of advertisements. As the Code becomes increasingly accepted and observed pro-actively, three things will begin to happen.

1. Fewer false, misleading claims 2. Fewer unfair advertisements 3. Increasing respectability

Which, only means more freedom for you to practise your craft or carry on your business effectively. As a member of ASCI, you can mould the course of Self-Regulation and participate in the protection of healthy, effective advertising. You can have a say, through the Board of Governors, in the further development of the Code and future appointments to the Consumer Complaints Council (CCC). Membership of the ASCI (open only to Firms) entitles you to appoint your nominee to discharge your function as a member, including standing for election to the Board of Governors and voting at general meetings.

MISSION

ASCI has one overarching goal: to maintain and enhance the public's confidence in advertising.

ASCI seeks to ensure that advertisements conform to its Code for SelfRegulation which requires advertisements to be Truthful and fair to consumers and competitors. Within the bounds of generally accepted standards of public decency and propriety. Not used indiscriminately for the promotion of products, hazardous or harmful to society or to individuals particularly minors, to a degree unacceptable to society at large.

ASCI propagates its Code and a sense of responsibility for its observance amongst advertisers, advertising agencies and others connected with the creation of advertisements, and the media.

ASCI encourages the public to COMPLAIN (*) against advertisements with which they may be unhappy for any reason and ensures that each complaint receives a prompt and objective consideration by an impartial committee Consumer Complaints Council (CCC) which takes into account the view point of the advertiser, and an appropriate decision is communicated to all concerned.

ASCI endeavours to achieve compliance with its decisions through reasoned persuasion and the power of public opinion.

Effects of Advertising on Values and Lifestyle

CONCLUSION
Advertising attracts as much criticism by promoting socially harmful products like; liquor and cigarettes especially to youth. Advertising is most effective tool for promoting products but now these days many unethical things are shown through ads. Advertisers should be careful while preparing their ads as these ads have a direct impact on the society.

Companies using comparative advertising should make the ads in accordance with the rules of the ASCI. This will ensure more effective advertisements for them as well as will reduce the cost which could be incurred if the ad is banned.

Newspaper

&

Television

are

means

of

mass

reach

therefore

advertisements in them should be well planned. The ad should not hurt the sentiments of any individual or religion. Companies should advertise the product & it s features as it is. Nothing should be hidden. Sexual appeals can be used but keeping in mind that vulgarity is not being depicted.

People get influenced by advertisements very quickly therefore the message being conveyed should not mislead the target audience. social issues such as aids , importance of mothers milk for baby etc are very sensitive therefore the advertisements for such issues should be dealt with very carefully.

Harmful products such as alcohol & tobacco should not be promoted as they have a very negative impact on the youth.

Everything has it pros & cons. Same is the case with advertising. But it has more advantages than disadvantages. It creates awareness & if made properly advertisements can prove to be a useful tool in marketing & promoting the sales of the products, as well as in making this society a better place to live in.