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20 Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed Advertising and Promotion Viewpoints Provides information to consumers Encourages higher standard of living Proponent arguments Promotes competition Helps new firms enter a market Creates jobs More propaganda than information Critic arguments Creates consumer needs, faults Promotes materialism, insecurity, and greed 21-2 Ethics in Advertising and Promotion Ethics: Moral principles and values that govern the actions and decisions of an individual or group Not all issues can be regulated A marketing or promotion action may be legal but not ethical Marketers must decide the appropriateness of their actions 20-3 Promoting Responsible Drinking 20-4 Shock Ads 20-5 Untruthful or Deceptive Advertising Consumers Industry Problems Don’t trust advertising Deliberately untruthful Rely on word of mouth False and misleading claims Find ads intrusive Faulty sweepstakes Find relevance too low Providing too little info Trust websites slightly more Puffery and embellishment 20-6 Advertising as Offensive or in Bad Taste Objectionable products Sexual appeals Shock ads Condoms Feminine hygiene products Women’s undergarments Hemorrhoid products 20-7 Test Your Knowledge Advertisers are using shock advertising to: A) Test their First Amendment rights B) Get ads noticed in the midst of clutter C) Make a statement against self-regulation D) Test the ethics of the advertising industry E) Act as advocacy ads for company management 20-8 What is your opinion of this ad? Is this woman portrayed as a sex object? Does this ad contain cues that are sexually suggestive? Does this ad present an image of sexual submissiveness? 20-9 Dolce & Gabbana’s Controversial, Offensive Ad 20-10 Attitudes Toward Sex in Advertising 20-11 Advertising and Children Children's TV Watching Behavior Children watch an average of 22 hours of TV per week They see up to 30,155 commercials per year 80% of ads targeted to children cover: •Toys •Cereal •Candy •Fast food 20-12 Perspectives on Ads for Children Advocates Argue That Children: Lack the knowledge and skills to evaluate advertising claims Cannot differentiate between programs and commercials Marketers Argue that Children: Must learn through socialization Must acquire skills needed to function in the marketplace 20-13 Other Areas of Concern • Areas of potential concern • Cable television programming • Internet ads • Ads encouraging children to call 900 numbers • An increase in toy-based programs • Marketing of violent films, music, games • Advertising and promotions in schools by companies like Coca-Cola 20-14 Social and Cultural Consequences Does advertising encourage materialism? Does advertising make people buy things they don’t need? Is advertising just a reflection of society? 20-15 Does advertising affect Society? 20-16 Advertising and Stereotyping Portrayal of women to reflect their changing role in society Gender stereotyping Criticisms of Advertising With Regard to Stereotyping Sexual orientation Portrayal of women as sex objects Ethnic stereotyping/ representation 20-17 Targeting Specific Markets 20-18 Do Advertisers Control the Media? Ads are the primary source of revenue for newspapers, magazines, television and radio Media’s dependence on ads for revenue makes them vulnerable to control by advertisers Advertisers may exert control over media by biasing editorial content, limiting coverage of certain issues, or influencing program content 20-19 Can Media Resist Advertisers? Media must report the news fairly and accurately to retain public confidence Advertisers need the media more than the media need any one advertiser Media maintain separation between news and business departments “The Wall” 20-20 The Social Value of Media 20-21 Economic Effects of Advertising Makes consumers aware of products and services Provides consumers with information to use to make purchase decisions Encourages consumption, fosters economic growth Leads to economies of scale & lower prices 20-22 Economic Impact of Advertising Consumer Choice • Differentiation • Brand Loyalty Competition • Barriers to entry • Economies of scale Product Costs & Prices • Advertising is an expense that increases product costs • Increased differentiation 20-23 Test Your Knowledge From an economic perspective, advertising might lower the cost of a product by: A) Creating barriers to entry for less efficient firms B) Moving consumers to the consumer socialization stage of the buying process C) Making it possible for firms to realize economies of scale through expansion of sales volume D) Allowing firms to advertise at high levels along with competitors E) Doing none of the above 20-24 Summarizing Economic Effects Advertising Equals Market Power Change consumers’ tastes Lowers sensitivity to price Builds brand loyalty Results in higher profits Reduces competition Leads to higher prices Leads to fewer choices 20-25 Summarizing Economic Effects Provides useful information Advertising Equals Information Increases price sensitivity Increases competition Pressure for high quality Pressure for lower prices Forces inefficient firms out 20-26 The Value of Advertising Advertising. The way great brands get to be great brands. 20-27 The Positive Effects of Advertising 20-28