Advertising Law & Ethics : Codes of Ethics Ethics are systems of moral principles that help us determine right from wrong, good from bad. Guidelines Adv. Carried shall be so designed as to confirm to the laws of the country & should not offend morality, decency & religious
Cigarettes Not permitted on air media, including
Pharma/DrugsRules vary with every clinic, institute, lab
Advertising to childrenRestriction of direction/attitude is placed
on children’s commercials
No infant food advertising is acceptable
Overseas commercials are accepted
No language restrictions exist.
Advocacy – Advertising by its nature, tries to persuade its audience
to do something. As a result it is not objective or neutral,
which disturbs critics who think it should be.
Accuracy - Beyond the easily verifiable claims in an advertising
message are matters of perception.
Will buying automobile make me envy of my neighbors?
Subtle message are more troubling when aimed at children & older
Types of Agencies :-
Full service agency All marketing communication services.
Research, design & develop ads, art work,
media buying, production.
Creative Agency Writing copy & design service
A media independentbuys space & time, related research
& audience measurement data
A composite agencyboth creative + media with
How to select an adv. Agency
Invite a large no. of agencies who meet the predetermined minimum
The purpose is to seek required info. n the following format to evaluate
A full service Agency : Deptt & functions
Marketing Media CreativeProductionAdministration