Professional Documents
Culture Documents
Advertising
Personal selling
Promotion Mix
Sales
Promotion
Direct
Marketing
i) Advertisement:
Advertisement - It is a non personal form of presentation of Ideas, Good, Services by an identified sponsor.
Role of advertisement
advertisement:- a) For quick communication.
b) For communication with masses.
c) For promotion of consumer goods.
ii)Personal
ii)Personal selling:
selling - Oral presentation for the purpose of sale.
Role of personal selling:selling a) For marketing of industrial & technical goods.
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1) Nature of Product
a) Consumer Goods
b) Industrial Goods
Advertising
Personal selling
Decline Stage
e)
Obsolescence
Question No 2:2:- What is advertising? What are the main characteristics of advertising? Eplain its
functions and scope of advertising.
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Product
Differentiation
Reminding and
maintaining old
customers
Attracting new
customers
Creating Brand
Performance and
Brand Loyalty
Reducing
Dissonance
Increase in market
share
To Face
Competition
Consumer
Satisfaction
Increase in sales
and profit
Increase in Sales
and Profits
Increase in Sales
and Profit
To inform about
product, price,
place and
promotion scheme
Features of Advertisement:Advertisement:1) Paid form:form Advertisement is never free of cost. The company has to make the payment to the media
used for advertisement. The payment can be large can be small depending upon media-circulation,
type/ nature of media & media popularity. Payment to media is also depend upon the time when ad
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Functions of Advertising
Primary Function
1) Announcing
new product and
services.
2) Expand the
market to new
buyers.
3) Promotes new
uses of the
product.
4) Create demand.
5) Educate
customer
6) Remind user
7) Create brand
preference
8) Announce
location of retailer.
Secondary Function
1) Help to boost the
morale of salesmen.
2) Supports salesmen.
3) Reaches customer left
by salesmen.
4) Help to procure better
customer.
5) Large scale economies
6) Lower cost of
contacting per person
7) Help to neutralize
competitors advertising.
Social function
1) Improving standard
of living.
2) Awareness among
rural masses.
3) Create Employment
4) Help to solve social
problems
5) Creates awareness
about dangerous dieses
6) Other social function
Scope of Advertisement
1) Increase in Ad functions:
functions:- Earlier ads were designed to satisfy informative needs of buyers in the
form of public announcements but now advertising includes building brand image, Brand Loyalty,
and persuading the buyer to purchase the product. Now advertising performs informative,
communicating, and persuading function.
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Sender
Encoding
Message/Media
Receiver
Noice Distortion
Feedback/ Response
Decoder
Channel member
a) wholesaler
b) Retailer
Customer
a) Past
b) Current
c) Potential
Companies
a) Competing
b) Non competing
Others
a) Govt. Agencies
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Company deptt.
Employee
Stockholder
Transmitter
Channel
Receiver
Destination
Noice
Source
Limitation : - One way communication only.
Schramms modify the modal as according to the following conditions
Field of
Experience
Source
Encoder
Signal
Field of
Experience
Decode
r
Destination
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Encoder
Interpreter
Decoder
Conclusion:Conclusion:- Hence the Wilbur Schramms model explain how communication process
stimulate the primary & selective demand through its integrated marketing communication and
models explained.
Unit- II
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Question No 4:- Explain the different Types & Objectives of the advertising.
Answer: Introduction-Objectives are those end points towards which every activity of an
organisation is oriented. Without setting objectives it is very difficult to control and manage any
activity. Setting the goal and objective is a starting point of management.
Meaning: of objectives of advertising is communication task to be accomplished among a
defined audience in a given period of time.
Types of objective
Sales
Objectives
To increase sales
To increase market shares
To improve brand image
To improve company
image
To increase profit
Communication
objective
DAGMAR APPROACH
Defination : - Define advertising goal measuring advertising results.
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Awareness
Comprehension
Conviction
Action
Classification of the advertising :The objective of advertising differ under different situations. One advertiser may seek to
generate immediate response from the customer; another may seek to develop awareness or
positive image for its product over a longer period. So they need different types of
advertisements. Now a days service advertisement are also very common, like financial
advertisements, banking advertisement etc.
1) Advertising on the basis of Geographical Area.
a) Local/ regional
b) National
c) Global/ International
2) Advertising on the basis of TargetTarget- Audience.
a) Consumer
Consumer Advertising
b) Industrial Advertising
c) Professional Advertising
d) Trade Advertising
3) Advertising on the basis of Demand Influence Level.
a) Primary demand creation Ads.
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Question No5:No5:- How you will determine the target market & develop advertising program acc.
acc. to
that.
Answer:Answer Creating unique, novel, and selling ideas is known as creativity in advertisement.
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Advertisement contents
1)Message
1)Message:Message Consist of Facts, opinion, symbols, Pictures related to the product.
Purpose:- Communication with the target audience
Effectiveness of advertising is depending upon how advertisement is framed.
1. Message-Content- What to Say?
2. Message-Format- How To Say?
3. Message-Source- Who should say it?
This decision regarding message content, Message format and message source depends upon
factors like competition consumer characteristics buyer behavior product feature.
Legal factors amount of ad- budget.
1.
Message contents:
contents:a) What ads. Wants to communicate to targeted audience through advertisement copy.
b) Message is regarding:c) High quality of product
d) Low price appeal.
e) Good after sales services
f) Durability of the product.
g) Informations about exchange offers
h) Discount Offer, Festival Offers etc
2.
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Elements/Component of print Advertising Copy:Copy:Advertising-Copy is prepared after combining various components or elements of Ad-copy.
Elements/ Components of ad-copy made for different media are different. In the future
discussion, Elements/components of print ad copy and broadcast ad copy are discussed.
Components of print-Ad- copy are headlines, subheads, body-copy, slogans, blurbs, boxes &
panels, Illustrations, Identification- marks, Closing ideas etc.
1)Headline:1)Headline:It refers to words which are in leading positions of advertisement. These words are
read first by the audience. These are given in larger type size. Headline is the most important part
print ad- copy. Headlines attract the attention of audience and arouse the interest of readers in
rest part of ad- copy. It should be simple, clear, short and should attract/hold attention of the
audience. It must be shown in a prommenent manner in the advertisemnt copy. It can be about
important feature of the product, manufacturers achievement, Special offers or special news etc.
Functions of Headlines:Headlines: to attract attention of audience
to highlight main features of the product
to give main message of the ad in brief
to arouse interest for further reading of ad-copy
Essentials of Headlines:Headlines: It should be attractive.
It should be brief.
It should be easy to memorise.
It should narrate the whole of message in nutshell
It should arouse the interest to read further ad-copy.
It should be original, unique, different, innovative and specific.
Its type-size should be large enough to contrast from rest of ad copy.
It must be linked with rest of ad-copy.
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Selective Headlines
Label Headlines
Negative Headlines
Photo of Product.
Photo of Product in use.
Photos from different angle.
Photo-in-comparison.
Photo highlighting product results.
Photo of message source person/ model.
Symbolic photos.
Photo of product Mix.
Purposes of Illustration:Illustration:
Copy:
Copy:opy:Design and production of advertisement involves a number of activities, among them
are writing copy, Developing illustrations, developing other visual elements of advertisement
and bringing all pieces together to create effective ad-copy. Copy-writing is different for print
ads, Broadcast ads and T.V. commercials. The Basic components of print- ad are: headlines, subheads, body-copy, illustrations, slogan, logo, identification-marks, blurbs, boxes or panels,
colors, closing ideas, layout etc.
Attractive
Interesting
Retention Value
Suggestive
Educative
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Believable
Appropriate
Miscellaneous Characteristics:Characteristics:
Brief
Language
Confirm to Rules
Avoid Obscenity
Simple and Easy to understand
Matching to consumers Requirements
Entertainment.
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Question No 6:6:-What is media planning & Strategy. How you will evaluate the broadcast,
print & support
support media.
Answer : Introduction:
Introduction:- Media plan decides how advertising time and space in various media
will be used to achieve the advertising and marketing objective of the company. The basic
goal of media plan is to find out that combination of media which enables the advertiser to
communicate the ad-message in the most effective manner at lowest cost in communicating
with the target audience.
An advertising plan is decided by the advertiser to achieve advertising objectives. Advertising
objective are decided keeping in view the marketing objectives of the company.In media plan
following main media decision are taken:1) Selecting suitable media to serve the advertisers need i.e selecting media which
can reach the target audience of advertiser.
2) Selecting best combination or mix of media which is within the advertisers adbudget.
3) Selecting most suitable media schedules.
In Brief media planning includes the answer to following 5 Ws:
1) Whom:
Whom Whom do we want to reach? i.e identifying target audience(potential customers).
2) Where:
Where Where are potential customers located? i.e identifying geographical area.
3) What : What type of message is to be selected for communicated? i.e the message is
informative or demonstrative in nature.
4) Which: Which media is to be selected for communicating with our target audience?i.e
Identifying suitable media-mix.
5) When:-When
ad is to be issued? i.e deciding month,day time of ad.
When
Steps Involved in media planning:
planning:1) To know about target market.
2) To Consider various Factors Affecting
Affecting Media Planning.
InternalInternal-factors
ExternalExternal-factors
3) To identify the geographical Area.
4) Establishing MediaMedia-Objectives.
5) Selecting Optimum mediamedia- mix.
6) Selecting SuitableSuitable-media Vehicle within each selected.
7) MediaMedia-Scheduling.
Scheduling
8) Execution of advertising Programme.
Programme.
9) FollowFollow-up and Evaluation.
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men,
women,
children,
young
Old
Professional
Businessmen
High income group
Middle-income group
Low-income group
Literate
Illiterate etc.
(a) Age: For advertising for kids-products, television is the best media for communicating
message; Even in T.V., and can be given in carton related T.V. channels. IF target
audience is young then television, magazines are suitable. If target audience consists of
old-age-group, then newspaper, television, is a good choice.
(b) Level of Education: If target-audience are highly educated, then advertisement should b
given in magazines, national newspapers, internet, television. If target audience are less
educated, then local newspaper printed in local languages, low-profile magazines, T.V.
are suitable. If audience are illiterate, then print-media is not suitable. Here braodcast
media is a good choice.
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Question No7:No7:-How you will evaluate the broadcast, print & support media.
Advantages:
Advantages:
Wide coverage
Low cost per reader
Flexibility
Quick delivery of message
Geographical Selectivity
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More Credibility
Most Suitable for ComparativeComparative-Advertising.
Disadvantages
Advantages:Advantages:-
Flexibility
Long life Span
Better Quality
Leisure Readership
Credibility
Disadvantages:Disadvantages:-
Limited
Limited Reach
Long Life Span
Overloaded with Ads
Delayed Readership
High Cost
Disadvantages of Print Media
High Cost
Broad Cast Media:Media:- It includes advertisement in ratio, television , cable etc. It
differs from print advertising media as it has both audio and visual effect. Broadcast
is a media carrying advertisers message.to the target audience.Broadcast media is
mainly of two types:a) Television
b) Radio
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Advantages:Advantages:-
Strong Impact
Wide Coverage
Emotional Appeal
Flexibility
Attractive Message
Geographical Selectivity
Disadvantage:Disadvantage:-
Expensive
Long Production
Production Time
High Production Cost
Not suitable when the number of audience is less
Overloaded advertising
Detailed message cannot be given
Distrust
Obscenity and vulgarity
Fragmented Viewers
Support Media:Media:- Message is brief, legible, written in bold letters, eye-catching, attractive, and
it must depict the brand name. It has long exposure and can reach to larger population which is
continuously on the move. Moreover, people are exposed to such advertising again and again by
passing from the same side. Types of support media are: NonNon-signsign-boards
Posters
Vehicle Advertising
Sky advertising
Stickers
Sendwhichmen
Banners
Wall painting
Advantages:Advantages:1)
2)
3)
4)
5)
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Disadvantages:1) Detailed message cant be given through support advertising as passers by view the
signboards are only for few seconds.
2) Sometimes posters and wall paintings create nuisance for the house owners when these
are pasted/ made without there permission.
3) It is expensive if employed on a national basis.
4) Sometimes Obscene and vulgar posters are posted at public places for advertising of
movies. It has adverse public reactions.
5) It may distract the attentions of the drivers of vehicles and may lead to accidents
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5) Allocation of advertising Budget:Budget:- After the budget is approved by the top management,
the next step is to allocate it. Allocation means dividing the budget on different products and
activities. Budget should be flexible to accommodate sudden changes in market, competetiors
strategies, and change in another components of market.
6) Monitor and Control:Control:- After allocation of resource it is essencial to have an adequate
monitoring and control over it. In control, actual expenditure is compaired with planned
expenditure. In case if expenditure is greater then the planned expenditure then corrective
actions are taken responsibilities are fixed to ensure cost control.
Methods of preparing advertisement Budget:Budget:Every advertiser sets apart a sum of money to be spent on advertising which is refered to as
advertising appropriation. The amount is not fixed arbitrarily but is determined on some
scientific basis. Following methods are commonly used in determining the size of advertising
budget:
1) % of sales Method
2) Competitive party Method
3) Objective and task Method
4) Affordable Method
5) Judgments Method
6) Increase over Past Years Budget
7) Return on investment
8) Quantitative methods
9) Marginal Approach to Ad budget
1) % of Sales Methods:Methods:- the amount to be appropriated to advertising is arrived at by
multiplying the value of past years sales or projected sales for the budget period with a pre
determined percentage.
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Question No 8:8:- What is Advertising Agency? How does it work? Also explain
explain CAR.
Answer:Answer:- Introduction:Introduction:- Advertising Industry involves three main components.
Media, advertiser, advertising agency. The person who decide to advertise the product is called
advertiser, sponsor or clint. Media refers to the vehicle that carries the message to public. The
sponsor often relies on some outside experts to perform task involved in launching of the
product. These out side experts business houses are called advertising agency.
Meaning:- Advertising agency is an independent business organization specialized in advertising
work which undertakes the work of Planning, Preparing, executing advertising compaign for its
clints. It is a body of experts who specialize in advertising.
Defination:marketing
keting services firm that assists
Defination:- Acc. to Philip Kotler, Advertising agency is a mar
its client in planning, preparing, implementing and evaluating various activities of advertising
compaign.
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Advertising Agency
Board of Director
General Manager
Manager
Manager
Manager
Planning
Ad-preparation
Ad-placement
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Message Contents
Media Selection
Production Services
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Selection of an Advertising Agency:Agency:The advertiser must be very careful in selecting the advertising agency. The success of
advertising-compaign largely depends on the selection of suitable ad-agency. There are about
625 registered advertising agencies operating in India. All agencies do not suit all advertisers.
Advertisers may have different needs and requirements. Before making the choice of an
advertising agency, the advertiser should first be clear about the objectives of advertising,
appropriation for advertising budget. Following Factors should considered while selecting an
Advertising Agency.
1) LOCATIPON:LOCATIPON:- A major consideration in the choice of an advertising agency is location of
office of agency. A considerable amount of communication is required at various stages of
decision making with regard to ad-planning and ad-execution. Many meetings are done
between top-executives of advertiser and ad-agency. Some agencies charge the client for
additional visits by their executive. Office of ad-agency is Located nearly and is easily
accessible.
2) Size:Size:- Both large size-agencies and small size agencies are available, each has its own
merits and demerits. Large-agencies have wide range of facilities, services and more
experienced staff. But larger size agencies have certain limitations Viz. These are costly,
these can not give personal attention to all clients because of large number of clients, these
dont give much attention to small clients as these companies have big clients.
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3) Agencies working for competitors:competitors:- Advertiser should avoid giving his advertising work
that agency that handles the advertising work of his competitor. Because in that case ad
agency may not be in a position to prepare ads which help the advertiser to take an edge over
competitor and agency will not prepare such ads which go against our competitors, i.e.
agency will not make competitive ads for us.
4)Image
4)Image of Agency:Agency:- Before selecting the ad-agency advertiser should enquire about its
image, integrity, its ethical standards, its relation with clints. The add agency should
command a good image in the public. Image of agency can be scanned through media, past
and present clints, its employee etc.
5) Service Offered by AdAd-agency:agency Now a days ad agencies give wide range of servives like
planning and preparation of ad, execution of ad, selection of media, Followup to evaluate adeffectiveness, sales promotion, public relation, publicity, market analysis, market research
etc. The ad-agency should see the services offered by the ad-agency are serving its need or
not.
6) Rates Charged:- The rates charged by the advertising agency should be quite
responsible. These rates should suits the pocket of clint and should be within ad-budget of
client. It is of particular importance to the advertiser to know the rates charged by ad-agency
for rendering various services so that advertisement can compare advertising cost with
benefits expected from advertising. Rate of different ad-agencies which can serve our needs,
should be compared so as to select competitive ad-agency.
7) Creative Skills and New Ideas:Ideas:- Creativity is the main element of advertising. If the
ad-agency is capable of generating new ideas which are creative and profitable then such
agencies will be more successful in attraction of audience. Creative imagination enables
an agency to develop such advertisement attention and face competition more effective.
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How agencies gain clients:clients:1) Obtain new clients as a result of referrals from existing clients.
2) Searching of new clients by writing letters, making calls and visiting probable clients.
3) Presenting Information about itself its experience, its experts, its previous work,
marketing services offered for clients, names of popular brands developed by agency etc.
This information can be in the form of a brochure, booklet for convincing new clients.
4) Creating good image and reputation of the agency by providing efficient services.
Agency that consistently develops excellent advertising campaigns, acquires favorable
reputation among its clients. This helps the ad agency to search for more clients.
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3) Effect on Media:Media:- All types of media, viz newspaper, magazines, T.V., earn a lote of
revenue from advertisement. A newspaper is sold for one rupee only because it covers its cost
through ad-revenues. So advertisement is helpful in reducing the cost of media, availability of
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5) Materialism: - Advertising makes people buy the things which they dont need. Advertising
unnecessarily attaches status/prestige/ pride symbol with some products and thus make the
people buy the things they dont need or cannot afford. Similarly it makes the people replace the
things before their actual useful life. People want to accumulate more and more things. Ads
never compelled them to buy more and more goods. Consumers can ignore the ads for products
and services which they dont need or they cant afford.
6) Effect on Children: - When kids and children watch an advertisement, they are unable to
assess the advantages and disadvantages of the product. They feel that whatever is advertised is
true. They insist their parents to purchase advertisement product. Moreover when they observe
vulgarity and violence in ads, their thinking is polluted. Such ads can be given at night, when
children do not watch T.V.
7) SteroStero-typing in Advertising:- Stereotyping refers to presenting a group of people in
certain roles only. Advertising has received criticism for stereotyping women and aged persons.
Women are usually shown in advertising as housewives, as mother or for making sex appeal.
Women and is always portrayed as a decorative object and she is not given the role of
professional, holding key-position. Decision maker etc.
Sex Appeals
Fear Appeals
Confusion Appeals
Too persuasive
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a) FoodFood- Habits:Habits:- Excessive advertisement of junked food/ preserved food viz. noodles,
burger, bread etc is adversely affecting the food-habits of children and young. Now children
prefer such junked/preserved food to wholesome nutritious food.
b) CostumeCostume-Styles: - Some advertisement show models wearing western vulgar dresses. Our
youth imitate such dress styles. Many sections of our society criticize the western vulgar
dress style.
c) WrongWrong-ProductProduct-Positioning:
Positioning:- Some advertisements attach personality/ Status/ prestige
symbol with some undesirable products, so such ads are distorting our cultural value. For
example, in an advertisement, it is shown that wife is feeling pride, when her husband is
drinking, This does not match with our culture.
d) Language :- Some advertisement use indecent languages, which has bad effect on kids and
children as they imitate such language in their day to day conversation.
2) Undermining the Position of Women, AgedAged-Persons:Persons:- Some ads are undermine the
position of women, aged persons. In some cases women are shown as sex-object. They are rarely
shown as professionals, corporate-officials. Similarly aged-persons are mostly shown as
dependent, helpless, sick. This undermine their position in socity. Some women-organisations
have raised objections agains this sterio-typing.
3) Moral Degradation:Degradation:- Giving sexual-appeal has become very common practice for gaining
attaintion of viewer. It is very common in the ads of liquor, cigarette, personal products,
deodorants etc. Such ads have very wrong impact on the mind of viewers particularly children
and youths. They are loosing their moral values.
4) Promoting Materialism:Materialism:- Advertising is often criticized for its excessive persuasiveness. It
creat unnecessary desire for the products which buyers dont need or cant affored. Sometimes
by promoting attractive schemes , buyers are lured to buy the product, but later, they realize that
they are not in the position to pay the instalments. It lead to frustration and loss of peace of mind.
It mislead the people to replace existing products before there economic life.
5) Promotes Social Evils:Evils:- Some advertisements give birth to social evils. They appeal to buy
the products which are injurious to health, not acceptable to society. Like ads of cigarette, wine,
whisky, promote social evils as even common persons start using these products after being
utilized by such ads.
6) Misapplied Facts:Facts:- Some advertisements misapply the facts to misguide the people.e.g.
some advertiser use the term, Made in U.S.A. Here U.S.A. means United stna accociation
mislead by United state of Amarica.
7) Feeling Of Insecurity:Insecurity:- Some advertisement create felling of insecurity among the
audience by giving fear appeal e.g. Some ads of accident insurance. Life insurance create
excessive fear. It promotes the feeling of insecurity in the mind of those persons who cant afford
these policies.
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(1) Unfair Trade Practices of MRTP Act: For preventing deceptive and misleading
advertisement, MRTP Act has declared certain trade practices as unfair. These Unfair Trade
Practices are controlled by MRTP Act. In case any advertiser is found indulged in issuing
deceptive advertisements, he is directed to immediately withdraw such ad, not to repeat such
ad in future, issue corrective ad, making necessary clarifications, give damages to cheated
consumers and he is also liable to fines, prosecution or both under the Act.
Sachar Committee was appointed to review MRTP Act. It made some recommendations
with regard to unfair trade practices, which were incorporated in MRTP Act under the head
Unfair Trade Practices.
a) Types of Unfair Trade Practices:
Practices Following trade practices related to advertising are
held as Unfair Trade Practices under MRTP Act.
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(ii)
(iii)
Falsely representing that goods have particular sponsorship, approval, which such
goods do not have;
(iv)
Makes a false or misleading claim regarding usefulness of any product, like making
claims about the product without any documentation or support such as laboratory
test;
Gives guarantee of performance or length of life of product which is not based on
proper test;
(v)
(vi)
(vii)
(viii) Offers some free gifts on the purchase of products while actually the cost of gift has
been covered in the price of main product. In simple words price of product has been
inflated so as to include cost of gift.
(ix)
Ad of food products, using words natural, cholesterol free, fat free etc. are
deceptive if these are not certified by department of food and supplies.
(x)
(xi)
Holding contests is also unfair if adequate disclosure is not made regarding exact
number of prizes to be awarded, date of draw, the persons in whose presence draw is
to be made, place of draw etc.
(xii)
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(iii)
In an advertisement of cigarette, it was claimed that it has lowest level of tar and
nicotine, this ad was found deceptive because, on actual test, it was found that it had
the same level of tar and nicotine as the other brands of cigarette had.
(iv)
In an advertisement of ready made garments, it was claimed that that the colour of
garments will not fade. But on actual use, it faded, such ad is deceptive
(v)
(vi)
In the advertisement of tablet Disprin, the major side-effects were not mentioned.
This ad was held deceptive.
(vii)
In the ad of car-tyre, it was claimed that the tyre will run for 25000 Kms, but it
worked only for 5000 Kms. Manufacturers claim in ad was found deceptive.
(viii) In the ad of Ready-made garments, it was claimed that the garments are crease
resistant and need no ironing, but on actual use, it needed regular ironing. This ad
was found deceptive.
c) Inquiry into Unfair Trade Practices: The inquiry against unfair trade practices can be
initiated:
(i)
(ii)
(iii)
(iv)
Cease-and-Desist-Order (Injunction-order): It means the deceptive tradepractice/advertisement will be discontinued with immediate effect and it will not be
repeated in future.
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(iii)
(iv)
(2) Remedy Under Consumer Protection Act, 1986: A consumer, registered consumerassociation central government or state government can lodge a complaint of unfair trade
practices adopted by advertiser, under consumer protection act. In consumer protection act,
there is three-tier-machinery for redressal of consumer grievances i.e. at the district level,
state-level and national-level. Procedure for filing a complaint under consumer protection
act is simple as district-forums are available in each district and complains can be made on
plain paper without any court fees.
(3) Code for Commercial Advertising on Doordarshan: This code was passed by
parliament in 1987. It suggests 33 Dos and Donts for advertisers. It main purpose is to
ensure that advertisement confirms to law and does not offend against morality, decency.
Ads on Doordarshan should follow the following code of conduct:
(i)
(ii)
Ads should no excite people to crime or should not affect friendly relations with
foreign states.
(iii)
(iv)
Ads should not show national emblem, national flag, any national leader or state
dignatory.
(v)
Ads should not have any relation to religious, political or industrial dispute.
(vi)
(vii)
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(x)
Ads should not show excessive violence such as gunfire, bombardments, etc.
(xi)
Ads should follow moral decency i.e, it should not give vulgar, indecent scenes.
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Advertising
Methods of Measuring Adverti
sing Effectiveness
Measuring Advertising
Effectiveness (testing)
PrePre-testing
testing Methods