UNIVERSITY SCHOOL OF BUSINESS

BACHELOR OF COMMERCE

Subject (Code) –
Advertising And Brand Management (CMT-314)

Faculty Name
Kamal Batta

ETHICS IN ADVERTISING &

DISCOVER . LEARN . EMPOWER
ADVERTISING AND CONSUMER
BEHAVIOR
 ETHICS IN
ADVERTISING &
ADVERTISING AND
CONSUMER BEHAVIOR

Course Outcome
CO Title Level
Number
Will be covered in this
lecture
CO1 Students will understand the basic principles of Remember
advertising  

CO2 Students will develop an understanding of the Understand

principles of brand management and its importance  
https://www.image.edu.in/higher-diploma-in-advertising-design-c
ourse.asp
CO3 The students would be able to develop the ability to Understand
cope up with dynamic environment changes.

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 ETHICS IN
ADVERTISING &
ADVERTISING AND
CONSUMER
BEHAVIOR

LEARNING OBJECTIVES – Student will learn

about the ethics of advertising and with this we’ll
learn the most important part of advertising effect
i.e. consumer behavior through these sub-topics -
1) Ethics in Advertising
2) Ethics and Moral Principles of Advertising
3) Advertising and Consumer Behavior
4) AIDA Model

http://moneywisemarketing.com/about-us/

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 Ethics in Advertising
• In today's world of cut throat competition every organization is investing heavily in advertising. Advertising is necessary to
make a new product popular in the market and to increase the sales of existing brands.
• Advertising plays an important role in brand building and informing public about available products so that they can make
informed choice among different products or brands.
• Advertisements are meant for the masses and people relate themselves with this medium. Thus, for understanding its
responsibilities towards the public, its positive and the negative aspects needs to understood.

Positive and Negative Aspect of Advertising

• As like any other medium of mass communication, advertising also have positive as well as negative aspects. Advertising
increases sales, advertising makes the product popular, advertising helps in brand formation, advertising makes the public
aware with the available brands or products.
• Advertising is the largest financial source for mass media. Advertising is sometimes subjected to wide criticism. Many of
the advertisements are criticized as deceptive or manipulative. Other criticism focus on the social or environmental impact
of advertising, the effect of advertising on our value system, commercial clutter, stereotypes, and offensiveness

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 Ethics in Advertising
• Ethics means a set of moral principles which govern a person's behaviour or activities. Ethics in advertising means a
set of well defined principles which govern the ways of communication taking place between the seller and buyer.

• Advertising benefits advertisers in many ways; similarly it makes the public aware with the available brands so that they
can make informed choice among the available products or brands. But, some of the advertisement doesn't match the ethical
norms of advertising, such ads causes political, cultural, or moral harm to society. Ethical ad is one which is in the limit of
decency, makes no false claims, and doesn't lie.

• Nowadays advertisements are highly exaggerated and a lot of puffing is used. It seams like the main area of interest for
advertisers is to increase their sales, gain maximum market share, prove their product best in the market by presenting a
well decorated, colourful, and puffed advertisement.

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 Ethical and Moral principles of Advertising
• Advertisers must have sufficient knowledge of ethical norms and principles, so that they can understand and decide what is
correct and what is wrong. We can identify several ethical and moral principles that are particularly relevant to advertising.
We are speaking briefly of three as follows:-

• Truthfulness in advertising;

• The dignity of the human person; and

• Social responsibility.

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 Query
Do you think compare products on Television through brand names is ethical in advertising?

• Yes

• No

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 Advertising and Consumer Behaviour
• Marketers need to understand the buying behaviour of consumers while designing their advertisements for the desired
impact. Advertisements play an essential role in creating an image of a product in the minds of consumers. Advertisements
must be catchy and communicate relevant information to consumers.

• Understanding the needs of the consumer is really important when it comes to creating the right advertisement for
the right audience. Remember it is only through advertisements; individuals are able to connect with your brand.

• Identify your target audience. The advertisement in some way must touch the hearts of the end-users for them to buy the
product.

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 Advertising and Consumer Behaviour
• It is really essential to show what the consumers like. Meet your target audience and find out what they expect from your
product and brand on the whole. Do not show anything which might offend any religious group or community. Make sure
the message is relevant and crisp. Overload of information nullifies the effect and the advertisement might go unnoticed.
Don’t try to confuse the consumers. They will never buy your product. Understand their psychologies well.

• The advertisement must show what the product is all about. It should, in a way give some kind of information about its
price, benefits, usage, availability and so on.

• The time slot of commercials also needs to be taken care of. Advertisements for products meant for children should
ideally be aired during afternoon or early evening hours as this is the time when they watch maximum television.
Understand the lifestyle of your target audience. Prime time commercials are the ones which are viewed by maximum
people.

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Advertising and Consumer Behaviour through
AIDA Model
• AIDA Model is a selling concept presented by Elmo Lewis to explain how personal selling works. AIDA Model outlines the
processes for achieving promotional goals in terms of stages of consumer involvement with the message. The Stages are
Attention, Interest, Desire, and Action.

https://modernbuyerbehaviour.wordpress.com/2017/10/21/living-the-lush-life/

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 Query
Which one is the actual process of AIDA Model?

1. Attention, Interest, Desire and Action

2. Action, Interest, Desire and Attention

3. Interest, Attention, Desire and Action

4. Interest, Desire, Attention and Action

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 SUMMARY & APPLICATIONS
Summary -
• Advertising consists of all the activities involved in presenting to an audience a non-personal, sponsor-identified, paid-for
message about a product or organization. Advertising has become essential to promote sales, to introduce new product, to
create good public, for large scale of production, for educating people etc.
• Advertising is the integral part of every day's life. Without advertising modern society cannot survive. Advertising is useful
to society as it encouraging people to purchase goods and services, it bridges the gap among people by communicating
varied culture through advertising message, it contributes to bring about all round development of the economy by
increasing demand, it provides opportunities to people to improve their income.
Applications -
• Students will understand the different concepts of advertising, with this they can use these concept in their working
environment for the growth of the brand/ business.
• Students will identify the role of advertising in different areas through this topic and this may help in their jobs assignments
if they will prefer marketing field for their career.
• Students will identify the relationship of advertising with company’s profit.

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Assessment Pattern

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 REFERENCES
Text Books –
• Gupta Seema, Advertising and Branding; Global India Publications Ltd, New Delhi
• Batra Rajeev, Advertising Management; Pearson India, Delhi
Reference Material –
• Arens W.A. Contemporary Advertising, Tata McGraw Hill, New Delhi
• Batra. R. Myers, J.G. and Aaker D.A., Advertising management, Prentice Hall of India, New Delhi

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THANK YOU

For queries
Email: kamal.usb@cumail.in