advertisement and code of conduct

8/6/2019 Advertisement and Code of Conduct

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ADVERTISEMENT AND

CODE OF CONDUCT-

BETTER WAY TO KNOW UR

PRODUCT.


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NAMES ROLL NO:

Rutuja Joshi 10

Jakin Dedhia 30

Naved Shaikh 35

Sohail Chohan 39

Heba Quamer 40


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ACKNOWLEDGEMENT

Written words have an immense tendency to generate a

genuine gratitude to ones eye. The same is also to our project.We would be playing mean if we do not bring to the notice of

the people who have helped us to complete our project. Firstly

We would firstly thank our college and sincerely thank our

Principal Sir Prof. A.E. Ladkdawala and Vice Principal Prof.

Kamala Arunachalam for providing us support.

We members of group no.3 heartily thank to Prof.

Fatima Quazi for giving us the opportunity for doing the

project together and for guiding us in completion of the project.

This was a new learning experience for us and will definitely

help us in the future.

Regardless of the source we wish to express our

gratitude to those who have contributed to this work even

though anonymously.

Thank you.........


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INDEX

Sr

no.

topics Page

no.

01 INTRODUCTION05

02 TYPES OF ADVERTISEMENT09

03 NEW TRENDS IN

ADVERTISEMENT13

04 ADVERTISEMENT BASIC

PRINCIPLES AND RULES

16

05 ADVERISEMENT CODE OF

CONDUCT18

06 REGULATIOND AND

CRITICISMS20

07 CASE STUDY22

08 CONCLUSION24

09 BIBLOGRAPHY25


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INTRODUCTION

What is advertising?

Advertising is a form of communication intended to persuade an audience

(viewers, readers or listeners) to purchase or take some action upon products,ideas, or services. It includes the name of a product or service and how that productor service could benefit the consumer, to persuade a target market to purchase or toconsume that particular brand. These messages are usually paid for by sponsorsand viewed via various media. Advertising can also serve to communicate an ideato a large number of people in an attempt to convince them to take a certain action.

Commercial advertisers often seek to generate increased consumption of their

products or services through branding, which involves the repetition of an image orproduct name in an effort to associate related qualities with the brand in the mindsof consumers. Non-commercial advertisers who spend money to advertise itemsother than a consumer product or service include political parties, interest groups,religious organizations and governmental agencies. Nonprofit organizations mayrely on free modes of persuasion, such as a public service announcement.

Modern advertising developed with the rise of mass production in the late 19th andearly 20th centuries. Mass media can be defined as any media meant to reach amass amount of people. Different types of media can be used to deliver these

messages, including traditional media such as newspapers, magazines, television,radio, outdoor or direct mail; or new media such as websites and text messages.

Advertising promotes a product, service or event to its target audience.

A target audience is the portion of the general public that products,

services or events were created for to fill a desire or need in the

marketplace. Advertising is written by advertising copywriters and

finished with artwork by graphic designers. The channels advertising is

run through to reach its target audience includes Internet, print,broadcast, outdoor and point of purchase (POP).

Point of purchase advertising materials are located in stores and often consist of

large cardboard displays located in the aisle in which the product is stocked. Thistype of advertising is designed to grab the attention of the shopper and direct himor her to the promoted product. There may be a coupon to further encourage a


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purchase. Outdoor ads are those on buses and bus shelters, benches, billboards andother outdoor locations. They have to compete with their surroundings to get theattention of passers-by and must be simple, eye-catching and straight to the point.

Broadcast ads are television and radio commercials. While television commercialsdraw attention to the promotion of products and services by the use of pictures andsound, radio ads must reach the target audience solely through the power of sound.Direct response television commercials don't just promote a brand for consumers tolook for next time they go shopping, but rather have a direct call to action messagesuch as "Call 555-4321 NOW to receive your gift-boxed deluxe set of Mr. SharpeCustom Edge Chef's Knives for the amazing price of only $19.99! The first 200callers will also get the Professional Quality Chef's Knife Sharpener absolutelyfree, but you must call right NOW at 555-4321 to qualify for this amazing, timelimited bargain offer!"

Print advertising refers to ads in printed form such as those in magazines,newspapers and fliers. The copy and artwork must work together to hold thereader's interest. Advertisers advertise their products or services in publicationsthat are read by their target audience that is, the people most likely to want,need and buy their particular product or service. Print advertising can also includecommunity directories such as those published by a city's chamber of commerce,

posters designed to advertise and promote an upcoming event and direct mailpromotions mailed to consumers' homes.

History :

Egyptians used papyrus to make sales messages and wall posters. Commercial

messages and political campaign displays have been found in the ruins of Pompeiiand ancient Arabia. Lost and found advertising on papyrus was common inAncient Greece and Ancient Rome. Wall or rock painting for commercialadvertising is another manifestation of an ancient advertising form, which is

present to this day in many parts of Asia, Africa, and South America. The traditionof wall painting can be traced back to Indian rock art paintings that date back to

4000 BC.[2]

History tells us that Out-of-home advertising and billboards are theoldest forms of advertising.

As the towns and cities of the Middle Ages began to grow, and the generalpopulace was unable to read, signs that today would say cobbler, miller, tailor orblacksmith would use an image associated with their trade such as a boot, a suit, ahat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and


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vegetables were sold in the city square from the backs of carts and wagons andtheir proprietors used street callers (town criers) to announce their whereabouts forthe convenience of the customers.

As education became an apparent need and reading, as well as printing, developedadvertising expanded to include handbills. In the 17th century advertisementsstarted to appear in weekly newspapers in England. These early printadvertisements were used mainly to promote books and newspapers, which becameincreasingly affordable with advances in the printing press; and medicines, whichwere increasingly sought after as disease ravaged Europe. However, falseadvertising and so-called "quack" advertisements became a problem, whichushered in the regulation of advertising content.

As the economy expanded during the 19th century, advertising grew alongside. In

the United States, the success of this advertising format eventually led to thegrowth of mail-order advertising.

In June 1836, French newspaperLa Presse was the first to include paid advertisingin its pages, allowing it to lower its price, extend its readership and increase its

profitability and the formula was soon copied by all titles. Around 1840, Volney B.Palmer established a predecessor to advertising agencies in Boston.

[3]Around the

same time, in France, Charles-Louis Havas extended the services of his newsagency, Havas to include advertisement brokerage, making it the first French group

to organize. At first, agencies were brokers for advertisement space in newspapers.

N. W. Ayer & Son was the first full-service agency to assume responsibility foradvertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.

[3]

At the turn of the century, there were few career choices for women in business;however, advertising was one of the few. Since women were responsible for mostof the purchasing done in their household, advertisers and agencies recognized thevalue of women's insight during the creative process. In fact, the first Americanadvertising to use a sexual sell was created by a woman for a soap product.

Although tame by today's standards, the advertisement featured a couple with themessage "The skin you love to touch".

[4]

In the early 1920s, the first radio stations were established by radio equipmentmanufacturers and retailers who offered programs in order to sell more radios toconsumers. As time passed, many non-profit organizations followed suit in settingup their own radio stations, and included: schools, clubs and civic groups.

[5]When

the practice of sponsoring programs was popularised, each individual radio


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program was usually sponsored by a single business in exchange for a briefmention of the business' name at the beginning and end of the sponsored shows.However, radio station owners soon realised they could earn more money byselling sponsorship rights in small time allocations to multiple businessesthroughout their radio station's broadcasts, rather than selling the sponsorshiprights to single businesses per show.


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TYPES OF ADVERTISEMENT

Digital advertising :

1.Television advertising / Music in advertising :

The TV commercial is generally considered the most effective mass-market

advertising format, as is reflected by the high prices TV networks charge for

commercial airtime during popular TV events. The annual Super Bowl football

game in the United States is known as the most prominent advertising event on

television. The average cost ofa single thirty-second TV spot during this gamehas

reached US$3 million (as of2009). The majority of television commercials feature

a song or jingle that listeners soonrelate to the product. Virtual advertisements

may be inserted into regular television programming through computer graphics.

It is typically inserted into otherwise blank backdrops[10]

or used to replace local

billboards that are not relevant to the remote broadcast audience.[11]

More

controversially, virtual billboards may be inserted into the background[12]

where

none exist in real-life. This technique is especially used in televised sporting

events[13]

[14]

Virtual product placement is also possible.;[15][16]

Infomercials: An

infomercial is a long-format television commercial, typically five minutes or

longer. The word "infomercial" combining the words "information" &

"commercial". The main objective in an infomercial is to create an impulse

purchase, so that the consumer sees the presentation and then immediately buys

the product through the advertised toll-free telephone number or website.

Infomercials describe, display, and often demonstrate products and their

features, and commonly have testimonials from consumers and industry

professionals.

2.Radio advertising:

Radio advertising is a form of advertising via the medium of radio. Radio

advertisements are broadcast as radio waves to the airfrom a transmitter to an

antenna and a thus to a receiving device. Airtime is purchased from a station or

network in exchange for airing the commercials. While radio has the obvious


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limitation ofbeing restricted to sound, proponents ofradio advertising often cite

this as an advantage.

3.Online advertising :

Online advertising is a form ofpromotion that uses the Internet and World Wide

Web for the expressed purpose of delivering marketing messages to attract

customers. Examples of online advertising include contextual ads that appear on

search engine results pages, banner ads, in text ads, Rich Media Ads, Social

network advertising, online classified advertising, advertising networks and e-mail

marketing, including e-mail spam.

4.Product placements :

Covert advertising, also known as guerrilla advertising, is when a product or brand

is embedded in entertainment and media. For example, in a film, the main

character can use an item or other of a definite brand, as in the movieMinority

Report, where Tom Cruise's character John Anderton owns a phone with the

Nokia logo clearly written in the top corner, or his watch engraved with the

Bulgari logo. Another example of advertising in film is in I, Robot, where main

character played by Will Smith mentions his Converse shoes several times, calling

them "classics," because thefilm is set far in thefuture. I, Robotand Spaceballs

also showcase futuristic cars with theAudi and Mercedes-Benz logos clearly

displayed on thefront ofthe vehicles. Cadillac chose to advertise in the movieThe

Matrix Reloaded, which as a result contained many scenes in which Cadillac cars

were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW

and Aston Martin cars are featured in recent James Bond films, most notably

Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport

vehicle shows a large Dodge logo on thefront. Blade Runnerincludes some of the

most obvious product placement; the whole film stops to show a Coca-Cola

billboard.


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physical advertising :

1.Press advertising :

Press advertising describes advertising in a printed medium such as a newspaper,

magazine, or trade journal. This encompasses everything from media with a very

broad readership base, such as a majornational newspaper or magazine, to more

narrowly targeted media such as local newspapers and trade journals on very

specialized topics. A form of press advertising is classified advertising, which

allows private individuals or companies to purchase a small, narrowly targeted ad

for a low fee advertising a product or service. Anotherform ofpress advertising is

the Display Ad, which is a larger ad (can include art) that typically run in an article

section ofa newspaper.

Billboard advertising: Billboards are large structures located in public places which

display advertisements to passing pedestrians and motorists. Most often, they are

located on main roads with a large amount of passing motor and pedestrian

traffic; however, they can be placed in any location with large amounts of

viewers, such as on mass transit vehicles and in stations, in shopping malls or

office buildings, and in stadiums.

2.Mobile billboard advertising :

Mobile billboards are generally vehicle mounted billboards or digital screens.

These can be on dedicated vehicles built solely for carrying advertisements along

routes preselected by clients, they can also be specially equipped cargo trucks or,

in some cases, large banners strewnfrom planes. The billboards are often lighted;

some being backlit, and others employing spotlights. Some billboard displays are

static, while others change; for example, continuously or periodically rotating

among a set ofadvertisements. Mobile displays are used for various situations in

metropolitan areas throughout the world, including: Target advertising, One-day,

and long-term campaigns, Conventions, Sporting events, Store openings and

similar promotional events, and Big advertisements from smaller companies.


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3.In-store advertising :

In-store advertising is any advertisement placed in a retail store. It includes

placement of a product in visible locations in a store, such as at eye level, at the

ends of aisles and near checkout counters, eye-catching displays promoting aspecific product, and advertisements in such places as shopping carts and in-store

video displays.

4.Coffee cup advertising :

Coffee cup advertising is any advertisement placed upon a coffee cup that is

distributed out of an office, caf, or drive-through coffee shop. This form of

advertising was first popularized in Australia, and has begun growing in popularity

in the United States, India, and parts ofthe Middle East.

5.Street advertising :

This type of advertising first came to prominence in the UK by Street Advertising

Services to create outdoor advertising on street furniture and pavements.

Working with products such as Reverse Graffiti and 3d pavement advertising, the

media became an affordable and effective tool for getting brand messages out

in

to public space

s.

6.Celebrity branding :

This type of advertising focuses upon using celebrity power, fame, money,

popularity to gain recognition for their products and promote specific stores or

products. Advertisers often advertise their products, for example, when

celebrities share their favorite products or wear clothes by specific brands or

designers. Celebrities are often involved in advertising campaigns such as

television or print adverts to advertise specific or general products. The use of

celebrities to endorse a brand canhave its downsides, however. One mistake by a

celebrity can be detrimental to the public relations ofa brand.


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NEW TRENDS IN ADVERTISEMENT

1.Rise in new media :

With the dawn of the Internet came many new advertising opportunities. Popup,Flash, banner, Popunder, advergaming, and email advertisements (the last often

being a form of spam) are now commonplace. Particularly since the rise of

"entertaining" advertising, some people may like an advertisement enough to wishto watch it later or show a friend. In general, the advertising community has not yetmade this easy, although some have used the Internet to widely distribute their adsto anyone willing to see or hear them. In the last three quarters of 2009 mobile andinternet advertising grew by 18.1% and 9.2% respectively. Older media advertisingsaw declines: 10.1% (TV), 11.7% (radio), 14.8% (magazines) and 18.7%

(newspapers ).

2.Niche marketing :

Another significant trend regarding future of advertising is the growing importanceof the niche market using niche or targeted ads. Also brought about by the Internet

and the theory of The Long Tail, advertisers will have an increasing ability to reachspecific audiences. In the past, the most efficient way to deliver a message was to

blanket the largest mass market audience possible. However, usage tracking,

customer profiles and the growing popularity of niche content brought about byeverything from blogs to social networking sites, provide advertisers withaudiences that are smaller but much better defined, leading to ads that are morerelevant to viewers and more effective for companies' marketing products. Amongothers, Comcast Spotlight is one such advertiser employing this method in theirvideo on demand menus. These advertisements are targeted to a specific group andcan be viewed by anyone wishing to find out more about a particular business or

practice at any time, right from their home. This causes the viewer to becomeproactive and actually choose what advertisements they want to view

3.Crowdsourcing :

The concept of crowdsourcing has given way to the trend of user-generatedadvertisements. User-generated ads are created by consumers as opposed to anadvertising agency or the company themselves, most often they are a result of

brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the Crash the Super Bowl contest, allowing


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consumers to create their own Doritos commercial.[22]

Chevrolet held a similarcompetition for their Tahoe line of SUVs.

[22]Due to the success of the Doritos

user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competitionfor the 2009 and 2010 Super Bowl. The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the topad for the year while the winning ads that aired in the 2010 Super Bowl were found

by Nielsen's BuzzMetrics to be the "most buzzed-about".

This trend has given rise to several online platforms that host user-generatedadvertising competitions on behalf of a company. Founded in 2007, Zooppa haslaunched ad competitions for brands such as Google, Nike, Hersheys, GeneralMills, Microsoft, NBC Universal, Zinio, and Mini Cooper. Crowdsourcedadvertisements have gained popularity in part to its cost effective nature, high

consumer engagement, and ability to generate word-of-mouth. However, it remainscontroversial, as the long-term impact on the advertising industry is still unclear.

4.Global advertising :

Advertising has gone through five major stages of development: domestic, export,international, multi-national, and global. For global advertisers, there are four,

potentially competing, business objectives that must be balanced when developingworldwide advertising: building a brand while speaking with one voice, developingeconomies of scale in the creative process, maximising local effectiveness of ads,

and increasing the companys speed of implementation. Born from theevolutionary stages of global marketing are the three primary and fundamentallydifferent approaches to the development of global advertising executions:exporting executions, producing local executions, and importing ideas that travel.

Advertising research is key to determining the success of an ad in any country orregion. The ability to identify which elements and/or moments of an ad thatcontributes to its success is how economies of scale are maximised. Once oneknows what works in an ad, that idea or ideas can be imported by any other

market. Market research measures, such as Flow of Attention, Flow of Emotionand branding moments provide insight into what is working in an ad in any countryor region because the measures are based on the visual, not verbal, elements of thead.


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5.Foreign public messaging :

Foreign governments, particularly those that own marketable commercial productsor services, often promote their interests and positions through the advertising ofthose goods because the target audience is not only largely unaware of the forumas vehicle for foreign messaging but also willing to receive the message while in amental state of absorbing information from advertisements during televisioncommercial breaks, while reading a periodical, or while passing by billboards in

public spaces. A prime example of this messaging technique is advertising

campaigns to promote international travel. While advertising foreign destinationsand services may stem from the typical goal of increasing revenue by drawingmore tourism, some travel campaigns carry the additional or alternative intended

purpose of promoting good sentiments or improving existing ones among the targetaudience towards a given nation or region. It is common for advertising promoting

foreign countries to be produced and distributed by the tourism ministries of thosecountries, so these ads often carry political statements and/or depictions of theforeign government's desired international public perception. Additionally, a widerange of foreign airlines and travel-related services which advertise separatelyfrom the destinations, themselves, are owned by their respective governments;examples include, though are not limited to, the Emirates airline (Dubai),Singapore Airlines (Singapore), Qatar Airways (Qatar), China Airlines(Taiwan/Republic of China), and Air China (People's Republic of China). By

depicting their destinations, airlines, and other services in a favorable and pleasantlight, countries market themselves to populations abroad in a manner that couldmitigate prior public impressions.


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ADVERTISING BASIC PRINCIPLES AND

RULES

BASIC PRINCIPLES :

1. All advertisements must comply with the laws of india.2. No advertisement should impair public confidence in advertising.3. No advertisement should be misleading or deceptive or likely to misleador deceive the consumer.4. All advertisements should be prepared with a due sense of socialresponsibility to consumers and to society.5. All advertisements should respect the principles of free and faircompetition generally accepted in business.

RULES :

y Identification : Advertisements should be clearly distinguishable as such, whatever theirform and whatever the medium used; when an advertisement appears in amedium which contains news or editorial matter, it must be presented so

that it is readily recognised as an advertisement.y Truthful Presentation :

Advertisements should not contain any statement orvisual presentation orcreate an overall impression which directly or by implication, omission,ambiguity or exaggerated claim is misleading or deceptive, is likely todeceive or mislead the consumer, makes false andmisleading representation, abuses the trust of the consumer or exploitshis/her lack of experience or knowledge. (Obvious hyperbole, identifiableas such, is not considered to be misleading).

y

Research, Tests and Surveys : Advertisements should not use tests and surveys, research results orquotations from technical and scientific literature, in a manner which ismisleading or deceptive.

y Decency :


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Advertisements should not contain anything which clearly offends againstgenerally prevailing community standards taking into account the context,medium, audience and product (including services).

y Offensiveness :Advertisements should not contain anything which in the light of generallyprevailing community standards is likely to cause serious or widespreadoffence taking into account the context, medium, audience and product(including services).

y Fear :Advertisements should not exploit the superstitious, nor without justifiablereason, play on fear.

y Violence :

Advertisements should not contain anything which lends support tounacceptable violent behaviour..

y Testimonials : Advertisements should not contain or refer to any personal testimonialunless it is genuine, current, related to the experience of the person givingit and representative of typical and not exceptional cases. The claims inthe testimonial should be verifiable.

y Privacy :Unless prior permission has been obtained an advertisement should not

portray or refer to any persons, whether in a private or public capacity, orrefer to any persons property, in a way likely to convey the impression of agenuine endorsement.

y Advocacy Advertising :Expression of opinion in advocacy advertising is an essential and desirablepart of the functioning of a democratic society. Therefore such opinionsmay be robust. However, opinion should be clearly distinguishable fromfactual information. The identity of an advertiser in matters of publicinterest or political issue should be clear.

y Safety : Advertisements should not, unless justifiable on educational or socialgrounds, contain any visual presentation or any description of dangerousor illegal practices or situations which encourage a disregard for safety.


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ADVERTISING CODE OF CONDUCT

1.Lawful Business Conduct and Regulatory Compliance :

Advertiser represents that it abides by all laws, regulations, and applicable licenserequirements of the jurisdiction within which it conducts business. If a license isrequired to conduct the advertisers business within said jurisdiction, then advertiseragrees to provide evidence of said license upon request.

2.Truth in Advertising :

Advertiser agrees to be truthful in all promotions and to publish only accurateinformation about its operations. Any rules and registration procedures affectingthe public will be made publicly available.

3.Bonuses, Winnings, and Account Balances :

Advertiser will credit the accounts of its customers with bonuses and winningsearned in accordance with advertisers published rules and procedures. Advertiserwill promptly pay its customers any balance in their account upon their request.

4.Consumer Complaints :

Advertiser will promptly respond to any complaint forwarded by Casino City on behalf of a Casino City website visitor. If the complaint alleges the advertiserfailed to comply with these terms the Advertiser agrees to either providereasonable evidence it complied with these terms, or to offer a fair resolution of thecomplaint.

5.Advertiser Responsibility :

Advertiser accepts responsibility for compliance with these terms. If Casino Cityreasonably believes an advertiser has failed to comply with these terms after

having made a good-faith effort to consult with the Advertiser, then Casino Citymay reschedule the advertisers campaign until such time as Casino City hasdetermined that the Advertiser is in compliance with these terms.


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6.Term :

Advertiser agrees that it will comply with the terms of this Advertising Code ofConduct and the terms of any advertising proposal referencing this AdvertisingCode of Conduct (the "Agreed Terms") beginning with the date the advertiseracccepts the advertising proposal. The Agreed Terms will remain in full force andeffect for an indefinite term unless modified by mutual agreement or terminated byeither party upon six (6) months advance notice.

7.Revisions :

Casino City may revise this Advertiser Code of Conduct upon thirty (30) daynotice to Advertiser, which modifications are deemed accepted unless Casino Cityis otherwise notified prior to their taking effect.


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ADVERTISING ITS REGULATIONS AND

CRITICISMS

Regulations :

In the US many communities believe that many forms of outdoor advertising blightthe public realm. As long ago as the 1960s in the US there were attempts to ban

billboard advertising in the open countryside.Cities such as So Paulo haveintroduced an outright banwith London also having specific legislation to controlunlawful displays.

There have been increasing efforts to protect the public interest by regulating thecontent and the influence of advertising. Some examples are: the ban on televisiontobacco advertising imposed in many countries, and the total ban of advertising tochildren under 12 imposed by the Swedish government in 1991. Though thatregulation continues in effect for broadcasts originating within the country, it has

been weakened by the European Court of Justice, which had found that Swedenwas obliged to accept foreign programming, including those from neighboringcountries or via satellite. Greeces regulations are of a similar nature, banning

advertisements for children's toys between 7 am and 10 pm and a total ban on

advertisement for war toys".

In Europe and elsewhere, there is a vigorous debate on whether (or how much)advertising to children should be regulated. This debate was exacerbated by areport released by the Kaiser Family Foundation in February 2004 which suggestedfast food advertising that targets children was an important factor in the epidemicof childhood obesity in the United States.

In New Zealand, South Africa, Canada, and many European countries, theadvertising industry operates a system of self-regulation. Advertisers, advertising

agencies and the media agree on a code of advertising standards that they attemptto uphold. The general aim of such codes is to ensure that any advertising is 'legal,decent, honest and truthful'. Some self-regulatory organizations are funded by theindustry, but remain independent, with the intent of upholding the standards orcodes like the Advertising Standards Authority in the UK.


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In the UK most forms of outdoor advertising such as the display of billboards isregulated by the UK Town and County Planning system. Currently the display ofan advertisement without consent from the Planning Authority is a criminal offenseliable to a fine of 2,500 per offence. All of the major outdoor billboard companiesin the UK have convictions of this nature.

Naturally, many advertisers view governmental regulation or even self-regulationas intrusion of their freedom of speech or a necessary evil. Therefore, they employa wide-variety of linguistic devices to bypass regulatory laws (e.g. printing Englishwords in bold and French translations in fine print to deal with the Article 120 ofthe 1994 Toubon Law limiting the use of English in French advertising) Theadvertisement of controversial products such as cigarettes and condoms are subjectto government regulation in many countries. For instance, the tobacco industry isrequired by law in most countries to display warnings cautioning consumers about

the health hazards of their products. Linguistic variation is often used byadvertisers as a creative device to reduce the impact of such requirements.

criticisms :

While advertising can be seen as necessary foreconomic growth, it is not without

social costs. Unsolicited Commercial Email and otherforms of spam have become

so prevalent as to have become a majornuisance to users of these services, as

well as being a financial burden on internet service providers. Advertising is

increasingly invading public spaces, such as schools, which some critics argue is aform of child exploitation. In addition, advertising frequently uses psychological

pressure (for example, appealing to feelings of inadequacy) on the intended

consumer, which may beharmful.


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CASE STUDY

THE DRINK WAR :According to analysts, until the 1990s, Horlicks was the more aggressive player in

the health drink market compared to Complan. While Horlicks introduced a seriesof variants aimed at the family segment and promoted its products well, Complanlay low on the promotional front, with its ads just focusing on the "extra growth"attribute...

The advertisement showed the competitor brand clearly while making thecomparison. Heinz later followed up with its own ad comparing Horlicks

unfavorably with Complan. This prompted GSK to file a case in the Delhi HighCourt in December 2008 claiming that the ad released by Heinz disparaged its

brand by calling it low priced, and thereby damaging its reputation.

Horlicks and Complan were popular health drinks in Indian households. Theestimated Rs. 18 billion health drinks market in India was growing at an annualrate of 20% as per AC Nielsen

data. As of 2008, GSK was the market leader in the

health drink category in India with a share of 55%, while Complan's market sharewas about 14%

The ongoing war for supremacy between these two brands in the Indian healthdrink market started as early as in the 1960s. According to analysts, the latestround in the health drink war was initiated by the makers of Horlicks; the makers

of Complan retaliated..Abstract :

This case is about the advertising war between two popular health drink brandsHorlicks and Complan in India. The war for supremacy between these two brandsstarted as early as in 1960s and had continued ever since. Over the years, the

brands were involved in aggressive comparative advertising in print and televisionover attributes such as ingredients, protein content, growth, and flavors. However,in late 2008, the makers of Horlicks, GlaxoSmithKline Consumer Healthcare(GSK), and the makers of Complan, Heinz India (Heinz), came out with


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advertisements that directly compared the brands using the competitor brand'strademarks. Industry observers felt that in their bid to outdo each other, the twocompanies had ended up denigrating the competitor brand.

Usually issues related to disparaging ads by rival companies were resolved by the

Advertising Standards Council of India (ASCI). But with constant mudslinging ateach other, the two companies decided to solve the issue in courts. In September2008, Heinz moved the Bombay High Court objecting to the Horlicks ad , while inDecember 2008, GSK approached the Delhi High Court against the Complan ad.

Experts felt that the latest tiff between GSK and Heinz had brought to the fore theissues and challenges involved in comparative advertising and the legal/ethicalissues involved in such kind of advertising.

Issues:

Analyze the advertising strategies adopted by Complan and Horlicks over theyears.

Understand the issues and challenges faced by companies while usingcomparativeadvertising.

Examine the efficacy of comparative advertising in enhancing brand image andsales.

Study the implications of the advertising war between Complan and Horlicks.

Discuss and debate the legal/ethical issues involved in the case.


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CONCLUSION

Advertising is a method used to attract peoples attention. Advertising is an

important and simple procedurefor companies to make themselves known. Most

adverts can befound innewspapers, magazines, billboard, buses, internet, and on

the radio, flyers, newsletters or posters.The two most successful paths of

advertisement are television and magazines. This is mainly because the majority

of the populations prefer to pay attention to those types of technologic

communication.Television adverts are usually made successful with a comedic

twist, celebrity appearances or getting straight to the point. They are always

made

succe

ssful wit

hii.P

laystation

, Game

cube

an

d X-Box

adver

ts would be

aime

dat teenagers and/or adult gamers. Also television advertisements are much

widely broadened among the disabled (the hearing impaired) where as in

magazine advertisements, they cannot hear what is being advertised. with lyrics

altered to suit rates and loan APR"tms. There are a widerange ofadverts that the

companies have used this method. Television adverts turn out to be more

expensive, but much more successful due to a much wider audience. The

attributes that these media have in common are mostly colour, wording and

choice of image. Specific adverts appeal to specific audiences due to the genre ofthe magazine or the advert. Magazine advertising is made successful by the

colour, size and wording. People like to seehow much they will do and how far

they will go to advertise and popularize their product. I prefer television

advertising because it will be seen by a more vast amount of people and is

therefore more affective for their company. Magazines lose valuable advertising

by the disadvantages of spoken word, tone ofvoice "" emphasising a point (Some

points cannot be properly explained. For example, Virgin Atlantic and British

Airways"tm adverts would be towards people who would like to book a flight,

preferably a cheap one. BT Broadband "" a vast array of special effects). Only

certain people buy magazines, therefore the audience is restrict.


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BIBLOGRAPHY

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DICE.COM

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