Marketing Communications


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Pages : 370; Paperback;
210 X 275 mm approx.
Suggested Case Studies

Pages : 299; Paperback;
210 X 275 mm approx,  Sample Applied Theory Questions


Textbook Price: Rs. 750;
Workbook Price: Rs. 700;
Available only in INDIA

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Marketing Communications Textbook | Workbook

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<< Chapter 20

Ethical Issues in Marketing Communications : Chapter 21

SUMMARY: In this chapter, we discussed the ethics and social responsibility of an organization. Then we discussed ethical issues in various marketing communication instruments like advertising, sales promotions, etc. The main ethical issues in advertising are puffery, bad taste, stereotyping, targeting children, promoting unhealthy products and subliminal advertising. Puffery refers to making exaggerated claims about the product, which cannot be proved. Advertisements are said to be in bad taste when they offend people. Stereotyping refers to portraying men or women in a particular role, with a negative image. Advertisements targeted at children are considered unethical as children are not capable of processing the given information. Consumption of unhealthy products like fast food and tobacco products lead to bad health. So promoting such products is not good. In subliminal advertising, the viewer is exposed to product messages and pictures in such a way that he is not aware of watching them

We also discussed ethical issues in sales promotion, advertising research, advertorials and infomercials. We went into the various regulations applicable to the advertising industry. The self-regulation and regulatory bodies operating in India were discussed in detail. Finally, we discussed the economic effects of advertising on consumer choice, competition and product cost & prices. Advertising influences people to buy heavily advertised products and pay more, as advertising costs are often passed on to the customers.

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