The major motive of advertising is simple – to increase sales! Companies create and maintain a brand identity or image. They also communicate a change in the existing product or service line; introduce a new service or product, or increase the level of interest in the value of the business or brand. Ethical advertising is to achieve all this and grow without any false claims and should make an ad with a moral decency. To do this, a set of well-defined principles have been evolved which govern how sellers communicate with consumers.
So, in my opinion, the above-given statement is not so true. The clients always prefer the truth, and it can sell any product or services. It's not the truth, but it's 'How you present the truth?' I am not saying about technically or politically correct, but the subtlety. We are quite familiar with the Pepsi-coke war, but let's have a look at Sprite's 'Seedhi Baat No Bakwaas' campaign. In urban India, this has become a normal phrase! If we compare the ads where Bollywood stars doing great stunts after drinking Thumbs-up or Mountain Dew and the ad where a bottle of sprite and glass is having a chat, what is worth watching? I think, post millennium year, and with the advent of digital media, the conceptual base of a typical consumer is evolving. Pink is for girls, fairer is better, girls are for boys, and boys are superheroes in the making will slowly be irrelevant. The consumers are smarter than they are perceived by the ad makers. The use of issues in tackling the social problems ranging from the domestic violence to improving public health is accepted and also earns a huge profit for ad makers.
In doing so, they have generated an audience that feels good about purchasing their products and then takes to the Twitter to say how good they feel. A brand’s social purpose is among the factors that influence purchase decisions. Nielsen's global retail analysis shows 55% of global online consumers across 60 countries say they are willing to pay more for products as well as services provided by companies that are committed to positive social and environmental impact. In short being real and meaningful pays a lot more than using the typical and cliched stereotypical concepts again and again. Therefore the unethical advertising which is false, misleading or unverifiable claims are made, might make the business in the initial stages, but the truth always prevails! Your brand should effectively create shared value by marrying the appropriate social cause and consumer segments.
So, in my opinion, the above-given statement is not so true. The clients always prefer the truth, and it can sell any product or services. It's not the truth, but it's 'How you present the truth?' I am not saying about technically or politically correct, but the subtlety. We are quite familiar with the Pepsi-coke war, but let's have a look at Sprite's 'Seedhi Baat No Bakwaas' campaign. In urban India, this has become a normal phrase! If we compare the ads where Bollywood stars doing great stunts after drinking Thumbs-up or Mountain Dew and the ad where a bottle of sprite and glass is having a chat, what is worth watching? I think, post millennium year, and with the advent of digital media, the conceptual base of a typical consumer is evolving. Pink is for girls, fairer is better, girls are for boys, and boys are superheroes in the making will slowly be irrelevant. The consumers are smarter than they are perceived by the ad makers. The use of issues in tackling the social problems ranging from the domestic violence to improving public health is accepted and also earns a huge profit for ad makers.
In doing so, they have generated an audience that feels good about purchasing their products and then takes to the Twitter to say how good they feel. A brand’s social purpose is among the factors that influence purchase decisions. Nielsen's global retail analysis shows 55% of global online consumers across 60 countries say they are willing to pay more for products as well as services provided by companies that are committed to positive social and environmental impact. In short being real and meaningful pays a lot more than using the typical and cliched stereotypical concepts again and again. Therefore the unethical advertising which is false, misleading or unverifiable claims are made, might make the business in the initial stages, but the truth always prevails! Your brand should effectively create shared value by marrying the appropriate social cause and consumer segments.
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