Introduction:
Advertising has played a major role in consumer marketing, and has enabled companies to meet communication and other marketing objectives. Typically, advertising is used to inform, persuade, and remind consumers. It importantly reinforces their attitudes and perceptions.
Advertising has been a target of criticism for decades. Advertising has been hailed as a capitalistic virtue, an engine of free market economy, and a promoter of consumer welfare. Its detractors on the other hand accuse it of an array of sins ranging from an economic waste to purveying of harmful products, from sexism to deceit and manipulation, from triviality to intellectual and moral pollution (Mittal, 1994).
Advertising is seen by many as a threat to the cultural identity and self realisation of many developing countries: it brings to many people alien ethical values; it may deviate consumer demands in developing countries to areas which can inhibit development priorities; it affects and can often deform ways of life and lifestyles (Mac Bride, 1980).
Advertising is considered unethical when it degrades rival’s product or substitute product, gives misguiding information, gives false information, conceals information that vitally affects human life (e.g., side effects of drugs), makes exaggerated claims, is obscene or immoral or is against broad national interest. While comparative advertising may be considered legal and its widespread use may have granted it acceptance, the debate on whether or not it is ethical, still continues. There is no unanimity among advertising professionals and marketing clients regarding such questionable practices. However, all agree to one aspect that while considering the question of unethical practices, the focus must be to safeguard the interest of buyers at the micro level and the society at the macro level as their satisfaction is the key to the marketing success.
The study aimed to fulfill the following objectives:
1. To explore the perception of consumers regarding social, economic and ethical aspects of advertising.
2. To suggest the implications of socio-economic and ethical beliefs regarding advertising for the marketers and public policy makers
Number of Pages of Project Report: 63
Package Includes: Synopsis/Project Proposal + Project Report
Project Format: Document (.doc)
Table of Contents of Project Report:
CHAPTER 1: INTRODUCTION
CHAPTER 2: LITERATURE OF THE STUDY
NEED OF THE STUDY
STATEMENT OF THE PROBLEM
OBJECTIVES OF THE STUDY
SCOPE OF THE STUDY
CHAPTER 3: RESEARCH METHODOLOGY
RESEARCH PARADIGM
RESEARCH DESIGN
DATA SOURCE
SAMPLING UNIT
SAMPLING SIZE
SAMPLING TYPE
HYPOTHESIS:
TOOLS OF ANALYSIS
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
FINDINGS
CONCLUSION
SUGGESTIONS AND RECOMMENDATIONS
LIMITATIONS OF THE STUDY
FUTURE DIRECTIONS FOR FURTHER RESEARCH
QUESTIONNAIRE
REFERENCES
