Inetnational business law

ADVERTISING

2007

Advertising is an impersonal selling and communication method which makes use of various types of media to reach the target public in short time . Advertising aims at gaining exposure , creating awareness , changing attitudes of target customers in favor of sponsors product and services and also at effecting sales and improving corporate image

Advertisement is a popular method of marketing communication . Lot of efforts are put to encourage the advertised product starting from gaining the customer 's attention to the products to inculcate a desire in him to possess

the product . It must be capable of arresting attention , inspiring interest , creating desire and precipitating action among the target customers . In the present scene it is the need to satisfy curiosity of the observer who wants to avail the offer . Only the selected few will go deep into the copy , filter it to his requirement and take the balance quantity left to gauge as to how far it will serve his purpose . Though it is meant for the selected few , it is not known how many persons are finally going to select the scheme and the quantum of revenue it is going to generate

Strategic Advertising Penetration Methods

Potential advertising tactics Appeals

Rational Sensory Social Ego satisfaction

Results-of-use Experience Clothes cleaner Settles stomach upset completely When you care enough to serve the best For skin you deserve to have

Product-in-use Experience The flour that needs no shifting . Real gusto in a great light beer A deodorant to guarantee social acceptance The shoe for the young executive

Incidental-to-use experience The plastic pack keeps cigarette fresh The portable television that 's lighter in weight , easier to lift The furniture that identifies the home of modern people Stereo for the man with discriminating tastes

Media planning includes decisions relating to which media should be used and when and how often should advertisements be placed in the selected media . The basic purpose of advertising planning is to optimize the communication reach to the relevant audience within the available budget . Effective and efficient adverting rests on decisions based on collecting data from appropriate internal and external sources

INTERNATIONAL LAWS ON ADVERTISEMENT DECISIONS

Promotional mix which includes advertising is an element of the marketing mix with respect to which it is essential for the respective company to know the implications of its own decisions

The company has to be particularly careful with the legal implications of objectionable promotion . To be on the safe side the marketer must satisfy ' himself on three counts in respect of persuasive communication , viz Is the message or communication fraudulent Does the message or communication misrepresent Is the message or advertisement opposed to public policy

The specific legal constraints which affect decision-making in the area of promotion are as under . The following arrangement are taken on a broader prospective Income-tax Act Trade and Merchandise Marks Act Prevention of Food Adulteration Rules Standards of Weights and Measures Rules Drugs and Magic Remedies Act Sales Promotion Employees Act

Unfair Trade Practices

The international law...