Ethical Principles and Advertisement - Coursework Example

AN АDVЕRTISING САMРАIGN Student Course Date AN АDVЕRTISING САMРАIGN TASK ONE How Anti-discrimination Legislation Apply to Advertisement Advertisement is defined as the non-personal means through which a person or an organization communicates its ideas, services or the products it/they produce to others in a way that creates an urge to test them or even just bring about awareness that such products, services and ideas are in the market for users and potential users too. This can be achieved through various means which include; radios, television, internet and print media which include newspapers and magazines (Dave 2012). In Australia, for example, under the Equal Opportunity Act (1984), it is very unlawful to publish or even show advertisements which can depict an intention of discrimination based on gender, age, religion, race among others. In this case, advertisement involves all the forms from print, internet to radio and television ads. Consumer Protection Law and Advertisement Every consumer has a right to be treated fairly or with respect and fairness, and this applies to all places where they buy their goods and services whether in the supermarkets, hotels or in the energy supplies among other places (EU 2016). On the other hand, states or countries throughout the world have provisions in their constitutions and laws which protect consumers. Consumer protection laws caution sellers against deceiving acts or practices which are aimed at confusing consumers to buy and use their products and services. Copyright Legislation and Advertisement Copyright does not vary throughout the world. It is a federal law and therefore similar and adopted anywhere in the world and aims to protect the original owners of ideas, products or services from being defrauded. In Australia for instance, there are copyright provisions for people in commerce, music and entertainment industry, publishers, libraries, constructions among other areas where ownership of original production of anything is precious and therefore guarded by law (ACN 2015). Advertisement requires that the designers or the advertisers to be as original as possible and should not have part or all the material in their advertisement being similar to another organization’s or person without any formal consent to be so. All these together ensure advertisers have to be creative enough to develop their own original ads to use in advertisement. These include the pictures, words, scenes among other things used in the advertisement. Ethical Principles and Advertisement Even though advertisement is a way through which companies and organizations sell their ideas, services and products to users or potential users, or just as a way of creating awareness about their existence in the market, if not properly used, can give detrimental results. Currently throughout the world, some advertisers have ignored the rule of truthful and fair information in their advertisement and these for instance if can leak in to the ears of young children, end up ruining their lives. Ethics in advertisement require that advertisers desist from using obscene and vulgar words or any other words which are deemed unethical in making their advertisement (Rahul and Geeta 2012). Away from using vulgar words, ethics also dictate that advertisers be truthful. In some cases, for example, advertisers can show very eye appealing products but when you visit their premises to demand for those products, you end up getting the contrary. Consumer Guarantees Act and Advertisement The Consumers’ Guarantees Act of 1993 tries to give an outline and also explains the rights of the consumers with regard to breakdown of the products they purchase before the warranty periods appended to them reach. This Act also offers the avenues for redress in case a consumer has a problem with products and services they have purchased but fail to get proper help from the providers. Many are times when manufactures of products for example electronic appliances, tend to state warranty periods on their products but then fail to practically implement it in case a consumer has a problem with those products before their set warranty ends. This happens when the products for example fail to operate as expected by the consumers but still the manufacturers will fail to compensate them for the losses incurred due to such. It is in that light that this Act was formulated to provide a framework upon which consumers can get help and even cover whenever they are faced by such problems. Concerning advertisement on guarantees and warranties, it is very unethical to deceive consumers about them and thereafter fail to implement as promised in the advertisement. Instead, the manufacturers should advertise warranties which they know very well are practical to them so that they do not confuse consumers (Rahul and Geeta 2012). Provision Policy and Advertising This mainly applies to the online advertisement using the internet platform. In this case, the policy tries to offer an outline on how advertisers, advertisement, websites, contents among other components of internet advertisements are protected against any disclosure to a party which is not involved./ privacy policy states that all the advertisement materials belong to the advertisers only and should not be leaked without authority to unconcerned parties (Jacob 2010). This helps in achieving copyright Act as well since the information will not be with malicious persons. TASK TWO In the Simply Fit’s Business plan, they give a brief which tries to explain what they offer, mainly the gym services, and their location in the Main Street in Wellsville NY. They further give the reason as to why they see the business worthwhile and this is because there are no other businesses in the area which offer such similar services and therefore limits or no completion and this means a lot of profit was going to be made. They try to promote their other services which include personal training and outside café which they aim at achieving goals which include awareness and promotion, market campaigns and even Grand Opening Ceremony. Here, other things talked about are the target audience which are those interested in making themselves be fit and well looking through workouts. It is believed that these individuals have had a “fitness void” in their lives for some time and are therefore intimidated by idea of joining such clubs. Similarly they may have heard about the Simply Fit is “Coming soon” and could be looking for additional information regarding the facility. These services were targeting people from the age of 16 to 65 both males and females. Regarding the perception guidelines, the Simply Fit should be high product value paired and be communicated in an original way. Communication strategy is mainly directed to the potential customers. Methods for communication were to include both mail, newspaper ads, events, newsletters, billboard, web contents, radio and events. Concerning competition, Simply Fit has lowered competition from other businesses since it the only business offering such services to people (Laurin 2011). The main marketing and Creative message is “Because You Belong” A Task Timeline DATE EVENT COST IN DOLLARS OMISSION OF ERROR Jan mounting billboard Feb direct mails drop Mar mail invitation April email blast May radio spot July follow up with the press August newspaper ads Ensuring that the media contracts are legal is key element in advertisement so that you do not get yourself on the wrong side of the law. This will be ensured by monitoring keenly the kinds of words and the contents added to the advertisement ads. The main reason in this is to try and avoid issues which could be discriminative and that is against the laws and ethics of advertisement. Secondly, to ensure the target population gets the advertisement, the advertisement will be aired during the breakfast briefs when most of the people watching the television are falling in the age bracket of 16 to 65 years. TASK THREE I would convince and persuade the TV representative to slot our advertisement during the breakfast show. This is because it is during this time that very many people are watching the televisions and therefore a prime time for such and advertisement. Concerning cost, it would be negotiated properly to be realistic since high advertisement costs if not well calculated can result to losses to the business. The quotes such as “Because You Belong”, Simply Fit”, “Coming Soon”, among others must also feature in the advertisement to catch the attention of the viewers. TASK FOUR Evaluation of the effectiveness of media performance on advertising is very important to find out if in deed the information reached the targeted population. There are various forms of advertising which include internet, radio, television, billboards among other methods which are used to pass information to the population about availability of services and products which a company has. For the Simply Fit, the main marketing expenditure was heavy on the Grand Open Event, but the obvious question was how effective the event was in creating awareness to the target population about Simply Fit. The main reason to ask this question is because, The Grand Open Event was advertised on the newspaper, but not very many people read newspapers, and at the same time, a great percentage of those reading newspapers have tight schedules for example in the offices that they may not get time to attend the grand open. Sometimes, there can be wastage of information by sending it to people who are not intended for instance in the case of emails or internet ads where anybody can access the information even if they were not the targeted group. REFERENCES Alvin, C 2006. Marketing Research, 5th Ed. New Jersey CAN 2015. Supporting a creative Australia by promoting the benefits of copyright for the common good Dancun, T 2005. Advertising and IMC, 2dn Ed. New York. Dave, F 2013.Online Advertising. A journal for online business EU 2016. Consumer rights and laws. A review of market trends and consumer rights. Retrieved from http//:www.mers/consumers rights/index_eem.htm Jacob, K 2010. Online behavioural advertising. Data protection working party Rahul, S. and Geeta K 2012. Ethical Issues in Advertising. International Journal of Engineering, Science and Metallurgy William, C. 2006. The Marketing Plan, 5th Ed. California www.acefitness.org www.acefitness.org/article/2843 Read More