Ethical Advertising Essay

Advertising plays many roles in the mind of consumers. It informs, it educates, it persuade. Without advertising it would be difficult to decide what we need to buy and what are the options available in the market. In the modern world everyone is influenced by advertising and the forms of promotion. Private sector as well as Public sector is still trying to learn how they can communicate efficiently and effectively with target group or audience. Consumer is trying to find various ways to avoid marketers, but the market is constantly looking for new ways to reach audience.
Following structure of essay include:

Basic principles of ethical advertising are-

1. Advertisements should abide by the laws of the country.
2. Advertisement should

Advertising is the form of communication used to persuade or influence viewers, listener’s i.e. audience. Advertising leads consumer to an action. Company spend a huge amount on advertising to attract consumers. Three things by which consumer gets attracted are words, message and medium. Many advertisers increase consumption of their goods through branding which usually involves the product name or product image and link with certain qualities straight in the minds of the consumers. As we all know the main purpose of the advertising is to motivate the customers about the product or service is the best and building up the image.

Activities related to buying of product or service and use them is called consumer behaviour. Today’s advertising is based on the situations that relate to us our surroundings. Image and things we find pleasing attracts us. People usually like humour in advertisement, everyone loves to laugh. Advertisers try to use humour in their ads and make them buy the product or service (Gulas, 2006).

Advertisement creates an emotional

e.g. Subway is trying to attract customers by putting “the sub of the day".

Consumer Segmentation

A good example of the segmentation and the target market is Coca Cola distributor of soft drinks. Coca Cola has more than single, well defined target segment.

Let start with Geographic segmentation:
Drinks of Coca Cola targets different ethnic groups, age groups, lifestyles, Saxes etc. The most popular soft drink of Coca Cola is being sold in many countries in all over the world. Due to the Coke taste and its demand coke produce healthier products such as Diet Coca Cola, Coke Zero etc.
Coca Cola Zero - main target are teens who do not want calories.
Diet Coke Cola - main targets are adult. Age group 35-50 for those who are health conscious.
Powerade - main targets are athletes.

Demographic Segmentation:
Age: all age groups even 40 plus.
Gender: both the genders with wide range of drinks.
Income: e.g. glass bottles for low income levels and tins for high income levels.

Psychographic segmentation: There are people who are brand conscious and will not prefer unknown brands. They will maintain their status by drinking Coke and Coke is well recognized brand in