Introduction advertising unit Structure

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6. Vulgar Taste :
Advertisements in which undue importance is 
given to women or sex objects are unethical. 
7. Awards / Prizes : 
Advertisements wherein consumers are asked 
to send entries against which awards / prizes and free gifts are 
offered are unethical. 
8. Undue Emphasis :
In this, information is carried beyond truth. 
Emphasis is laid on certain factors which may not be in reality 
existing or pertaining to the company concerned. 
9. Misleading Names and Brands :
Name of persons, areas or 
countries well-known for certain things are associated with the 
names of goods in order to create favourable impressions about the 
attributes of such goods. 
10. Fantastic Claims :
By fantastic claims, minor virtues are 
magnified. Small things are exaggerated beyond limits. 
8.10 SUMMARY
Due to advertising total cost of the production increase but it 
reduces the production cost, distribution cost, per unit. Finally the 
consumers can get the product comparatively at low price due to 
advertising. 
Waste in advertising refers to the failure of the advertisement 
or campaign to achieve its desired objectives. A number of factors 
are responsible for the waste in advertising like Introduction of 
Wrong Product or Service in the Market, Making Tall Claims in an 
Ad, Wrong Selection of Target Market, Wrong Timing of Launching, 
Wrong Selection of Advertising Media, Poor Planning of Advertising 
Campaign and Poor Drafting of Ads etc. 
Truth refers to facts which can be observed and verifiable. 
Advertisements carrying correct and true information will be build 
confidence in the minds of consumers and build goodwill of the 
product. But through Misrepresentation, Make-Believe Statistics, 
Misuse of Testimonials, Vulgar Taste, Undue Emphasis, Misleading 
Names and Brands untruth has been presented in advertising. 
8.11 QUESTIONS
1. Explain the effects of advertising of (a) Production cost, (b) 
Distribution cost and, (c) Customer price. 
2. Write short notes on the following : 
(a) Effects of Advertising on Production Cost

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(b) Effects of Advertising on Distribution Costs
(c) Effects of Advertising on Consumer Prices
3. Does Advertising Create Monopoly ? 
4. What is waste in Advertising? Explain the factors responsible for 
the Waste in Advertising 
5. How does Advertising affect Cultural Values? 
6. Explain the affects of Advertising on Standard of Living. 
7. What are ethics in Advertising? 
8. What is “Truth” in Advertising? 
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