With the advent of Web 2.0 technology, the ways of utilizing the Internet has become part and parcel of every major industry. One of the newest innovations to capture the imagination of the advertising and marketing industry is the Podcast. Podcast is not another form of infomercial where you try to hard sell your product by giving all the benefits and savings by purchasing it. Rather, in Podcast, you give free and helpful information to listeners regardless whether they buy your product or not.
This way of advertising gives people a feeling of flexibility and further appreciation for your product by keeping in their minds your business through the information you provides rather than forcing them to buy products from you. This creates more loyal customers for your company and the far reaching effects of a Podcast cannot be denied.
The main rule of advertising is truthful, non-deceptive, fair and claims must be backed with evidence. Based on this, most common questions that arise are:
1. What makes it deceptive?
2. How is it unfair?
3. What is the basis for their claim?
To determine whether it is deceptive or unfair, the point of view of a reasonable consumer is taken. It may be considered deceptive of unfair if it misleads the consumer in deciding on whether to buy a certain product. It must not imply anything that it cannot substantiate with scientific evidence that is both reliable and competent.
Free items are promotional devices used to attract customers. When a product has a free offer, the price of the pruchased product must not be increased from its regular price. Besides that, if a product is “free” or offered at a lower cost along with the purchase of another item, the advertisement must clearly disclose all terms and conditions of the promotion. Important information like terms affecting the offer’s cost must be placed near the advertised price.
Advertisements promoting rebates should state the before-rebate price and the amoung of the rebate. This way, consumers have the information they need to make comparisons. Rebate ads should also disclose other conditions and terms including additional fees and when consumers should expect to receive the rebate.
The Fair Credit Reporting Act requires that consumer reporting agencies (CRAs), such as credit bureaus and resellers of consumer reports should provide information to its creditors, employers, insurers, and others, do so with due regard for the confidentiality, accuracy, and legitimate use of such data. When those parties take adverse action on the basis of information in a credit report, they must identify the CRA that provided the report so that the consumer can learn how to get a copy to verify or question its accuracy and completeness. Creditors and others may not knowingly provide false information to CRAs, which are required to maintain reasonable procedures to guarantee the maximum possible accuracy of their data.
(Source:FTC.gov)
It’s delusory to misrepresent either directly or indirectly, that a product offers a general environmental benefit. Your ads should qualify broad environmental claims or should avoid them altogether to prevent deception about the specific nature of the benefit. Furthermore, your ads shouldn’t imply significant environmental benefits if the benefit isn’t significant. For example, a trash bag is labeled “recyclable” without qualification. Because trash bags ordinarily are not being separated from other trash for recycling from a landfill or incinerator, it is unlikely that they will be used again. Technically, the bag may be “recyclable,” but the claim is deceptive because it asserts an environmental benefit where there is no remarkable or meaningful benefit.
(Source:FTC,gov)
The FTC’s regulations on endorsements state that all endorsements made by celebrities or experts should reflect his or her honest opinion or experience of the product, and not just the experience of a few satisfied customers. The endorsement should not contain any deceptive, unsubstantiated representations. The ad must also disclose if consumers can expect the same results or limited results as the endorser’s experience.
For expert endorsements, the endorser must meet certain qualifications before he or she is considered an expert in the field. Simply being an expert, however, isn’t enough. There has to be an actual evaluation or product testing other experts would normally conduct to support the concludes made in the expert endorsement.
Firms in this industry prepare ads for various companies and organizations in different mediums. Companies with divisions that place and market their own products are not part of this industry. Advertising is often a means to increase sales and boost profit for firms. Some firms are not involved in the creation of ads; instead, they sell airtime in radios and televisions. Since they do not produce ads, the workforce of these firms is mostly sales staff.
Enormous amounts of talent can be found in the advertising workforce. They are involved in the conceptualization, graphic design, lay outing, and other creative works to formulate an ad campaign.
Spamming is the sending of unsolicited e-mail advertising a certain product or service. This type of unsolicited e-mail is what is considered junk mail. Due to the proliferation of products and services on the Internet, some advertisers have used this annoying tactic in order to promote their products and services.
Laws are now being passed and approved in order to put a stop to this practice. Some states have placed hefty fines on those found guilty of sending unsolicited e-mails. Collecting of e-mail addresses or opening multiple e-mail addresses for the purpose of sending unsolicited e-mails is also being prohibited.
A book titled Creative Advertising, Ideas and Techniques from the World’s Best Campaign by Mario Pricken is out in the market and it reveals the creative procedure with some of the most effective and original campaigns of all times. The book shows over two hundred examples of international advertisement from all sorts of media. Magazines, billboards, televisions, cinema and also from the Internet are included. Every chapter gives importance to various practical methods used in the creation of original and unforgettable advertisements. The coverage ranges from looking for great ideas or just plainly duplicating old techniques. The choices include works from big names in the industry.
Advertising now have become part of our lives. Sometimes they even control most of our choices and experiences. Ads are everywhere. You see them in our websites, on our televisions, you hear them over the radios, practically anywhere. Sometimes, you may even think that we see too much of them already. Online ad usage is fast rising. On the other hand, we should be aware that we have to use advertising in such a way that is relevant to our lives and will help us become better people. For example, if you are reading an article on the blog about design, the ads should be relevant to the content and at least you will get some value out of the real context.