When Advertisements Lie

Only available on StudyMode
  • Download(s) : 16
  • Published : February 12, 2013
Open Document
Text Preview
When Advertisements Lie?

Symbiosis Institute of Business Management, Pune
MBA –I, Division A
Authored by: Ashish Unadkat (35110) Aadhar Agarwal (35130) Malvika Vakil (35124) Shilpa Minj (35144) Tishya Relia (35149) Yash Sanghvi (35152)

Contents
1. Introduction..................................................................................................... 3 2. Advertising Standards Council of India ......................................................... 3 3. Legal issues in advertising .............................................................................. 5 3.1. M.R.Ramesh vs M/S Prakash moped house and others ........................... 5 3.2. Bhupesh Khurana vs. Vishwa Buddha Parishad ...................................... 6 3.3. Reckitt & Coleman of India Ltd v Kiwi TTK Ltd ................................... 6 3.4. Reckitt Benckiser v Hindustan Lever (Case 2008 (38) PTC 139(Del)) .. 7 4. Primary Research ............................................................................................ 8 4.1. Introduction .............................................................................................. 8 4.2. Methodology ............................................................................................ 8 4.3. Basic assumptions .................................................................................... 8 4.4. Hypothesis ................................................................................................ 8 4.5. Analysis & Result ..................................................................................... 9 4.6. Usefulness of Survey .............................................................................. 10 4.7. Future Scope ........................................................................................... 10 5. References ..................................................................................................... 11 Appendix 1: Survey Questionnaire 1 (Horlicks) ................................................ 12 Appendix 2: Survey Questionnaire 2 (Orbit)...................................................... 17 Appendix 3: Horlicks Believability Calculation................................................. 22 Appendix 4: Horlicks Likability Calculation...................................................... 23 Appendix 5: Orbit Believability calculation ....................................................... 24 Appendix 6: Orbit Likability Calculation ........................................................... 25

1. Introduction
“Advertising is a non-moral force, like electricity, which not only illuminates but electrocutes. Its worth to civilization depends upon how it is used.” J. Walter Thompson

Advertising, a mass marketing technique is the best medium one could think of to reach out to the masses. In this era of competition wherein new products, services are being marketed within a splash of time the Ad-world resembles a battle ground where companies and brands battle it out every day to capture the mind of its consumers. It is a naked truth that advertising is a business strategy which is in fact a powerful tool for enhancing, maintaining and developing brand equity. In the process companies often tend to resort to unethical, misleading forms of advertisements at times exaggerating the value to the customers. These practices indeed raise questions about truthfulness and fairness of the representation of products and services. Advertising carries several responsibilities. It informs the public so that they can be aware of the products and make informed choices among different products or brands. But to what extent it is doing its job truthfully is a big question. It is pertinent to note that as far as India is concerned there is no law as such for regulating advertisement in any media. However to scrutinize certain principles and fairness in the sphere of advertising, Advertising Standards Council (ASCI) of India was...
tracking img