Week 4- 6/17/15
Instructor: Dr. Matthew Gonzalez
The information contained within this paper will be on the subject of Advertising Regulation. In the United States there are laws that oversee what companies can and cannot do when it comes to advertising. This is designed to protect the public. The information in this paper will touch on the agencies that can be involved in overseeing advertising, as well as laws that are designed to keep businesses honest.
Businesses exist for the purpose of making money. To do so, companies are constantly looking to improve sales of their products or services. In order to accomplish this, it is important that consumers be made aware of what it is that a business has to offer. As previously discussed, marketing is everything involved in the promoting of a business’s products or services. But in the following paragraphs one specific aspect of marketing will be discussed. The discussion will be dealing with advertising. When something is advertised it is made known. To advertise something is to describe or draw attention to something in a public medium in order to promote its sales. It probably goes without saying that effective advertising is a key to the success of a business (Advertising & Marketing Law, 2015).
Today advertising has become somewhat of a science. Most advertising campaigns have a few fundamental similarities that have been found to be successful in all advertising. A few advertising fundamentals are keeping the advertisement simple. A complicated ad will lose the audience. Another is to appeal to your target audience, the ones you are trying to convince to make a purchase. Include a call to action which would be the act of purchasing. Another important aspect of advertising is appealing to basic emotions. Use easy arguments to win over your audience. Also, ads should use language and images to relate to the senses. Does the ad coordinate what the consumer sees with what they hear? Allow powerful video to speak for itself (American Research Group, Inc, 2012). There are many more aspects of advertising, but these examples show that effective advertising can get very involved and take much effort. Due to these demands and the desire to be successful, it can also become very tempting to stretch some of these ideas to the point that they would be considered deceptive. It is the responsibility of every business to ensure that every claim they make in their advertisements are truthful, not deceptive (Advertising & Marketing Law, 2015).
There are literally millions of businesses reaching out to billions of people worldwide, all of them competing with each other for every consumer’s business. It would be naïve to think that there would never be occasions when some might overstep the boundaries and engage in advertising that is deceptive. This is especially true when considering online businesses. Since there is never any personal contact, it can be tempting to use methods of advertising that are questionable (Online Advertising Law, 2015).
Because of these reasons there are organizations that are responsible for overseeing the advertising that businesses do, and make sure that these ads are honest and do not deceive the consumer. Here in the United States, the Federal Trade Commission (FTC) is tasked with the main responsibility of keeping businesses honest in their advertising. But there are several other agencies that also have power to assist in regulating advertising. Among them are the Food and Drug Administration (FDA), the Bureau of Alcohol, Tobacco, and Firearms (BATF), and the Department of Transportation (DOT) (Schneider, 2015). These agencies assist the FTC in monitoring advertisements of products and services that they deal with directly. The purpose is to ensure that advertising is free of...
References: AdExchanger. (2010, June 11). Why Online Advertising Should Be Regulated. Retrieved June 17, 2015, from Ad Exchanger: http://adexchanger.com/the-debate/why-regulated/
Advertising & Marketing Law. (2015). Retrieved June 17, 2015, from U.S. Small Business Administration: http://www.sba.gov/content/advertising-and-marketing-law
American Research Group, Inc. (2012). Ten Rules for More Effective Advertising. Retrieved June 17, 2015, from American Research Group, Inc.: http://americanresearchgroup.com/adrules/
Bureau of Consumer Protection. (2000, December). Advertising and Marketing on the Internet: Rules of the Road. Retrieved June 17, 2015, from Federal Trade Commission: http://www.ftc.gov/tips-advice/business-center/guidance/advertising-marketing-internet-rules-road
Internet advertising to face stricter regulation. (2011, February 12). Retrieved June 17, 2015, from The Telegraph: http://www.telegraph.co.uk/technology/internet/8320228/Internet-advertising-to-face-stricter-regulation.html
Online Advertising Law. (2015). Retrieved June 17, 2015, from U.S. Small Business Administration: http://www.sba.gov/content/online-advertising-law
Schneider, G. (2015). Electronic Commerce (11th ed.). (A. Brodkin, Ed.) Stamford, CT, USA: Cengage Learning. Retrieved May 28, 2015, from www.cengage.com
Self-Regulation. (2015). Retrieved June 17, 2015, from International Chamber of Commerce: http://www.iccwbo.org/Advocacy-Codes-and-Rules/Areas-of-work/Marketing-and-Advertising/Self-regulation/
Some facts about advertising self-regulation. (2015). Retrieved June 17, 2015, from Responsible Advertising & Children : http://www.responsible-advertising.org/selfregulation.asp
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