Socio-Economic and Ethical Implications of Advertising – A Perceptual Study

Abstract

Depending upon the public opinion about the social, economic and ethical aspects of advertising,the marketers and the public policy makers should take different stances on how advertising should be treated. The study has analyzed in detail the public response to the issues like: ‘Targeting Children in Advertising’, ‘Use of Sex in Advertisements’, ‘Promotion of Materialism through Advertising’, ‘Use of Comparative Advertising’, ‘Ethics in Advertising’, ‘Use of Celebrities in Advertising’, ‘Economic Effects of Advertising’; and ‘Public Policy on Advertising’. The population for the study comprised a sample of 900 respondents, 100 each from the seven North Indian states (Punjab, Jammu & Kashmir, Himachal Pradesh, Uttar Pradesh,Rajasthan, Haryana and Uttranchal) plus Union Territory of Chandigarh and National Capital Territory of Delhi. Based upon the opinions and beliefs of the public, as revealed by the study,suggestions have been made to the advertisers and the public policy makers.