The Advertising Standards Authority Essay

1796 Words Nov 30th, 2012 8 Pages
Unit: Introduction to Marketing

Option One:

“The ASA is the UK's independent regulator of advertising across all media, including marketing on websites. We work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes.”

With the use of examples review current advertisements banned by the ASA. Critically analyse the rules imposed by the Advertising Standards Agency, are they reflective of public demand.

Introduction 2 How does the system work? 2 The ASA and Marketing 4 Real life examples 5 Conclusion 8 Appendix A The UK Regulation Bodies 11 OFCOM 11 THE ADVERTISING STANDARDS AUTHORITY (ASA) 11 The Advertising Standards Codes 12 TELEVISION ADVERTISING 12 RADIO ADVERTISING 13
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Real life examples
If we look at the claims that have created a huge frenzy we would remember a TV ad for Apple's iPhone saying "You never know which part of the internet you'll need ... which is why all the parts of the internet are on the iPhone," (Sweney, 2008). Complaints were received as the ad was misleading, because the iPhone device does not support Java and Flash which are now integrated into many web-pages throughout the internet. Apple provided technical justification for the advert, but nevertheless the ASA ordered that the TV advertisements must not be broadcast again in the same form.
The ASA is only one part of a marketing environment and it can only order the ad to be changed but not impose any legal sanctions on the company. In the above-mentioned situation, looking back on 2008 we would notice that demand for the iPhone increased by over 30% among potential smartphone purchasers (Figure 1).The reasons for this phenomenon lie firstly in satisfaction in the Apple brand as whole; secondly, the customers of smartphones are highly diversified by age, gender and location and, finally, the in 2008 iPhone became fashionable and fashion is an extremely powerful factor.

Along with demand comes customer satisfaction, which is the reflection of actual experience of the product.

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