Solution for Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition Chapter 20, Problem 1

by George E. Belch, Michael A. Belch
343 Solutions 22 Chapters 67614 Studied ISBN: 9780078028977 Art and Architechture 5 (1)

Chapter 20, Problem Additional_Discussion_Question 1 : 12.Discuss the role the media play in the...

12.Discuss the role the media play in the self-regulation of advertising. Do you view self-regulation as an effective way of protecting consumers from offensive or misleading advertising? (L02)


Step-By-Step Solution

12.The media are an important self-regulatory mechanism in the advertising industry. Most major media have some type of review process for advertising and can reject ads they find objectionable. Some media exclude ads for an entire product class such as Reader’s Digest’s ban on tobacco and liquor ads. Many magazines and newspapers have standards regarding the type of advertising they will accept.  However, these standards vary depending on the nature and size of the publication.  Large established publications may have more stringent standards than those that are less financially secure and in need of advertising revenue.  The major television networks have incorporated many of the provisions of the codes used by the National Association of Broadcasters into their own standards.  The networks have the most stringent advertising review process of any media as their standards and practices division reviews all commercials before they can be aired on the network or an affiliate. Commercials that are considered to be too offensive or potentially misleading are sent back to the advertiser for revision and resubmission.  However, most of the cable channels do not have the same standards as the networks and advertisers often will run ads on cable to circumvent the review more stringent requirements of the networks. Media self-regulation plays an important role in protecting consumers from offensive or misleading advertising.  However, given the myriad of magazines and newspapers, as well as the increasing number of cable channels, it is possible for advertisers to find a way to reach consumers with their messages.


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