NOVRITA WIDIYASTUTI Ethics and Codes of Practice

Advertising creativity and ethics A creative advertising is nothing without ethical. Advertising ethics = not over promising and not misconceptions to audience The advertising code of practice strives to ensure that audiences expectation are met, and that advertisers and advertising agencies work together to fulfill this expectation There are voluntary controls to ensure advertisers maintain standard of behavior which protect the reputation of the industry and so ensure by implication, that the customer is being protected

Objectives: for consumers Protected from over promise and mislead information Motivates the consumers to use the brand Confidence level of consumer will higher Ad message is focused and informative

Objectives: for advertisers & ad agencies To used as standard practice in order to uphold professionalism and reputation of the advertising business To promote healthy competition among advertisers To provide guideline in creating concept

The Advertising Code Be legal Be fair and promote healthy competition Be decent Be honest Be truthful Not exploit or exaggerate fear

The Advertising Code Not encourage drinking and driving Not condone violent or anti-social behaviour Not use people without permission Use only genuine testimonials related to the product Indicate clearly that advertisement are not editorial matter

Advertising and The Law

Agency-client contract and agreement Agency and client formulized their working relationship with contract agreement. Contract are made between agencies and clients as well as between agencies and suppliers A contract consist of an offer, an acceptance, and a considerations, usually with a sum of money

Termination of contract by client A contract can be terminated by either agency or client, as long as provisions for termination have been met. The client may terminate the agency for the following reasons: unsatisfactory services, slacking in creativity, wants to explore other agencies, change in agency’s personnel, agency’s pricing, wants fresh new ideas.

Termination of contract by agency The agency may terminate the agency for the following reasons: Client doesn’t honor the terms of payment The project is not profitable Conflict of interest