So will withdrawal or modification of the ad have any reverse impact on the million minds. And, in most of the cases, the ads/packaged items in the superstore shelves have already triggered the desired action i.e. the brand has created a position for itself in the mind of the consumer. ![]() To put this in marketing terms, as per the principle of ‘ positioning’, the brand through their communication such as advertisements/packaging has already occupied the highly prized space in the mind of the consumer i.e. BARC India is an industry body, to design, commission, supervise and own an accurate, reliable and timely television audience measurement system for India.** To give you an idea of the impressions created on the top 10 Hindi channels only, below is the data from Broadcast Audience Research Council India (BARC). As far as consumers are concerned, ASCI make sure to take swift action as soon as we receive a complaint which reassures their faith in us”īut the point that arises here is that the ads, which have delivered millions of impressions (by the time they are withdrawn/modified) have already created a certain perception in the minds of the consumers. Almost 80 to 90% of them comply with the codes and the same holds true for the August report as well. Shweta Purandare, secretary general, ASCI said that, “The compliance rate from the advertiser has been high. And yes, most of the brands do take the necessary action which is either withdraw or modify the ad to comply with the regulations. Out of 152 advertisements against which complaints were upheld, 27 belonged to the Healthcare category, 66 to the Education category, followed by 17 in the Food & Beverages category, 10 in Personal Care Category, 5 in clothing and accessories category and 27 advertisements from other categories.Īs per the process of ASCI, if a complaint is upheld against a brand, a notice is sent to the concerned brand to Withdraw/Modify the advertisement to comply with the regulations. (Tropicana), HUL (Dove soap), Nivea India Pvt. The advertisements that ASCI has asked to withdraw/modify comprises ads by big brands like ITC (Aashirvaad Sugar Release Control Atta), Tata Sky, Shri Ram Hospital, Cadila Healthcare Ltd, Godfrey Phillips India Ltd., PepsiCo India Holdings P. ![]() The ASCI (Advertising Standards Council of India) body in the same press note released on states that “In August 2016, ASCI’s Consumer Complaints Council (CCC) upheld complaints against 152 out of 209 advertisements.” It was concluded that the product packaging contravened Chapter I.4 of the ASCI Code and Clause 8 of the Guidelines on Advertising of Foods & Beverages (“Claims in advertisements should not be inconsistent with information on the label or packaging of the food or beverage.”).” * And it is on this basis, that while upholding a complaint by a consumer against Tropicana Litchi Delight, ASCI, a body committed to the cause of Self-Regulation in Advertising, ensuring the protection of the interests of consumers, mentioned that, “It was noted that the…list of ingredients on the pack mention concentrated apple juice 3.2% and Litchi Pulp 1.8%, which means the apple content, is more than litchi.
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