Good Example Of Research Paper On Deceptive Advertisement

Advertising campaign is an important series of advertisement, which share a single theme and idea that make up IMC (Integrated Marketing Communication). Companies in the world use advertisement as one of the important marketing tool. There are advertising campaigns that are deceptive. In fact, many advertisement campaigns have hit the headlines for the misleading information. Ethics has to be observed during the promotional mix since it affects the product and services (Williams, 2012). In the world of trade, there are many advertisement campaigns that are deceptive. Pennzoil is one of the products that hit the headlines for being deceptive.
The Pennzoil Company asserted that through their advertisement that their products performed better that any other campaign products. tribunalThe incident was taken to court, and the tribunal ruled out that Pennzoil Company was using advertising campaigns that were misleading and false. Pennzoil Company was claiming to be superior to the different competitors, which included New Jersey-based Castrol. The company used the internet ads and television to promote their products (Weinmann & Bhasin, 2011). The advisement was deceptive based on the fact that it was claiming what was false. It was clear that the advertisement was not justified because Pennzoil products were not performing better than the competitors. The advertisement was deceptive because it was spreading information that had no reasonable basis. In addition, the Pennzoil advertisement was deceptive because it was making comparisons of its products with those of the competitors through advertisement.
The advertisement campaign could be changed to be more complaint by removing the comparison aspect of the advertisement. Pennzoil can make advertisement campaign without comparing itself with other competitors. In addition, the advertisement campaign could focus more on the realistic features of the product (Blakeman, 2011). The company have to verify all the inputs of a product and the benefits it creates.

References

Blakeman, R. (2011). Advertising campaign design: Just the essentials. Armonk, N.Y: M.E . Sharpe.
Weinmann, K & Bhasin, K. (2011). 14 False Advertising Scandals that Cost Brands Millions. Business Insider.
Williams, T. M. (2012). False advertising and the Lanham Act: Litigating Section 43(a)(1)(b). Oxford [UK: Oxford University Press.