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In what way should the UK CAP Codes (CAP/BCAP Codes) be reformed - Essay Example

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UK CAP Codes (CAP/BCAP Codes) Introduction Globalization and liberalization of the world economy have facilitated the growth of trade and commercial activities. The living standards of the individuals all over the world have improved with the rise in the aggregate availability of goods and services…
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In what way should the UK CAP Codes (CAP/BCAP Codes) be reformed
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In what way should the UK CAP Codes (CAP/BCAP Codes) be reformed

However, the rapid growth of the profit margins of the adverting companies depicts that the advertisement practices undertaken by the companies are improving significantly over time. However, it has been proved by the economists that mixed economic systems with active public private participation is the best for an economy. It is found that the commercials launched by the companies often fail to incorporate the desired intension and seem to create commotion in the political, economic, social or cultural dimensions of the society. This is the reason for which the government owned organizations impose certain rules and regulations on the advertising agencies. This essay will throw a light on the Committees of Advertising Practice (CAP) codes of United Kingdom (U.K.). The context of the essay would analyze the underlying ethics and advantages associated with the CAP codes in U.K. on the basis of macroeconomic analysis. In the later context, the researcher would elaborate on certain perspectives based on which the CAP codes of U.K. must be reformed. The Committees of Advertising Practice are responsible for formulating and maintaining the different advertisement codes in U.K. All these committees are controlled by the Advertising Standards Authority. This authority helps the companies in creating efficient marketing campaigns abiding by the basic rules and regulations (Fletcher, 2008). Importance of Advertising The term advertisement comes from the famous Latin word ‘Advertere’, which means “to turn minds towards”. According to the views of William J Stanton, “Advertising consists of all the activities involved in presenting to an audience a non personal, sponsor identified, paid for message about a product or organization” (MU, 2012). Basically advertising helps the firms to transfer or communicate the different information about a business to the current potential buyers. Advertisement in U.K. has become almost an indispensible business activity for both the sellers and the buyers. In a world where the tastes and preferences of the consumers continuously change, advertisement acts as a catalyst for the firms to accomplish the needs and requirements of the consumers. The main characteristics that must be comprised in an advertisement made by a company are communication, information, persuasion, profit maximization, non-personal presentation, element of marketing mix and consumer choice. On further analysis, it can be stated that a good advertisement should be able to identify the sponsor and have an element of inbuilt creativity. The new product created by a company can be made popular among the consumers with the help of appropriate commercials. It also helps in augmenting the brand value of a company, thereby helping the company to enhance its market goodwill. However, it should not be ignored that advertising has several negative aspects. Often extensive amount of dramatization in the advertising campaigns of companies creates strong negative impacts on the quality and usefulness of the concerned products. The messages conveyed to the consumers are often unrealistic in nature and seem to exaggerate the product quality. Therefore, when the consumers use the products, they get highly disappointed with the difference in the actual and proposed product features. It is said that advertisements often give extraordinary importance to profit generation and ... Read More
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