Deceptive Advertising Argumentative Essay Example

an organization for deceptive promotion.

“To ensure the smooth operation of our free market system, the FTC enforces federal Consumer Protection laws that prevent FRAUD, deception, and unfair business practices. The Federal Trade Commission Act allows the FTC to act in the interest of all consumers to prevent deceptive and unfair acts or practices. In interpreting the Act, the Commission has determined that, with respect to advertising, a representation, omission, or practice is deceptive if it is likely to mislead consumers and affect consumers' behavior or decisions about the product or service.” (Find Articles, 2007)

Definition

Deceptive advertisement is a term, which is defined by the FTC as “a representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances. To be regulated, however, a deceptive claim must also be material.” (About Inc., 2007)

In the FTC's Deception Policy Statement it is stated that an ad can be labeled as deceptive if it contains or lacks information that can mislead consumers acting reasonably under the circumstances; and "material" - that is, important to a consumer's decision to buy or use the product. (Federal Trade Commission)

Ten important benefits usually associated with sports marketing are brand/product differentiation, business-to-business marketing, demonstrating an affinity with customers, driving retail floor traffic, driving sales, heightening consumer brand awareness, influencing

consumer loyalty, merchandising, reinforcing brand/product positioning, and showcasing brand/product attributes.

Most of these benefits can also be attained by using advertising techniques but what sponsorship provides is the one-to-one marketing power of sponsorship. Since the sports is liked by most of the people therefore well-planned sports sponsorship can hit all these targets and more. A vast variety of channels and options available to the consumers, other sources of entertainment, and a busy life schedule are the factors, which have given a comparative advantage to the growth of sponsorship.

Sponsorship has now become an elegant and classy source of persuasive promotion of different brands.  The consumers welcome the sales messages packaged credibly through sponsorship. Sports sponsorships are becoming more of an integral part of consumers' lives.

The advertisement on television is no more of use because through the sports sponsorship the consumers get the message with entertainment, excitement, and interest. It should be understood by all the organizations, which are relying on the advertisement only, that the media advertisement is losing the attention of the people. Many organizations assessing the importance of sponsorship are transforming towards sponsorship.

FedEx has replaced United Parcel Service as the National Football League's overnight delivery corporate sponsor, signing a three-year deal worth more than $10 million, including rights fees and a team spending commitment of around $100,000 a year, per club.

The deal includes in-kind services and grants FedEx the use of club marks in local markets and league rights, like Super Bowl and Pro Bowl names and logos.

Already a heavy NFL media buyer, FedEx is expected to leverage with a substantial amount of

NFL-themed creative. FedEx agency BBDO, N.Y. annually has as much tonnage as any agency in the Super Bowl. FedEx is also expected to stage at least one national promotion per year and possibly use NFL marks on its packaging, a la UPS' Olympic program.

The deal gives the overnight delivery leader all the rights it needs to leverage its biggest marketing expenditure: last year's $205 million, 27-year deal that changed the name of the Washington Redskins' home to FedEx Field.

Sources said UPS, which ran two football-themed spots last season, wanted to keep its sponsorship, but FedEx promised more creative support. It also did not hurt that FedEx chair Fred Smith is a football nut. FedEx recently dropped its National Hockey League sponsorship after two years and a memorable spot, which ironically broke on last year's Super Bowl. (Lefton, 2000)

In the last few decades, the concept of sponsorship has gained more attention than ever before most Corporations are adopting it in order to promote their product and services, although it is a phenomenon clearly distinct from other established promotional activities. But still, the main point remains the same as of the advertising and that is promotion. There is a clear difference between the methods adopted in sponsorship and other advertising techniques.

As with other sports marketing techniques sponsorship or advertisements related to the sports evens can also be deceptive. Different states are taking measures in order to minimize the consequences of such deceptive advertisement techniques. “An Orange County lawmaker said he introduced a bill that targeted deceptive advertising in sports -- namely by the Los Angeles Angels of Anaheim.