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The Impact of Internet Advertising Through Consumer

In: Business and Management

Submitted By jujustory
Words 1071
Pages 5
Summary
The Advertising Standards Authority of Singapore (ASAS) is an Advisory Council to the Consumers Association of Singapore (CASE). It was set up in 1973 to promote ethical advertising in Singapore and is the self-regulatory body of the advertising industry.
Self-regulation means the responsibility of ensuring truthful advertising lies with both advertisers and consumers. This works in the interest of both advertisers and consumers because it ensures that through fair play, there is a balance of trust and responsibility between them. In the situation that an investigation into a misleading ad uncovers an unfair business practice, ASAS may refer the matter to CASE for action to be taken under the Consumer Protection (Fair Trading) Act.

CHAPTER 1: INTRODUCTION
1.1 BACKGROUND
Advertising has been existed for many decades. It is one means of promotional mix which has its ultimate function to set up channels of information and persuasion to sell goods and services or promote an idea (Belch & Belch, 1998; Aaker, 1991). As an integral part of social and economic systems and one of the rapidly growing industries, advertising determines the GDP (Gross Domestic Product), of a country to a considerable extent during the late 1980s (Belch & Belch, 1998; Daniels, 1995). Advertising is considered to be one of the marketing communication tools. Communication is the process of giving or an exchange of information and the science of transmitting information as well (Smith, 1993). In the world’s complicated society, advertising has developed into a significant communication system which connects both consumers and businesses (Belch & Belch, 1998).
Advertising communication can be conveyed through various mass media which include traditional media such as TV, broadcasting, magazines and newspapers (Belch & Belch, 1998). In addition,…...

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