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ADVERTISING AND PROMOTION
ASSIGNMENT ONE
HND Yr. Two
Introduction:
As an education officer for the ASA this report aims to educate the community of the function of marketing communications, and to promote this marketing tool and the methods for its control.
Methodology:
Research for this assignment was carried out mainly on the Internet, including on-line encyclopaedias, research sites and organisation web pages. Other research has been carried out using class notes and referring to books.
A brief history of advertising regulations:
1961 ? The Advertising Association establishes the Committee of Advertising Practice (CAP), introducing a code of advertising for advertisers to follow. The advertising industry and the Advertising Association had decided that this would a good idea, because if there continued to be no form of self-regulation, there would be a threat of fines and court orders, which would ultimately slow trade and development.
1962 ? The advertising industry sets up the Advertising Standards Authority (ASA). The ASA is an independent self regulatory organisation for advertising. The ASA is a non-regulatory organisation so it cannot enforce legislation, but its codes of advertising are closely linked to legislation.
1990 ? The Independent Television Commission (ITC) creates alongside The Broadcasting Act 1990. The Act requires that the ITC draw up stricter advertising codes to enforce. The ITC was in effect from January 1991 to 28 December 2003.
2003 ? The Office of Communications takes responsibility of all codes of advertising when there is a merger between the ITC, the Radio Authority, Office of Telecommunications a ...