MODULE 1

INTRODUCTION
• The word ‘advertising’ comes from the Latin word ‘Advertere’.
• Ad meaning ‘to’ and vertere meaning ‘turn’.
• So Advertising means turning of attention to something, or
drawing a d calling attention to something.
• It is the best way to have a mass communication in the target
market.
• It aims at benefiting the producer, educating the consumer and
supporting the salesman
• It is a link between producer and consumer
• It is considered as non-personal form of communication.
• Its an important marketing tools for representation and
promotion of ideas, goods and services.
• It is designed to make an positive impression of the goods &
services to the target audience.
Meaning of Advertising
• Mass communication reaching large group of consumers
• Non-personal communication, because its not delivered
by an actual person, nor addressed to a specific person.
• Commercial communication as it assure the advertiser a
long business life with profitable sales
• Speedy communication, permit an advertiser to speak
to millions of buyers in a few hours.
• The advertiser shows his name in advertisement for the
purpose of publicising his identity.
Advertising and Advertisement
Advertising
(the
Act/Communicati
on of Massage)

Advertisement
(The Output/
Result of
Advertising)

Target Audience
Origin and Development of Advertising
• In the ancient times the common form of advertising was by word of
mouth.
• Then outdoor-advertising competitors were ‘town criers’ employed by
merchants to praise their products.
• In the 15th & 16th century by development of printing advertisement
was done through posters and circulars.
• In the 17th century advertisement started to appear in newspapers in
England.
• The need of advertisement grew with the expansion of economy
• In the 19th century, classified advertisement became popular in the USA
• In India when the first market began it was the street hawkers and
peddlers selling their products by means of public outcry.
• The rock are painting in India that date back to 4000 B.C is considered
as the root of wall paintings in the modern scenario of advertising.
• The history of professional advertising in India begins with the
classified advertisement appears for the first time in the first
issue of the first newspaper of the Indian subcontinent, the
“Bengal Gazette” on January 29, 1780.
• The first advertising agency of the country was establish in 1905
by B.Dattaram and Company.
Defination :
• “Advertising is any form of paid non-personal presentation of
ideas, goods and/or services for the purpose of inducing people
to buy”. By Wheeler,

• “Any paid form of non-personal presentation and promotion of

ideas, goods and services, by an identified sponsor.-
According to American Marketing Association
Nature and Characteristics of Advertising
1. Persuasion (creating demand) and Exchange
2. Mass communication
3. Dependence on Media
4. Paid for of communication
5. Non-Personal Presentation
6. Existence of a Sponsor(who pays for ad)
7. Identifiable
8. Target Oriented
9. Art, Science and Profession (Creativity/ Rules & Principles/ Code of
Conduct)
10.Element in Marketing Mix
11.Creativity
12.Controlled(time, place, massage and direction)
Objectives of Advertising
1. Launching a New Product (informative)
2. Trial Objectives (try to convince the customers to buy new product)
3. Continuity (keeps bringing changes in the ads)
4. Creation of Demand (Persuasive)
5. Getting Attention (creating jingles , images, pictures, ad concept)
6. Prompting Immediate Action ( Gift coupon/discount offer in an Ad)
7. Replacing Lost Customers (Switching Back)
8. Brand Switch
9. Reminds the Public
10. Facing the Competition
11. Improving Goodwill
12. Informing the changes to the competitors
13. Counterbalancing (defeat) the Advertising of Competitors
14. Preventing the Entry of Similar Products
15. Supporting Salesmen
Importance of Advertising
1. Important to customers
a) Offers valuable information
b) Promotes Choice
c) Convenience (awareness of products)
d) Education of consumers (knowledge and use of products)
2. Essential Elements of Marketing
e) Product Launching (build ground for the product)
f) Product Information
g) Demand Creation
h) Price Information
i) Place Information
j) Managing Competition
k) Important in Packaging
l) Key Role in Positioning
3. Significant Role in the Society
a) Employment Generation
b) Higher Standard of Living
c) Sustains the Media (sources of revenue to print &
electronic media)
d) Incentive to Work (earn more to get th product)
e) Art and Culture (designing & developing ad)
f) Entertainment
Scope of Advertising
• Extent of area it deals with
1. Goal setting (demand creation, reminder, attention
seeking etc)
2. Message Creation (through words, images or sounds-
it revels features, use and benefits)
3. Mass Communication
4. Media Selection (T.V., Radio, website, Newspaper, bill-
board etc)
5. Advertising Agency
6. Monitoring & Evaluation
Functions of Advertising
1. Communication- its an identity of brand and build
relationship
2. Information- specialities of brand, price and special
offers.
3. Persuasion – influencing & encouraging consumer to
buy
4. Creation of Demand- build interest & increase
confidence of customers to buy particular brand
5. Retention of Customer- reminder the customers about
the brand and its advantages
6. Opposition of Market Competition- weapon or tool to
resist the threats posed by competitors.
• Classification/ Typology of Advertising Functions
Classification of Advertising
Functions
Level of
Nature of Advertising
Advertising Functions
Functions
• Increasing the
Primary Secondary • Economic
Volume of Sales
Functions of • Functions
Supportingof the Functions
• Persuading Dealers
Advertising Salesmen
Advertising • Social Functions
to stock • Psychological
• Assisting • Supply of
the
Relevant Functions
Dealers to sell • Communication
• Protecting the Information
• Improving Functions
Interest of the • Marketing &
Manufacturer Corporate Image
• Increasing Commercial
• Increasing the Per-
Responsibility Functions
Capital Use
• Reducing Seasonal • Absorbing
Fluctuation Efficient Staff
Role of Advertisement in Marketing Mix
1. Facilitation of Marketing Functions
2. Communication of Information
3. Persuasion to buy
4. Transformation of Attitude
5. Creation of Demand
6. Generation of Sales and Increasing the Sales Volume(Commercial Role)
7. Creation of Brand Image(Psychological Role)
8. Reminding the Brand (Recollection Role)
9. Creation and Improvement of Brand Loyalty (Relationship Role)
10. Strategy to Manage Competition (Strategic Role)
11. Maintaining Social Status ( Social Role)
12. Educating Consumers (Educational Role)
13. Expansion of Markets ( Developmental Role)
 Classification and Types of Advertisement
Advertising Advertising
Product Advertising
Based on Based on
Based on
Advertising Area of Target
• Consumer the Media
Operation Markets • Audio
• Informative • Local Product
Advertising
Advertising Advertising Advertising
• Visual
• Persuasive • National • Industrial
Advertising
Advertising Advertising Product
• Audio- visual
• Reminder • Global Advertising
Advertising
Advertising Advertising • Trade
• Print
Advertising
Advertising/
• Professional
Written
Advertising
Advertising
• Financial
• Internet
Advertising
Advertising
Some Other Types of Advertising
1. Outdoor Advertising- Billboard, stalls
2. Broadcast Advertising-T.V., Radio, Internet
3. Covert (hidden) Advertising- movies, T.V. Shows
4. Surrogate Advertising (Indirect Advertising)-
5. Celebrity Advertising-
Merits of advertising
• Merits to Manufactures
• Merits to Middlemen
• Merits to Salesmen
• Merits to Consumers
• Merits to Society
Merits to Manufactures
1. Large scale production and marketing
2. Introduction of new products
3. Creates new demand
4. Build brand image
5. Reduces cost of production
6. Facing competition
7. Goodwill builder
Merits to Middlemen
1. Sales are possible as consumers are aware of products
and its quality
2. Demand is created with leads to increase in rate of
turnover
3. Supports selling activities
4. Ensure economic selling as selling cost are reduced
5. Gives relevant information about product
Merits to Salesmen
6. Easier to introduce the product to the consumers
7. Ad prepares necessary ground for salesman to begin
his work effectively
8. Permanent contact can be maintained between
Merits to Consumers
1. Information and guidance from ad
2. Acts as reminder
3. Comparison of similar product
4. Assurance of quality and price
5. Special attraction to consumers- offers
6. Improves ling standards
7. Safe and effective use of product
8. Removes misunderstanding
9. Reduce the role of middlemen
Merits to the Society
1. Large scale of production encourages employment
opportunities
2. Creates more wants and their satisfaction
3. Newspaper and visual media is made cheap due to
publication of as in them
4. Employments opportunities for artist who innovates
and create ads
5. Educate people about new products and leads to
better living
Demerits/ Criticisms of Advertising
1. Economic Criticism
1. Advertising is unproductive- do not provide tangible
goods
2. Advertising is costly-
3. Increases price of goods
4. Creation of monopoly
5. Increase of expenditure- force people to buy goods
above their income
2. Social Criticism
1. False claims
2. Undue influence over media
3. Corrupts the minds of youth
3. Ethical criticisms
4. Attract people to harmful product
5. Dissatisfaction among poor people
6. Obscene(indecent) advertisements
7. Subliminal (hidden) advertisements
Advertisement Process
1. Establishing the Goals- direct related to sales
1. The nature of the target market
2. Target sales
3. Nature of product or services to be highlighted in the
target market
4. The time of advertising
5. Advertising strategy of the competitors
2. preparation of the Budget
3. Selection of an Advertising Agency
4. Selection of the Media-
1. Media class- newspaper, magazines, TV, Radio,
Billboard and direct mail
2. Media Vehicles- which news paper or channel
3. Media option- refers to size and time in the media
vehicles
5. Creation of the Advertisement
• Massage and way of presentation
• AIDA Model in Creation of Advertisement
AIDA Model in Creation of Advertisement
• Attention, Interest, Desire and Action
Attention
• At this stage, customers are becoming aware of the product
and start to develop some knowledge of the product’s
attributes and benefits. The Attention stage is usually
triggered through advertising. All products or brands that
customers are aware of, are part of the so called ‘awareness set‘.
Interest
• At this level customers have gone beyond mere knowledge of the
product and have actually begun to develop attitudes,
preferences and perhaps even interest in the product. All
products or brands that customers have interest in, are likely to
become part of the so called ‘consideration set‘. This means that
customers are seriously considering purchasing the product
Desire
• The interest customers initially had, has developed even
more into an actual need. Customers are already
imagining themselves with the product.
Action
• This is where the customers take action. These actions
should hopefully lead to the purchase of the
product. Consequently, products or brands that made
it to this stage are part of the ‘choice set‘ or
‘purchase set‘.
6. Deciding the Place and Time of the AD
• The ad designed by a company must reach the right at
the customer at right time.
7. Monitoring and Evaluation
1. Does ad meets the expectation of the customers as
desired by the company
2. DAGMAR Model for Measuring Ad Effectiveness-
Defining Advertising Goals for Measuring Advertisinf
Results.
• This model was develop by Russell Colley in 1961 for
setting advertising objectives and measuring
Steps in Purchase according to DAGMAR Model-
this steps is also known as ACCA, it clearly maps the
states of mind that a consumer passes through
• Awareness: Consumer must be aware of product or
company
• Comprehension: Understanding about the product is
and its benefits
• Conviction: Mental conviction to buy the product
• Action: Purchases of the Product
Advertising Planning
• Ad campaign is a series of advertisement messages that
share a single idea and theme which make up an
integrated marketing communication.
• The end purpose of any ad campaign is to be awareness
of the product and generate demand, highly essential
for the launch of a new product.
Steps in Advertising Planning
1. Assessment of the Advertising Opportunity- evaluation is
essential to decide the nature and extent of the ad campaign in the
target market.
2. Market Analysis- demand of product, nature & extend of ad
campaign, legal matters, cost, increase in sales as a result of ad.
3. Determining the Ad campaign- basic message to be delivered,
target audience, expected results
4. Preparation of budget-
5. Developing the ad strategy- type of message, media and criteria
to measure ad
6. Media Selection
7. Creation of the ad – focus on content, appeal, structure and format
of message
8. Evaluation of ad results
Key Players in Advertising Industry
1. Advertiser/client- is a person or organisation using
ad to convey a product or service to target market
2. Advertising Agency- specialised institution that plan
and implements ad campaigns for the client.
3. Media- channel of communication to carry the
message of ad
4. Advertising Suppliers/Vendor- artists, scrip,
writers, photographers, videographer, directors,
printer.
5. Target Audience/ Customers- most important
parties in ad
Advertisement Agencies
“Advertising agencies is a marketing services firm that assists its
clients in planning, preparing, implementing and evaluating various
activities of advertising campaign.”- Philip Kotler.

Need and importance of Ad Agencies.

1. Perform ad activities on behalf of clients in connection with ad
planning and execution.
2. Creates ad and plan how, when and where it should be delivered
3. Creates ad after collecting and analysing the product.
4. Conduct research on company and product and reaction of
customer
5. Collects feedback from clients and customers for future action
6. Maintains team of experts
7. They are highly professional
Functions of Ad Agencies
1. Conduct complete marketing analysis
2. Develop an ad plan
3. Create new promotional ideas
4. Design ads and write ad copies
5. Plan and conduct ad campaigns
6. Develop and implement a media plan
7. Book ad space and time
8. Conduct research in order to distribute the message to
the public successfully
9. Collect feedback from the target audience to decide
on whether to revise the message and the media
Services of Ad Agencies
1. Public relations
2. Organising exhibitions and fairs
3. Preparing all kinds of publicity material
4. Planning and organising special events
Selection of Agency
1. Competency/ capability - basis of performance and
merits
2. Agency Team- expert team- management specialists,
market researcher, copywriter, media experts,
production manager and art directors.
3. Experience and goodwill
4. Services- limited services or wider range of services
5. Creativity-
6. Location – within the reach of the client
7. Billing and fees
Types of Advertisement Agencies
1. Full services Agencies- manages entire stages of ad.
From collecting data till payment of bills to media
2. Interactive Agencies- uses modern forms of
communication
3. Creative Agencies- concentrates on producing creative
and innovative as for the clients
4. Specialised Agencies- offer their ad services within a
certain industry – medical, education, real estate etc..
5. Media Buying Agencies- they buy space for ads and sells
it to advertiser or other ad agencies.
6. In –House Agencies- which work only for the organisation.
Company create their own in-house ad agencies
Advertisement Campaign
• ‘An ad campaign is the uses of a series of slightly different
ads and commercials based on the same theme,
characters, jingles and messages over a specified time
period.’- by Marcel Danesi
Objectives of Ad Campaign
1. Building a strong brand image
2. Increases growth and market share
3. Influence the buying decision of customers
4. Support the selling efforts of the brand
5. Educate consumers
6. Remind the customers about the brand
7. Retrieve lost sales
Types of Ad Campaign
1. Burst Campaign- aggressive media buying and
excessive campaign over a short period of time.
Creates thunder impact and capture the immediate
attention of audience.
2. Drip Campaign- sending product related message to
the target audience repeatedly over period of time in
order to attract attention and retain preference of
brand.
Advertising Campaign Management/ Process of Ad
Campaign
1. Setting the Advertising Objectives- information,
persuade and remind
2. Preparing the Budget- nature and duration of Ad
Campaign
3. Selecting the Media- media available, space, cost
and time
4. Creating the Advertising Message- brief and
attractive and sufficient enough to convey features
and benefits of brand
Social, Economic and Legal Aspects of
Advertisement
• Advertising is subject to social norms and exercises
considerable influence on the tastes, lifestyle, and
behaviour of the members in a society.
• A person naturally pays attention to and his behaviours
can be affected by the comments, opinions,
recommendation and communication of other people.
• So the social aspects of ad can be studied on the basis
of positive and negative impacts of advertising on the
society.
Positive Impact of Advertising on the Society
1. Increases Social Awareness
2. Increase Product Awareness
3. Employment Generation
4. Higher Standard of Living
5. Support and Sustains the Media
6. Encourages Research and Development
7. Incentive to Progress
8. Art and Culture.
Negative Impact of Advertising on the Society (Social Criticism
Against Advertising)
1. Deception / cheating
2. Subliminal Advertising – unethical way to influence the minds of
consumers
3. Hidden Costs
4. Confuses People
5. Corrupts the Minds of Youth
6. Obscene/ Indecent Ad
7. Attracts People to Harmful Products
8. Dissatisfaction Among Poor People
9. Advertising Clutter(confusion)
10. Advertising Promotes Materialism- undermining human values
11. Makes People Gready
12. Feeling of Insecurity- insurance
Economic Aspect of Advertising
1. Effect on Cost of Production
2. Effect on Distribution Cost
3. Effect on Price
4. Effect on Demand
5. Effect on Competition
6. Effect on Consumer Choice
7. Effect on Business Cycle
8. Effect on National Income
9. Effect on Utility- time, place and perception
10.Effect on Employment – copy writer, artists, graphics
designer etc
11.Effect on Product Quality- good quality
Functions Of Advertising in a Free Economy
1. Helps consumers to identify products and differentiate
them from others
2. Communicates information about the product, its
features and its place of sales
3. Induces consumers to try new products and to suggest
reuse.
4. Stimulates the distribution of the product
5. Increase product use
6. Builds value, brand preference and loyalty
7. Reduces the overall cost of sales
Legal Aspects of Advertising
• In India there are certain strict rules to prevent
deceptive and misleading advertisement.
• Govt has introduces different laws to regulate
advertising in order to safeguard the interest of the
consumer
• A number of institutions are involved in regulating
advertising in the country
Regulations of Advertising in India
1. Regulation by the Govt
2. Self Regulation by the Advertising Industry
1. Regulation by the Govt
1) The drugs and Magic Remedies (objectionable
Advertisement) Act, 1954
2) The Monopolies and Restrictive Trade Practice Act,
1969
3) The Consumer Protection Act, 1986
4) Cable Television Networks (Regulation) Act, 1995
5) Drugs and Cosmetics Act, 1940
6) The Indecent Representation of women (Prohibition)
Act, 1986
7) Motor vehicles Act, 1988
Regulatory Authorities
• They are Set by Govt to monitors the operations of different
industries. And entrusted with sufficient powers to regulate
advertising in the respective fields.
1. Insurance Regulatory Development Authority (Regulates ads by
insurance companies)
2. Telecom Regulatory Authority of India (Regulates ads in
communication industry)
3. Securities and Exchange Board of India ( Regulated investment
ads by companies and protects the interest of the investors
from false advertisement)
4. RBI (Regulates advertisements by banking and financial
institutions)
5. Medical Council of India (Regulates advertisements by
pharmaceutical companies and health care institution)
2. Self Regulation by the Advertising Industry
• It aims at ensuring fair practices in advertising campaigns
by companies.
• Advertising Standards Council of India is the prominent
self regulation agency set up by the Advertising Agencies
Association of India (AAAI)
Advertising Standards Council of India (ASCI)
• It was establish in 1985 by the Advertising Agencies
Association of India (AAAI)
• It created a “code of Advertising Practices” to maintain the
quality and standards in advertising in the country.
• To promote responsible advertising and enhance
confidence of the public in ad and maintain standard in ad.
Objectives of ASCI
1. To monitor administer and promote standards of advertising practices in
India
2. Ensuring the truthfulness and honesty and claims through advertising
and safeguarding against misleading advertising
3. Ensure advertising is not offensive
4. Prevent indiscriminate use of ad
5. Ensure ad observe fairness in competitions
6. To formulate, adopt and modify the code of ad practices in India
7. To administer, promote and publicize the code of ad practices
8. Setting up of Consumer Complaints Council (CCC) to examine
complaints against advertisement in term of the Code of Advertising
Practices and report thereon
9. Encourage the consumers and general public to complain against ad
which they may be unhappy and ensure each complaints receives
prompt and objective settlement.
The Code of Advertising Practices
• The Advertising Standards Council of India created the
Code of Advertising Practices.
• The code contains
• Important norms to maintain the quality and standards
in ad
• Control the content of ad
• The code apply to all who create, place or publish ad in
India.
• Also applies to all advertisement read, heard or viewed
in India even if they originate or are publish abroad.
• Ad should be truthful and fair and not used
indiscriminately to harm the society
Key Principles and Standards of Self-Regulation in
Advertising
1. Truthful and Honest Representation
2. Non-Offensive to Public
3. No Ads for Harmful Products
4. Fairness in Competition
The Consumer Complaints Council (CCC)
1. It act as a monitoring agency which examines the
advertisement in the country
2. Gives recommendation to advertisers to modify and cancel
their ad in case of any violations of the law or the ASCI
code of advertising
3. Receive complaints from the consumer and the general
public against ads which are considered as false,
misleading, indecent and illegal
4. Receives complaints from the Board of Governors
(governing body) of the ASCI against unfair advertisements
5. It conduct enquiries and investigations based on the
complaints received and adopt adequate measure for the
settlement of complaints.
Ethics in Advertisement
• False and misleading advertisement, fake claims of
products quality are some of the unethical practice in
advertising.
Forms of Ethical Violations in Advertising
1. Deceptive and Misleading Advertisements
2. False Claims
3. Obscenity/ indecent in Advertising
4. subliminal Advertising- unethical way to influence the minds of
consumers
5. Surrogate Advertising- advertising brand indirectly
6. Advertising Clutter – overcrowded ad in public place make
consumer confuse
7. Hidden Cost
8. Confuse People
9. Corrupts the minds of Youth
10.Cause Dissatisfaction among poor people
11.Promotes Materialism
12.Makes People Greedy
Stereotyping- is a fixed, over generalized belief about a
particular group or class of people.
• General belief about the characteristics and behaviour
of males and females are examples of stereotype.
• Removing stain form clothes, destroying cockroaches,
fairness of skin etc. are shown as easy and simple
processes through stereotyped characters in the ad.
Features
1. It is referred to- as the common belief about the roles
status, characteristics and positions of different groups
of people in a society based on age, race, religion and
gender.
2. It is a generalised and widely accepted belief about
the personal attributes of members of different
categories of people in the society
3. Usually depict/ portray certain bias and beliefs about
people in society. Women as housewife working hard
and men's and children's are lazy
Sensitivity in Advertising
• It refers to the ability to learn and understand what
other people need and be helpful, decent and gentle to
them.
• Advertisers must have a detailed understanding of the
social and cultural backgrounds consumers while
designing their ads.
• Anything that effects the emotions an sentiments of the
target audience will degrade the image of the brand.
Cultural Sensitivity in Advertising
• The advertisers must be aware of the cultural
environment and develop appropriate message.
• It covers languages, lifestyle and behavioural patterns
of consumers in the market.
• Ads that defame and degrade the culture of a society
are unethical and are punishable according to law.
• Utmost care has to be taken by the advertisers to
uphold the culture and heritage of the target audience
while advertising.
Religious Sensitivity in Advertising
• Advertise has to be vigilant while using religious
contents in their ads because anything that appears to
insult a religious belief is unethical and punishable
offence under law.
• Advertiser should avoid messages, images, symbols and
phrase in ads that are sensitive on the grounds of the
faith and belief of a particular religion.
Racial Sensitivity in Advertising
• An ad degrading a race or placing a race as supreme
over other creates racial discrimination and hurt the
emotions of the affected race.
• Such ad are against the principle and ethics of as and
are punishable under the law
• Therefore, advertiser have to avoid ads promoting racial
discrimination and should strictly avoid messages,
symbols, images and slogans in ads that are sensitive to
different races.
Advertising to Children
• As a study conducted by child psychologist view
advertising targeting children is unfair and they don’t
have clear understanding of the ad.
• Children believes that the person animated, figures and
graphics shown in ads are real and try to imitate them.
Hence they are exposed to harmful effects of
advertising.
• Different nations imposed restriction on advertising to
children..
• The European Union has a legislative framework to
regulate advertising to children.
Negative Impact of Advertising to Children
1. They might misunderstand or interpret the message of an ad
in the wrong way.
2. They might become aggressive, hostile and adamant to get
products shown in the ad.
3. They perceive the unreal situation, false images , animations
and graphics shown in an ad as real and try to imitate them.
4. Develop wrong attitude among children and adversely affect
their character formation.
5. Ads may develop unhealthy (junk)food habits among
children's. they may leads to obesity and other lifestyle
diseases
6. Gender stereotyping and other unethical messages in ads
leads children to wrong perception and lead children to wrong
perception about social environment.
7. Ad develop materialistic ideas in their mind
Positive Impact of Advertising to Children
1. Learning opportunity and gives information regarding
various products, services and technology in the world.
2. Healthy food and beverages help kids to practice good and
balance diet
3. Hygiene product help to learn the tips to maintain their
body, home and surrounding neat and clean.
4. Socially relevant ads motivate children to become part of
social services and national development eg. Donation
5. Environmental protection ad increase the attention and
awareness to preserve natural resources and environment.
6. Warning and instruction ads revel the consequences of
alcohol and smoking to understand the risk associated with
use of it.
Product Endorsement
• An endorsement is a public expression of approval or support for
a product or services.
• It is also know as testimonials.
• Even though ordinary citizens, doctors and other professionals
are endorsing products, most endorsements are associated with
celebrities.
• Companies use the goodwill of the celebrities for the promotion
of their brands and people pay attention to their words and
actions.
• Celebrities have certain moral obligation.
• Exaggerations and misleading statements about product by
celebrity are considered unethical.
• Endorsers must actually have used the product that they are
endorsing.