Contoh Makalah Tentang Iklan (PAPERS OF ADVERTISING)

CHAPTER I

INTRODUCTION

A.    BACKGROUND OF THE STUDY

            Marketing is one of the pulse in the business process. All kinds of production, output the best result would not be optimally absorbed by the consumer if not do marketing activities, or have a good marketing. Various ways can be done in marketing a product that reached the hands of consumers. One that has an important role at this time is the use of advertising. Advertisement or advertising are an integral part of modern business. Advertising is considered as a powerful method to disseminate information to the public about a product that is produced in the business.

            Variety of ads ranging from the traditional broadcast through print media or through more modern media such as radio, television and the internet. All of them more or less have increased sales of products that have been offered by a business unit. Behind the success of advertising in boosting the sales of products in the business, tucked some of the problems that lead to ethical issues. Ethics is meant here is a visualization of the content and advertising that are considered as duping and defrauding consumers.

B.     PROBLEM OF STATMENT/STUDY

            Some problems related to advertising and business ethics writers can express several problems as follows:

ü  The ads displayed are not educating

ü  The ads displayed are likely to attack another product Ad form of spammer

ü  harm Internet users

CHAPTER II

ANALYSIS

A.    BASIS FOR THEORY

            Several theoretical basis used by the author in writing this paper is as follows:
According to Philip Kotler (1997), Marketing is:

"A social and managerial process where there are individuals and groups to get what they want and need by creating, offering and exchanging products of value with others".
Advertising is a notice to the public about the goods or services sold, installed in the mass media (newspapers or magazines) or in public places. (Dictionary of Indonesian, Central Library: 2000)

            Business Ethics is the application of ethical principles common to a specific area of ​​human behavior, namely economic and business activity.

Marketing is a social process that gives individuals and groups what they need and want through creating and exchanging products and value with other individuals and groups.

(Philip Kotler)

            In simple terms can be defined as the implementation of the marketing activities of the company are advised or controlling the flow of goods and services from producer to consumer or user.

B.     DISCUSSION

            The advertising world is indeed a world of glamor in today's modern business, as well as a promotional tool to consumers, advertising is one of the means of interactive communication between consumers and producers. The ads aired in bulk and intensively to the public at large does not educate, in addition to the advertising showcase a hedonist and meterialistis atmosphere, which in turn fosters the ideology of consumerism. Business ethics is an elaboration of ethics in terms of a person / group of individuals or organizations to act strictly in accordance with its moral.

            Serving an advertisement in public space should rely on the main principles and main functions of an ad. Surely we have understand that advertising serves as an informative and persuasive tool. Advertisement in accordance with ethical binis is ad delivery to the public in accordance with the truth, that anything which is informed by the ad is in fact true. If a product has certain weaknesses, but in advertising to the public in manipulation so that seemed to look perfect, then this type of advertisement like this is unethical ads

            Moreover, manipulation in advertising is also considerable harm consumers nbagi. Here interpreted as a manipulation of the actions taken by the advertiser to the consumer to buy products produced without the consumers that want to buy it. Real example in this case is what is called subliminal advertising. Subliminal advertising is the advertising techniques that briefly convey a message so quickly, so it is not perceived consciously, but stay below the threshold of consciousness. This technique is used in the field of visual and audio.

            In the visual world, a message is inserted briefly in the film, so the audience does not see it consciously on screen, however, the message will be remembered by the audience. Subliminal advertise the other is affecting the consumer through advertising by utilizing psychological factors such as status, prestige, sex and more. Both types of these subliminal advertise ethically has affected consumer independence, although there is no doubt that the function of advertising is to encourage as many consumers to buy a product.

            Some of the problems that have been associated previously mentioned advertising by businesses that intersect with the values ​​and ethics, we can specify the following:

ü  The ads displayed are not educating

            In terms of content, the ads often feature sometimes even the sides that did not educate the consumer, put the contents of these advertisements is true, but the visualization of the consumer can not educate. We can see some of the commercials on television such as deer car ads that use children as models, catch a glimpse of the author as to the child's upbringing consumerist lifestyle.

The ads are not logical as a child to grow up and be smart because consume certain products and so on. Yet, again advertisements that highlight the violence and sensuality in the broadcast, ethically ads like this do not deserve to be displayed. If allowed the authors recommend advertising "Internet into villages" sera "phone into the village" as an example of an ad that educates both content and visuals to the community.

ü  The ads displayed are likely to attack another product

            In addition to some of the ads that are less or even not educated, there is also how adverts are within each other down pengiklanannya another product, this would be ethically is a form of competition that is not justified, because these actions harm others.

ü  Ad form of spammer harm Internet users

            Use of the internet is that lately turned out very rapidly growing invite business to plunge into it , of course , in the form of advertising .Spam, which is a message in large numbers and repeatedly to the email, or continuously accessible even though we do not want to access it when we visit a website is a new form of advertising which is certainly beneficial for some people, but for most others it is very annoying and troublesome. Such behavior, in the study of business ethics is an unethical act for disturbing the freedom of others.

CHAPTER III
CLOSING

A.    CONCLUSION

            Based on the description of the issue with advertising and business ethics, the authors put forward some conclusions can namely::

1.      Marketing is a social and managerial process where there are individuals and groups to get what they want and need by creating, offering and exchanging products of value with others

2.      Advertising is a notice to the public about the goods or services sold, installed in the mass media (newspapers or magazines) or in public places.

3.      Business Ethics is the application of ethical principles common to a specific area of ​​human behavior, namely the economic and business activities

4.      in Indonesia in particular there are problems in the world of advertising, especially concerning the ad that does not educate, ads tend to vilify other products.

B.     SUGGESTION

Based on the description of the advertising and business ethics can be the writer

suggested some suggestions are as follows:

1.      Should the government implement laws or regulations that expressly regulate everything related to ethics and advertising

2.      Manufacturers should not only think of to get maximum profit regardless of the interest of the manufacturer to get something more than just the advertised product.

3.      Government and the community play an active role in filtering as well as social control for advertising products that have come out of the path of ethics.

REFERENCES

Bertens. K, Pengantar Etika Bisnis, Kanisius, Jakarta, 2000

Zimmerrer, Pengantar Kewirausahaan dan Manajemen Bisnis Kecil, PT. Indeks Jakarta, 1986

Kompas Cyber Media, online diakses 6 Juni 2006 (http://www.kompas.com)

Joko. Sri,

Manajemen Produksi dan Operasi, UMM Press, Jaakarta , 2004