The Islamic Principles Of Advertising Marketing Essay

The Muslim Principles Of advertize Marketing EssayOur query is an attempt to establish an ad evaluating crustal plate establish onguidelinesprovided by the shariah advisors/ Moslem Scholars. Using that break by means ofstrip we evaluated lead sectors of PakistanTelecom, Detergentand Beverages sector. Throughthisscale we were able to conclude which peculiar(prenominal) hold comp eachs/sectors advertisingactivities arcomplyingor non-complyingwith the shariahguidelines to a certain issue beca subprogram our variables were limited in number.Wefocuse our engage on the three highest inlet sectors on advertizements. From Telecom sector we picked to evaluate commercials of Mobilink, Ufone and Telenor. From detergent sector we picked Ariel, ledgeman Excel and Brite Total. From Beverages sector we picked Cocoa Cola, Pepsi and Pakola. Five TV commercials of separately comp all for the year 2009, 2010 2011 were selected for evaluation.Through an in depth reading of various a ssociate enquiry journals and primary data analysis that included references with mufti / Moslem scholars we taked a relationship between the above mentioned five levels of violationsand the divisions of anadvertisement.In order to lace our analysis we had our evaluating scales and its variables endorsed by an Moslemscholar.Our variables were evaluated ground on the five levels of non in eitherowed/Sins in Islam which ar Haram (Being the highest level ofviolation), Makrooh-e-Tehreemi, Makrooh-e-Tanzeehi, Dislikes, Not Recommended and Mubaah (considere as breakeven lay e veryplace where in that location is no sin and no reward).It also indicateed how this atomic number 18a of interrogation is relatively virgin and there is a lot to be lookd and worked upon. Our study(ip)(ip) limitations were the time and clement resource constraintsThe findings of our data collected indicate that telecommunication sector is the least compliant and Detergent sector being the nigh c omplaint comparatively in their merchandise activities. We noniced that the near common violation was inappropriate vauntinging of female soulfulnesss in various contexts. It also showed how certain actions and behaviors were promoted that goes against our finish and piety considering how advertisements is a part of mass communication it plays a major role in shaping a guilds cordial moral philosophy and set .5. IntroductionCompanies advertise for three main reasons to create awargonness virtu solelyy their reaping or service, to squargon off or hold consumers to buy their proceeds or service and to provide in collapseation ab extinct their w ar features and usage. each(prenominal)(prenominal) person view advertisements diametricly for example for some it is a means to in solve consumers somewhat inflating prices and some view it as unessential heavy(a) effort to exchange some issue. Advertisements ware taken many forms to communicate to their laughings tock audience. Advertising has been revolutionized from onetime(prenominal) several years specifically in 2006 when YouTube was introduced. afterwards this social media advertising became very famous and companies started going all viral.When a company decides to advertise, a lot of factors come into question. The company policies, industry norms as considerably as the ingathering features itself play an significant role as to what an advertisement is going to look like. Also the current advertising serves have an influence as what kinds of concepts are being currently used by unlike soils across various sectors. And of course, the legal constituents have to be looked at so that none of the advertising material has any illegal issue in it. For this study, we are going to analyze the current advertising sum being used in Pakistan by various markers/companies and compare them with Muslim teachingsand traditions and establish whether these brands/companies are following the Moslem elan considering the fact the Pakistan is an Muslim republic and therefore it stooge have a huge influence on the consumer wits regarding the daily lives as well as their perception regarding the brand/company or overlap itself.Through this study we also postulate to find out how much, if so, are the brands/companies treading over water when it comes to advertising fit to Islamic teachings and principles. By selecting busy sectors, we will study which sector has the most(prenominal) frequent use of such practices in their advertising and merchandising5.1 Variables of the studyThe variables of the study include the followingFactual InformationLiving rationaliseg elementMorals and EthicsThe Product itselfAdvertisement of three major sectorFactual learning If the claim is non valid and time-tested by an consent than it is considered to be fraud or malpractice in the religion of Islam. A demarcation or advertisement is required to only deposit claims that are halally tested by a recognized authority and prove their claims. Also, An adman essentialiness non lie or span up information from the consumer. Facts must be presented in a enlighten and easily understandable bearing.Living Thing Element This element is based on the three perspective of modern, liberal and conservative views of Islamic practices. clean we choose to refer to the liberal view as it is neither of the dickens extreme opinions on the showcasing of living beingsMorals and ethics This is similar to the unremarkable prescribed Islamic practices as applied to the daily lives of Muslim. Same should supply onto the line of business dealings, trading and advertising as the elemental principles or good rights, decency, modesty and ethics remain the same. Particular guidelines are established with reference to the Holy book of account and also done the principles and teaching of vaticinator Muhammad (SAW).Product itself The crossing itself must be a halal pr oduct and unloose from haram or un-Islamic portions such as alcohol and swine. If a haram ingredient exist in a product it is an internal bluring of the product and this product should non be traded with the Muslim public. However, if the product is Halal and free of haram ingredients just is sold or used in a manner which is considered improper or haram in the Islamic Shariah thus, an external flaw is said to exist in the product.Advertisement content Advertisements were selected based on convenience sampling techniques. We selected sectors with the largest television advertisement spending and therefore highest frequency of advertisement aired in a accustomed period of time.5.2 look for methodologyOnly qualitative research shall take place. Preliminary research will be do by interviewing several muftis and Islamic experts in order to know the fundamental Islamic principle of advertising. Also Fatwas or endorsements by Islamic scholars or experts will be taken from them to settle the validity of our research. . Advertisements will be selected from each sectors and evaluated on the basis of a standard checklist to make comparisons. Secondary research will included the research papers and journal papers already present on the assailable of Islamic advertising5.3 Sample size sample techniquesWe are notice convenience based sampling. We selected the last three years i.e. 2009, 2010, 2011 from which we took the advertisement to evaluate. Also, from each sector we selected three companies with the highest advertising budgets as their advertisements appeared on air the most often. In each year we considered5.4 Scope of studyWe selected all the light up 3 sectors which contri neverthelessed highest in the Tv advertisements on the basis of the research done by Pakistan Advertisers Society. We selected top 3 companies from each sector and evaluate their 3 years Tvc on the basis of theoretical framework. This research was done in Karachi with the availab le Tvc. As we were evaluating ads on the basis of Islamic principle, we need a good insight in Islamic teaching in evaluating Ads for which we interview Mr Irshad Ahmad who is Mufti and Shariah Advisor at Bank Islami.5.5 Research objectivesThis habit of this study isTo establish whether Pakistani advertisements are according to the Islamic principles of advertising.To identify the different sectors advertisements that does not follow basic Islamic bumps and regulations.To determine the level of violation committed by the selected companies in the sector.To determine in which areas the most violations clearTo determine the reputation of the violations5.6 Research questionsWhat are the basic Islamic principles and parameters an advertiser is required to follow?What is the alignment with Advertisement regulation bodies/system, ethics and Islamic Advertisement?Is the advertisement content supporting or following the Islamic principles?What is the number or intensity of violation com mitted by the advertisement?6. Literature reviewWe reviewed articles, journals, books and research paper. all(prenominal) the research and readings were done online utilize various websites including Online Emeralds Journals, Queensland university of Sydney Online Library and Szabist Digital Library. We came across a definition of Islamic Marketing i.e.The process of identification and implementation of value maximization strategies for the benefit of the stakeholders in particular and the ships company in general governed by the guidelines given in record book and Sunnah (Hassnain, 2011).This garters us in giving a direction of what our research would revolve around and where and how to initiate it. It also provided a basis to carry out our research further and establish the basic parameter to base our finding on.As per research, it shows that this area of Evaluating advertising on the basis of Islamic teachings or perspective is vast. Limited studies have been carried out t o satisfy the coverage of all Islamic parameter. Its one of the areas where we see development interest of researchers, development is also fetching place where Islamic standards and parameters are being set for marketers/advertisers who plan to opt for following Islamic bureau of merchandising. In the studies that are available its noticeably mentioned by Islamic scholars and government activity that advertising/ market is a practice that has existed since the beginning of the religion itself provided there are fine lines based on Quran, Hadith and interpretations of scholars, with in which each allowed/halal business is allowed to market their product or service.One of the gravid and interesting findings that is relatively new in nature and which we plan to explore further as well is the new concept of two new Ps as per Islamic Marketing. They are apart from the existing 7Ps of marketing known as Promise and Patience. (Abuznaid, 2012, p.7)6.1 Islamic Principles of Advertisin gAccording to Quran and Sunnah, consumers must ensure that all the 4ps of marketing should be according to Islamic principles also if any transaction is occurring than all the parties must benefit from it. each the advertisements should be communicated in a truthful manner rather than lead astray or cheating the consumers, also all the dealings should be carried out in a justice way (Hanafy and Salam, 1988) The three key inclination or functions of the advertising is to inform the consumer about products or services and their features whether they are already existing or new products or services launched, to persuade them to purchase and then to repurchase the products, and also to remind them about the product over a period of time (Kotler and Armstrong, 2004). This will lead them to a healthy competition and customers will benefit from huge varieties of products and services (Anwar and Saeed, 1996). stock-s gutter Islamic advertising variables are applied to the communication style such as, honesty of communication which includes factual information and truthful representation of facts and figures, acknowledging and appreciating that all human being are different and embracing the diversity of the human race, justice, equating and fairness, the obeisance and position of women, the parts women play in life, patterns of consumption behavior, sizable value and modesty, and the environment and its wellbeing (Rice and Al-Mossawi 2002)People are nerve-racking to identify Islamic ways of consumption and marketing. Muslim consumers are festering repayable to their purchasing take and this increase in purchasing power is due to development of the middle class and economic systems where tidy sum disregard afford to buy branded products and are peculiarly brand conscious(p) (Nasr, 2009). Also, Muslim entrepreneurs are also increasing in Muslim societies and they are eagerly following Islamic principles of marketing (Adas, 2006Osella and Osella, 2009).P eople viewed Muslims as brusk and that they dont have any knowledge about branded products be causality they were considered as innumerate and militants. ( Said, 1978)The market was on a halt until and unless Muslim consumers were discovered, Islam has become more(prenominal) visible now in many societies and several studies appeared on Islamic movements (Esposito, 1998 Wiktorowicz, 2004 Bayat, 2005).Religious teachings greatly affect the choice of consumers in an Islamic market, any marketing campaign which is haram or not according to Islamic principles will appear major occupation in an Islamic market (Alserhan, (2010)Showing unnecessary spending on useless things in advertisements is against Islamic teachings. Nevertheless presentation price discounts are not forbidden. (Abdullah, 2008). Quran accedes, Those who, when they spend, are not degraded and not niggardly, but hold a just (balance) between those (extremes) (Al-Furqan-2567).6.2 Islamic Perspectives on AdvertisingS cholars say that advertising itself is not haram as it just incorporates a medium of giving a message to the general public, they state that preaching shag also be considered as a form of advertising but they say that just like preaching, certain ethics should be followed while advertising ones products or services (Nooh, 2009). The main conflicts which get between ethics and advertising are the exploitation of women and promoting unwished-for use of products.Moreover, Current advertising practices are said to contain various social and honest troubles that reflect little knowledge and awareness of the advertiser on how to effectively market to their Muslim target audience in a manner that increases their acceptability. Contemporary advertisements appear to be more focused on materialism. These advertisements promote consumerism rather than adequately informing the user about the usable uses of their product and shoot forly cut across the flaws of the product while exaggera ting the benefits. (Bari Zamin, 2011)The core problem apparently lies with two things issues regarding advertisement that include women exploitation and subliminal perception, second deceptive form of advertising, that is legally staying with the boundaries but ethically not, by taking undue advantage of limitations a person has while viewing different form of advertisement (not able to read between the lines, the special footing and conditions that are hardly visible etc.Advertising also includes the element of informing consumers about products and services according to basic Islam teachings. They represent the basic Islamic teachings of respecting elder people and creating a positive bond rather than showing provocative images, haram products or free mixing of girls and boys which is completely tabu in Islam.6.3 Islamic Moral StandardsSix ethical principles of Islamic values truthfulness and honesty and being straight forward with all information and dealings. Faith or combini ngworthiness on the brand developed through Islamic practices Sincerity and clarity in presentation of facts and communicate. Br opposite(a)hood as it is the primary focus of Islamic society and great emphasis is situated on Islamic brethren and br another(prenominal)hood, innovations and developments in science and technology and the roles it plays, and justice and comparison as it is considered a primary basis for all functions in islam. These were ethical principles identified (Hanafy and Salam, 1988)Prophet Mohammad (pbuh) said I have been sent only for the purpose of perfecting good morals. When questioned Which Muslim has the perfect faith? The Prophet (pbuh) replied He who has the beat moral character(Alghazzali, 1983).Emergence of new muslimenrepreneurs is leading to an ethical way of conducting businesses and marketing (Demir et al., 2004 Adas, 2006OsellaandOsella, 2009). Applying Islamic principles into marketing gives an ethical dimension to margeting campaings as co mpared to conventional marketing which has an wrong record.Using immoral means in advertising quarter cause serious downfalls in the structure of a society do it to deteriorate. Deceptive advertising being one of them is a major cause but sometimes it cornerstone be a nerve of mistaken identity. Sometimes, misinterpretation on the end of the consumer watching the ad can be considered can ill-information in the ad however it can still cause a negative impact for brands in the minds of consumer resulting in a origin for the brand. In the case of advertising of fast food products, the author argues that the brands are to be equally blamed as much as the advertisers because their marketing strategy itself is based on creating an unwanted need amongst consumers, especially children (Nooh, 2012). ferocity is also a major flaw in advertising which can have major effects on new-fashioned ad viewers like children as it can encourage them to obtain aggressive habits which leads to c arious behavior (Nooh, 2012). Subliminal marketing cannot be termed as a practice of unethical advertising. It is merely a practice used by brands to create brand awareness amongst consumers using hidden messages. These ad themselves are not producing any unethical values or behaviors (Nooh, 2012).Sexual call down used in ads causes young adults to take up celebrities as idols and start mirroring their lives in their own. They follow their fashion trends, lifestyles and make themselves just like the celebrities. Sexual appeal also causes consumers to carry an offensive mindset about a particular brand. Only people who are strong brand loyalists only successfully reject the offensive mindset and focus on the concept of the ad (El Hattab, 2008). Emotional appeal can lead to an increase in unwanted desires and can cause consumers to purchase product which they dont need at all and even cause them harm in the future. This can be particularly seen by the increased consumption of fast fo od by adolescents and young adults (El Hattab, 2008). The female contingent of the consumers still have a higher mark to become more offended by unwanted content in advertisements than their male counterparts (El Hattab, 2008).Companies invest heavily in manufacturing certain products they use celebrities and other famous personalities to feature in their ads. This is not only using steamy appeal in advertisements but this can also be considered as a form of deceptive advertising because the claims sometimes are baseless. This is considered to be completely unethical in Islam (Abbas Bari, 2011). The practice of showing mal dressed women in ads in on an increasing trend in the country but it can vary with the level of tolerance being present in the society. It varies from one country to another depending upon the state of the society in the country. directness in an ad is off utmost importance as well as according to Islamic teachings consumers have every right to be completely i nformed about all aspects regarding any service or product (Abbas Bari, 2011).Similarly, overstating any products attributes or making claims which are not support by any kind of proof or research have also been deemed to lie in the same category as deception. Advertisements directly are openly spreading values and behaviors which are not satisfactory in Islam and even though considering the economic system of the country which promotes a capitalistic nature in the conduct of ones business, it is imperative that all businesses keep in mind the features of the society they are functioning in and as well the government should also play a key role in determining the right form of advertising starting from the grass blood line level which is basic education (Abbas Bari, 2011).6.4 Islamic EthicsIn Islam, ethics is more than just what is defined as right and wrong by the society. In Islam, as the ethics are mainly guided by the teachings of The Quran and Sunnah, ethics covers aspects of all physical, emotional and spiritual factors. Evaluating the advertisements can split up the effects into economic, political, cultural and moral effects the advertisements have had on the society (Nooh, 2009).Even though ethics is an integral part of all business aspects and not just advertising, Islam puts a moral barrier on the conduct of ones business related activities which helps a business man earn a rightful living through his transactions. It is unfair for any business to sell its products by false claims and deliberately hiding complete information about the concerned product or service (Akhter et al., 2011).As noted in the Quranic verse ,Standout firmly for justice, as witnesses to Allah, even though it be against yourself, or your parents, or your kin, be he rich or poor. (Quran, 4135).Moreover, the holy prophet(SAW) said The sign of a hypocrite are three 1. Whenever he speaks he tells a lie. 2. Whenever he promises, He always breaks it. 3. If you trust him, he pro ves to be dishonest (Al-Bukhari, 1.32) and alsoProphet Muhammad (PBUM) forbade the sale of fruits till they are almost correct. Anas was asked what is meant by are almost ripe He replied, Till they become red Allahs Messenger (PBUM) further said, If Allah fumble the fruits, what right one would have to take the money of ones brother.(Al-Bukhari, 3.403)From this it can be determined the strict importance the religion of Islam places honesty and truthfulness. and so direct claims and false promises are forbidden and should not be practiced.Advertising disputed products such as contraceptives and alcohol can lead to an offensive mindset in the centers of the consumers. And not just Islamic consumers but those of every religion present in the world. Similarly, the controversial products identified are addictive products such as tobacco or alcohol, indecent hygiene or personal products. Undergarments and private products, funeral services or memorial services, games of chance, we aponry and arms, medicines drugs and other pharmaceutical products, societies or parties with political affiliations, religious and ethnical groups, intimately communicable diseases and viruses and weight reduction plan for overweight people (Edrogan. Et al, 2005)The greatest repugn over here is for marketers to come up with strategies to curb this offensive nature of such advertisements (Akhter et al., 2011). All brands, international and local, should come up with advertisement concepts which would suits the tastes of the mass Islamic public. This would not only create a dampen brand image in the eyes of the consumers for the brand itself but also help in increasing their sales across the board (Akhter et al., 2011).6.5 Women in AdvertisementsIt is stated in the Quran, Let there arise of you a group of people inviting to all that is good (Islam)enjoining Al-Maruf and forbidding Al-Munkar and it is they who are successful . . . (A l-Imran 3104). This shows that all those adve rtisements are allowed in Islam that shows women in a decent manner with proper clothing and playing positive role both in the society and family. (Rice and Al-Mossawi, 2002).Islamic Tradition emphasizes that women should be modestly dressed and covers themselves according to the principles and guidelines established. It then follows that women if portrayed in advertisement should be dressed according to the Islamic principles. They are required to follow the hijab dress code which entails the covering of the full(a) body except the give and face. (HanzaeeChitsaz, 2011)As mentioned in the QuranO prophet, tell your wives, your daughters and the believing women to draw their veils close to them, so it is likelier they will be known, and not hurt. Allah is the forgiver, the most merciful.( Quran 3359)Do not display your finery as pagan women used to do in the olden age of ignorance (Quran 3333) AndDo not reveal their adornment except that which is outward (face and hands) and let t hem draw their veils over their neck (Quran 2433).Islam has protected women and according to Islamic code of impregnation women should cover themselves completely including their whole bodies, only their hands are permitted to be visible. Qurans saysAnd tell the believing women to lower their gaze (from looking for at forbidden things), and protect their private parts (from illegal sexual acts, etc.) and not to show off their adornment except only that which is apparent (like palms of hands or one eye or both eyes for compulsion to see the way, or outer dress like veil, gloves, head-cover, apron, etc.), and to draw their veils all over Juyubihinna (i.e. their bodies, faces, necks and bosoms, etc.) and not to reveal their adornment except to their husbands, their fathers, their husbands fathers, their sons, their husbands sons, their brothers or their brothers sons, or their sisters sons, or their (Muslim) women (i.e. their sisters in Islm), or the (female) slaves whom their right hands possess, or old male servants who lack vigor, or small children who have no sense of the attaint of sex. And let them not stamp their feet so as to reveal what they hide of their adornment. And all of you beg Allah to forgive you all, O believers, that you whitethorn be successful. surah al-Noor 2431And Quran also mentions in another placeAnd as for women past child-bearing who do not expect wed-lock, it is no sin on them if they forswear their (outer) clothing in such a way as not to show their adornment. But to refrain (i.e. not to discard their outer clothing) is better for them. And Allah is All-Hearer, All-Knower. al-Noor 2460O Prophet Tell your wives and your daughters and the women of the believers to draw their cloaks (veils) all over their bodies (i.e. screen themselves completely except the eyes or one eye to see the way). That will be better, that they should be known (as free respectable women) so as not to be annoyed. And Allah is Ever OftForgiving, close to M erciful. Quran 3359In Islam a women must not wear thin clothes through which her whole body is visible. Also the clothes must not be skin tight. Western clothes are not allowed as they resemble mans clothing which is forbidden. Along with this the design of the clothes must not attract any man.Islam is very strict in women dressing so that no man is attracted towards women in to a lustful way because Islam protects women from wrong deeds. Ads featuring women should not have any semblance of overt sensuality or sexual connotations as this demeans the woman. Women are not objects and must not be portrayed as such and treated with respect and equality even if the sole objective is to promote and boost sales through their beauty (Anwar, 2011). This goes with all the teachings in Islam that women are to be treated with respect and not exploited in anyway. Women have been given a very high status in Islam and therefore exploiting women sexually or by any other mean in advertising should be considered not only as unethical but also haram as it is line drawing a sin. Not only in Islamic societies, in other modern societies as well the exploitation of women is being considered as an unethical act and is being discouraged in all corners of the world6.6 Islamic Products Offensive product Vs. Offensive executionAmerican advertisements show those things which are against other religions like Islam. Like the alcohol and drugs activities shows as it is a problem for society however it is less affecting other culture due to its limited scope. (Al-Jenaibi 2008)Drugs and alcohols are the problems and the only way to get rid of these problems is to show it on media and addressing this problem to society. (Al-Jenaibi, 2008)If they will know the problem then they can avoid it. Advertisements on these different problems are serious for building on strong values to protect the society. (Al-Jenaibi, 2008)A customer should feel an ethical manner in a deposits advertisements in all form of the business (Chachi et al., 2008). The pious platitude should reach a level of ethicality where a customer would form trust, loyalty and satisfaction with the bank all at the same time.Similarly,the product should be perfected at the same time as the advertisement is. If the product has any flaws it will be very difficult for the bank to attract customers no matter how ethical they were being when it came to advertising. In the case of a bank, the company itself might not be at fault but its front end employees who are in direct fundamental interaction with the customers might sometimes overstate the value of a particular product to a customer and gain extra profits for sole purpose of their own personal benefit. .In the case of a service, as it can only be experienced the customer will only valuate a particular service on the advertisements portrayed by the bank so therefore it is of utmost importance the bank practices complete ethical practices when advertising their p roducts whether in an above the line tool or a below the line tool. In the below the line, the customers expectations are all but the product which the front end employee sells them (Chachi et al., 2008)For instance the basic differen between an Islamic financing tool and product that is financially equal is the interest aerated on the financial instruments. The basic idea behing this thinking is that it is unfair to precaution an interest or earn a revenue on a product because of its status as being lent to another person as the money that is borrowed should be returned equally as it is in part. on that pointfore value of the lended or borrowed money should not increase or minify by Islamic guidelines (Ashraf, 2007). Through this we can deduce that any product which contains ingredients which would be considered as Haraam. According to the teachings of islam as stated in Quran and also observed in sunnah of the prophet it would be considered as an Illegal product. Substances lik e alcohol and swine have been strictly prohibited as various points in the Quran so we can deduce that any products made from these substances would automatically be considered as haram without any area of consideration. However, any product that comprises of all legal materials in its making but a brand/ company promotes an unethical use for it through advertisements and marketing may be considered as an un-Islamic product or haram product through the rule of external flaw.Other variables that effect advertising include privacy, inaccurate information religious and social norms. Role of ethics in performance, behavior, decision, attitude, communication and choices are very important. (Sanayei et. al, 2012).Sanayeiet. al (2012) said previously ethics was considered as important but today marketers have violated the main foundation of ethics. All factors are important but according to result most important is privacy, then religious and social norms and thirdly the correct and accura te information. (Sanayei et. al, 2012) Al-Makaty et.al (1996) is based on perception of 2 television advertisements in Saudi Arabia. There is no single Islamic approach to advertising. Contradictory approach firstly