Advertising is more than just a means of disseminating product information. It is a primary communication tool of our economic system and our culture. In other words it could be defined as " a purposive communication to a target market, which assists in selling by drawing attention to the characteristics of a product which will appeal to the buying motives of customers in the target segment of the market".
Advertising is mainly used for the following purposes:
To support sales increase;
To encourage trial;
To create awareness;
To inform about a feature or benefit;
To create an image;
To modify attitudes;
To gain trade and sales staff support.
There are three different kinds of advertisements:
(1) Informative advertisement: This advertisement conveys information and raises consumer awareness of the product. These are common in early stages of the product life cycle.
(2) Persuasive advertising: This advertisement is concerned with creating a desire for the product and stimulating actual purchase. This is mostly used for well-established products, which are in growth/maturity stages of the product life cycle.
(3) Reminding advertising: It is to remind consumers about the product or organization, or the benefits they (consumers) are receiving from buying the product.
Advertising has an ethical and moral responsibility to deal honestly with its portrayal of society. Individual companies are judged by their own advertising, and the effectiveness of advertising is dependent on the overall attitude of customers towards advertising generally.
(Q) What does advertising do for consumers?
One of the most important roles of advertising is showing people how to solve problems. Effective advertising must start from premises, "Does my product help people?" The major trend in modern advertising is making the consumer the focus of the marketing process. Organizations find that starting with the consumer creates a relationship in which products are designed for the consumers rather than having to convince consumers that a preexisting product is the one they want.
(Q) What does advertising does for business?
Without advertising, businesses would not be able to bring new products to the attention of enough consumers fast enough to make the enormous cost of creating, developing, manufacturing, and distributing the products practical. In other words, advertising is both a tool and requirement of an abundant economy.
(Q) What does advertising does for society?
Advertising has both intended and unintended results. Obviously, the intended result of most advertising is to contribute to the profitable sales of product. In addition to its economic role, advertising revenues support a diverse and independent press system protected from government and special interest control. As a key communication link in the process, it also is a major stimulant to vigorous economic growth and stability.
However, there is a growing awareness that advertising must move beyond single-minded concerns with profitability. There is increasing agreement that advertising must be created in an atmosphere that considers a number of ethical factors.
A recent survey of advertising agency executives found that they faced six major ethical considerations in conducting business:
1. Treating clients fairly;
2. Creating honest, no misleading, socially desirable ads;
3. Representing unhealthy, useless, or unethical products;
4. Representing clients whose products/services are unhealthy and unneeded;
5. Treating suppliers, vendors, and media fairly;
6. Treating other agencies fairly.
It is to the benefit of advertising and society in general that ethical issues are in the forefront of discussion concerning the practice of advertising.
Now that we have seen what advertising is and how it...