Advertising Management Concepts

Social Criticism of Advertising

Advertising is often criticized as a wasteful activity and an unnecessary evil. Its critics offer the following arguments to prove their contention.

  • Multiplies the needs. Advertising multiplies the needs of the people by inducing them to buy even those things which are not required by them. Since an advertisement is continuously repeated, it creates a desire in the mind of the public to buy the advertised product.
  • Makes the product more costly. The amount of money spent by an advertiser on his product’s advertisement is added to the distribution cost of the product. Thus, the customers have to pay more for the product advertised.
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Significance of Advertising

Advertising helps in spreading information about the advertising firm, its products, qualities and place of availability of its products, and so on. It helps to create a non-personal link between the advertiser and the receiver of the message. The significance of advertising has increased in the modern era of large scale production and tough competition in the market. Advertising is needed not only by the manufacturers and traders but also for the customers and the society. The benefits of advertising to different parties are discussed in the following paragraphs.

Read More: Introduction to Advertising

Benefits to Manufacturers and Traders

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Advertising – Definition, Features, Objectives and Functions

Advertising is an important tool of promotion. Advertisement is a non-personal presentation of an idea or a product (where as personal selling or salesmanship help in personal promotional.) Advertisement supplements personal selling to a great extent. Advertising has, acquired great importance in the modern era characterized by tough competition in the market and fast changes in technology, and fashion and taste customers.

Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers.… Read the rest

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