A successful businessman is one who snatches away money from even the most miserly and reluctant customer. Advertising is an important element of our culture because it reflects and attempts to change our life styles. Advertising can be in any form of presentation such as sign, symbol or illustration in print media, a commercial on radio or television, poster etc. Thus advertising is the communication link between the seller and the buyer. It has made mass selling possible. Necessity is the mother of invention’ is an oft-quoted saying.
But now-a-days the reverse of it is more rue. In modern business, ‘invention’ is mother of necessity. Advantages It is through advertisement that people begin to feel a need for even those goods of which they had never heard before. Advertising can inform people about different products and services, their utilities, cost and other requirements, and help us in making better purchases. Advertisements of non-commercial issues like AIDS, polio can help in educating people and notifying them of events and programs related to them.
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For advertisers, advertisements can help in attracting huge number of potential customers ND make positive impact about their products and services. Advertisements create a brand name for the product being promoted. People can recognize the products from the catchy advertisements they see and thus sales are also improved. Advertising can lead to direct feedback from customers. It has been seen that a lot of opinions are received by advertisers on their product/ service, which helps in improving the product/service.
Disadvantages * Costly Functions * The strong objection and arguments against the advertising is that it is a costly function. It is generally criticized that the cost of advertising to too high and that such high cost IS covered by the selling price of the advertising goods. Thus the unbalanced advertising may cause certain goods to cost the consumers more than they should. So it is regarded as an economic waste. K Misleading claims Some advertisers cleverly create a misleading impressions of their goods. They present a very rosy picture of their products, before the consumers with the object of increasing their sales.
Advertisements of undesirable drugs and destined and indecent literature, so common. They simply cheat the public. So we should be careful while purchasing an advertised article. We should use our own mind, instead of blindly following the advice of the advertisement. * Disconnection of business Small firms cannot properly advertise their products due to limited resources. But on the other side entire market is controlled over by great advertisers. It becomes impossible for small firms to continue their business in the business field so small firms disappear form the market. Creating unrequited desire Another objection is that advertising influences the mind of public. It creates the desire and taste for new products which are not actually necessities of life and income of consumers will not let them enjoy. Advertising may thus be regarded as the cause of unrequited desire which may result in unhappiness. K Promotion of social evil Some firms present immoral program and features and crime stories in Television and Radio for advertising their products which have a very bad influence upon new generation.
So advertising results in creating social evils n the society and wasting of economy. Problems and Solutions For example, if we are supplied an inferior thing for a superior one, we can boycott that company or firm or may even resort to legal action for playing that trick upon us. Similarly, we can Stop the spoiling of the walls and houses with a stricter attitude. As the prices are already advertised, the consumers cannot be over charged. Write about your business and your industry. Business owners can take advantage of local publications and trade publications.