Advertising can provide both economic benefits and harms. On the one hand, it informs consumers about products and services, encourages competition, and contributes to economic growth. However, it can also attempt to manipulate consumers' irrational motives and promote materialism over real needs. While judicious advertising can improve living standards, overuse risks wasting resources. Political advertising could support democracy by informing voters, but may also distort views, appeal to base instincts, and compromise integrity through funding dependence. The media's reliance on advertising revenue also introduces potential control by advertisers over editorial content.
Advertising is a form of paid, public communication used to inform and motivate consumers about products, services, ideas, and organizations. The goal is to change consumer behavior and persuade people to take a desired action, like purchasing a product. Advertisements provide information to help consumers make better choices, but critics argue they also manipulate tastes and impede competition by making products seem more differentiated than they are. Supporters counter that advertising enhances market efficiency by conveying price and product information and allowing new firms to more easily attract customers.
Advertising contributes significantly to the Irish economy. The report found that on average, €1 spent on advertising generates €5.7 for the Irish economy. In 2012, €938 million was spent on advertising in Ireland, contributing an estimated €5.3 billion to Irish GDP. Advertising supports jobs, funds Irish media and cultural heritage, powers markets through competition and innovation, and enables the growth of the internet economy. The report concludes that policymakers should support advertising to maximize its role in driving economic growth.
Advertising plays an important economic role by driving sales, competition, and economic growth. It contributes to the US economy in several ways:
1) Advertising accounts for about 2.5% of US GDP and influences how consumers spend $9 trillion annually. It supports over 21 million jobs, or 15.2% of the US workforce.
2) It provides consumers with information on products, prices, and availability, which encourages competition and helps keep prices low. This benefits consumers.
3) The revenues from advertising support media industries like newspapers, TV, radio and websites, making their content cheaper or free to consumers. Many forms of media would not exist without advertising.
4) By stimulating demand
This document provides an overview of ethics in marketing research and advertising. It discusses several key points:
1. Advertising promotes consumerism but can also undermine personal autonomy by exploiting human desires. It faces criticism for being deceptive, manipulative, and for promoting excessive consumption.
2. Ethical principles for advertising include respecting truthfulness, not exploiting human weaknesses for profit, and respecting social responsibilities regarding issues like the environment and materialism.
3. The benefits of advertising include communication, raising standards of living, and product differentiation, but it also faces ethical pitfalls if it misleads consumers or fails to tell the whole truth regarding products.
Economic effects and influences of advertisements among childrenAmlin David
1) Advertising generates both direct and indirect economic gains by promoting industries' products and services, and supporting supplier industries and jobs throughout the economy.
2) However, some argue that excessive advertising to children can contribute to issues like obesity, materialism, and exposure to violence, while others counter that advertising is important for economic success and that regulation infringes on free speech.
3) Potential solutions include improving child-focused advertising guidelines and bringing all stakeholders together to find balanced solutions that consider both economic and child welfare issues.
History of advertising, Advertising purpose, and functions, Economic, social and ethical aspects of advertising: Advertising and the marketing mix, advertising as a communication process, types of advertising: Major Institutions of Advertising Management.
This document discusses advertising and media management. It covers the history of advertising from oral advertisements and rock paintings before the 18th century to various modern media like newspapers, TV, radio and the internet. The purpose and functions of advertising are described as well as its economic, social and ethical aspects. The relationship between advertising and the marketing mix is explored. Advertising is examined as a communication process and various types of advertising are defined based on geography, audience, media used, stage, purpose and function. Finally, the major institutions involved in advertising management are outlined.
The document contains an interview with a representative from an advertising agency called True Media. In the interview, the representative discusses the benefits of using an advertising agency compared to handling advertising in-house, including getting a fresh creative perspective and access to more data and research. They also discuss the services True Media provides, challenges like finding talent, how the agency is compensated and measures effectiveness, trends in the industry moving more to digital and mobile, and advice for students to learn digital skills.
Advertising is a form of paid, public communication used to inform and motivate consumers about products, services, ideas, and organizations. The goal is to change consumer behavior and persuade people to take a desired action, like purchasing a product. Advertisements provide information to help consumers make better choices, but critics argue they also manipulate tastes and impede competition by making products seem more differentiated than they are. Supporters counter that advertising enhances market efficiency by conveying price and product information and allowing new firms to more easily attract customers.
Advertising contributes significantly to the Irish economy. The report found that on average, €1 spent on advertising generates €5.7 for the Irish economy. In 2012, €938 million was spent on advertising in Ireland, contributing an estimated €5.3 billion to Irish GDP. Advertising supports jobs, funds Irish media and cultural heritage, powers markets through competition and innovation, and enables the growth of the internet economy. The report concludes that policymakers should support advertising to maximize its role in driving economic growth.
Advertising plays an important economic role by driving sales, competition, and economic growth. It contributes to the US economy in several ways:
1) Advertising accounts for about 2.5% of US GDP and influences how consumers spend $9 trillion annually. It supports over 21 million jobs, or 15.2% of the US workforce.
2) It provides consumers with information on products, prices, and availability, which encourages competition and helps keep prices low. This benefits consumers.
3) The revenues from advertising support media industries like newspapers, TV, radio and websites, making their content cheaper or free to consumers. Many forms of media would not exist without advertising.
4) By stimulating demand
This document provides an overview of ethics in marketing research and advertising. It discusses several key points:
1. Advertising promotes consumerism but can also undermine personal autonomy by exploiting human desires. It faces criticism for being deceptive, manipulative, and for promoting excessive consumption.
2. Ethical principles for advertising include respecting truthfulness, not exploiting human weaknesses for profit, and respecting social responsibilities regarding issues like the environment and materialism.
3. The benefits of advertising include communication, raising standards of living, and product differentiation, but it also faces ethical pitfalls if it misleads consumers or fails to tell the whole truth regarding products.
Economic effects and influences of advertisements among childrenAmlin David
1) Advertising generates both direct and indirect economic gains by promoting industries' products and services, and supporting supplier industries and jobs throughout the economy.
2) However, some argue that excessive advertising to children can contribute to issues like obesity, materialism, and exposure to violence, while others counter that advertising is important for economic success and that regulation infringes on free speech.
3) Potential solutions include improving child-focused advertising guidelines and bringing all stakeholders together to find balanced solutions that consider both economic and child welfare issues.
History of advertising, Advertising purpose, and functions, Economic, social and ethical aspects of advertising: Advertising and the marketing mix, advertising as a communication process, types of advertising: Major Institutions of Advertising Management.
This document discusses advertising and media management. It covers the history of advertising from oral advertisements and rock paintings before the 18th century to various modern media like newspapers, TV, radio and the internet. The purpose and functions of advertising are described as well as its economic, social and ethical aspects. The relationship between advertising and the marketing mix is explored. Advertising is examined as a communication process and various types of advertising are defined based on geography, audience, media used, stage, purpose and function. Finally, the major institutions involved in advertising management are outlined.
The document contains an interview with a representative from an advertising agency called True Media. In the interview, the representative discusses the benefits of using an advertising agency compared to handling advertising in-house, including getting a fresh creative perspective and access to more data and research. They also discuss the services True Media provides, challenges like finding talent, how the agency is compensated and measures effectiveness, trends in the industry moving more to digital and mobile, and advice for students to learn digital skills.
This document summarizes the economic effects of advertising. It discusses how advertising generates direct and indirect sales and jobs, and influences consumer information, competition, and consumer manipulation. Both sides of the debate around regulating advertising that targets children are presented. Proponents argue it contributes to issues like childhood obesity and materialism, while opponents counter that it sustains the economy and parents should monitor what children view. Solutions proposed include educating children about advertising and having organizations review ads' messages. Disadvantages of advertising discussed include misleading claims and creating unrequired desires.
Advertising in indian economy & its effectsyash chavan
Advertising plays an important role in the Indian economy. It generates indirect sales and jobs by promoting industries, products, and services. Advertising influences consumer demand, prices, competition, and business cycles. The major mediums of advertising that impact the Indian economy are television, social media, radio, and print. Television is the most influential due to its high reach and impact, but also has high costs. Social media advertising allows for low-cost, powerful targeting and real-time statistics. Print advertising also significantly motivates customers in India and impacts the economy. Overall, advertising has transformed consumer preferences and played a transformative role in the Indian economy.
This document discusses various perspectives on advertising and promotion. Proponents argue that advertising provides information to consumers, encourages a higher standard of living, promotes competition, and helps new firms enter markets to create jobs. Critics argue that advertising creates unnecessary consumer needs and wants, promotes materialism, insecurity, and greed. The document also discusses ethics in advertising, issues around advertising to children and different groups, debates over whether advertising encourages materialism or reflects society, and both economic arguments that advertising increases market power and arguments that it provides useful information to consumers.
The document discusses the nature and evolution of advertising. It covers how advertising brings products and services to public notice and aims to persuade the public. Advertising supports media as their main source of income. Traditionally, television, radio and newspapers were used but due to the shift to internet, advertisers have had to change to new media like mobile phones and social networking. Advertising stimulates the economy by promoting sales, ensuring growth and preventing economic crashes. The document compares old and new advertisements, noting how new ads are often more minimalist and allow consumers to think for themselves rather than being directly told what to do.
This document provides an overview of the history and development of advertising in the United States from early forms in colonial times to modern practices. It discusses the rise of advertising agencies and national campaigns in the 1800s with the growth of industries and mass media. The document also examines the influence of visual design, emerging media platforms, and debates around regulating advertising related to health, children, and commercialism. Key trends include the rise of mega agencies, growth of online targeted advertising, use of myths and stories, and issues regulating advertising for tobacco, alcohol, and pharmaceuticals.
This document defines advertising and discusses its objectives and classification. It outlines the 5 M's of advertising - mission, money, message, media, and measurement. Mission focuses on increasing sales and brand building. Money considers factors affecting budget decisions like product lifecycle and competition. Message covers generation, evaluation, and execution. Media examines reach, vehicles, timing, and allocation. Measurement assesses communication and sales impact through various testing and feedback methods.
This document provides an overview of key concepts in advertising. It discusses the four main parts of most advertising agencies: market research, creative development, media selection, and account management. It also describes common persuasive advertising techniques like celebrity endorsements, appealing to social norms, and associating products with positive emotions. The document outlines some controversies in advertising including targeting children and issues around health claims. It concludes by mentioning several organizations that regulate advertising practices.
Social, Economical impact, Effect on consumer Demand,Effect on Consumer Choice,Effect on Business cycle,Deception in Advertising
The Subliminal Advertising,Effect on Value System,Effect of Proliferation of Advertising,Use of Stereotypes in Advertising,Offensiveness in Advertising,Effect on Perspective,Social Responsibility,Offensive Advertising
This document discusses different perspectives on the impact of advertising. It notes that advertising creates consumer needs and promotes materialism according to critics, while proponents argue that it provides information, creates jobs, and encourages a higher standard of living. The document also examines the role of ethics in advertising, the effects of ads targeted at children, and debates around whether advertising encourages materialism or is a reflection of society. Additionally, it explores the potential for advertisers to control media and the role of advertising in the economy by fostering economic growth and encouraging consumption.
This document discusses global advertising issues and challenges. It begins by providing context on global advertising expenditures and some key challenges international advertisers face, such as standardizing vs customizing campaigns across cultures. It then examines specific challenges like differing tolerance of "puffery", legal issues with comparative advertising, and avoiding culturally inappropriate content. The document also discusses effective global advertising practices and common mistakes that can be avoided, such as disregarding cultural differences or misrepresenting products. Overall, the document aims to analyze important issues in planning and executing global advertising campaigns.
This document summarizes the social, ethical, and regulatory aspects of advertising and promotion. It discusses how advertising educates consumers but can also be superficial and intrusive. It also examines how advertising can improve living standards but is also wasteful. Additionally, the document looks at the ethical issues around truth in advertising, advertising to children, and advertising controversial products. Finally, it outlines the key regulatory agents that govern advertising, including the Federal Trade Commission and industry self-regulation.
ROLE OF ADVERTISING IN CONSUMER DECISON MAKING PPTHimal Rustagi
The document discusses the role of advertising in consumer decision making. It provides an introduction to advertising, describing it as a form of marketing communication used to promote products and services. It also discusses different types of advertising and the advertising creation process. The document then reviews relevant literature on the purpose of advertising and its effects on consumer behavior. It outlines the methodology used in a survey of 100 consumers in Pune, India, examining how television advertisements influence purchasing decisions. The summary recaps the key points about advertising and the relationship between consumer behavior and advertising. It also describes the techniques used to analyze the survey results.
Advertising has social, legal, ethical, and economic aspects. Socially, advertising must balance informing consumers and avoiding deception or manipulation. Legally, advertising must comply with government regulations. Ethically, advertising needs to be truthful and consider its effects on children and sensitive products. Economically, advertising makes consumers aware of options, encourages consumption, and fosters competition, but also increases product costs.
Advertising has influenced culture and traditions by promoting new products and lifestyles. Images in advertising set standards for ideals around beauty, success, and happiness. While advertising aims to influence consumer behavior, it also plays a role in shifting cultural norms over time related to gender roles, family structures, and consumerism. Some argue this has negatively impacted well-being by promoting materialism and unhealthy ideals, though others see benefits from exposing people to new ideas and options.
Advertising is defined as paid, non-personal communication from an identified sponsor using mass media such as television, radio, newspapers and the internet to promote the adoption of goods, services, people or ideas. The goal is to disseminate an informative or persuasive message about a product or organization. Advertising is one element of a company's marketing mix, along with product, price and place, and comes in many forms aimed at reaching a target market. Research is conducted both before and after an advertising campaign to test effectiveness and efficiency.
This document discusses various perspectives on the social, ethical and economic aspects of advertising and promotion. It provides arguments from both proponents and critics of advertising. Proponents argue that advertising promotes competition, helps new firms enter markets, and creates jobs. Critics argue that advertising creates unnecessary consumer needs and promotes materialism, insecurity, and greed. The document also discusses issues such as ethics in advertising, offensive or deceptive ads, advertising to children, and the role of advertising in the economy.
A Study on Advertisement and Its After Effects on ConsumerismDipanshu Singhal
Advertisements have both positive and negative impacts on consumerism. While they spread information about new products, advertisements also manipulate consumers' emotions and desires to encourage unnecessary consumption. The study found that advertisements are highly effective at creating brand loyalty and positive feelings toward products, often regardless of their true attributes. Many consumers make purchasing decisions primarily based on emotions rather than objective information. The negative consequences of this include unrealistic expectations, false impressions of products, and defining one's self-worth through material possessions. [/SUMMARY]
The document discusses different types of advertising, including:
- Outdoor, indoor, radio, TV, print, and digital advertisements.
- Brand, retail, classified, public service, and political advertisements.
- Covert, celebrity, and infomercial advertisements.
- Local, national, and international advertisements targeting specific regions or countries.
Emotions reader the marketing of emotions in advertisingguest0e39643
This document discusses a shift in advertising from rational appeals to consumers' emotions. It argues that advertising has moved from promoting products' functional features through rational arguments, to attempting to evoke sentimental experiences and emotions through more interactive and sensory-stimulating media. Specifically, it claims that advertisers now aim to customize marketing messages and target consumers' private experiences with brands in order to make brand relationships more ambiguous and difficult to scrutinize publicly. The document analyzes how this shift allows advertisers to expand what they can offer corporate clients and reduce accountability.
The document discusses various topics related to advertising and sales promotion including:
- Setting specific advertising objectives to guide efforts and understanding when different types of advertising are needed
- Choosing the best advertising medium considering objectives, target market, and funds
- Planning effective advertising messages and understanding how advertising agencies work
- Understanding sales promotion techniques, their advantages and limitations, and challenges in managing promotion programs
1. The document discusses various ethical issues regarding advertising aimed at children, including its psychological effects, influence on parents, use of celebrities, and regulations.
2. Advertising to children is a major focus of companies and can influence children's requests of parents for over $500 billion in purchases annually.
3. Regulations of children's advertising vary between countries and organizations, with some banning junk food ads during children's programs or restricting data collection from children under 13.
This document summarizes the economic effects of advertising. It discusses how advertising generates direct and indirect sales and jobs, and influences consumer information, competition, and consumer manipulation. Both sides of the debate around regulating advertising that targets children are presented. Proponents argue it contributes to issues like childhood obesity and materialism, while opponents counter that it sustains the economy and parents should monitor what children view. Solutions proposed include educating children about advertising and having organizations review ads' messages. Disadvantages of advertising discussed include misleading claims and creating unrequired desires.
Advertising in indian economy & its effectsyash chavan
Advertising plays an important role in the Indian economy. It generates indirect sales and jobs by promoting industries, products, and services. Advertising influences consumer demand, prices, competition, and business cycles. The major mediums of advertising that impact the Indian economy are television, social media, radio, and print. Television is the most influential due to its high reach and impact, but also has high costs. Social media advertising allows for low-cost, powerful targeting and real-time statistics. Print advertising also significantly motivates customers in India and impacts the economy. Overall, advertising has transformed consumer preferences and played a transformative role in the Indian economy.
This document discusses various perspectives on advertising and promotion. Proponents argue that advertising provides information to consumers, encourages a higher standard of living, promotes competition, and helps new firms enter markets to create jobs. Critics argue that advertising creates unnecessary consumer needs and wants, promotes materialism, insecurity, and greed. The document also discusses ethics in advertising, issues around advertising to children and different groups, debates over whether advertising encourages materialism or reflects society, and both economic arguments that advertising increases market power and arguments that it provides useful information to consumers.
The document discusses the nature and evolution of advertising. It covers how advertising brings products and services to public notice and aims to persuade the public. Advertising supports media as their main source of income. Traditionally, television, radio and newspapers were used but due to the shift to internet, advertisers have had to change to new media like mobile phones and social networking. Advertising stimulates the economy by promoting sales, ensuring growth and preventing economic crashes. The document compares old and new advertisements, noting how new ads are often more minimalist and allow consumers to think for themselves rather than being directly told what to do.
This document provides an overview of the history and development of advertising in the United States from early forms in colonial times to modern practices. It discusses the rise of advertising agencies and national campaigns in the 1800s with the growth of industries and mass media. The document also examines the influence of visual design, emerging media platforms, and debates around regulating advertising related to health, children, and commercialism. Key trends include the rise of mega agencies, growth of online targeted advertising, use of myths and stories, and issues regulating advertising for tobacco, alcohol, and pharmaceuticals.
This document defines advertising and discusses its objectives and classification. It outlines the 5 M's of advertising - mission, money, message, media, and measurement. Mission focuses on increasing sales and brand building. Money considers factors affecting budget decisions like product lifecycle and competition. Message covers generation, evaluation, and execution. Media examines reach, vehicles, timing, and allocation. Measurement assesses communication and sales impact through various testing and feedback methods.
This document provides an overview of key concepts in advertising. It discusses the four main parts of most advertising agencies: market research, creative development, media selection, and account management. It also describes common persuasive advertising techniques like celebrity endorsements, appealing to social norms, and associating products with positive emotions. The document outlines some controversies in advertising including targeting children and issues around health claims. It concludes by mentioning several organizations that regulate advertising practices.
Social, Economical impact, Effect on consumer Demand,Effect on Consumer Choice,Effect on Business cycle,Deception in Advertising
The Subliminal Advertising,Effect on Value System,Effect of Proliferation of Advertising,Use of Stereotypes in Advertising,Offensiveness in Advertising,Effect on Perspective,Social Responsibility,Offensive Advertising
This document discusses different perspectives on the impact of advertising. It notes that advertising creates consumer needs and promotes materialism according to critics, while proponents argue that it provides information, creates jobs, and encourages a higher standard of living. The document also examines the role of ethics in advertising, the effects of ads targeted at children, and debates around whether advertising encourages materialism or is a reflection of society. Additionally, it explores the potential for advertisers to control media and the role of advertising in the economy by fostering economic growth and encouraging consumption.
This document discusses global advertising issues and challenges. It begins by providing context on global advertising expenditures and some key challenges international advertisers face, such as standardizing vs customizing campaigns across cultures. It then examines specific challenges like differing tolerance of "puffery", legal issues with comparative advertising, and avoiding culturally inappropriate content. The document also discusses effective global advertising practices and common mistakes that can be avoided, such as disregarding cultural differences or misrepresenting products. Overall, the document aims to analyze important issues in planning and executing global advertising campaigns.
This document summarizes the social, ethical, and regulatory aspects of advertising and promotion. It discusses how advertising educates consumers but can also be superficial and intrusive. It also examines how advertising can improve living standards but is also wasteful. Additionally, the document looks at the ethical issues around truth in advertising, advertising to children, and advertising controversial products. Finally, it outlines the key regulatory agents that govern advertising, including the Federal Trade Commission and industry self-regulation.
ROLE OF ADVERTISING IN CONSUMER DECISON MAKING PPTHimal Rustagi
The document discusses the role of advertising in consumer decision making. It provides an introduction to advertising, describing it as a form of marketing communication used to promote products and services. It also discusses different types of advertising and the advertising creation process. The document then reviews relevant literature on the purpose of advertising and its effects on consumer behavior. It outlines the methodology used in a survey of 100 consumers in Pune, India, examining how television advertisements influence purchasing decisions. The summary recaps the key points about advertising and the relationship between consumer behavior and advertising. It also describes the techniques used to analyze the survey results.
Advertising has social, legal, ethical, and economic aspects. Socially, advertising must balance informing consumers and avoiding deception or manipulation. Legally, advertising must comply with government regulations. Ethically, advertising needs to be truthful and consider its effects on children and sensitive products. Economically, advertising makes consumers aware of options, encourages consumption, and fosters competition, but also increases product costs.
Advertising has influenced culture and traditions by promoting new products and lifestyles. Images in advertising set standards for ideals around beauty, success, and happiness. While advertising aims to influence consumer behavior, it also plays a role in shifting cultural norms over time related to gender roles, family structures, and consumerism. Some argue this has negatively impacted well-being by promoting materialism and unhealthy ideals, though others see benefits from exposing people to new ideas and options.
Advertising is defined as paid, non-personal communication from an identified sponsor using mass media such as television, radio, newspapers and the internet to promote the adoption of goods, services, people or ideas. The goal is to disseminate an informative or persuasive message about a product or organization. Advertising is one element of a company's marketing mix, along with product, price and place, and comes in many forms aimed at reaching a target market. Research is conducted both before and after an advertising campaign to test effectiveness and efficiency.
This document discusses various perspectives on the social, ethical and economic aspects of advertising and promotion. It provides arguments from both proponents and critics of advertising. Proponents argue that advertising promotes competition, helps new firms enter markets, and creates jobs. Critics argue that advertising creates unnecessary consumer needs and promotes materialism, insecurity, and greed. The document also discusses issues such as ethics in advertising, offensive or deceptive ads, advertising to children, and the role of advertising in the economy.
A Study on Advertisement and Its After Effects on ConsumerismDipanshu Singhal
Advertisements have both positive and negative impacts on consumerism. While they spread information about new products, advertisements also manipulate consumers' emotions and desires to encourage unnecessary consumption. The study found that advertisements are highly effective at creating brand loyalty and positive feelings toward products, often regardless of their true attributes. Many consumers make purchasing decisions primarily based on emotions rather than objective information. The negative consequences of this include unrealistic expectations, false impressions of products, and defining one's self-worth through material possessions. [/SUMMARY]
The document discusses different types of advertising, including:
- Outdoor, indoor, radio, TV, print, and digital advertisements.
- Brand, retail, classified, public service, and political advertisements.
- Covert, celebrity, and infomercial advertisements.
- Local, national, and international advertisements targeting specific regions or countries.
Emotions reader the marketing of emotions in advertisingguest0e39643
This document discusses a shift in advertising from rational appeals to consumers' emotions. It argues that advertising has moved from promoting products' functional features through rational arguments, to attempting to evoke sentimental experiences and emotions through more interactive and sensory-stimulating media. Specifically, it claims that advertisers now aim to customize marketing messages and target consumers' private experiences with brands in order to make brand relationships more ambiguous and difficult to scrutinize publicly. The document analyzes how this shift allows advertisers to expand what they can offer corporate clients and reduce accountability.
The document discusses various topics related to advertising and sales promotion including:
- Setting specific advertising objectives to guide efforts and understanding when different types of advertising are needed
- Choosing the best advertising medium considering objectives, target market, and funds
- Planning effective advertising messages and understanding how advertising agencies work
- Understanding sales promotion techniques, their advantages and limitations, and challenges in managing promotion programs
1. The document discusses various ethical issues regarding advertising aimed at children, including its psychological effects, influence on parents, use of celebrities, and regulations.
2. Advertising to children is a major focus of companies and can influence children's requests of parents for over $500 billion in purchases annually.
3. Regulations of children's advertising vary between countries and organizations, with some banning junk food ads during children's programs or restricting data collection from children under 13.
Advertising can have both positive and negative effects on children. Positively, ads make children aware of new products and some include moral lessons. However, ads can also negatively influence children by encouraging unhealthy purchases, luxury demands, and exposure to dangerous stunts or inappropriate language. Public service announcements provide an alternative to pure advertisements aimed solely at children for fun.
Children, Teens, Reading and Technologymjisdead123
This is a horse-race story. A presentation showing the trend of reading habits of children and teens across America and shows how technology affects their reading habits.
This document summarizes how advertising targets children and teens across various media platforms. It finds that TV remains the dominant form of advertising exposure, with kids ages 2-11 seeing over 25,000 ads per year. However, online advertising is growing rapidly due to its interactivity and ability to use personal data. The document also examines newer forms of mobile and social media advertising, and calls for ongoing research on how advertising affects kids' purchasing and consumption, as well as their ability to understand marketing messages across different media.
This document discusses the impact of advertising and commercialism on teens. It explains that advertising is a form of communication meant to persuade people to buy products or services, while commercialism refers to turning everything into commodities for profit. The document notes that teens are major targets for advertisers because they influence household spending and have significant purchasing power of their own. It then outlines 10 common persuasion techniques used in advertising to influence teens, such as using celebrities, catchy jingles, repetition of brand names, and portraying products as signs of social status or acceptance. The document cautions that some ads promote unhealthy messages and behaviors while others can send positive messages.
This document provides an overview of current research on advertising and children. It discusses the following key points:
1) There is a wide range of researchers studying this topic from various perspectives, making it difficult to reach consensus. Findings can be used to prove many different viewpoints.
2) Common areas of focus in research include children's ability to distinguish advertising from content, their understanding of advertising intent, and advertising's influence on consumption patterns and family life.
3) The reliability of research in this area is questionable given differences in researchers' backgrounds and the lack of common ground between many results. Contradictory evidence exists for most findings.
Mass Media Communication Affect Children in their LearningNadia Syafikah
This document discusses a study on how mass media communication affects children's learning. The study aims to determine the factors that attract children to mass media, identify its effects on learning, and identify benefits to learning. It will use a quantitative survey approach with non-random convenience sampling to collect data through questionnaires. Key terms are defined, and the literature review and research design are outlined over six sections.
The document discusses teens and advertising. It notes that advertisers spend over $15 billion to reach the 32 million teens in the US, who have $233 billion in income and influence over $600 billion in spending. Advertising works on teens by capturing their attention through repetition and appealing to their motivations to be cool, fun, popular and feel good. However, today's teens are more networked, interactive and focused on self-expression through social media than older generations. This means brands need to offer more user-designed and personalized experiences to appeal to teens.
Branded Entertainment - Love at every sitepsambrakos
In an age where consumers are more powerful than ever, and have almost unlimited choices of how to spend their time, brands should stop trying to interrupt them, and instead should try to produce content that is appealing enough for people to want to watch on their own. Even more, brands should strive to produce content that consumers would want to recommend to their friends, and content that will get them involved and talking about it through social media. Brands should aim to produce advertising that is loved by their audiences.
This document discusses whether the U.S. government should regulate advertising targeted towards children. It outlines arguments from those who believe regulation is needed due to health concerns like childhood obesity and the development of materialistic habits in children, and those who oppose more regulation due to the importance of advertising to the economy. Both sides cite studies and experts to support their positions. The document concludes by proposing a solution where children are educated about advertising and an independent committee reviews ads to find a balanced approach.
This document summarizes research on childhood obesity in the United States. It finds that obesity rates are higher among some racial/ethnic groups and older adolescents. Obesity results from long-term energy imbalance where calories consumed exceed calories used. Factors like diet, exercise, genetics, and environment contribute to obesity. Body mass index (BMI) is used to determine weight categories for adults and BMI-for-age for children/teens. Childhood obesity increases risk of adult obesity and chronic diseases. Parental obesity and other socioeconomic factors influence childhood obesity risk. A study found children of obese parents had much higher skin fold thickness, indicating higher body fat levels.
Advertising to teens - 7 things to think about Jared Folkmann
We ran a guerrilla research project over the summer with teens. We learned a few things and confirmed some stuff we knew already. All interesting. Enjoy.
7 things to think about:
They have a love/hate relationship with advertising
They are strongly individual, yet desire the advice of others
Heavy researchers and more price conscious than you would think
They want to be recognized
They are extremely social and connected
They’re informed and in-touch, but still naïve
They don’t think the future will be much different, but they have high hopes for it
This document discusses ethical concerns regarding advertising to children. It notes that marketers spend billions targeting kids, who watch significant amounts of TV containing commercials. This can influence unhealthy behaviors like obesity from junk food ads. Issues include ads using psychology to manipulate kids, lack of understanding ads' true intent, and misleading/deceptive practices. Conflicts of interest may homogenize children into market segments against their real interests. Stricter rules are needed to reduce these impacts of advertising on children.
This document discusses how advertisers target teenagers as a consumer demographic. It explains that teenagers are considered the largest consumer group because they have disposable income, greatly influence their peers and parents, and brand loyalty established during teenage years often lasts a lifetime. The document also outlines some common advertising strategies used to target teenagers, such as selling a lifestyle/image rather than just a product, using humor to attract attention, and preying on teenage insecurities and desire to fit in.
The talk reviews the basic findings of the Privacy report. Amanda focused particularly on data on parent and teen attitudes towards and experiences with online advertising, and third party access to a teen’s personal information posted online.
Advertising has a huge influence on children and targets them through TV, radio, print, and the internet. Children see about 5000 ads per day, including junk food ads every 5 minutes of Saturday cartoons. This leads kids to spend $28 billion annually and influence another $249 billion of parental spending. Stricter rules from the FTC are demanded to protect children from marketing since they control TV viewing.
The document discusses the impact of advertising on children and youngsters. It begins by covering topics like the father of advertising, types of advertising, and pros and cons. It then focuses on how advertising affects children, noting they pay more attention to TV than studies. Advertising influences children's purchase requests and product familiarity. Youngsters are also impacted as some ads aim to attract the opposite sex or promote unhealthy behaviors. The conclusion is that children are more susceptible than adults to advertising's effects.
Advertising can have both positive and negative effects. Positively, it provides consumers with information to make purchase decisions, encourages competition which can lead to lower prices and better products, and supports economic growth. However, it can also manipulate consumers psychologically and promote materialism. Advertising may disproportionately impact vulnerable groups through stereotyping. The relationship between advertising, business, and society is complex with reasonable arguments on both sides.
Chap22 Evaluating The Social, Ethical, And Economic Aspects Of Advertising An...Phoenix media & event
This document discusses different perspectives on the social, ethical and economic aspects of advertising. It outlines criticisms of advertising such as it being untruthful, offensive, or encouraging materialism and overconsumption. However, proponents argue that advertising provides important information to consumers, encourages competition and improves standards of living. The document also examines the complex role of advertising in the economy, with some arguing it increases market power while others see it as simply providing information. Overall, the text presents a balanced discussion of the debates around the impacts and ethics of advertising.
Advertising plays important economic, ethical, and social roles. Economically, it makes consumers aware of products, provides purchase information, and encourages consumption. It differentiates products, builds brand loyalty, and supports media and employment, though it can increase costs. Socially, advertising must follow social norms and risks deception, manipulation, and offending tastes. Ethically, truth and avoiding harm to children are key concerns. Regulators seek fair practices through standards and guidelines.
Advertising and promotion can have both positive and negative social, ethical, and economic impacts. Critics argue that advertising creates unnecessary consumerism, promotes materialism, and is a form of propaganda, while proponents counter that it provides useful information to consumers, creates jobs, and encourages economic growth. Marketers must consider the ethics of their advertising actions and determine what is appropriate even if it may be legally permitted. Younger audiences are particularly vulnerable targets of advertising and debates exist around its influence on children and society. Stereotyping is another common criticism of advertising content and portrayal. While advertising fuels the media industry, concerns remain about potential advertiser control over editorial decisions. Overall, advertising undeniably impacts competition and influences prices in the marketplace.
This document provides an overview of advertising management and concepts. It begins with defining advertising and describing its key features and functions. It then discusses the different types of advertising based on geographical area, target audience, demand influence level, purpose, timing, appeal, and media. The document also covers what makes an ad effective, the importance and benefits of advertising, as well as potential harms. It discusses the role of advertising in a company's marketing mix and analyzes advertising through economic, social, legal, and ethical lenses.
The document discusses ethics in advertising, summarizing both benefits and harms. While advertising can provide economic, political, cultural, and moral benefits by informing consumers, it also uses manipulative tactics that can mislead consumers and exploit certain groups. Specifically, advertising sometimes relies on false information or sells a lifestyle rather than a product's true value. It can also distort political messages and degrade cultural and moral standards.
Advertising can provide benefits but also harms. It informs consumers and encourages economic growth, but sometimes provides misleading information or creates unrealistic wants. It may use women, children, or morality to sell products in ways that disrespect or manipulate audiences. While advertising has a role, communicators and advertisers should prioritize high standards, avoid false claims, and respect audiences.
This document discusses the social, legal, ethical, and economic aspects of advertising. [1] Socially, advertising must balance informing consumers with avoiding deception, manipulation, and offending tastes. [2] Legally, advertisements must comply with regulations regarding misleading claims, safety, and other rules. [3] Ethically, advertising raises issues around truth, targeting children, and promoting controversial products.
Advertising is defined as paid, nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience. The document discusses the purpose, functions, types, and impact of advertising on society. While advertising provides economic benefits, it is also criticized for promoting stereotypes and objectifying gender and sexuality. The impact of advertising on society is mixed, as it depends on how campaigns are implemented, but companies and the marketing of products have become reliant on advertising overall.
Advertising is a form of communication used to promote products, services, or ideas through paid mass media. It involves non-personal messages from an identified sponsor. Common forms of advertising media include television, radio, newspapers, magazines, direct mail, blogs, websites, and text messages. The goal of advertising is to reach a target audience and influence their purchasing decisions.
The document provides an introduction and overview of the key concepts related to advertisement. It discusses the definition of advertisement, its features and objectives. It also covers the different types of advertisements based on various classifications. The document notes that advertisement aims to ultimately increase sales while also serving communication and persuasive functions. It also outlines some of the advantages and disadvantages of advertisement to manufacturers, consumers and society.
Comparative advertising directly compares a brand to its competitors by highlighting objectively measurable attributes or price. It aims to claim the sponsor brand's superiority. While it can provide consumer benefits like education and forcing quality improvements, it also carries risks like boomerang effects, confusion, and decreased credibility if overused. Laws regulate comparative advertising to prevent deception, protect consumer rights, and restrict unfair attacks on competitors. Overall it is seen as an acceptable promotional technique if used properly and within legal bounds.
This document discusses advertising in society. It defines advertising as paid messages delivered through media to promote ideas, goods, and services. It then defines society as a group of people connected through shared relationships, territory, and culture. The document goes on to describe different types of advertising used in society, including print, broadcast, outdoor, public service, celebrity, and covert advertising. It also discusses the roles and impacts of advertising on society, both positive impacts like awareness and innovation, as well as negative impacts like confusion and unrealistic expectations. Advertising is shown to shape society by influencing consumer behavior and social norms through massive spending. Effective advertising must adapt to different cultures.
Advertising has existed for thousands of years and was used to promote wares in ancient markets. It became more prominent in the 19th century as retailers began advertising products and prices. Advertising agencies developed to meet industry needs and professionalized over time. Advertising is now pervasive across many media channels and is designed to attract attention and stimulate desire for products. While it supports economic growth, critics argue advertising is often intrusive, deceptive, exploits children, and can negatively impact culture by promoting materialism. Regulations aim to protect consumers by restricting certain ad content and influence.
This document discusses various advertising concepts and strategies. It defines advertising and its key characteristics. It also outlines different target market approaches including undifferentiated, concentrated, and differentiated marketing. Additionally, it discusses how advertising relates to and impacts other elements of the marketing mix like product, price, place, and promotion. The document also covers internal and external growth strategies for organizations.
Advertising involves the preparation and dissemination of messages through paid media to make people aware of and favorably inclined towards a product, brand, service, idea or point of view. It aims to create demand and compel action. Advertising provides information, creates new demand, instructs on product use, and encourages consumers. It has benefits for manufacturers, salespeople, and consumers. However, it can also increase prices, encourage luxury spending, and involve false or misleading claims. Publicity differs in that it involves generating unpaid media coverage to manage public perception of a subject such as a person, organization, or product. Its goals are to build credibility and shift demand through favorable or unfavorable impressions.
This document summarizes different perspectives on the social, ethical and economic aspects of advertising. It discusses both proponent and critic arguments regarding how advertising provides information to consumers but can also promote materialism and create unnecessary consumer needs and wants. The document also examines issues around ethics in advertising such as regulating misleading practices and marketers deciding what is appropriate. It analyzes economic impacts like how advertising can change consumer tastes but also lower sensitivity to price and build brand loyalty.
This document outlines the aims and objectives of a chapter on advertising. It aims to provide an understanding of key concepts related to advertising including the description and definition of advertising, social benefits and costs, the relationship between advertising and quality, market structure, oligopoly behavior, barriers to entry, and strategic advantages of heavily advertised brands. It includes definitions and discussions of these topics with examples to illustrate key points.
This document discusses various perspectives on the social, ethical, and economic aspects of advertising and promotion. It addresses arguments from critics that advertising creates unnecessary consumer wants and promotes materialism, as well as counter arguments from proponents that advertising provides useful information to consumers and encourages economic growth. The document also examines issues relating to ethics in advertising, advertising to children, offensive or deceptive advertising practices, and concerns about stereotyping. It explores views on the role of advertising in the economy and its effects on competition, prices, and consumer choice.
1. The document discusses a class on advertising management, including definitions of advertising, purposes of advertising, and ethical issues in advertising.
2. It provides definitions of advertising from various sources and breaks down the components of those definitions.
3. The importance of advertising is discussed for manufacturers/traders, consumers, and society as a whole in promoting economic growth.
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Advrolesocieco2 110601075036-phpapp01
1.
2. Adds Value:
How does advertising affect the value of
product.( Making product better known-
Desirable to consumer-thus adds value)
Value to both consumer and
advertiser(focusing on self interest)
3. Advertised product cost more than non
advertised
II. Completion lowers price(Criticism)
III. Adv is element of mass distribution system-
which in turn lowers cost of product.
IV. Subject to Government price regulation –no
effect on price
V. In retailing ,price is prominent
VI. In national advertisers stresses features
4. It do effect
But very small n newcomers cannot compete
with very large firms(immense budget)
Some firms eliminated from advertising who
work less effectively
5. II. Adv affect aggregate consumption.
III. Give info n increase primary demand
IV. Freedom to advertise-more sellers- give more
choices
What effect does it have on consumer choice and
overall business cycle.
Relationship of adv and GDP
Maintaining consumer demand adv sustain
employment and income
Adv helps to maintain business cycle(recession-
adv works)
6. Cock of bottle include about a penny for
advertising
$20,000 include $400
Adv informs consumer(Complete info)
Allows companies to compete more effectively
(Self Interest)
Competition results in lower price and better
products
Advertising must meet consumers approval
7. Does advertising make us more materialistic
Deception: Little PUFF OK---Puffery
Manipulating psychologically
Consumers are captured prey-helpless in jaws
of marketing predators
Does it force us buy things we don’t need
How does it affect the art and culture of society
Does advertising debase our language
8. It gives consumer wider choice
Encouraging mass production-lowers price
Encourages acceptance of new product n
technology-development
Promote healthy competition
Promote standard of living-subsidize arts
Disseminate public info on heath n social issues
Adv create externalities that interfere media n
their editorial statement
Self interest of both consumer n marketer
9.
10. Children's TV
Watching Behavior
Children ages 2-11 watch 80% of all advertising
an average of targeted to children falls
22 hours of TV per week in four
and see 30,000 product categories:
commercials per year
Toys, cereal, candy &
fast food restaurants
11. Advocates Argue That Children:
Cannot differentiate
Lack the knowledge and skills
between programs and
to evaluate advertising claims
commercials
Marketers Argue Children:
Must learn Must acquire skills needed to
through socialization function in the marketplace
12. Provides information
Encourages higher standard of living
Proponent
arguments Promotes competition
Helps new firms enter a market
Creates jobs
More propaganda than information
Creates consumer needs, wants
Critic arguments
Promotes materialism, insecurity,
and greed
13. a) Economic Benefits of Advertising
Informing people about the availability of
rationally(Realistically) - improvements
helping them to make informed
prudent consumer decisions,
contributing to efficiency and the lowering of
prices
stimulating economic progress via expansion of
business and trade-creation of new jobs, higher
incomes
15. Advertising is the primary source of
revenue for newspapers, magazines,
television and radio
Media’s dependence on advertising for
revenue makes them vulnerable to
control by advertisers
Advertisers may exert control over the
media by biasing editorial content,
limiting coverage of certain issues, or
influencing program content
16. They must report the news fairly and
accurately to retain public confidence
Advertisers need the media more than
the media need any one advertiser
Media maintain separation between
news and business departments “The
Wall”
17. Makes consumers aware of
products and services
Provides consumers with
information to use to make
purchase decisions
Encourages consumption,
fosters economic growth
18. Effects on Consumer Choice
• Differentiation
• Brand Loyalty
Effects on Competition
• Barriers to entry
• Economies of scale
Effects on Product Costs and Prices
• Advertising as an expense that increases
the cost of products
• Increased differentiation
19. . Each economic system has an interesting
relationship with the social system (unequal
distribution of wealth) , political system
(international politics-by influencing)and
cultural value.(vice versa)
20. a) Economic Harms of Advertising
More often, though, advertising is used not
simply to inform but to persuade and motivate
— to convince people to act in certain ways:
buy certain products or services, patronize
certain institutions. This is where particular
abuse can occur.
21. "brand"-related advertising can raise serious
problems.
advertising may attempt to move people to act
on the basis of irrational motives ("brand
loyalty," status, fashion, "sex appeal," etc.)
instead of presenting differences in product
quality and price as bases for rational choice.
22. It is true that a judicious use of advertising can
stimulate developing countries to improve
their standard of living.
serious harm can be done them if advertising
and commercial pressure become so
irresponsible
The result of this is that they waste their
resources and neglect their real needs, and
genuine development falls behind."16
23. Advertising also can be, and often is, a tool of
the "phenomenon of consumerism," as Pope
John Paul II delineate it when he said: "It is not
wrong to want to live better; what is wrong is a
style of life which is presumed to be better
when it is directed toward ?having' rather
than ?being', and which wants to have more,
not in order to be more but in order to spend
life in enjoyment as an end in itself."14
24. From an economic perspective, advertising might lower the
cost of a product by:
A) Creating barriers to entry for less efficient
firms
B) Moving consumers to the consumer
socialization stage of the buying process
C) Making it possible for firms to realize
economies of scale through expansion
of sales volume
D) Allowing firms to advertise at high levels
along with competitors
E) Doing none of the above
25. Change consumers’ tastes
Advertising
Equals Market Lowers sensitivity to price
Power
Builds brand loyalty
Results in higher profits
Reduces competition
Leads to higher prices
Leads to fewer choices
26. Provides useful information
Advertising
Equals Increases price sensitivity
Information
Increases competition
Pressure for high quality
Pressure for lower prices
Forces inefficient firms out
27. “It must be said that without advertising
we would have a far different nation, and
one that would be much the poorer-not
merely in material commodities, but in the
life of the spirit.”
Excerpters is from a speech given by Leo Burnett on the American
Association or Advertising Agencies’ 50th anniversary, April 20,1967
28. Political advertising can support and assist the
working of the democratic process, but it also
can obstruct it. This happens when, for
example, the costs of advertising limit political
competition to wealthy candidates or groups,
or require that office-seekers compromise their
integrity and independence by over-
dependence on special interests for funds.
29. Such obstruction of the democratic process also
happens when, instead of being a vehicle for
honest expositions of candidates' views and
records, political advertising seeks to distort
the views and records of opponents and
unjustly attacks their reputations. It happens
when advertising appeals more to people's
emotions and base instincts — to selfishness,
bias and hostility toward others, to racial and
ethnic prejudice and the like — rather than to a
reasoned sense of justice and the good of all.
30. Political advertising can make a contribution to
democracy
so political advertising can make its
contribution by informing people about the
ideas and policy proposals of parties and
candidates, including new candidates not
previously known to the public
31. In the competition to attract ever larger
audiences and deliver them to advertisers,
communicators can find themselves tempted —
in fact pressured, subtly or not so subtly — to
set aside high artistic and moral standards and
lapse into superficiality, tawdriness and moral
squalor.
32. Some advertisements are instances of popular
art, with a vivacity (liveliness) and élan
(elegance) all their own.
33. advertising contributes to the invidious stereotyping of
particular groups that places them at a disadvantage in
relation to others. This often is true of the way
advertising treats women; and the exploitation of
women, both in and by advertising, is a frequent,
deplorable abuse. "How often are they treated not as
persons with an inviolable dignity but as objects whose
purpose is to satisfy others' appetite for pleasure or for
power? How often is the role of woman as wife and
mother undervalued or even ridiculed? How often is
the role of women in business or professional life
depicted as a masculine caricature, a denial of the
specific gifts of feminine insight, compassion, and
understanding, which so greatly contribute to the ?
civilization of love'?
34. Portrayal of women to reflect their
changing role in society
Criticisms of Portrayal of
Gender
women as
stereotyping Advertising Beauty objects
With Regard to
Stereotyping
Ethnic stereotyping/
representation
35. Groups such as the National Organization for Women (NOW)
are critical of advertising that:
A) Portrays women in traditional sexist roles
B) Contributes to violence against women
C) Is insulting to women
D) Stereotypes women
E) Does any of the above
Editor's Notes
Relation to text This slide relates to page 750 and Exhibit 22-14 of the text. Summary Overview The advertising industry believes that advertising reflects society, not the other way around. This ad was part of a campaign to address the criticisms of advertising. Use of this slide Use this slide to present the advertising industry’s position advertising’s effect on society.
Relation to text This slide relates to material on pp. 745-749 of the text. Summary Overview One of the most controversial topics advertisers must deal with is the issue of advertising to children. The extensive amount of time children spend watching TV means they will be exposed to a great deal of advertising. This slide provides some statistics regarding children’s TV watching behavior. Children between the ages of 2-17 watch an average of 22 hours of TV per week, and may see 30,000 commercials per year The vast majority of advertising targeted to children falls in four product categories: toys, cereal, candy, and fast food restaurants Use of this slide This slide can be used to introduce the issue of advertising to children. The next slide will discuss two perspectives on advertising to children.
Relation to text This slide relates to material on pp. 745-749 of the text. Summary Overview Critics of advertising to children argue that it should be banned or severely restricted. However, marketers argue that advertising is a part of life and children must learn to deal with it. Legislation by the government and self-regulatory group agreements have provided some protection for children. This slide summarizes the two perspectives on advertising to children: Consumer advocates argue that children are vulnerable to advertising because: They lack the knowledge and skills to critically evaluate advertising claims They cannot differentiate between programs and commercials Marketers argue that children must: Learn through the socialization process Acquire the skills needed to function in the marketplace Use of this slide This slide can be used to discuss the two perspectives on advertising to children.
Relation to text This slide relates to material on p. 737 of the text. Summary Overview This slide shows the two views concerning the appropriateness and value of advertising. Proponents argue that advertising and promotion : Provide information Encourages a higher standard of living Creates jobs and helps new firms enter a market Promotes competition in the marketplace Critics argue that advertising and promotion : Creates needs and wants among consumers Is more propaganda than information Promotes materialism, insecurity, and greed Throughout the text, advertising and promotion has been discussed in the context of the business and marketing environment and from a perspective that these activities are appropriate. Critics argue that there are negative social and economic effects of advertising and promotion. Use of this slide This slide can be used to introduce the two different viewpoints regarding the value of advertising and promotion and the arguments for each.
Relation to text This slide relates to material on pp. 749-751 8 of the text. Summary Overview This slide shows some of the social and cultural questions related to advertising. Does advertising make people buy things they don’t need? Pro advertising Advertising provides essential information It is difficult to separate the desirable advertising from the undesirable Consumers are free to choose Critics of advertising Information advertising is acceptable, but persuasive advertising is unacceptable Persuasive advertising fosters discontent among consumers Does advertising encourage materialism? Pro advertising Materialism is an acceptable part of the Protestant ethic, which stresses hard work and individual effort Acquisition of material possessions has positive economic impact Critics of advertising Advertisers seeks to create needs Surrounds consumers with images of the good life and suggest material possessions will lead to happiness Material possessions will lead to greater social acceptance Is advertising just a reflection of society? Some argue that advertising is merely a visible manifestation, good and bad, of the American way of life. Others feel that advertising reflects cultural values on a selective basis, echoing and reinforcing certain attitudes, behaviors, and values more frequently than others. Use of this slide This slide can be used to discuss the social and cultural consequences of advertising and arguments both for and against advertising.
Relation to text This slide relates to material on pp. 756-757 of the text. Summary Overview This slide shows the arguments supporting the position that advertisers have control over the media. These include: Advertising is the primary source of revenue for newspapers, magazines, television, and radio Media’s dependence on advertising for revenue makes them vulnerable to control by advertisers Advertisers may exert control over the media by biasing editorial content, limiting coverage of certain issues, or influencing program content Use of this slide This slide can be used to discuss the position that advertisers control the media because a large part of their revenue is generated from advertising.
Relation to text This slide relates to material on pp. 757-758 of the text. Summary Overview This slide shows arguments against the position that advertisers do have control over the media. These include: They must report the news fairly and accurately to retain public confidence Advertisers need the media more than the media needs any one advertiser The media maintains separation between news and business departments. This separation is often referred to as “The Wall.” Use of this slide This slide can be used to discuss the reasons why advertisers do not control or have undue influence over the media despite the financial dependence that newspapers, magazines, and radio and television stations have on advertising.
Relation to text This slide relates to material on p. 760 and Exhibit 22-24of the text. Summary Overview Advertising plays an important role in a free market system. It informs customers of available goods and services, but also affects consumer choices, competition, and product/service costs and prices. This slide shows the role of advertising in the economy, which is: Making consumers aware of products and services Providing consumers with information to use to make purchase decisions Encouraging consumption and fostering economic growth Use of this slide This slide can be used to discuss the economic role of advertising.
Relation to text This slide relates to material on pp. 760-764 of the text. Summary Overview This slide summarizes the economic impact of advertising on consumer choice, competition, and product costs and prices. The impact of advertising includes: Effects on consumer choice: differentiation and brand loyalty Effects on competition: barriers to entry and economy of scale Effects on product costs and prices Advertising is an expense that increases the cost of products Increased differentiation The economic effect can be divided into two schools of thought. The “Advertising equals market power” perspective views advertising as a way to change consumers tastes, lower their sensitivity to price, and build brand loyalty. However, this results in higher profits, higher prices, reduced competition, and fewer choices. The “Advertising equals information” perspective views advertising as providing consumers with useful information, increasing price sensitivity, and increasing competition. Proponents of this view believe the economic effects of advertising are favorable and it contributes to a more efficient and competitive market. Use of this slide This slide can be used to discuss the economic impact of advertising on consumer choice, competition, and product costs and prices.
Answer: C
Relation to text This slide relates to material on pp. 764-765 and Figure 22-3 of the text. Summary Overview Some believe that advertising equals market power. This reflects traditional economic thinking, which views advertising as a way to: Change consumers’ tastes Lower their sensitivity to price Build brand loyalty This, in turn, results in: Higher profits Reduced competition in the market Higher prices and fewer choices for consumers Use of this slide This slide can be used to discuss the “advertising equals market power” position on advertising.
Relation to text This slide relates to material on pp. 764-765 and Figure 22-3 of the text. Summary Overview Some believe that advertising equals information, which is a more positive view of advertising’s economic effects. The believe that advertising: Provides useful information Increase price sensitivity, which moves consumers toward lower-priced products Increases competition in the market This, in turn, results in: Pressure from consumers for high-quality products at lower prices Less efficient firms being forced out of the market, which makes room for new entrants Use of this slide This slide can be used to discuss the “advertising equals information” position on advertising.
Relation to text This slide relates to material on p. 766 and Figure 22-4 of the text. Summary Overview This slide shows an excerpt from a speech given by Leo Burnett summarizing the perspective of most advertising people on the economic effects of advertising. Many advertising and marketing experts agree that advertising and promotion play an important role in helping to expand consumer demand for new products and services and in helping marketers differentiate their existing brands. Use of this slide This slide can be used to discuss the positive economic effects of advertising. You might ask your students if they agree with the legendary adman regarding the positive effects of advertising.
Relation to text This slide relates to material on pp. 751-756 of the text. Summary Overview Advertising is criticized for portraying various gender and ethnic groups in ways that are unflattering. Critics also argue advertising does not stay contemporary and reflect the changing roles of women. Despite the recognition that advertisers must be sensitive to the portrayal of specific types of people, ad agencies are finding it increasingly difficult not to offend some segment of the public. This slide shows the various forms of stereotyping that advertising is often accused of creating and perpetuating. These include: Gender stereotyping Portrayal of women to reflect their changing role in society Portrayal of women as sex objects Ethnic stereotyping/representation of minorities Gay-specific ads Use of this slide This slide can be used to discuss stereotyping in advertising.