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- 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)
- Advertised product cost more than non advertised
- Completion lowers price(Criticism)
- Adv is element of mass distributionsystem-which in turn lowers cost of product.
- Subject to Government price regulation no effect on price
- In retailing ,price is prominent
- In national advertisers stresses features
- But very small n newcomers cannot compete withvery large firms(immense budget)
- Some firms eliminated from advertising who work less effectively
- Adv affect aggregate consumption.
- Give info n increase primary demand
- 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)
- Cock of bottle include about a penny for advertising
- Adv informs consumer(Complete info)
- Allows companies to compete more effectively (Self Interest)
- Competitionresults in lower price and better products
- Advertising must meet consumers approval
- 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 dont need
- How does it affect the art and culture of society
- Does advertising debase our language
- 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 TVWatching Behavior Children ages 2-11 watch an average of22 hours of TV per week and see 30,000 commercials per year 80% of all advertising targeted to children falls in four product categories: Toys, cereal, candy & fast food restaurants 11. Advocates Argue That Children: Marketers Argue Children: Lack the knowledge and skills to evaluate advertising claims Cannot differentiate between programs and commercials Must learn through socialization Must acquire skills needed to function in the marketplace 12. Creates consumer needs, wantsPromotes materialism, insecurity,and greed More propaganda than information Provides information Creates jobsEncourages higher standard of living Promotes competitionProponent arguments Critic arguments Helps new firms enter a market 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
14. Does advertisingencourage materialism ? Does advertising make people buy things they dont need?Is advertising just a reflection of society? 15. Advertising is the primary source of revenue for newspapers, magazines, television and radioAdvertisers may exert control over the media by biasing editorial content, limiting coverage of certain issues, or influencing program content Medias dependence on advertising for revenue makes them vulnerable to control by advertisers 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
- Effects on Product Costs and Prices
- Advertising as an expense that increases the cost of products
- Increased differentiation
- . Eacheconomic systemhas an interesting relationship with thesocial system (unequal distribution of wealth),political system (international politics-by influencing)and cultural value.(vice versa)
- 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.
- "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.
- 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
- 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 firmsB)Moving consumers to the consumer socialization stage of the buying processC)Making it possible for firms to realize economies of scale through expansionof sales volumeD)Allowing firms to advertise at high levels along with competitorsE)Doing none of the above 25. Change consumers tastes Reduces competition Lowers sensitivity to price Builds brand loyalty Advertising Equals Market Power Leads to higher prices Leads to fewer choices Results in higher profits 26. Provides useful information Pressure for lower prices Increases price sensitivity Increases competition Advertising Equals Information Forces inefficient firms out Pressure for high quality 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.
- 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.
- 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
- 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.
- Some advertisements are instances of popular art, with a vivacity (liveliness) and lan (elegance) all the