IMPACT OF ADVERTISEMENT

By OvaIs MoIn

Reg. No. 16321

ADVERTISEMENT

It is a Non-Personal form of communication which is used to persuade an audience to take an action in favor of any sponsor , product ,service or any Idea.

ADVERTISING OBJECTIVE
Advertisement is used to send a message containing information about some element of what marketers offering. In advertisement we have some basic and some broad objectives like...

BASIC OBJECTIVE
TO INFORM TO PERSUADE TO REMIND TO REINFORCE

BROAD OBJECTIVES
LAUNCH OF NEW PRODUCT OR SERVICES.
EXPANSION OF MARKET TO NEW USERS. ANNOUNCMENT OF PRODUCT MODIFICAION. ANNOUNCMENT OF DEALER LOCATION. ANNOUNCMENT OF SPECIAL OFFER. TO EDUCATE THE CUSTOMER. TO CREATE SOCIAL RESPONSIBILITY.

TYPES OF MEDIA

THE WORLD OF ADVERTISING

THEORY OF ADVERTISEMENT
Hierarchy-of-Effects Models

Purchase

Conviction
Preference Liking Knowledge/Comprehension Awareness

IMPACT OF ADVERTISEMENT The advertisers are only concerned with their impact on consumer and attitude but it impact is more then that like..

ECONOMICAL IMPACT
The moment company begins to advertise, It set off the chain reaction of economic events like.

Effect on Prices :
Advertisement encourage competition and its effect of keep pricing down but only when competition is . Mostly advertisement increase the cost of the goods
which consumer has to pay.

Effect on Consumer Demand :

It means how much effective and attractive the advertise is.

Effect on Consumer Choice :

Freedom of advertisement encourage business to create new brands and improves old ones.

Effect on the Business Cycle :

Business cycle is a period of contracting and expanding of economic condition with effect of growth employment, inflation and growth so when business cycle dip, company cut advertising expenditures which help the company to recover some how .

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 so It also encourage the MONOPOLY .

SOCIAL IMPACT
Deception in Advertising :
Fake or miss leading based on lie which effect on the value of the product.

The Effect of Advertising on Our Value System :

Advertising degrade people value system by promoting a materialistic way of life or we can say by manipulate us in to buying things by playing on our emotions.

The Use of Stereotypes in Advertising :

It may cause the believes in those irrational story.

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 in the society .

Ethical Objections:
Advertising appeals make people to use such articles, which may affect their health. For example alcoholic drinks and cigarettes.

Creating unrequited desire:

People with less purchasing power cannot afford to buy any thing. Advertisements create a strong need in them. Thus a section of society remains discontented or the result is un happiness.

Influences Purchasing Power :

Advertising goods are generally available in the market at high prices which influence the purchasing power of the consumers So some people use foul means to increase their income for the purpose of meeting their necessities of life. Thus unnecessary advertising creates the corruption in the society.

POLITICAL IMPACT Political advertising can make its contribution by informing people about ideas , purposel of the parties & candidates But costs of advertising limit the political competition to only wealthy candidates or groups . CULTURAL IMPACT

The globalized economy uses the same commercials in a lot of different countries which may leads to a break down in the difference of societies or culture .

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