What are the effects of advertisement and impacts on society?
According to Kotler – “Advertising is any paid form of non-personal presentation & promotion of ideas, goods, or services by an identified sponsor.”
American Marketing Association – “Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods and services by an identified sponsor.”
It seems almost impossible to remain totally neutral and not take any notice of modern-day advertising. The most visible part of the advertising process is the advertisements that we see, read, or hear and praise or criticize. Basically, advertisement is done for,
• To increase support and find new customers in new area,
• To maintain loyalty among customers,
• To protect and uplift brand image
• To inform and communicate with
customers.
Advertising generally includes the following forms of medium:
i. Newspapers and magazines;
ii. Digital marketing (Email, social media)
iii. Dealer help materials,
iv. Store signs, motion pictures used for advertising,
v. Novelties bearing advertising messages and signature of the advertiser.
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Materials and Method
• Advertising is the promotion of a company’s products and services through different mediums to increase the sales of the product and services. It works by making the customer aware of the product and by focusing on the customer's need to buy the product.
• There are different types of advertising which can be used by the companies to market their product.
• Print Advertising: - The newspapers and magazines are quite popular modes of advertising for different companies all over the world. Using the print media, the companies can also promote their products through brochures and fliers. The newspaper and magazines sell the advertising space and the cost depends on several factors.
• Broadcast Advertising: - Broadcast advertising is the advertising of services or products that uses out-of-home mediums to reach broad audiences: i.e., T.V., Radio, Billboards, etc. The cost of the advertisement depends on the length of the ad and the time at which the ad would be appearing.
• Outdoor Advertising: - Outdoor advertising is when a business runs an advertising campaign in specific geographic locations that reaches the prospects and potential consumers when they are outside their home. Outdoor advertising may use different tools such as Billboards, Restaurant ads, Transit ads or others.
• Covert Advertising: - Covert Advertising, as the name suggests, refers to advertisement where the main item endorsed is hidden behind another media. This form of advertisement is best suited for television and movies. For example, Samsung brand phones are mostly advertised in Korean dramas and Tv shows.
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• Public service advertising: - It is designed to inform the public on issues that frequently appear in society. It gives the public a message and makes people aware of what is the right thing to do. Impactful advertisement examples include, “Friends Don’t Let Friends Drive Drunk,” “A Mind Is a Terrible Thing to Waste” and "Love Has No Labels."
Impact of Advertisement in the Society
Advertising performs many functions in society such as giving information about the product, influencing and targeting the attitudes and behaviors of customers by using different media outlets to capture their attention. Whether advertising is good or bad for society unless someone is a hermit and does not watch TV, movies, read newspapers, magazines, or journals, listen to radio, or surf the web they will be affected by advertisement.
Positive impact of advertisement in society
✓ Advertisements made are for public service advertisement, many public service announcements run messages about health, safety and national security are done through advertisements using various different tools.
✓ Advertising also helps customers find the product that’s best for them. When they get to know about the range of products, they are able to compare and buy what is best for them;
✓ Advertisement encourages companies to compete and provide products in the different types of market and also it is helpful in creating more jobs, which will beneficial for overall society;
✓ Advertisement creates competitiveness among the companies in the market, because that company seeks to improve the quality of product at a lower price. Which in the end benefit society overall;
✓ Advertisement helps to convey product news all over the place in a fast and easy manner which provides an option for consumers to choose from different options, and improve their daily living style.
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Negative impact of advertisement in society
Because of globalization, advertisements are all over the place. No one can really avoid them in the modern world. While there are some positive and negative effects that advertising has on society.
❖ Advertisement heavily promotes consumerism which means purchase of goods for personal satisfaction and economic stimulation. Advertisements encourage us to buy that kind of product which we don’t need. The majority of advertisements promote the fact that buying more stuff will make you happier. But this consumerist lifestyle is what is actually ruining your life.
❖ Advertisement aims to present a product in the best light possible. But some of the companies are falsely representing a product in their advertisement which is unrealistic and fraud,
❖ Advertisement affect children, because on TV there are too many advertisements between TV shows that children watch every day. A lot of companies are promoting harmful products, soft drinks, and alcohol to them.
❖ It promotes harmful products in the society which make many people addicted toward alcohol and smoking.
❖ Advertising plays an essential role in the production of consumerist demand by inventing false “needs” and by stimulating the formation of compulsive consumption habits, totally violating the conditions for maintenance of planetary ecological equilibrium.
❖ Lots of advertisements can make you feel bad about yourself, it tells how you should look perfect which makes people take pills or wear makeup to make yourself look pretty.
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Conclusion
Advertisement is one of the best ways to inform and communicate with your customers. It can be done in the traditional way such as newspaper, radio, and TV and it could be done in the modern way which is digital marketing. Advertisement directly and indirectly affects the society as a whole. It could affect the society both positively and negatively. It has the ability to influence the customers to buy or do something. From the company perspective it helps to reach out to the new customers, improve quality of product and communicate with the customers easily. And when it comes to the consumers it helps consumers to choose products from the different alternatives, making them aware about the product and services.
Advertisement gives us a various information about the product and service but it also empties your bank account for something that will not make you happy. It will make you compare with others, encourages to buy harmful products, affect our mental health and environment. In short advertisement can control all our daily life behaviors and makes us do what they want which is not good. So, we have to ignore the advertisements that give fake information and keep yourself aware and to believe everything they say to be true.
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