Advertisements Responsibility

sunandaC

New member
Role of Advertising from the following points are discussed below:
1) Consumers point of view
2) Marketers point of view
3) Media’s point of view
4) Social point of view


Consumer’s perspective

a) Advertising as a Communication medium and helps create awareness.
b) Advertising acts as a guidance to tell consumers how to use the product.
c) Advertising persuades consumers to buy the product.
d) Advertising motivates a consumer with its benefits. E.g. fairness, discounts etc.
e) Advertising addresses the welfare of the consumer by talking of the overall prosperity.
Some ads have all of the above points e.g. ICICI, Harpic, Vanish.

Marketer’s Perspective

a) Gain commercially by using free gift strategies etc.
b) Overcome competition by acquiring new customers as well as retaining old customers.
c) Brand Building to create preference for the brand.
d) Institutional Building by indulging in corporate social responsibility such as P&G’s Re.1 for educating a child, Surf Excel scholarships etc.

Media’s Perspective

a) Sustenance- without ads ,there is no media.
b) Creativity- enhances the creativity of each media.
c) Revenue- provides money to the media.

Social Perspective

a) Lifestyle changes – helps build attitude.
b) Elevates the standard of living
c) Consumer welfare (state of mind)- when you crave for something, yet can’t buy it.
d) Consumer choice
e) Price reduction
f) Employer- through media jobs, allied services, agencies.
 
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