Pamphlets, brochures, and banners in the busy markets, messages of promos and rebates offers to flood your mobile phones, radios, and television stopping for pitching about commodities, the highways, the roadways, streets having hoardings cheering about the goodness of the product, walls carrying a new advertisement every week, internet showing pop-ups of commodities is nothing but an advertisement in this contemporary world.
Advertising is regarded as the life-blood of modern business. The mouth to mouth publicity has been succeeded by advertisement now. It plays an imperative role for both manufacturers and consumers. Advertising has become a universal practice in order to influence the buying decision of consumers in a highly competitive environment. The final aim of every advertisement is to instigate the actual behavior of the targeted audience, whether purchase intention or actual consumption.
There are two sides to every coin so does the advertisement.
Advertisement as a boon-
- People come across different kinds of products by means of advertising. Thus, the customer has a large variety to choose from considering various aspects.
- It’s hard to exploit consumers in the time of advertising as it helps in educating people about product’s specification, existing rate etc.
- A seller advertises his product is to win the confidence of the customers so the quality of the product continues to improve to keep the confidence of the existing customers intact and as well as to win the confidence of new ones.
- It provides protection against deception, as advertised products are, generally, of good quality.
- Advertisements contribute to the reduction in the selling prices of goods for the consumers by encouraging increased sales and production.
Advertisement as a bane-
- One of the arguments against advertisement is that it confuses buyers. over bombarding of advertising on different mass media, people feel confused and stressed in regard to selection of products.
- Every seller of inferior and superior products uses advertisement. So it becomes difficult for a consumer to distinguish between the two as both are promoted in a similar manner.
- Some advertisements cause decay of social value. Use of foul language, inappropriate scenes make advertisements bad in taste and undermine the social values.
- No manufacturer pays for the advertising expenses out of his pocket so ultimately it is added to the cost of product only.
- It creates unnecessary needs for the product and people get instigated to buy them leading to impulsive buying.
Of course this is a moot point and it is impossible to answer unequivocally. Advertising can be seen as a powerful tool of information at the same time it stimulates unnecessary demand.
It just depends on how you take it. Now you decide is it a boon or a bane?
Article by- Ishita Patwal
Edited by- Shweta Mittal