Enumerate any two advantages and disadvantages of advertisements.
Answers
What are advertisements?
The term, 'advertising' has been derived from the Latin word Adverto which means to drive the attention towards something.Advertising involves the preparation of written or oral messages and their dissemination through paid media without personal contacts fro the purpose of making people aware of and inclined towards the use of a particular product of that firm or company.
Features of advertising
It is done by an identified sponsor. It is always done on or for the behalf of somebody called sponsor.
It can be oral, written or visual.
It is done through medias such as press, video, television, cinema, internet etc.
Objectives and functions of advertisements
The ultimate objectives of advertising is to sell something- a product, a service or an idea.
To create demand: Advertising is aimed at stimulating a demand for a particular product by making people aware of the new products and the existing uses of the old products. It attracts attention, creates interest and arouses desire among the consumers.
Importance of advertising
Advertising plays a vital role in the modern business. Role of advertising in the business cannot be compromised with. It creates employment and improves the living standards of the people. Advertising has become an indispensable function due to cut throat competition among the traders and producers.
Benefits of advertisements for the business
Meeting competition: Since, today a number of products on the same need of the consumers are available in the market, it is obvious that no company can make profits for a long time if the consumers keep on changing their brands. Hence, advertisements attract the consumers towards a particular product and urges them to stick to that brand.
Steady demand: There are certain products that have only a seasonal demand. For example, umbrellas can be used only in rainy season but the advertising ask us to use it in summer to prevent ourselves from the direct rays of the sun. Hence, the firms does not need to close itself during the off-season.
Benefits of advertisements to the consumers
Convenience : When we know that we have to buy the product of a particular brand name, we shall not waste our time in searching out for the best one. We can make a choice even before we go to the market.
Education of the consumers: Advertisements help us to become aware of the uses of a new product ad the functioning of the electronic items. If there are no advertisements, we shall never be able to know about the new companies that enter the market or the introduction of new and better products in the market.
Benefits of advertisements for the society
Generates employment:Advertisements provide employment to the people all round the world who are concerned in every field. Since, through advertisements producers increases the sales and reach out to the consumers quickly, it increases the employment level in the country as more labor will now be required to boost up the production.
Criticisms of advertising
Higher prices: Advertisements today involve huge expenditure thereby increasing the cost of distribution. Manufactures and traders charge higher prices from the consumers to cover up their cost.
Artificial living: Advertising amplifies the need of people ad encourages wasteful consumption. It persuades people to buy which they do0 not need or cannot afford. People are even encouraged to buy products that are harmful for their health like cigarettes, alcohols etc.
Misleading: Advertising is often deceptive and misguides consumers. Exaggerated and false claims are made in the advertisements. Bogus testimonials and other questionable means are used to sell goods. Here is where the joint stock companies spend huge amounts on advertising to kill new and potential concerns.
Wastage of national resources: Role of industries in Indian economy is incomparable. Manufacturers create trivial and artificial differences in the products to develop brand loyalty through advertising. The natural resources, capital requirements and labor that go into production amount to wastes as these could be better employed in the creation of new industries. Here, the public enterprises help the economy to save the natural resources as there is very less competition between the public enterprises.
Unethical: Many advertisements are highly objectionable because they undermine values and ethics. Vulgar advertisements like that of Axe offend public decency and encourage materialism in the society. It is also shocking that the television ministers allow such advertisements to be published. It is definitely an example of Corruption in India. We should thank god that soon the Jan Lokpal bill will come into force.
"Advantages:
1. Easy way to launch new products in the market place
2. Expands the selling place and opportunity
3. Beats the competition with opponent
4. Helps to increase the good will about the product
5. Explains the facts of the products to the buyers
6. Supports the salesmen
Disadvantages:
1. Advertisements are very costly to create
2. This encourages the monopoly
3. Small scale business gets decreased
4. Due to advertisements, the products are expensive
5. High payment for the celebrities who are appearing in the advertisements"