importance and impact of advertisement essay
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Answer:
The main goal for any business is to produce goods and services for sales and profit maximisation. Businesses need to have enough sales in order to cover all the cost and to get sound profit. For generating greater sales, businesses needs to market their product in line with the marketing mix or the 4Ps i.e. product, price, place and promotion. Promotion is one of the factors that influence sales and advertising comes under the promotional mix. It is believed that through good promotion, businesses can generate greater sales by influencing consumers buying decision.
In today’s world advertisement is taken as an important tool to gain customer attention and to give information on product. All around the world billions of dollars are invested in advertisement of products and brands. In the year 2008 only, advertisement expenditure of US, UK and China was $ 158,547 million, $26,802 million and $57, 077 million respectively (Warc, 2009). As countries and businesses are spending these huge amounts of money, there must be some main reason behind it. The main reason might be to increase sales or profits. Advertisements have become very useful and have gained the status of an independent discipline and have grown at very fast speed due to this it has become a special field of study (Khan, 2007). Therefore, advertisement is an important tool for businesses to promote their goods and services and increasing sales and profit. It is also important for the businesses to find out whether their advertising is effectively promoting their products or not.
The proposed research topic will try to find out the impact or how much influence does advertisements have in influencing the consumer’s buying decision. This study will be dedicated to the subject area of the consumer behaviour and their buying decision with regards to the influence of advertisement on it. It will help to gain in depth knowledge about the subject matter and will be of great benefit from both academic and practical side. The conclusion drawn from the study will provide feedback to the businesses about the advertising and it will also find out the areas which other researchers can explore into. In this 21st century role of technology is so important and advertisement comes under the communication tool, hence study on this important and current issue is really of great benefit.
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Essay on the Impact of Advertisement on Society!
The advertising has deep impact into the minds of the viewers especially among the children. Hence the ad makers must be aware of the social consequences of the ads.
For example, some advertisements like Mountain Dew show daring stunt actions where the statutory warning is either not written or written in very small illegible fonts. The kids getting motivated by seeing this ad may rehearse then same action with dire consequences. Some other ads unnecessarily use female models and sexually explicit scenes like Euro briefs or Aristocrat apple juice ads, which create unhealthy impression among the minors.
Some advertisements show precocious children advising their parents on various issues. Consider Chabaaza ad where a little boy peers into the tonsil and epiglottis of a man until he (the child) is so pleased with what he finds that he suggests that the man give his Chabaaza to his father too. Just visualising this scene in your home; doesn’t it seem irritating to you? Or consider Fair & Lovely cream ad produced by Lowe, where the parents are worried about their dark skinned girl and express their frustration of having a son to take care of them.
The girl eventually gains fair complexion by using the cream and becomes professionally successful. Don’t you think this ad so rudely used the agony of dark complexion and gender biases? Hence, the ad agencies must be more careful and conscious of the ads they make. We can discuss two more such examples, the first of which had to be withdrawn and in second case, ASCI directed to modify the ad.
Surf Kidstains Challenge:
This ad created by Lowe showed a child throwing ketchup on another’s shirt and asking “tumhare ghar mein Surf hain?” (Do you have Surf at your home?) The major argument against this ad was that deliberately soiling someone else’s dresses with a coloured food is a form of insulting and embarrassing, which could give rise to quarrels and fights among children
Super Nirma detergent cake:
This ad created by Purnima Advertising depicted a child washing stains on his shirt and having succeeded in doing that, he kissed the detergent cake in appreciation and joy. But domg so the wet detergent cake can leave a residue on the lips, which could possibly enter the mouth. This practice could have a dangerous and fatal outcome, as the detergents are skin irritants with toxicity potent.
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