Question

Merits and demerits of advertising

Answer 1

Answer:

Merits of Advertising

• Mass Reach- Advertising is a communication medium which can reach a wide range of people over a broad geological region.
• Education of the consumers: Advertisements help us to become aware of the uses of a new product ad the functioning of the electronic items.
• Expressiveness- As because of the progress of graphic designing, art and computer skills, advertisement has changed into one of the most aggressive weapon of communication. A simple product can look attractive with all the special effects and modern computer skills.
• Quick response: Newspapers are the carriers of current news. People read them to find out the various developments that take place daily. Newspaper advertisements have a sense of urgency. The public response to the advertisements is immediate as it reaches them while they are fresh and are in a receptive mood.
• Contact between producers and consumers: Advertisements provide links or contact numbers of the product or th service so that the consumers can report their grievances against the use of certain products so that the quality can be bettered. Hence, it brings the consumers and the producers closer to each other.
• Generates employment:Advertisements provide employment to the people all round the world who are concerned in every field.

DEMERITS OF ADVERTISING:

• Less Forceful- Being an impersonal medium of communication, it is less forceful when compared to personal selling. Advertising is a common message and you are not compelled to pay attention to the message conveyed.
• Limited readership: As illiterate people cannot read the newspapers, the reach of the advertisement is confined only to the educated persons. Hence, this factor could pose a problem in rural India.
• 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.
• Inflexibility- Advertising is not very flexible because of non-standardization and is not custom made to meet the necessities of the various groups of customers.

Answer 2

The major advantages of advertising are: (1) introduces a new product in the market, (2) expansion of the market, (3) increased sales, (4) fights competition, (5) enhances good-will, (6) educates the consumers, (7) elimination of middlemen, (8) better quality products, (9) supports the salesmanship,(10) more employment opportunities, (11) reduction in the prices of newspapers and magazines, (12) higher standard of living!

The benefits derived from advertising are manifold. It is one of the most important components of the marketing process.