Essay - The Powers of Advertising and Its Negative Effects on the...

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The Powers of Advertising and its Negative Effects on the Consumers


Chapter-1 Introduction



Research Objectives

Literature Review



Is advertising untrue?


Reactions to ***** (?) failures / negative effects


The Development of New Media





Advertising should not be viewed as an independent function, and is only a part of marketing. This is made clear from the fact ***** persons in charge of advert**********g are called advertising agents, ***** they ***** only entitled ***** a commission form the owners ***** the medi***** for whom they really collect advertisements and the payments. Earlier, the functions of all three persons were *****, and ***** ***** organizations paid ***** the ***** to ***** agent, and they in turn p*****sed it on to the media *****. The increasing costs ***** ***** and the high rates of commission brought a lot of confusion to the system, *****nd the roles ***** the agencies started changing. W*****h the introduction of newer forms ***** media, the question of ***** ownership also came under dispute, as the new information technology is a medi*****, where there is little possibility of having media owners in the traditional sense.

Modernization has ***** led to a situation ***** ***** ownership of media ***** getting fragmented, and the progress of the information from the marketing organization to the consumer is no longer passing through clear stages. There are now cases where the information is going directly ***** the marketing organization to the consumer, and in that case, it is difficult to classify it strictly as advert*****ing. The role of the marketing organization is ***** the most predominant in ***** entire process ***** advertising in whatever form it may *****. The negative *****, whatever they may be is thus the responsibility of ***** ***** organizations as they are the most powerful in the triumvirate of the market*****g organization, ***** agency and the ***** owner.

Some ***** effects have been described here, and it can be seen that in all those *****s, the responsibility is only with the desires of the market*****g *****, and it is only they that have profited from the miscommunication. At ***** same time, the *****s are becoming conscious of their rights and there ***** worldwide movements for preservation of consumer rights. The two can be matched only when the ethics of the marketing organization is high enough. This is also difficult in view of ***** fact ***** ********** performance of any organization is being measured by profit only.



It is accepted in management that the use of advertising is a ***** of the m*****rketing activities of a company. The aim ***** the marketing activities of a comp*****ny is always to achieve success in the marketplace in the movement of the products. This concept is ***** changed ***** to day the concept ***** "Increas*****gly, however, *****p management requires that marketing view its ultimate purpose as contributing to the enhancement of shareholder returns." ***** gives a cle*****r idea ***** the view of


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