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 advertising (?) failures / negative effects


***** Development of New Media





***** 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*****ing are called advertising agents, ***** they are only entitled to a commission form the owners ***** the medi***** for whom *****y really collect advertisements and the payments. Earlier, the functions of all three persons were clear, ***** ***** ***** organizations paid for the ***** to the agent, and they in turn passed it on to the media owners. The increasing costs of media and the high rates of commission brought a lot of confusion to the system, *****nd the roles of ***** agencies started changing. W*****h the introduction ***** newer ********** of media, ***** question of ***** ownership also came under dispute, as the new information technology is a media, where there is little possibility of having media owners in the traditional sense.

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

Some ***** effects have been described here, and it can be seen that in all those cases, the responsibility is only with ***** desires of the marketing *****, ***** it ***** only *****y that have prof*****ed from the miscommunication. At the same time, the *****s are becoming conscious of *****ir rights and there are 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 that today performance of any ***** is being measured by profit only.



It is accepted in management that the use of advertis*****g is a ***** of the marketing activities of a company. ***** aim ***** the ***** activities of a comp*****ny is always to achieve success in ***** marketplace in the movement of the products. This concept is be*****g changed and ***** day ***** concept is "Increasingly, however, top management requires that marketing view its ultimate purpose as contributing to the enhancement of shareholder re*****s." This gives a ***** idea ***** the ***** of


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