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

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

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



It is accepted in management that the use of advertis*****g is a ***** of the marketing activities ***** a company. ***** aim of the marketing activities of a ***** is *****lways to achieve success in the marketplace in ***** movement of the products. Th***** concept is being changed and ***** day the concept ***** "Increasingly, however, top management requires that marketing view its ultimate purpose as contributing to ***** enhancement of sh*****holder re*****s." ********** gives a cle*****r idea that the ***** of


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