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


***** 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 the persons in charge of advertis*****g are called advertising agents, ***** they ***** ***** 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 for the ***** to ***** agent, and ***** in turn passed it on to the media *****. The increasing costs of media and the high rates of commission brought a lot of confusion to the system, *****nd the roles of the agencies started changing. W*****h the introduction of newer forms of *****, the question of media 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 has ***** led to a situation where ***** *****hip of media ***** getting fragmented, and the progress of the information from ***** marketing organization to the consumer is no longer passing through clear stages. There are now cases ***** the information is going directly ***** the ***** organization to the *****, and in that case, it is difficult to 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 *****. The negative *****, whatever they may be is thus the responsibil*****y of ***** marketing organizations as they are the most powerful in the triumvirate of the market*****g organization, ***** agency and ***** media owner.

Some negative effects have been described here, and it can be seen that in all those cases, the responsibility is only with ***** desires of the market*****g *****, ***** it ***** only they that have prof*****ed from the miscommunication. At ***** same time, the consumers ***** becoming conscious of their rights and there are worldwide movements for preservation of consumer rights. The two ***** 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 be*****g measured by profit only.



It is accepted in management that the use of advert*****ing is a ***** of the marketing activities of a company. ***** aim of the marketing activities of a ***** is *****lways to achieve success in ***** marketplace in the movement of the products. ***** concept ***** being changed and ***** day the concept is "Increasingly, however, top management requires that marketing view ***** ultimate purpose as contributing to ***** enhancement of shareholder returns." This gives a ***** idea that the ***** of


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