Question

'Through advertising is one of the most frequently used media of promotion of goods and services, yet it attracts lot of objections.'Explain any four such objections.

Answer 1

Some of the objections of advertising are given below:

(i)Higher cost: Advertisement expenses add to the cost of the company.The companies in turn, pass this increased cost to the consumers in a form of higher prices. However, the supporters of advertisement argue that advertisement in fact bring down the per unit cost of production.This is because through advertisement greater number of customers can be attracted towards the product which in turn implies an increases in the demand for the product.In response to the increased demand, the manufacturers increase production,the per unit cost of the production comes down.Thus, it can be said, that even through advertisement expenses add to the cost,this increase in cost can be compensated through fall in the per unit cost due to increased demand and production.

(ii) Weakness social values: One of the major criticisms to advertising is that it weakens social values and instead promotes materialism in the society. Advertisement attracts customers feel dissatisfied about what they currently have. In the process,often they end up buying what they don't even required . However, such a process of discontentment and purchase of new products is never ending and materialism increase.

On the other hand, it is argued that advertisements just inform the buyers about the availability of various products and the final decision to purchase the products rests with the consumers. Advertisement increases the knowledge of the customers and keeps them informed.

(iii)Promotes inferior goods: It is argued that products of both superior quality as well as inferior quality are advertised. Through advertisement,demand for inferior can also be induced. However, such a claim is only partially true. This is because quality is a relative concept. What is inferior to one consumers can be superior to another.Advertisements promote all kinds of products and the consumers purchase them if it suits his/her requirements.

(iv) Creates confusion: It is argued that a large number of advertisement on similar products confuse the customer .For example,advertisement of different hair oils claim that they help in the growth of healthy and long hair. With numerous advertisements , the consumers gets confused as to the product of which brand should be purchased.

On the contrary,supporters of advertisements do not agree with this criticism ans argue that advertisements provide a choice to the consumers.The consumers can make a rational choice for themselves after analysing various such as price, style,quality ,etc.