ADVERTISING IS A WASTE

RESOURCES FOR & AGAINST

Aanchal Devi
201901
MBA 1st
 ADVERTISEMENT
Advertising is an art not a science. Effectiveness of which cannot be
measured with a mathematical or empirical formula some
advertisers argue that advertising efforts go to waste, but every
advertiser is keenly interested in measuring or in evaluation
of advertising effectiveness. Testing for the effectiveness of
advertisement will lead advertisement testing must be done either
before or after the advertisement has done in the media. It is of two
types, protesting which are done before the advertisement has been
launched and one is referred to as cost testing which is done before
the advertisement has been launched and one is referred to as cost
testing which is done after launching the advertising campaign.
 WASTE OF RESOURCES
In a competitive economy, companies seek to persuade consumers to buy their products or
to avail their services. It is impractical to think that companies should only stock their
warehouses and wait for consumers to come knocking on their doors. If this is what
businesses did, there would be an economic waste in terms of products being produced but
not being bought. The critics of advertising attack the form of competition it provokes by
saying it results in duplication and waste. It is equivalent to an arms race in the sense that a
certain pattern might exist within an industry or sector concerning the extent of
advertising. So if one competitor increases the extent to which it advertisers, others feel it
is necessary that they do the same or at the very least engage in some form of advertising
in order to maintain its market share or face the prospect of losing it.
MODERN ADVERTISING TECHNIQUES:

Include seven that you should consider:

1. Email Advertising

2. Video Advertising

3. Audio Advertising

4. Search Advertising

5. Onsite Advertising

6. Mobile Phone Advertising

SCOPE OF ADVERTISING

1. Scope of advertising by budget

2. Scope of advertising by deliverables

3. Scope of advertising by allocating deliverables

4. Scope of advertising by strategy

 IMPORTANCE OF ADVERTISING
Advertising plays a vital role in the modern business. Role of advertising in the business cannot be
compromised with. It creates employment and improves the living standards of the people.
Advertising has become an indispensable function due to cut throat competition among the traders
and producers.

BENEFITS OF ADVERTISEMENTS FOR THE BUSINESS

1. Meeting competition:
2. Steady demand:
3. Higher sales volume:
4. Introduction of new products:
5. Economies of scale:
6. Goodwill:
7. Employee morale:
 NEED TO ADVERTISE:

Advertising as a tool to marketing not only reaches those who buy, but also those whose
opinions or authority is counted for example a manufacturer of marble tiles and building boards
advertises not only to people who intend to build houses but also to architect and engineers.
While the manufacturers of pharmaceuticals products advertise to doctors as well as to the
general public. At time it is necessary for a manufacturer or a concern to advertise things which
it does not sell but which when sold stimulates the sales of its own product. There are concerns
like electric heaters, iron etc. because the use of these increases the demand for their products.
 TYPES OF ADVERTISING

Broadly speaking, advertising may be classified into two categories viz., product and institutional advertising.

a) Product Advertising:

The main purpose of such advertising is to inform and stimulate the market about the advertiser’s products or
services and to sell these. This type of advertising usually promotes specific, trended products in such a
manner as to make the brands seem more desirable. It is used by business government organization and
private non-business organizations to promote the uses features, images and benefits of their services and
products.

b) Institutional Advertising:

It is designed to create a proper attitude towards the sellers to build company image or goodwill rather than to
sell specific product or service. Its purpose is to create a frame of mind and to implant feeling favorable to the
advertisers company. Its assignment is to make friends for the institution or organization.
 EXAMPLE OF ADVERTISINGA WASTE

(POLITICAL CAMPAIGN)

Even before official announcement of dates of elections in states like Rajasthan, Madhya
Pradesh and Chhattisgarh or elections to the lok sabha, campaigns, rallies and advertising have
already started. Politicians are already beginning to woo voters. Parties have begun to promote
fake news and disseminate false information with contrived statistical data to convince people.
Huge money is being spent on advertisements.
 TRIANGLE OF COMMUNICATION

The triangle shows that the advertiser has resources which

helps him to create messages. These messages reach the
audience with the help of a media. The audience is exposed to
the message to a certain extent and also gets distracted by
many factors like noise and other work. The audience then
responds to the message and the feed back goes to the
advertiser. This leads to researches by the advertiser and his
agency.
BENEFITS OF ADVERTISEMENTS TO THE CONSUMERS

1. Convenience
2. Education of the consumers
3. Fair prices
4. Better quality
5. Contact between producers and consumers
BENEFITS OF ADVERTISEMENTS FOR THE SOCIETY

1. Generates employment:
2. Standard of living:
3. Sustains the press:
4. Stimulates research and developments :
5. Promote art and culture:
BENEFITS OF ADVERTISING

Advertising is a huge industry. It has created opportunities for various

domains. ​The​ benefits of advertising ​include:

1. LAUNCH OF A NEW PRODUCT:

2. INCREASES MARKETS:

3. MASS SALES:

4. CREATES GOODWILL:

5. CREATIVE MINDS:

6. CONSUMER AWARENESS:

7. DIRECT LINK:

8. CREATES EMPLOYMENT:
CRITICISMS OF ADVERTISING
The experience of the advanced nations shows that advertising is greatly responsible for
raising the living standards of the people. In the words of Winston Churchill “advertising
nourishes the consuming power of men and creates wants for a better standard of living.”
By bringing to the knowledge of the consumers, the choices available to them, advertising
has transformed the world.

1. Higher prices
2. Artificial living
3. Misleading
4. Wastage of national resources
5. Unethical
REFERENCES
1. Taylor, John (1978). How to start and succeed in a business of your own. p. 293.
2. Altstiel, Tom, and Jean Grow. Advertising Strategy: Creative Tactics From the Outside/In.
CA: Sage Publication Inc. 2006. Print.
3. "Slashdot | ISP Operator Barry Shein Answers Spam Questions". Interviews.slashdot.org.
March 3, 2003. Archived from the original on August 13, 2009. Retrieved April 20, 2009.
4. "How Marketers Target Kids". Archived from the original on April 16, 2009. Retrieved
January 18, 2014.
5. "Influence of gender stereotypes on advertising offensiveness and attitude toward
advertising in general". International Journal of Advertising.