Introduction “Advertising is considered as a metaphor of genuineness in context to the societal image”. On the other hand advertising without any qualm is considered as an influence factor for our culture. These two lines are contradicting to each other but this is truth which is coming across as a dilemma for the advertisers and the audience. The advertisements shown in the print media, and television and broadcast at one point of time showcase the cultural remarks of the society and on the other hand it is seen that it attempts to influence the society, culture and norms. Advertisements are considered as cultural indicator which is a matter to asses.
It 's no more about the promotion of goods and service - the objective now is to provide an experience to the audience, to be specific, the "target group" of the brand. Because of all this, advertising has created a strong impact on our lives - not just in terms of lifestyle but also our psychology, behavior and aspirations. We see an ad where a child goes to a store and asks for 'namak ' and gives a lecture on purity to the shopkeeper on receiving some other brand of salt. Why do we see this? Because through advertising, every single person has evolved in terms of awareness of the brands, which earlier used to be an objective to achieve.
Other side of this technology advancement is that customers are now having plenty of information and they can get the thing which best suits to them. So it becomes very difficult for the advertiser to build the brand awareness and condition the mind of the customers to make final purchase decision, as customers are gaining more control over the products and information (Raju, 2013). Social Impacts of advertising Role of advertisement is to carry message to the far distances. It is also use to target the scatter mass audience. The role of advertising on sales volume is very important.
Nowadays, people are exposed to the advertising process wherever they are. Advert is financed by businesses and employs an openly sponsored, non-personal message. The message, that advertiser has control over, is not directed to a particular individual but rather to a group of recipients. Advertising is not only a tool created to reach people economy-wise, but most of all is a device of establishing and maintaining social, cultural, political or even psychological contact with exposed people. Economy-wise, advertising carries two functions: (1) to persuade potential customers, (2) to provide information.
In the modern information era the phenomenon of advertising plays a major role in society. Therefore, it has become imperative for media scholars to figure out how advertising is conceived, how it works, and what its impact on different sectors of society and people is. The objective of each advertiser is to sell the biggest amount of product for the highest price. Moreover, advertising companies try to maintain their competitiveness and earn reputation. Advertising gets into all spheres of life, and promotional materials are disseminated through different kind of media.
In today’s world, advertising is a commonly discussed type of communication and perhaps the one from which most things are expected. Advertising has become an indispensable phenomenon not only for producers but also, in a sense, for consumers (www.danismend.com.tr/13.02.2007). The primary objectives of the institutions and establishments, which endeavor to survive in this information age, are to achieve their goals through the most efficient utilization of their physical and human resources; to produce and to market their goods and services; and to derive greater profits. Advertising is one of the most effective applications of marketing communication for enterprises which wish to achieve these objectives, to survive within this competitive environment and to establish a competitive advantage (Yaylacı, 1998, p.43). Intense competition exists within all market sectors for attracting the interest of consumers to different or similar goods and for influencing their purchasing decisions.
Notwithstanding that when looking at the positive side, there are also several advantages such as nutritious products with expert advice, Access to new high technological inventions to raise human living values. It is impossible to eliminate advertising completely around people due to advertising is one of the human institutions highly developed nowadays. Therefore, instead of blaming advertisers for buying goods that they are not able to afford, but they have to be conscious of the great power of advertising. It does not exist just to tell customers about new products. Its role is much more seductive than that and they need to be aware of
In modern business world, advertising plays an important role to establish contact between the buyer and seller. Advertising is the medium through which the customer comes to know of the existence and the utility of the items available in the market. In modern times, the business world has become very complex with keen competition. So businessmen spend huge sum of money on advertisement and this is a highly profitable investment. Advertising Medias: Internet and online media, Newspapers, periodicals, cinema slides, wall hoardings, banners, radio and television are the various mediums of advertising.
The marketer, because of the advantages of direct communication, has the ability to be aggressive in convincing the potential customer. The purpose of indirect marketing, on the other hand, is to remind of a product or service which customers are already aware of. Indirect marketing induces brand recognition. For a mass-market product, like free moving commercial goods, repetitive communication is important and serves the purpose well. Response: In direct marketing, the marketer can record the immediate response of the audience because it’s selected and targeted, involving one-to-one direct communication.
Advertisements are the lifeline of television all over the world especially in the case of India. The transition from the very first advertisement to the present century has been enormous. In the beginning the main purpose of an advertisement was the selling of a product by providing information about it to the audience or consumers. However the purpose of an ad now is not only to inform. It has a host of other important utilities.