Kandy in his article Marketing is Evil talks about how marketer makes their consumers dependent on their product through excessive advertisement. Buyers are losing self independency. Some marketer are getting mean that they are providing harm to their competitors, besides this they are also giving falls claim about their competing and exposing that their products are superior of all. (Kandy) He again comments that “Today an advertiser who fails to tell the truth not only offends against morality but also against the law. In negative marketing, the advertisers highlights the disadvantages of competitor products rather than the advantages of their own” (Kandy) In an interview with Mr. Saif-ur-Rehman Advertising Manager Telenor clearly mentioned that they don’t do excessive advertisement.
A little humor can go a long way when it comes to radio advertising. Moreover, a funny radio ad is great, but if the humor is unrelated to the business, listeners might be confused about what the ad is actually for, especially when there aren 't any images or brand logos to provide context. Henceforth, the company will make sure to keep it relevant with the business. However, the downside of radio advertising is that it is difficult to target geographically and can only be broadly targeted at specific demographics. As a result, the type of businesses that tend to do best with radio advertising are those which offer delivery services or those which sell products that customers are willing to drive long distances to shop for such as specialty or antique
Introduction 1Faithful customer is an important factor for success in any organization. They send money and also recommend to third parties to buy something from the same company, as long as the company provides a reasonable value for their products. Creating and providing, delivering value is not an easy task and customer always seek for a reasonable value for a product. The worth of product is an important factor for creating a value for any product. The value of any product has long term impact on the customer behavior and marketing and there is not any specific definition and criteria to set a value.
Advertising messages that increased parallel to increasing competition resulted in attempts of the target audience at evading/avoiding these messages. Target audience that have become used to classical forms of advertising for which it is claimed that they no longer give attention (Balasubramanran et al, 2006; Dark and Ritchie, 2007) are now known in accordance with the expressions of Rutherdford (1994) as “bored of” or even “angry at” advertising. However, advertisers and advertising agencies did not waste time in finding ways to reach this bored and angry target audience via new forms of advertising. This whole set of strategies and tactics for the new forms “blurred” the borders of advertising. Undoubtedly, it was not only the “target audience hat advertising blurred the borders.
Consumers do not like the advertisements and there is lack of trust to some extent. Literature shows that tools such as social media signify a move to the empowered consumer, who has control over the extent and type of messages they are exposed to. As control is increasingly in the hands of the consumer, creating and conveying the right message which consumers want to receive and one to which they will respond positively – is necessary. As Kozinets (1999) maintains, consumers will increasingly use social media to say no to forms of marketing that are being pushed upon them or that they do not agree with. Consumers do not like to be pushed into buying.
Prahalad in her article. Indeed, if consumers find the brand or the ad failing to create trustworthiness, it might affect their intention to purchase the product (Jarvenpaa et al, 2000). “Why people don’t trust ads? Because advertising is seen as deliberately manipulative; its definitive goal is to increase sales, which means separating people from their money. Under this view, advertising is deceitful, impersonal, and it has no value.” concludes Jayson DeMers, empirically supported by Edelman Trust Barometer 2017 which has shown the global record-breaking crisis of people’s certainty about almost all existing
A research conducted by Anmol Randhawa and Javeed Ahmed Khan showed that a celebrity endorsement has both positive and negative impact on the consumer’s decision making. It enhances the brand’s value and creates awareness of the brand’s products among consumers. Advertisements featuring celebrity endorsed products influence a consumer to purchase that product rather than the non-celebrity endorsed products. (Randhawa and Khan, 2014) The negative impact is frequent changes of celebrity endorsers reduces the buying decisions of customers. Also, the research output conveyed that consumers think that the quality of celebrity endorsed products are not good which is the main reason for declining the brand’s products.
Therefore, companies are forced to rely on compromising advertising strategies. As for the advertising strategies, the greatest challenge is staying fresh, innovating, and very importantly understanding the audience because in the long run they are the reflection of success. In the 1990’s a few companies, on the hunt for success, gave birth to the most controversial
In this way, advertising brings adverse effects to our society from cultural perspective. There is no doubts that advertising brings unfavorable impact on personal belief and value judgement. Due to the heavy exposure to advertising in their daily lives, the general public pay more attention on their extrinsic values rather that intrinsic values. According to the ‘Think of Me as Evil’ report conducted by WWF and the Public Interest Research Centre, advertising is found that to encourage the society to borrow more and save less. It promotes a message to ask people to work harder and consume greater quantities of material goods.
The research also says that involvement of consumer is directly proportional to skepticism, if the former increases the latter must also increase. Naturally a customer/consumer with high skepticism will always be pretty doubtful and will conduct more research on the good being advertised rather than simply buying it. (Rizvi, Sami and Gull, 2012) says that if a skeptic consumer gets satisfied with the goods/services advertised, he will surely become a long term customer to the product/service or brand that has been advertised. The research gives another dimension which is that if companies use the concept of corporate social responsibility in their advertisement then this will contribute to lower skepticism for the general audience or customers; however the corporate responsibility should be honest and meaningful. (Rizvi, Sami and Gull, 2012) further says that choosing the right leaders will also contribute towards declining skepticism of course towards