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Advertising Is A Waste Of Resources-Part II

Posted by Sara | Marketing,Opinion | Saturday 6 July 2013 12:00 am

With advertising, more and more of the spaces of our culture are getting colonized with each passing day as commercial interests are intended on maximizing the consumption of the collection of commodities. It also often uses stereotype gender specific roles of men and women to intentionally or inadvertently promote sexism, racism, heterosexualism, ableism, ageism, etc.

advertising is bad 2

The worst part is that individuals are reduced to their sexuality and sexualized female bodies serve as eye-catchers to attract attention of men to sell anything from deodorants, soaps, pencils, computers, internet packages, and hair gels. With ultra-thin or curvy girls and women shown as an emotional or sexual play toy for the self-affirmation or emotional pleasure of men, advertising promotes a negative message about body image to the average person and creates demand not on the merits of the products, but on the basis of skin show.

Advertising is considered to raise consumption and this industry has already developed into a billion-dollar business. However, most sellers use fraudulent and malicious claims are made to sell products and services. This approach of greed at the cost of privacy invasion is surely witnessing lower standards with each passing day. If that was not all, the fact that advertisers keep on reinventing themselves with no moral or ethical execution of responsibilities clearly suggests that the standards of product promotions are going down and consumers are getting tired and bored of their constant barrage of advertisements.

There is an expensive arms race with advertising for mature brands but they often tend to forget that their resources will be better spent improving positive experiences of the consumers with the products and the brand rather than spending millions of dollars for high awareness. In addition to these drawbacks, advertising is also criticized for storing and using personal or financial information of consumers. This may be done in the name of demand forecasting or creating equilibrium between demand and supply forces or to analysis better but the loophole is that some companies and service providers often sell this information to others and this may then be used for spam or unsolicited transactions.

Moreover, advertising is often ambiguous and different people can draw out different meanings and this could mean mass produced versions of individualism. It is also believed that some advertisers influence journalists and jockeys to shape stories to suit them. There have also been instances wherein negative and undesired reports were suppressed when there is a danger of order cancelations or a threat for the same. Furthermore, the media is often accused by critics of advertising for accepting advertisements that are not in their interest or interest of the general public. It is also believed that results and performances during exhibitions, shows, concerts, conventions, and most other events are often rigged or manipulated to attract and retain attention of the targeted audience or to please the sponsors’ interests and requirements.

Many consumer protection associations, environment protection groups, globalization opponents, consumption critics, sociologists, media critics, scientists, and others have opposed against these evils of advertising but the powers of money and greed and complete negligence of ethical values have been eroding the socio-economic culture of the world. The time is not far when advertising will be a thing one can associate with only a set of cooked lies and something that just cannot be relied upon.

In short, advertising that projects that consumerism is the path to happiness and governmental restraint of market excess a cause of our distress is a peril that comes with huge costs and best avoided. Unless the present-day approach to advertising changes for the positive, it is a waste of money.

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Advertising Is A Waste Of Resources-Part I

Posted by Sara | Marketing,Opinion | Friday 5 July 2013 4:10 am

Advertising is usually seen as a great platform for economic growth. However, this is not without massive social costs.

advertising is bad

Many industry experts and consumers believe that advertising is a medium of promotion that frequently uses psychological pressure and highlights feelings of inadequacy that in actual don’t exist at all. Moreover, it invades the private spheres of people and is all about cluttering of public spaces with advertisements seen all over hospitals, gas stations, airport lounges, schools, garbage cans, vehicles, and countless other places. If that was not all, it makes buyers more and more cognizant of their spending and “alters” their way of thinking in more than just a way.

Advertising encourages the demand of new products and services but the manner in which they are portrayed suggests that the users need to buy and use them to feel “high” and a wrong image of demands or mirage is created. In other words, advertising suggests that using a particular product or service can help consumers experience health, fitness, social status, reputation, acceptability, identity, rewards, comforts, happiness, and self-esteem and this approach to selling products is extremely harmful to say the least.

People watch television shows and listen to radio programs for the content and not for the commercials. Advertising dramatically increases the cost of products and services as it generally involves statements or appreciation of products and services by popular figures and celebrities that are availed at a staggering cost. In other words, the promise of consumption making someone irresistible is made and the emphasis of such promises in the recent times has quietly but steadily switched from offering ‘factual’ information to the symbolic connotations of commodities.

One of the biggest drawbacks of advertising aimed at young people and children is that it tends to increasingly reduce young people to consumers. Unhealthy habits are quickly passed on to as symbols of status and acceptability. High sugar and high fat foods that cause obesity are portrayed to young consumers as the “real or macho” products. For example-Cigarette and alcohol products are demonstrated as fashion statements and appealing to young girls and women. Linking sport heroes and other celebrities in television or print media promotions and glamorizing these products (that are shown without consequences) is a bad precedent for any society. Also, these televised programs often show lead characters abusing or being invincible to kill, harm, or disrespect anyone that is surely not raising the standards of ethics and moral in the young society.

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Spin bill of Labour rockets by 43 percent in one year

Posted by Sara | Marketing | Thursday 2 June 2011 2:36 am

Spin bill of Labour rockets by 43 percent in one yearThe cost of government spin has rocketed by as much as 43 percent in a single year.

Despite the deepening recession, more than 540million pounds was spent on advertising and marketing in the year to March.

From Dailymail.co.uk:

Official figures, slipped out as MPs concentrated on the swine flu epidemic, showed spending on television, press and radio advertising grew by 35 per cent to 211million pounds.

Digital marketing, which includes the internet, soared by 84 per cent to 40million pounds.

Other costs included ‘news and PR’, which rose by 52 per cent to 40.9million, while live events to spread government messages nearly trebled to 34.3million pounds.

Mark Lund, the chief executive of the Central Office of Information, which co-ordinates government advertising, marketing and communications, said: ‘ Government campaigns can help save lives and save money.

The huge rise was blamed on the cost of high profile ‘nanny state’ campaigns to tackle obesity, smoking and climate change.

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Marketing push pays off for Reckitt

Posted by Sara | Marketing | Wednesday 6 April 2011 4:57 am

Marketing Push pays off for reckittReckitt Benckiser, the household goods giants, said a major marketing drive paid off after annual profits lifted 23 per cent to £1.9billion last year.

Well-known brands including Nurofen and Strepsils performed strongly after it increased media spending to 11.1 per cent of all revenues, according to Reckitt.

From Dailymail.co.uk:

Highlights of the year for Reckitt included strong sales of Dettol as swine flu fears caused a surge in demand for anti-bacterial and virus products – helped by the marketing drive as the firm also benefited from cheaper advertising rates during the recession.

Revenues across the health and personal care division increased 14 per cent to £2.08billion. It is hoping for further growth though product launches this year, including the introduction of Strepsils in tube packaging and the launch of its Lysol no-touch hand soap system.

The group said its strong showing reflected good performances across its 17 so-called ‘powerbrands’, which also include Cillit Bang and Vanish.

The firm, which traces its roots back to 1823, was formed by a merger of Reckitt & Colman and Benckiser in 1999.

Shares were more than 2 per cent higher today.

This was despite Reckitt disclosing that the uncertain timing of generic competition to its Suboxone heroin substitute in the United States meant it would not provide targets for total group revenues in 2010.

Keith Bowman, an equity analyst at Hargreaves Lansdown Stockbrokers, said: ‘Reckitt has again delivered profits at the high end of analyst forecasts, although uncertainties going forward continue to build.

‘Whilst a trusted formula of product innovation and heavy advertising is driving sales, the loss of a key patent and likely generic competition for the company’s pharmaceutical offering is providing some caution.’

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Radio and Newspaper Advertising – They still work

Posted by Sara | Online Presence | Wednesday 16 June 2010 2:56 am

Radio and Newspaper Advertising – They still workWhen it comes to promoting the prospects of an online business, most business owners fail to realize that marketing is not just online marketing alone and offline marketing is as important as its online counterpart in promotion of a business. Read on!

If you are running an online business and promoting your business only before online customers then you are losing some great marketing opportunities. It is well know that almost 72 percent of customers are on the web but can you really afford to miss the remaining 28 percent? You surely will not want to, and this is the reason why you need to advertise online as well as offline.

In addition to promoting your business online, promote your business offline with radio and newspaper advertising. No matter how much people (read customers) prefer the web, they still find enough time to switch on the radio and read the newspaper and this is the time and options you need to take benefit from.

You will be happy to know that radio stations, nowadays, stream their programming on the web as well. This means that the medium of radio advertising can help you offline as well as online. Moreover, they help you reach the local audience (most of your customers will surely be the locals) without you putting any burden on the marketing and advertising budgets. Newspapers, on the other hand, have a mass appeal (caters to local, state, and even international audience) and newspaper advertising is one of the cheapest ways to promote your products and services.

All these benefits mean that you have nothing to lose and everything to gain when you opt for radio and newspaper advertising. Complement offline advertising with online advertising and see the difference by yourself!

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Rewarding advice on smart marketing by Charlie Cook

Posted by Sara | Marketing | Thursday 18 March 2010 1:37 am

Rewarding advice on smart marketing by Charlie CookAre you running a business that gets leads but unable to close sales? Want to cut advertising costs to a significant extent? Keen to stay ahead of the competition and increase your profit margins? Download the new profit rules at “The New Profit Rules – 8 Rules You Must Know to Prosper in the New Economy” by Charlie Cook and get complete and uninterrupted access to top small business marketing strategies in no time.

Find new, creative, and rewarding ways to stimulate sales in the short as well as the long run. This book is a real eye-opener for business owners and marketing executives who have long been experimenting with no or little success. Not only easy to read, this book precisely highlights the truth behind smart marketing.

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