...Social Issues in Advertising: Bonus Assignment 1. Advertising Promotes Materialistic Values Materialistic values are values that deal with possession. It deals that as people we want things that we can touch and feel like shoes and furniture.(2) Advertising is everywhere and many people would agree that it promotes materialistic values. I would have to say that I also agree advertising promotes materialistic values. Advertising contributes to a sense of wants and needs of items. For instance, when you are exposed to store ads and billboard the particular item portrays this luxurious lifestyle or ideal world. Most people can relate to this feeling. According to George Zinkhan, as a society, we are no longer involved on what we need but what products we want to have. (2) Everyone is familiar with the saying “money can’t buy happiness” well advertisements lead you to believe otherwise. Buying into a brand gives you a sense of belonging and a misinformed judgment. For example it creates the illusion you are like the woman in the poster and your life is perfect, fueling the fire of materialism. (1) Advertising Does Not Promote Materialistic Values Although some people would agree advertising promotes materialistic values, others would say all the commotion over advertising is because of the social aspect. (2) Throughout advertising history, a focus has been given to selling products with a promise of social acceptance, because not being accepted socially is a major individual...
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...Advertising & Promotion Pg 780 1. Compare and contrast the social and economic issues involved in the practice of advertising. Depending on the concerns that are going on in the communities that the consumers are living. Advertisers would need to support causes that could raise awareness as well as sponsor activities for those in lower socio economic conditions. Apple or Dell could donate computers, Burlington Coat factory, encourages the communities to bring in a coat to give to the less fortunate members of society. When a corporation is doing positive thing, the consumers feel better like raising awareness about social issues like stop smoking, drugs, see something say something campaigns 4. What is the role of the Advertising Council in encouraging social advertising? The Ad council is all about raising awareness on social issues. They have well organized systems in effect on keeping our society informed and in turned encourages the advertising industry to support a number of causes. When the advertising industry comes together to support these causes, the issues of society are addressed across the world. By enlisting volunteers from the advertising community, their numbers rose and so many great campaigns have been formed to make the world a better place. Advertisers want to be a part of these successful projects to show that they care more about issues affecting society 5. Why is substantiation considered the foundation of FTC enforcement. When there is claim...
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...Social and Ethical Aspects of Advertising and Promotion COM/302 Dr. David Castle May 14, 2012 Social and Ethical Aspects of Advertising and Promotion Many researchers and people in general question who and what is socially responsible or irresponsible, and what ethically acceptable; there is really no right or wrong answer to this question. As the world changes and technology, consumer behavior, and cultural trends change, so does the answer to the social and ethical aspects of advertising. Not everyone thinks the same as another and therefore different consumers will have different perspectives. Moreover, the changes in society will affect advertising and promotion and it cause it to be affected no matter the consumer behavior. In addition advertising and promotion has its moral triumphs and can be effective in changing the consumer behavior but it just depends on the consumer’s wiliness to change and be affected. Advertising is Based on the Exercise of Free Will In a free society the consumers determines the nature of consumption. They decide, through their actions in the market place, and advertising gives the consumer the information and the different choices offered to then before making a decision on purchasing a product or service, that is why advertising job is not only to capture the consumers attention but to educate them as well, and a part of the process of education and implementing freedom of choice is to supply consumers with adequate and accurate information...
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...The effectiveness of advertising through the social media in Gauteng by Thirushen Naidoo 22012893 Dissertation submitted in partial fulfilment of the requirements for the degree Master of Business Administration at the Potchefstroom Campus of the North-West University Supervisor: Prof. C.A. Bischoff November 2011 1 ACKNOWLEDGEMENTS Lord Ganesha, thank you for removing all obstacles in my path to complete this dissertation. I would like to take this opportunity to express my heart-felt gratitude towards a number of very special people whose contribution, support and understanding were essential for the completion of this study. I would like to thank my father Geghia, mother Lavina and two brothers Shalendra and Rishendra for the tremendous support through these past three years .To Orisha, a very special thank you for the belief and encouragement you provided me with during this period of studies. Having people like you in my life has made all of this possible. My heart goes out to each and every one of you. To Prof. Christo Bisschoff, thank you for the guidance, wisdom and encouragement throughout the study. You have made this a truly enjoyable experience. “Om Namah Shivaya “ 2 ABSTRACT In this day and age, with the very strong impact of globalization, digitalization and social media, advertising is changing. Many companies and advertising role players are forced to implement new consumer and business models and apply innovative...
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...------------------------------------------------- Social Media Impact on Advertising Kiron mckenzie Kentucky State University MIS 300 James Obeilodan 5/5/16 Kiron mckenzie Kentucky State University MIS 300 James Obeilodan 5/5/16 Table of Contents Introduction………………………………………………………………………... Page 1 Marketing Facts and Statics in Relation to Social Media………………………. Page 3 Advertising on Social Media is a Steal………………………………………….... Page 5 Benefits of Marketing on Social Media…………………………………………... Page 7 Conclusion………………………………………………………………………..... Page 9 Kiron McKenzie 4/10/16 MIS 300 Social Media Impact on Advertising Introduction: From the earliest starting point, online networking has importantly affected every one of us. Online networking began as a technique for individuals to either interface or reconnect with each other. As of right now, online networking has turned out to be a great deal more. Specialists use showcasing to effectively develop their organizations and to get their pledge out tremendously. The best showcasing methodology is one that utilizations online networking and customary promoting in pair. Entrepreneurs have made sense of that online networking advertising has an exceptionally constructive outcome on the achievement of business and it is a technique that takes next to no cash to finish a strong deciding result. The term advertising alludes to a sort of correspondence through which group of onlookers or purchasers are induced to...
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...Companies use Corporate Advertising to increase awareness of Corporate Social Responsibility Therefore Increasing Profitability Erika Jean-Pierre Saint Leo University Abstract This review of literature will explore seven peer reviewed articles that report on results from research conducted on how companies use corporate advertising to increase awareness of corporate social responsibility thus increasing profitability. More specifically focusing on the advantages of corporate social responsibility and the positive benefits in profitability. This review of literature will incorporate various companies and industries from coffee, grocery, amusement parks, cars, oil production, alcohol, and casinos. It will analyze how corporate communication of corporate social responsibility enhances market share and drive increased profits. Companies use Corporate Advertising to increase awareness of Corporate Social Responsibility Therefore Increasing Profitability Numerous studies have been conducted on corporate advertising to increase awareness of corporate social responsibility and increased profitability for business. Companies use corporate advertising to strengthen their identities and create a favorable mental picture in consumer’s mindset. On average, companies spend millions of dollars each year in their marketing budgets toward corporate advertising. With corporate advertising, companies are not necessarily looking to sell a product or service, but rather the...
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...them. Promotion is a way used to indirectly communicate (information, messages & etc) to the target market, to spread the products and services to the public, based on (Marketing- Promotion Strategy, 2014). Promotion creates a platform for public to know the products or services introduced by company. To get successful reach the promotional goals, marketers develop effective promotional mix which are advertising, personal selling, public relation, direct marketing, and sales promotion. Advertising To promote Let’s Excel Program, we will use a combination of advertising tools which are printed advertisement and online advertisement. For the online advertising, MMLS, MMU Portal, and facebook are the best place to promote. This is because students will check MMLS more frequently to know the updating news or announcement by their lecturer and Let’s Excel advertisement can put on the home page of MMLS. MMU Portal is the official website, so it is also a good place to have advertisement for the purpose to reach more students. Moreover, Facebook is also one of the best social media tools to do promotion. We realize that every students having facebook account and it is also the faster way to spread a new.SRC MMU can help to share this advertisement on facebook since they are the group that linking students and MMU authority. Printed advertisement such as poster can be hanged in crowd area of the campus to make sure more students can see it. For MMU campus, there are some area...
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...the past decade advertising has changed in ways that weren’t even thought possible. In the beginning, advertisement got around just simply through people talking. Then when paper and printing came around companies would pay to have an advertisement on a piece of paper or even in the newspaper. Then advertising went by the way of radio and then to television. Advertising has been forever growing, and it is an essential part to a company’s success. With the growing rate of types of advertising, it makes the job of the marketers even harder. Marketers have to find new ways the catch the eye of its consumers, especially that of the Millennial Generation. In the years before the ‘smartphone’ most of the world’s advertising went through television. Television was a good way to advertise their product because a lot of people would be in front of a television at some point in their day. One of the most popular advertising days for marketers are on the day of the Super Bowl. During the time that of the game companies pay millions of dollars to have their advertisement broadcasted in front of all the viewers of this game. The millennial generation has been tough for marketers to get their advertising to. This generation is more technology savvy and majority of them have a smart phone that is with them everywhere. Marketers began to notice that an effective way to get to this generation was through social media. This generation has gone through various versions of social media such as...
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...a world of ubiquitous advertising chaos and consumer avoidance, it can be extremely difficult for advertisers to penetrate the clutters to reach potential consumers, probably there is no other emphatic concept has caught more interest from advertisers than engagement as it embodies a sense of involvement. (Calder 2012). Meanwhile, digital technology continues to emerge, the enveloping technologies has impacted the communication between individuals in daily life, on the other hand, it has modified how advertiser engage with targeted consumers in a digital age. When it comes to advertising, Digital technologies have fundamentally revolutionized how and where advertisers implement the practices in the advertising industry. It defines as “digital advertising”, a form of advertising where businesses implement internet technologies to present promotional advertisement to consumers, digital advertising also includes brand messages presented through social media networking, online advertising on search engines, as well as banner advertising on mobile and website. (Andrew 2010). When it comes to advertising expenditure, digital platforms offer a greater opportunity, timeliness, and relevance to achieve greater understanding to advertising expenditure. This essay will be discussing how advertisers accommodate the trending in digital development and how to engage with the potential consumer in digital ages through three components. First of all, advertising on social media networking perhaps...
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...McDonalds do not need to waste profits on advertising as they already have a vast and loyal customer base. Student ID: 0080379103 Student Name: Jing SUN Word count: 1639 The role of advertising in the developments of brand image and brand extension in established companies. Utilizing advertising in a most effective and efficient way is always a concern in most companies, as advertising requires a costly investment in both capital and human resources, which in return is expected to create positive outcomes. With a large volume of consumers and brand loyalties created in established, some argue that advertising can be merely a waste of money. While this idea addresses two major outcomes of conducting advertisement, attracting potential consumers and building brand loyalty, it ignores other contributions, for example, brand extension and brand image building, that could be enhanced by advertising in established companies. This essay will illustrate the reason why advertising is required in established companies, focusing on how appropriate advertising may contribute to developing brand extension and enhancing brand image. First of all, the informative function and social function of advertising will be interpreted. The following sections will demonstrate why large companies should focus on building up brand image and developing brand extension and how advertising contributes to these two dimensions. Then, the negative impact of advertising that advertisement may help to increase...
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...The discourse of advertising 1. What is advertising? Advertising is ubiquitous – it is the air we breathe as we live our daily lives (Jhally, 1995: 79). Advertising is a prevalent phenomenon nowadays that has gained the attention and interest of a large number of individuals in different societies around the world. People are exposed to the advertising process wherever they are. Advertising is not only an ‘ideal tool’ for reaching people economically, but it is a device of attaining and maintaining contact with persons socially, culturally, politically and even psychologically. Therefore, advertising is neither an innocent way of selling products nor the primary factor which changes society’s attitudes and behaviour so as to fulfil its ends and economic purposes. According to Harris and Seldon (1962: 40 apud Vestergaard & Schroder, 1985: 2), advertising is defined as a public notice “designed to spread information with a view to promoting the sales of marketable goods and services”. From this perspective, advertising exists “to help to sell things” (White, 2000: 5), which is limited to giving utilitarian information about the product with the objective of informing the consumer about the necessity and the importance of the commodity advertised. Besides, according to Nicosia (1974 apud Sheehan, 2004: 2-3), to advertise means “to give notice, to inform, to notify or to make known”. He goes on and suggests that a successful advertisement should include...
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...Final Year Project on internet marketing ….is it there yet Project Guide: Prof. Kuldip Kawatra Project by Mr. Heemanish Midde Roll No.: 220 2007 - 2009 Xavier Institute of Management & Research, Mumbai Mumbai University DECLARATION I hereby declare that this report titled “Internet Marketing" is a record of independent work carried out by me as a part of Final Year Project for the MMS course of Mumbai University for the period starting from January 2009 to May 2009. The above project was performed under the guidance of Prof. Kuldip Kawatra. I declare that the information given in the above project is true to my knowledge. Dr. K. N. Vaidyanathan Director, Xavier Institute of Management & Research Mumbai University Heemanish Midde MMS Xavier Institute of Management & Research Mumbai University 2 ACKNOWLEDGEMENT The work on this project has been an inspiring, often exciting, sometimes challenging, but always an interesting experience. At the very outset, I wish to thank Mr. Kuldip Kawatra for giving me the opportunity to participate in this interesting research project, that helped me gain insights into the Internet World. He has supported me with his guidance, insights, encouragement and many a fruitful discussion on Internet Marketing. I am grateful to him to have spared his time and showing the patience to our answer our queries. The kindness shown by him, in spite of him being so busy with his work, is highly appreciated. I would also like...
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...Advertising can be a cost-effective way to disseminate messages, whether to build a brand preference or to educate people (Kotler, Cunningham, & Keller, 2008). Successful advertisements build an appetite in consumers through viewing, listening, and reading. Advertising also gives the consumer the necessary instructions to fulfill those needs that were created. Since there are so many goods and services available, organizations must use convincing approaches in their advertisements to increase the chances that ad budgets will have a positive return. There should be a specific communication task and achievement level to be accomplished with a specific audience in a specific period of time which is called an advertising objective or goal (Kotler et al., 2008). This paper is written to compare and contrast a product offered by Marriott International Incorporated through the advertising platforms of traditional, tradigital, or digital. It will also recommend the advertising type that is most effective and offer an investigation into the return on investment (ROI). Advertising media platforms can be categorized into three different types: traditional, tradigital, and digital. Traditional advertising is what most people think of when talking about advertising or marketing and includes the “usual” venues for media placement, such as newspaper, radio, broadcast television, cable television, or outdoor billboards (“Types of Advertising,” n.d.). Traditional advertising medias are...
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...Education Consumers’ Attitude towards Advertising Uchenna Cyril Eze1 & Chai Har Lee2 1 2 Monash University, 46150 Selangor, Malaysia Multimedia University, 75450 Bukit Beruang, Melaka, Malaysia Correspondence: Chai Har Lee, Multimedia University, Jalan Ayer Keroh Lama, 75450 Bukit Beruang, Melaka, Malaysia. Tel: 60-123-633-730. E-mail: chaiharlee@gmail.com Received: March 21, 2012 doi:10.5539/ijbm.v7n13p94 Accepted: June 15, 2012 Published: July 1, 2012 URL: http://dx.doi.org/10.5539/ijbm.v7n13p94 Abstract Advertising is a growing business and with advances in the Internet technology, the dynamics and landscape of the business has changed as well. Prior findings on consumers’ attitude towards advertising are mixed. This paper is an attempt to examine young adults’ attitude towards advertising. We conceptualized a framework to examine the influence of six independent variables namely consumer manipulation, product information, hedonic/pleasure, economic condition, social integration, and materialism on consumers’ attitude towards advertising. Participants were selected from the southern region of Malaysia. The data were collected through personal administration, and had 217 valid responses. The analysis reveals that four of the six hypotheses were supported. Consumer manipulation emerged negative, which is consistent with past findings. These findings would enable practitioners to be more consumer-sensitive to ensure that the advertising campaigns are properly conceived to avoid...
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...Rust and Oliver stated in the Journal of Advertising, “Advertising is on its deathbed, having contracted a fatal disease of new technology”. However, after almost 19 years, advertising survived the new media onslaught unscathed. So in my opinion, new media is actually a new opportunity for advertising instead of being a threat. 2.First of all, what is advertising? Advertising is any form of known communication that uses media or any other platforms that can encourage or persuade the audience to achieve the marketer’s goal in the most cost efficient manner. 3.The first stage of advertising is print. Daniel Starch, an American marketing researcher suggested,"The simplest definition of advertising is that advertising is selling in print." The reference to “print”, of course, reflected to the media of the time. Examples of print media are newspapers, magazines, posters, etc. 4.Then the emergence of broadcast in the form of radio and television pushes the advertising into the second stage. They enable advertisers to more effectively reach their target audience in new and innovative ways. It became a tremendous homogenizing cultural force, as majority of consumers would be reached efficiently. 5.Rust and Oliver stated that technology, again, is the key factor of driving down the signs of advertising. As the mass media could no longer deliver a mass audience. 6.However, I think technology has a positive impact on advertising instead of a negative one. In the past, advertisements...
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