Role of Advertising and its impact on society.

2376 Words Jul 11th, 2006 10 Pages
Introduction:

For some years some subtle changes in the practice of advertising have been reshaping the society people live in. The force of advertising reaches out and touches everyone living and working in the modern world today. Advertising is claimed by its practitioners to be largely responsible for the good things in life and is criticized by its opponents as the cause of unpleasant things (Lee & Johnson, 1999). The impact of advertising on the society is a fiercely debated topic, and has been ever since the conception of advertising in its most basic form. There are negative and positive social impacts upon society from advertising in its various forms. For instance, advertising promoting public welfare has a positive social impact
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Lee and Johnson (1999) believe that in general, however, there are three main categories of advertising objectives a business might set itself in terms of whether it seeks to inform, persuade or remind the target audience.

Informative advertising, as Lee and Johnson (1999) explain, seeks to tell the market about the product, explain how the product works, provide information on pricing, and build awareness of both the product and the company. Such objectives are normally pursued at the launch of a new product, or during an update of an existing product.

Persuasive objectives of advertising are to encourage the target audience to switch brands, make the purchase, and create a preference in the market for the product as opposed to its competition (Lee & Johnson, 1999). Wells, Burnett and Moriarty (2000) suggest that advertising of this nature is required in highly competitive markets, where a range of products compete directly with each other. In such situations organizations often seek to differentiate their product.

The third objective which is the reminder advertising, which is used to maintain interest and awareness of a well established product in the market, often in the latter stages of its product life cycle (Well, Burnett & Moriarty, 2000). It is often used at the point-of-sale to remind consumers of the brand. Such advertising is used by the likes of Coca-Cola and other leading brands, to maintain their position in the market.

The impact of