Member of a society this knowledge is available

This preview shows page 109 - 111 out of 129 pages.

member of a society. This knowledge is available without payment. He pays, of course, if he buys the product or service. For instance, while introducing for the first time, say a pressure cooker or instant coffee, the purpose is to educate. Fourthly, it acts as a 'guide'. Consumers of today are really at sea because the present markets are flooded with too many varieties of products. There are good many producers with wide range of products trying to meet the variable needs of consumers. It is pertinent to note that consumer needs differ in terms of quality requirements, pockets quantities and time factors. It is advertising that solves his problem of coming to the conclusion or to reach a cut-off point in buying. It is so because; advertising makes him more need conscious and directs him to the point of most accurate decision in selecting the best for this money. To sum up, advertising is very powerful mass media of communication that makes possible consumer choice through rational selection. He gets best value for his money that he decides to spend. Thus, advertising bolsters preservation and promotion of consumer sovereignty—the symbol of absolute individual freedom. 4. IS ADVERTISING TOO MUCH PERSUASIVE? Persuasion is the power of advertising. It is the stock of this creative industry. Some critics have given too much importance to this aspect of persuasiveness. The opponents are of the strong opinion that advertising distorts the natural human values and that it makes the people to desire wrong things ; that it promotes private luxuries at the expense of public squalor; that it creates discontent making people dissatisfied with what they have or by making them to dream of things beyond their reach and contributing to waste by encouraging people to discard the things well before they are worn out or vanish. This is a wrong view in part, if not in totality. Prof. Frank Knight has said very correctly that the power of advertising is not so great as to force the prospects to go in for what each manufacturer says through the advertising message. Consumer response to advertising is purely voluntary. It is the decision of the consumer himself. There is no any rule that the prospect is to buy every thing that is advertised by so many 137
BAM 601 Advanced Advertising Management manufacturers or dealers. Consumer has the choice of accepting or rejecting the appeal or the message. Further, there is always time lag between the release of advertising message and the buying action on the part of consumer. It means that consumer thinks before he decides to buy. Just as exchange is free from force, so also a sale or an agreement to sell. Advertising, by very nature, is persuasive. Yet we see some advertisements are too much persuasive such as 'hard sell' or 'brass knuckles' though unpalatable to the consumers. On the other hand, there are advertisements so mild that they fail to do the work of persuasion effectively. The essence of effective advertising is persuasion.

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture