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Advertising and Promotion: An Integrated Marketing Communications Perspective 12th Edition

Advertising and Promotion: An Integrated Marketing Communications Perspective (12th Edition)

Book Edition12th Edition
Author(s)Belch, Belch
PublisherMcGraw-Hill, Inc.

Chapter 21, End of Chapter, Discussion Questions, Exercise 1

Page 740


The government has fixed a legal age for the consumption of products such as cigarettes. Hence, parents should try to make the children aware about the consumer socialization process. Various acts and regulatory bodies have already been set up to protect the children from the negative effect of commercials. 


However, the government should protect teens from the advertising of products such as cigarettes because children fail to understand the intent of the advertisers. They are not able to differentiate between programs and television commercials. As a result, they do not understand the selling intent and persuasive advertising which is used to influence them. 

Sample Response

The Government has fixed a legal age for children that has to be obtained for purchasing tobacco products like cigarettes. Government has also framed various laws regarding governance of advertisements and promotions of cigarettes by companies.  


However, children or teens can be misled by deceptive advertisements and consider smoking presents their cool personality. Therefore, the government should ensure that companies do not take advantage of their innocent viewers.

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