Download Negative phenomena

More than $500 billion
a year is spent on
advertising worldwide
Advertising or advertizing is a form of communication for marketing
and used to encourage, persuade, or manipulate an audience (viewers,
readers or listeners; sometimes a specific group) to continue or take
some new action.
The desired result of advertising is to drive consumer behavior with
respect to a commercial offering, although political and ideological
advertising is also common.
In Latin, ad vertere means “to turn the mind toward”.
The purpose of advertising may also be to reassure employees or
shareholders that a company is viable or successful. Advertising
messages are usually paid for by sponsors and viewed via various
traditional media; including mass media such as newspaper, magazines,
television commercial, radio advertisement, outdoor advertising or
direct mail; or new media such as blogs, websites or text messages.
What makes us buy some products
and not others?
Why do we prefer some brands over
others?
Do print ads and TV commercials
actually influence our behavior?
In an effort to answer
these questions,
advertisers look to
research.
Advertising research is a
specialized form of
marketing research
conducted to improve the
efficiency of advertising.
Customized research is conducted for a specific
client to address that client’s needs. Only that
client has access to the results of the research.
Syndicated research is a single research study
conducted by a research company with its
results available, for sale, to multiple companies.
“The most important word in the
vocabulary of advertising is TEST. If
you pretest your product with
consumers, and pretest your
advertising, you will do well in the
marketplace.”
David Ogilvy (1963)
COPY TESTING is the most prevalent type of advertising
research.
Copy Testing is a specialized field of marketing research that
determines an ad’s effectiveness based on consumer
responses, feedback, and behavior. Also known as pretesting, it covers all media channels including television,
print, radio, internet, and social media.
Before a campaign starts, copy pretesting indicates what to
stress and what to avoid.
Post-testing/Tracking studies provide either
periodic or continuous in-market research
monitoring a brand’s performance, including
brand awareness, brand preference, product
usage and attitudes.
Some post-testing approaches simply track
changes over time, while others use various
methods to quantify the specific changes
produced by advertising—either the campaign
as a whole or by the different media utilized.
Advertising plays an important part in making modern
goods and services available to the general public.
The effect of mass media on our society, especial in
the last half century has been profound.
Everything around us reflects how we live, work, play
and believe. For better or worse.
MARKETING COMMUNICATION SIDE
EFFECTS
Marketing
communications (or
marcom or
integrated
marketing
communications)
are messages and
related media used
to communicate
with a market.
Marketing
communications
is the
"promotion" part
of the "marketing
mix" or the “five
Ps":
• price
• place
• promotion
• product
• people
Side social effects of marketing communication
can be identified at the level of their influence
on behavior of people (purchase behavior,
decision-making), lifestyle, changes in the value
structure or personal identity.
They also take part in creation of the picture of
a person’s social position, social differences,
they influence social cohesion or social tension
in society, they also largely activate economic
acting of people.
Positive side of Advertising
provides useful information about goods and services
a consumer can anonymously read information about a product in a
magazine or on a website
a consumer can compare similar products to one another without leaving his
home
advertisements deliver incentives to consumers; coupons that entitle the
buyer to a discount or a free item are part of advertising
announces upcoming sales when consumers can save money on products
and services they need
Negative side of Advertising
It increases the cost of goods.
It misleads the public by giving false statements about the product.
It creates tastes and desires for some people whose income may not allow them to
buy. Such people feel dissatisfied.
It increases monopolistic trend
It creates the possibility of wrong purchases. Being impressed by the advertisement,
in some cases, a person is not able to purchase the commodity, which he actually
wants to purchase.
It reduces cleanliness. Large number of posters and writings on the walls are used for
advertisement. This makes the roads and the walls of the houses look dirty. Thus, it
reduces the natural beauty.
It is a cause of wastage of natural resources. As a results of advertisement, style and
fashion change quickly. It makes the goods out of fashion
Feelings of Inadequacy
Ads can negatively influence the way readers and
viewers see themselves.
Models in most ads are young and attractive. They
appear to live fun-filled, carefree lives where they
attend parties with young, attractive friends. This can
provoke feelings of inadequacy in the viewer.
Soup ads featuring adolescent children eating lowcalorie soup encourage young girls to cut calories to
unhealthy levels.
EXAMINATION OF ADVERTISING
Objective: to find out whether and to
what extent people perceive that
every advertising campaign
promoting a certain product not only
informs about it, persuades, acquires,
but also invokes a number of other,
side, unplanned social effects.
Watching advertising in the selected
media
What things or products are those for
which your purchase is
most influenced by advertising?
If you think over about how advertising and
other methods of marketing communication affect society, generally, what do
you consider as
the main consequences of their impact in society?
PERCEPTION OF SIDE EFFECTS OF ADVERTISING IMPACT
Undesired effects are caused by advertising
SIDE, UNDESIRED EFFECTS OF ADVERTISING BY TYPE OF
PROMOTED PRODUCT
Side effect of food advertising
-
Negative phenomena:
obesity, excessive eating, deteriorated health
extensive shopping and consumption of unhealthy food
wasting of food and purchase of unneeded food
excessive price, increasing prices and deterioration of food
quality
Positive phenomena:
- Change to more healthy eating habits
- Purchasing of more quality and healthy food
- Increasing interest in what we eat
Food advertisements often
use “food stylists” to style
food for advertisements.
For example, food stylists
for roasted chicken will pull
the skin tight on the chicken
and sew it up with a needle
and thread. Then they will
stuff the chicken with wet
paper towels, which keeps
the chicken plump and
creates steam. The chicken
is then roasted just enough
to make the skin bumpy
while the insides remain
raw. The bird then is
painted a golden brown.
Side effect of pharmaceuticals
-
Negative phenomena:
Excessive consumption; higher purchase of unneeded
pharmaceuticals (vitamins and minerals)
Advertising discourages people from visiting a doctor;
Excessive dosing; the body pollution; lost immunity
Drug addition, narcotic addition
Untrue information about pharmaceuticals and brands
Excessive price of pharmaceuticals
Positive phenomena:
- Supporting health; improving quality of life
A York University study revealed
that U.S. pharmaceutical companies
spend twice as much on advertising
as they do on research.
Side effect of alcohol
-
Negative phenomena:
Dependence and alcoholism
Deteriorates health
Leeds to illness
Unhealthy lifestyle
Alcohol availability and consumption are excessive
Increasing criminality
Positive effect are stayed rather as a joke:
- entertainment, experience, something new, a part of a
party, no need for advertising
Side effect of cigarettes
Negative effect:
- damage, deterioration of health, illness,
causing of cancer
- Dependence, excessive consumption,
excessive availability (even for children)
- Pollution of the environment
- Promotion of unhealthy lifestyle
- Higher costs of medical treatment of smokers
The famous Marlboro Man ads began in
1955. The Marlboro Man actually included a
variety of masculine figures such as athletes,
gunsmiths, and captains, but the rugged
cowboy image proved the most marketable.
Three men who appeared in the
advertisements later died of lung cancer,
earning the brand the nickname “Cowboy
Killer.”
Side effect of cars
-
Negative phenomena:
Pollution of the environment
Deterioration of the traffic situation
High price of cars
Lack of physical movement of people
Lack of money for buying a car (depression and jealousy)
-
Positive phenomena:
Possibility to travel
Social status and personal image
Faster transport
Safety
Increasing of economy
Side effect of mineral water
-
Negative phenomena:
Pollution of the environment with plastic bottles
Higher consumption of mineral water
Deteriorated health of the pollution by unhealthy
effects of sugar
Drop in consumption of normal (natural) water
Positive phenomena:
- Belief in medical effects of mineral water
- Link with the nature and healthy lifestyle
Side effect of holidays
-
Negative phenomena:
Financial stress (high prices, only for the rich people)
Disappointment with the place compared with the ad
Leads to pollution in the environment in recreation areas
Depression of those who do not have money
Tourism in the home country are neglected
-
Positive phenomena:
Rest and relaxing, traveling
Better experience with other countries and cultures
Influence on social prestige of a person
Influence on economy of the country
Side Effect of Newspapers
-
-
Negative phenomena:
Provide an untrue information
Manipulation of people
High consumption of paper and therefore also
cutting of forest
Positive phenomena:
Better orientation in social processes and
education and formation of opinions
Side Effect of Books
-
Positive phenomena:
Creates pressure on education and knowledge
Invokes interest in reading
Influence on the quality lifestyle
Better utilization of leisure time
-
Negative phenomena:
Cutting a forest
Most ads promote low class books
Wasting money, “ we have libraries”
Deterioration of eyes
Influence on children
• The average child in America watches over 40,000 television
commercials in a year, or over 100 a day.
•
• Advertisers consciously try to create a ‘nag factor” by bombarding
kids with ads encouraging them to buy certain products in order to
become popular. American children ages 12-17 will ask a parent for
products they have seen on television an average of nine times until
parents finally give in.
• In advertisements for children, child actors are typically older than
the target audience. For example, a commercial for 8-year-olds will
show 11- or 12-year-old models playing with an 8-year-old toy.
Advertisers use older children as role models, as an image of what
younger children will want to be like.
• Advertisers often use a technique called “affective
condition,” which means they take a product and place it
next to other things consumers feel positively about. For
example, a detergent ad will juxtapose their brand with
babies, sunshine, flowers, or other similar
items. Repeatedly showing their brand with these items
makes consumers feel good about the detergent too.
• Advertisers appeal to several common psychological
themes to motivate people to buy their products. Some of
the most common psychological appeals are to self-
preservation, sex, self-esteem, fear,
authority, and imitation.
Thank you for
attention.