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Advertising
and Promotion (MKT621)
VU
Lesson
40
CRITICISM
ON ADVERTISING
OVERVIEW
In
this lecture students will be
explain the importance of
certain parameters to be follow
to
progress
in the profession of advertising.
Moreover, a phenomena about
the criticism of
advertising
and its role will be discussed in
the light of various
observations by leading
professionals.
HOW
TO RISE TO THE TOP?
Whenever
a young person enters into advertising
profession he or she is tempted to
the over
enthusiastic,
ambitious wanting to the
most resultantly adopts a
behavior of aggression
which
can
prove detrimental to his /
her growth in the
profession. Therefore having
been in this
profession
and knowing the pros and cons, ups and
downs in this progression,
following
parameters
are appended below as advice
to the young professionals to
succeed and progress
steadily
and surely.
·
Be
ambitious but not extra
aggressive: Being
ambitious is good but it does
not mean to
be
aggressive to the extent
that fellow workers become
jealous to destroy
you.
·
Be
patient: Joining
the advertising profession
straightaway after completing
your
education
generally the advertising
agencies will hire you
assistant advertising
account
executive.
This is where you should
learn with passions and with
experience get matured
to
represent your agency with
conviction and impression.
·
Learn
to make good
presentations: With
creativity at its top and
being used
extensively
it
is essential that a young professional
should learn how make good presentations
to win
over
clients and thereby getting
business their
agency.
·
Make
friends with the clients:
This implies good rapport
with the clients at all
levels to
ensure
new business of retain the
existing.
·
Always
take notes of your meetings
with clients: It will
often happen that an
account
executive
in a working day will be meeting
different clients of different
category and
type.
Therefore it is advised that notes of the
meetings with all clients
should be written
down
to avoid mix up and
confusion.
SHOULD
ADVERTISING BE ABOLISHED?
There
have been different views
and opinions about advertising,
importance, utility and role
in
society.
There have been calls to
abolish advertising
as:
Mr
Bevan called advertising be
"an evil service".
Further
more
Professor
of Galbraith of Harvard held It
tempts people to spend on "unneeded"
possessions.
Arnold
Toynbee of Winchester said:
"Cannot
think of any circumstances in
which advertising would not
be an evil"
However,
despite the above rigid
opinion the moderates
thought differently & disagreed
with
these
three.
American
President Franklin Roosevelt:
"If
I was to start life all over
again I will go in Advertising business in
preference to almost
every
other."
Moreover,
Sir
Winston Churchill agreed
with Roosevelt and said:
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Advertising
and Promotion (MKT621)
VU
"Advertising
nourishes the consuming
power of men. It sets up
before a man the goal of
better
home,
better clothing, better food
for himself & his
family."
While
discussing and reviewing the
role of advertising in politics
the famous
advertising
professional
and the founder of Ogilvy &
Mather David Ogilvy as an
advertising agency
refused
political advertisement because of
following reasons:-
1.
If you advertise one party,
you will be unfair to the
others.
2.
The next important point
that advertising should be
used for good causes as it
helps in
spreading
the "good word / deed" to
many people, thereby
improving society.
In
order to reach a conclusion whether
advertising should be abolished or
not it is
important
to answer following
questions.
·
Does
Advertising raise
prices?
NO!
·
Does
Advertising encourage monopoly?
YES!
·
Does
Advertising corrupt
Editors?
SOME!
·
Can
Advertising force an inferior
product on customer?
NO
WAY!
·
Is
Advertising a pack of lies?
NO
LONGER
·
Can
advertising force people to buy
things they don't
need?
DEPENDS
According
to Hill & Knowlton report:
"The
vast majority of thought
leaders now believe that
advertising promotes values
that are too
materialistic".
However, advertising business people
think this philosophy to be a danger
to
their
profession. SO they believe & profess
that "ADVERTISING SHOULD NOT
BE
ABOLISHED
-- BUT IT MUST BE REFORMED".
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