Advantages And Disadvantages Of Publicity Pdf
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- Advantages and Disadvantages of Advertising
- The Advantages of Publicity
- Advantages and Disadvantages of Publicity
Public relations PR can help raise your business' profile and improve your reputation. If done well, it can be a cost-effective way to get your message to a large audience. However, it can be tricky to guarantee success.
Advantages and Disadvantages of Advertising
Everything you need to know about advantages and disadvantages advertising. Advertising is defined as the paid, non-personal form of communication about products or ideas by an identified sponsor through the mass media so as to inform, persuade or influence the behaviour of the target audience. Advertising is directed to a large number of people and not to one individual.
That is why we call it non-personal. Advertising is communication about products or ideas. It may inform us about the features of iPod or new smart phone or spell out the need to have a cancer check-up. Advantages of Advertising — 1.
Promotion of Sales 2. Expansion of Production 3. Enhances Goodwill 4. Large Turnover and Huge Profits 5. Information about Different Options and Comparative Prices 6. Creates Employment 7. Higher Standard of Living. Disadvantages of Advertising — 1. Adds to the Cost of Production and Product 2. Leads to Price War 3. Deceptive Advertising 4. Leads to Unequal Competition 5. Creates a Monopolistic Market 6. Promotes Unnecessary Consumption 7. Decline in Moral Values. The advantages of advertising are to be analyzed in terms of its advantages which are as follows:.
A well-advertised product is easier to be sold by the salesman in the market. The main object of the manufacturer in advertising his products is to promote the sale of his products. Goods produced on a mass scale are marketed by the method of mass persuasion through advertising. Repetition of advertisements, the manufacturers are not only able to retain existing markets but are also able to expand the markets both by attracting more people to their products and also by suggesting new uses for them.
Advertising is a helping hand to selling. It creates a ground for the efforts of the salesmen. When a salesman meets its prospect, they have just to canvass for a product with which the consumer may already have been familiarised, through advertisements.
Sales turnover and encourage mass production of goods are enhanced by advertising that results in large scale production, average cost of production reduces and results in higher profits. At the same time, when the cost of advertising and selling costs gets distributed over a larger volume of sales, the average cost of selling also lowers down.
Advertising creates demand by which every retailer gets an opportunity to share with others. Hence, the retailers who deal in advertised goods are materially assisted by advertising in the performance of their functions.
The retailers have not to bother much about pushing-up the sale of such products. Therefore, they evidence more interest in advertised products. A highly responsive market is created by well-organised advertisement campaign thereby facilitating quick turnover of the goods. Resulting, in lower inventories in relation to sales and being carried-on by the manufacturers.
Seasonal fluctuations on demands for products are smoothened by advertising generally the manufacturers tries to discover and advertise new possible uses of which a seasonal product maybe put.
The innovation of cold tea and cold coffee for the use during summer has helped in increasing the demand for these beverages even in that season. The same maybe said for refrigeration. Usually, goods are advertised under brand names. When a person is moved by the advertisement to use the product, they proceeds on the hope that the contents of the particular brand will be better than the other brands of the same goods.
When his experience confirms his expectation, a repeat order can be expected. Purchasing becomes easy for the consumers after advertising. Generally, the re-sale prices prices at which the goods are to be sold by the retailers are fixed and advertised.
Thus, advertising offers a definite and positive assurance to the consumer that they will not be overcharged for the advertised product. The consumer can make his purchases with utmost ease and confidence. The utility of given commodities is increased by advertising for many people. It points-out and pays even more for certain products which appear to have higher utility to them. Being an educational and dynamic principle, the prime objective of advertising is to inform and educate the customers about new products, their features, prices and uses.
It also convinces them to adopt new ways of life, giving up their old habits and inertia and have a better standard of living. The consumers are quite keen on getting quality products at stable prices over a period of time. Each consumer has his or her own family budget where he or she tries hard to match the expenditure to the disposable income for a socially acceptable decent living.
In case the prices go on changing abruptly, these individual budgets are likely to be distorted to such an extent that the consumers will have to think of substitutes for the products they are enjoying at present. What a travelling salesman does for this organisation is done by the advertising at least cost. This is the reason that most of the retail organisations do not employ large army of travelling salesman, rather they are willing to spend on advertising which attracts consumers to the sores where the counter salesmen cater to their needs.
Every retailer having the stock of different producers needs a quick turnover. By bringing the wide range of these products to the notice of the consumers, advertising boosts up of sales. Faster sales imply the specific advantages such as reduced capital look-up, reduction in losses of holding stock over longer period, increased profits even by reducing the profit margin per unit.
Further, advertising gives much leeway and freedom to better serve the needs of the consumers. Radically advertising has changed the basis of human motivation. While people of earlier generations lived and worked mainly for bare necessities of life, the modern generation works harder to supply itself with the luxuries and semi-luxuries of life.
For support and sustenance the newspapers, periodicals, journals, looks for advertisers, press, look to advertisements. In the absence of income from advertising, the newspapers have to be produced at a higher cost and may not be able to keep themselves free from its competitors.
Designing artists, writers to do creative work. They earn their living from preparing advertisements. When manufacturers are assured of sufficient profits. They undertake research and discover new products or new uses for existing products. Advertising puts forward this assurance and thereby encouraging industrial research with all its advantages. Advertising too have its own limitations.
It is a deferred revenue expenditure, as the results are not immediate. As advertising occupies a substantial portion of the total budget of the organisation. Hence, investing a large sum in it does not necessarily yield immediate results thus limiting its utility. A major drawback of advertising is misrepresentation of facts regarding products and services.
Advertising creates desires as consumers have low purchasing power. It leads to discontentment. Such discontent is obviously not very desirable from the point of view of society, particularly if it affects a large majority of people.
But it is important if it acts as a spur to social change. Advertisements promote industrial concentration to a greater or lesser degree. The extent of such concentration may vary with the character of the individual trade, the advertisability of the product and the technical conditions of its production.
Although, studies on this subject are not conclusive. The evidence of positive association between advertising and concentration is weaker than can be expected. It is objected that advertisement is that it is used to destroy the utility of goods before the end of their normal period of usefulness.
Now models of automobiles with nominal improvements are, for example, advertised at such high pressure that the old models have to be discarded long before they become useless, not that merely, the most-advertised products are delicate, fragile, and brittle. It is much debated whether advertising induces additional cost upon a product which the community has to pay.
In a sense, it is true since expenses on it form a part of the total cost of the product. But at the same time, it would be unjust to infer that if the advertising costs were cut down the goods would necessarily be cheaper. Advertising is, one of the items of costs but it is a cost which brings savings in its wake on the distribution side.
Critics state that advertising encourages unnecessary product proliferation. As it leads to the multiplication of products that are almost identical, resulting in wastage of resources which could otherwise have been used to produce other products. Advertising compels people to buy things they do not need as it is human instincts, to possess, to be recognized in the society, etc.
At times, various types of appeals are advanced to arouse interest in the product. Sentiments and emotions are played with to gain customers. With the growth of information on the Internet has growth the amount of time people spend on it, which has in turn generated a new market for Internet advertising. Some of the wealthiest companies in the world have made sure that they get a piece of the internet marketing pie, and for a good reason. As a company looking for advertising opportunities to a specific market, Internet advertising offers some targeting methods that insure that those who see your ads are the ones most likely to buy.
Forget the costly machine- gun strategy of newspaper advertisements, Internet advertising is targeted! It is impossible to get a good idea of how many people see advertising through traditional means.
The Advantages of Publicity
Publicity is a way to get your company in front of potential customers. Unlike marketing, which can come across as a sales pitch, publicity often carries the authority of an independent voice. Proper use of publicity can result in higher sales, as your company and products are exposed to a wider net of customers. While publicity cannot always be directly controlled, strategies to garner publicity often prove beneficial to corporate growth. Publicity and marketing are often used interchangeably to describe a company's promotional activity, but there are significant differences. Whereas companies generate their own marketing materials, publicity is granted by outside sources, such as the media.
Everything you need to know about advantages and disadvantages advertising. Advertising is defined as the paid, non-personal form of communication about products or ideas by an identified sponsor through the mass media so as to inform, persuade or influence the behaviour of the target audience. Advertising is directed to a large number of people and not to one individual. That is why we call it non-personal. Advertising is communication about products or ideas.
Advantages and Disadvantages of Publicity
Public relations offers several advantages not found with other promotional options. These advantages include:. While public relations holds many advantages for marketers, there are also concerns when using this promotional technique.
A marketing strategy refers to the methods you implement to promote your products and services to your target audience. It can include website content, television and radio advertising, and content launched on social media platforms. Developing an effective marketing strategy for your business is the key to growth, expansion, and long-term success.
Advertising and publicity are two very different communication tools, even though both employ the mass media as a vehicle for reaching large audiences. Traditionally, most marketers placed heavy reliance on advertising and only occasionally used publicity. On the other hand, public relations practitioners have primarily relied on publicity--or, as they sometimes prefer to call it, media relations--and only rarely used advertising. This does not mean that advertising should be seen only as a marketing tool and that publicity should be seen only as a public relations tool.
Publicity offers the advantages of credibility, news value, significant word-of-mouth communications, and a perception of being endorsed by the media. Beyond the potential impact of negative publicity, two major problems arise from the use of publicity: timing and accuracy.
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