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Limitations of advertisements
An organisation has to spend large amount on advertising. It increases the cost of the products.
To meet this expenditure, price of the product is raised. No manufacturer pays for the
advertising expenses out of his pocket. Advertising, therefore, leads to unnecessary rise in
prices. In this reference it is said that advertising costs are passed on to the consumers in the
Advertisement is a sort of day-dreaming for the people. These days it is taking the people away
from reality and into the realm of artificiality. Through its medium people get information about
new products.
Every manufacturer projects his product as superior one in the advertisement. Therefore, the
Many times, foul language and objectionable pictures are used in advertising in order to attract
a particular class. They may be insulting to a particular class. It causes decay of social values.
6. Encouragement of Monopoly
Advertisement restricts competition among products. Big industrialists and manufacturers can
use advertising to increase their monopolistic control over the market against the public interest.
Advertising increases awareness about a few products but causes all other options to be
overlooked.
9. Dangerous Distractions
Billboards, posters, and electronic moving pictures are placed around important intersections,
which distract drivers and pedestrians. Glaring neon lights and signs are hazards and have
potentially deadly consequences.
Comforting rituals
When we’re feeling stressed, rituals are comforting and help us relax — like having a glass of
wine with dinner or pulling on comfy sweatpants. Advertisers know this, and they exploit it by
manufacturing rituals to go with their products. Take the tradition of putting a lime wedge into
the top of a Corona bottle. You might think it’s an age-old Mexican tradition that enhances the
beer’s flavor, but it probably only dates back to 1981. That’s when a bartender reportedly served
the beer this way in a bet with a friend about whether he could start a new trend. He did indeed,
and it wasn’t long before Corona swept past Heineken to become the top-selling imported beer
in the United States.
Heavy duty
As technology progresses, our computers, cameras and phones keep getting smaller and
lighter. That’s a good thing, right? Yet despite our affinity for compact, sleek electronic gadgets,
we seem to be biased toward believing that heavy things are more valuable. We like the feel of
solid, weighty objects in our hands, whether they’re forks and knives or MP3 players. I tested
this theory once by asking consumers for their opinions on two remote controls — one heavier
and one lighter. Without fail, people thought the lighter one must be broken. Companies know
this, and that’s why many modern-day remote controls and music players are actually weighted
down with useless metal inside — to give them more heft and make people feel that they’re
worth the price.
Music to shop by
It’s well known that music plays to our emotions and can influence us in a variety of ways, but
you might be surprised at how much thought goes into the selection of the music that plays in
your favorite stores. Tempos faster than the human heartbeat encourage quick shopping but
also result in fewer purchases. When the background music has a slower tempo, customers
tend to take more time to look around and are more likely to buy. Some stores have taken it a
step further by playing music with embedded messages, such as “Imagine owning it” and “Don’t
worry about the money” to encourage purchases and “Don’t take it; you’ll get caught” to
discourage shoplifting. One vendor that broadcasts this music says it has seen thefts fall by 58
percent and sales increase by 15 percent.
Knowing where a product comes from often affects our decision about whether to buy it. What if
I offered you the choice of two identical cars — one manufactured in Turkey and one built in
Switzerland? Most people would choose the Swiss car, because they associate it with high
standards and excellent craftsmanship. I came across a similar dilemma when I was working
with a perfume company that was struggling to regain market share. Unlike many of its
competitors, which touted Rome or Paris on their bottles, this company’s containers listed some
smaller cities, including Dallas and Milwaukee. While these are fine cities, they don’t exactly
evoke romance or sophistication. Because this company actually did have offices in New York,
London, Paris and Rome, I suggested adding those city names to the bottles in a prominent
place. Amazingly, this one change led to an almost instantaneous increase in sales. Location
matters.
Conclusion
Advertisement in brief
visual, openly sponsored identified message regarding a product, service, or idea. The
message, called an advertisement, is disseminated through one or more media and is paid for
The world has become a global market. Modern market is more dynamic, competitive, and
than competitors. Consumer satisfaction can be achieved by receiving information from market
In order to inform, attract, and convince the valued customers, a marketer undertakes a number
of promotional means. Advertising is one of the powerful means to inform about company’s total
offers. Advertising is a dominant element of market promotion. Many times, the entire
and popular that it is taken as equal to marketing!! Mass media are used intensively to advertise
various products. Marketing without advertising seems to be impossible. Advertising works like