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Advertising - Essay Example

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And this can be a commercial language relating to new or already existing goods. The main work of this kind of speech in a free market…
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The Value of Advertising Introduction Advertising in simple terms refers to the process of relaying any form of commercial speech with the intention of generating awareness. And this can be a commercial language relating to new or already existing goods. The main work of this kind of speech in a free market environment or economy is to promote a product or service and make it more saleable. Despite the several regulatory concerns, consumers have been benefiting from marketing and advertisements (Clow, Kenneth & Donald Baack, 56). These positive gains introduce us to the topic of whether advertising has beneficial effects on the individuals, community and society as a whole. My main argument bases on the fact that Advertisement is beneficial, and I support this notion.
Unappreciated Benefits of Advertising
To support my views, I consider the choice of Unappreciated Benefits of advertising and commercial Speech by Adam Thierer. According to Adam Thierer, the State officials, the Attorney General and the Federal representatives are in the fore-front trying to regulate the process of advertising and commercial marketing. Many governing initiatives are being proposed while some are already in action. Adam Thierer mentions that these governing rules will adversely affect or reduce the process of commercial advertising or marketing on several platforms. The expected impact of this reduction in advertising and marketing are the direct and indirect harm to the consumer welfare, and the main cause is because most consumers; individuals, the community and society as a whole, depend on commercial speech for their respective brand of products (Clow, Kenneth & Donald Baack, 67).
According to Adam Thierer, affected platforms comprise some of the old-fashioned media, which itself includes Radio and TV broadcasters and the newspapers. Other affected platforms include the brand new media outlets which comprises of online networks, internet, social networks, mobile devices, video games and some cooperative televisions. This increased governing activism would come into action in relation to products and issues like alcohol, tobacco, pharmaceuticals, children’s ads online advertising, during the children’s TV programs, the soundness of ads on TVs, product testimonials and the product engagement advertising. Possibly, the most prominent effort of these governing rules is the latest push to enforce a regulatory system on data collection and online advertising (Gifford & Clive, 37). And this was all in the name of enabling consumer privacy. And this is expected to include a “Do Not Track” technique. This technique automatically blocks data collection and advertising through the compulsory renovation of web browsers (Clow, Kenneth & Donald Baack, 68).
Regulating Advertising
Several policy makers or regulatory officials make an assortment of classically unsubstantiated claims in relation to the negative effects of advertising and online marketing to the consumers; individuals, the community and society. According to Adam Thierer, federal policy makers of the late 1970s, particularly the Federal Trade Commission personnel, fearlessly addressed regulatory marketing and advertising citing issues like deception, offensiveness, annoyance, and its negative effects on underage children. At root, what brings together all these concerns is the conclusive anxiety about marketing and advertising being by all accounts an unnecessary or manipulative force within the society. As mentioned by John Calfee of the American Enterprise Institute, this “force is the fear of persuasion”. John Calfee further states “attacks on marketing and advertising are sardonic in the extreme” since “the essence of persuasion is the absence of coercion.”
Investigations conducted by the government and some academic research organizations, indicated that regardless of the best of intentions, online marketing and advertising restrictions were causing an increase in prices, forming barriers to entry, and denying consumers the necessary information relating to goods and services. According to Adam Thierer, this latter problem attracted the attention of the Supreme Court that started ruling in the 70s that restrictions on advertising were an insult to the First Amendment. For these reasons, the courts and Federal Trade Commission largely liberalized marketing arcades and clearly focused on minimizing deceptive advertising and consumer fraud.
Benefits of Advertising to the Consumers
Consumers generally benefit from marketing and advertising in three major ways. These include Educational benefits; Advertising educates the consumers on the goods and services around them, and this is with respect to the type, quality and prices of particular products within the market. Secondly, there are the Competitive or market effects; this is mainly beneficial to the different market environs (Gifford & Clive, 42). The competitors are kept on toes by ensuring quick response to market issues. And this exposes the consumers to more choices thus making the offered services cheap. The last benefit is the Cross-subsidization or Media promotion; this majorly benefits the society by subsidizing the formation of data, updates and entertainment.
Conclusion
For the above-mentioned reasons, therefore, a consistent regulatory regime against marketing and advertising will adversely affect the consumers’ welfare since it will increase prices, reduce marketplace invention and competition and restrict choices. It will generally affect the economy of a particular state. Thus, we can conclude that, advertising is beneficial to individuals, the community and the society at large.
Work Cited
Clow, Kenneth E., and Donald Baack. Integrated advertising, promotion & marketing communications. 2nd ed. Upper Saddle River, N.J.: Pearson Prentice Hall, 2004. Print.
Gifford, Clive. Advertising & marketing. Oxford: Heinemann Library, 2005. Print. Read More
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