Advertising and Public Interest - Case Study Example

Advertising and public interest Name: Professor: Title: Date: Advertising and the public interest Introduction This is a form of communication between an organization and its customers in the market. Firms use the aspect of advertisement to persuade their customers and other potential customers to purchase their products or use their services. Advertisement is a form of marketing that aims at increasing sales and creating consumer awareness in the market. It also aims at competing favorably in a competitive market (Green 2011). It aims at attracting loyalty among the existing consumers and increasing demand of products or services from other new clients. Firms in a competitive market use the weapon of advertisement to attract more customers that their competitors and increase sales. However, these adverts do not contain perfect and true information; hence, consumers must not believe every bit of them. Importance of advertising to a firm and the public This research paper analyzes different forms of advertisement that firms use to attract the public to use their products and services rather than those of their competitors. It also analyzes the impact of this advertisement to the public and to the firm too. For instance, research shows that some adverts result to public annoyance. An advert must be unique in its own way to ensure a firm stands out from the rest and attract more consumers. That means that adverts carry with them much creativity (Biagi, S. 2011) The repercussion of public annoyance towards a particular advert is that it leads to financial strain of the firm. This is because a firm invests funds in an advert and so expects returns. This paper also analyzes two products of a firm and how it carries out its advertisement on them. It also looks at cases for this advert from its consumers and another case against it. This two cases help in the analysis process of the impacts an advert can have to the public. Public reaction towards an advert should send signal to a firm on whether it is right or not. There are several factors that determine whether the public embrace an advert or not. For instance, overdoing an advert or advertising it in excess will defiantly annoy the public. Types of advertisement available to firms include using print media like magazines. Organizations use websites and blogs to market their services and create public awareness about services they offer. There are various ways that a firm can market its products and services to create awareness to the public. Public awareness includes changes in a certain brand like lower prices, improvement in their quality or introduction of a new brand. It is important that organizations market their products to correct its image to the public. This is because some brands in the market today have a bad image to the public. Therefore, marketing for such a company would be great because it corrects its bad image. It is also essential to carry out an advert to the public because they learn more about a company’s products and services. Adverts serve the purpose of impacting more knowledge of a product and service to the public. Commercial adverts also aim at maintaining and keeping existing customers so that they remain loyal to them. Impact of public annoyance to an advert Advertisements have both positive and negative impacts on the public. This is because the public can react positively towards an advert from a certain firm and at the same time react in a negative manner towards an advert that was aimed at creating awareness to them (William & Ferrell 2011). There are some adverts that have negative impacts to a society depending on certain factors. This is a major challenge for managers with the responsibility of coming up with an advert. They have to balance between positive and negative implications of an advert before airing it to the public. It must meet the requirements of a society including morals and cultural beliefs to avoid public blame. Research shows that some companies produce adverts that get blames from the society and lives of the public. All firms should always consider the public before advertising their products and services. They must consider the impact that that product and advert on the lives of the people. For instance, some adverts nowadays advocate for sexuality without considering the morality of an advert or a film to the lives of a society (Green 2011). Another major issue on the same is a film or an advert that encourages materialism due to its consequences. This kind of advert encourages ignorance on the public. Such adverts annoy the public because they do not promote morality; rather they encourage immorality and erosion of culture. Public annoyance on such an advert results to a loss to a particular firm. This is because the advert does not serve the intended purpose of increasing turnover; rather it discourages the public from purchasing their products like movies. Such a firm faces financial constraints because adverts are costly to put up and it is unfortunate that they face negativity rather than positivity from the public. The public reduce their consumption of such a product or service. Advertisement of two products and their effect on the public One product that raises concern to the public is the Red Bull advert. This is a company that sells alcoholic drinks in most parts of the world (William & Ferrell 2011). Its market is spread internationally; therefore, it uses marketing strategies in all market countries. It is well known by its famous jingle of “gives you wings”. It advertises to the public on its ability to give them energy through its adverts on gaming(Green, 2011) This advert faces several criticisms from the public. This is because they argue that it has energy due to its high alcohol content. The public also criticizes it on the basis that it encourages people to drink it and drive all in a bid to show how energetic they are. This comes as a result of their advert involving of a video game where worm move faster when they drink this drink. However, others encourage this advert because it ahs a lot of creativity in it and this enables it to attract more clients and increase turnover. Another firm that faces criticisms in its advert is tobacco adverts. In this case, a tobacco firm by the name Kool. It advertises using icons of people going for hiking in a waterfall and are smoking these cigarette for fun. They create public annoyance because teens see these adverts on their way to school and in the media (Green, 2011) The bone of contention for this advert is that firms place these adverts in teenage magazines. An example of such is the advert on tobacco usage found in the hot 90’s magazines. This results to public annoyance on such a company that does not consider age before advertising on media and other avenues. Far from these critics, the advert has received positive reactions on their ability to use influential icons for their adverts. References Green, J. (2011): Advertising: The Rosen Publishing Group. William, M. P & Ferrell, O. C. (2011): Marketing: Cengage Learning. Biagi, S. (2011): Media Impact: an introduction to mass media: Cengage Learning. Read More