Advertising: Information or Manipulation

Topics: Advertising, Marketing, Communication design Pages: 8 (2624 words) Published: July 23, 2013
Minamo  Lenge
South University online
Composition III | ENG2001 S03
Instructor:  Kerry Jones.

Advertising: Information or Manipulation?

Advertising is the same word as marketing it has the same background. When talking about marketing we must think about services, consumers’ money and also goods. Normally advertising should be something that can be helpful for the society by telling them the real information about services as well as products they will decide what to purchase concerning their needs. Bovee define advertising as “the non-personal communication of information usually paid for and usually persuasive in the nature about products, services or ideas by identified sponsors through the various media” (Bovee, 1992,p.7). Advertising is information thus giving the people the opportunity to make their own choices it is also manipulation because both complement each other in the world of advertisement. When it comes to advertising your business there are many choices and advantages and disadvantages of each. Some factors to consider in deciding which kind of advertising to use is cost and how effectively the advertising reaches your target audience. There are ten kinds of advertising -Billboards

-Coupon Books
-Direct Mail
- Yellow Pages
-Event Marketing
According to an FTC study, almost 11% of the adult population in the US fell victim to one fraudulent scheme or another during 2011, and the leading venue to attract victims was the Internet. And newspapers were second. TV and radio were also used for fraudulent purposes but ranked behind the other two media, said the FTC, when tallying the places where consumers learned of the offer. The Internet was also the leading medium used to order fraudulent goods or services, followed by the telephone. The leading categories included:
 * Weight-loss Products (5.1 million estimated)

* Prize Promotions (2.4 million est.)

* Unauthorized Billing for Buyers’ Club Memberships (1.9 million est.) 
* Unauthorized Billing for Internet Services (1.9 million est.)
 * Work-at-Home Programs (1.8 million est.)

* Credit Repair Scams (1.7 million est.)

* Debt Relief (1.5 million est.)

*Credit Card Insurance (1.3 million est.)

* Business Opportunities (1.1 million est.)

* Mortgage Relief Scams (800,000 est.)
The most at-risk consumers fell into three general groups: the less educated; the biggest risk-takers; and those who had recently suffered a major life-changing event such as divorce, the death of a friend or family member, illness or job loss. In order to understand advertising better we can divide it in two groups such as: First, is to give some information’s via advertising about certain product and this information is when facing the customers and Second advertising has some manipulative effect on customers. People are wide-open to particular advertisements and this can led them to buy goods products and services or sometimes they are buying things that they did not want to buy. Advertising is important and it is a slight market instrument. In conditions of the developed market when there is high a competition and when every producer tries maximally to satisfy consumer’s needs, the advertising can be a crucial factor in decision-making process. In simple words, advertising is distributing information addressed to target group of consumers about the product and its features. Nowadays it became a usual thing for almost every industry. More often question rises whether advertising is information or manipulation. On one hand advertising could be informative in terms of new products, new features of the product, new services, why this product is better than of the competitor, etc. On the other hand advertising is kind of enforcing of the product to the consumer...

References: Rotfeld, H. J. (2002). Misplaced marketing: The social harm of public service advertising. Journal of Consumer Marketing, 19(6), 465-467. doi:
Epstein, J › Broadcast News‎ Jul 10, 2013
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