Page 218 - SST Class 07

magazines, internet, by the word-of-mouth and and influence the minds of the people. To con-
in many other ways. Advertising informs the front this problem, companies are being asked
buyers about the availability of a certain product withdraw any false and negative claims made in
or service in the market and encourages them to their advertisements and also made to pay a fine
buy it. for these false claims.

The main objectives of advertising are : Commercial Advertising
g Increase the usage of a certain product and Commercial advertising in general is the use of
hence acquiring more orders. advertising to generate revenue.
g Creating new customers and increasing One important aspect of commercial advertising
brand recognition. is that it creates a demand or a perceived need
g To obtain feedback from customers regard- for something. As soon as the consumer has a
ing certain product. reason to want, advertising is there to offer a
solution to that need. Advertisements give
g To indicate introduction of new products or
answers to a consumer’s questions, including
replacement of old ones.
where to eat, where to go, or what to buy.
Advertising has a number of uses. Apart from
Effective advertising works to create a desire
promoting commercial goods, advertising can
while offering an attractive solution.
also be used to educate and motivate the public
about non-commercial issues such as AIDS,
deforestation, family planning, etc. It is a power-
ful media which is capable of reaching to the far-
out masses. Nowadays, we find many advertise-
ments on the internet also. These advertisement
in most cases, have been successfully connecting
the user with the information he requires. To
prevent complete commercialisation of electronic
media, some countries have made it mandatory
for broadcasters to air some advertisements Not every aspect of commercial advertising
educate people of that country on a number of relates to fulfilling an immediate need.
Advertisers also strive to create name recogni-
social and moral issues.
tion, which is commonly called “branding.”
However, some people are very keen on expos-
Effective branding means the consumer instantly
ing the negative side of advertising. The impact
recognizes the company or the product name
that advertisements cause depends on the state
and has come to feel positively about it.
of mind of an individual and his past experi-
Companies use advertising in an effort to impress
ences. For instances, young kids will be easily
consumers with how happy they will be once
attracted by the false claims made in advertise-
they buy the item or use the service offered.
ments. People are also arguing about the
increase in consumption of substances like Once the brand is completely established in the
alcohol and cigarettes after viewing the advertise- market and enjoys the trust of the people. It is
ments. Excessive advertising has become a then able to attract more and more customers
even without further advertising. This function of
nuisance in most cities of the world. Manufactur-
advertising known as brand franchise.
ers easily make false claims about any product

Social Science-7 218