Advertising Agency
Government's Role in Advertising Regulation
History of attitudes towards advertising
Changing attitudes
Government's authority
Taste and decency
The advertising is a major contributor and visual segment of the complete marketing strategy of a business. It is also noted as one of the image carrier for an organization. The businesses seek support of advertising agenciesdealing in print and electronic media to establish an advertising campaign along with the design of such activities to further their marketing objectives (Shimp, 2013). There are various environmental factors as well as regulations that should be followed by the advertising agencies. The governments also take part in evaluation of the content printed in advertisements. The role of government in regulating the advertising material and assessment of the content is discussed below. It is required that the governments lower their involvement in such activities and empower the self-regulation of advertisement content through agencies, associations. And above all the target audience.
History of attitudes towards advertising:
According to Chryssides, and Kaler (1993) the attitude towards advertisement reflected the traditional mind set of communities under the influence of religious leaders. These leaders propagated that the advertisement is related to the stereotype that convinced the Protestant community to challenge the doctrine that suggested saving money. Advertisement was also disliked for creating a consumption oriented approach through seducing the youth and aged targets to spend on the joys of the world. The believers were also opposed to the fact that mass advertisement is creating a way forward for mass consumption and augmented sales.
Advertising is also criticized for its ability to persuade masses in increasing their spending to obtain the materials. The argument for supporting such beliefs rests on the issues that there is major portion of pollution that cannot afford to buy these products as a result to recession and other unemployment issues. Therefore it is unethical for the advertisers to attract the public spending. The counter argument in favour of advertising is based on the market principles that highlight that the advertisement can pave a way forward for the marginalized communities to seek a batter life style and it is also helpful in narrowing the gap between poor and the rich communities. It is also argued that the advertising creates a room for mass production and a result the ignored communities can also benefit from the jobs creation in the industry (Chryssides et al., 1993).
Changing attitudes:
The advertisers are also keen to follow the social and business trends. There are various qualitative and quantitative studies that are performed to gauge the consumer response. These studies help the advertisers to identify the changes in the consumer trends and buying preferences. These preferences and trends are used by the professionals to develop various advertisements highlighting the significance of the related product or services features. The advertising campaigns are designed around the notable features of the target audience including age, gender, economic, and demographic information (De Fleur, & Dennis, 2002).
The research De Fluer et al. (2002) also elaborates that the organizations investing in the advertisement campaigns are keen to assess the results of their campaign in terms of achieving their objectives. The effectiveness of the advertisements and assessments of results are also be sought by the clients. The effectiveness of advertising campaigns includes the design of advertisements, message clarity, and usage of vivid and related images as well as the timings and frequency of repeating is important in advertising. The advertisement agencies are required to demonstrate the content and its accuracy prior to its release in the market.
The marketing and advertisement research is based on the collected data and available tools for conveying the message across a large number of target audiences. The effectiveness of an advertisement is dependent on multiple components and variables. Some of the variables are dependent on the external environment and might result into not producing the desired results. There are two distinct schools of through in defining the effectiveness and relationship of advertisement and actual achievement of results. However the decision makers of these advertisement campaigns have power to decide and invest in the marketing campaigns.
The advertisements are also considered as portraying images of various icons through which the target audience are encouraged to identify these images with their particular products. The luxuryproducts including fashion clothing, cars, and music are commodities that are advertised to gain popularity in the market. The advertisers swiftly capture these images and highlight them as associated with the products and a symbol of status for the target audience. The creation of a...
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