Advertising and Promotion (MKT621)
CRITICISM ON ADVERTISING
In this lecture students will be explain the importance of certain parameters to be follow to
progress in the profession of advertising. Moreover, a phenomena about the criticism of
advertising and its role will be discussed in the light of various observations by leading
HOW TO RISE TO THE TOP?
Whenever a young person enters into advertising profession he or she is tempted to the over
enthusiastic, ambitious wanting to the most resultantly adopts a behavior of aggression which
can prove detrimental to his / her growth in the profession. Therefore having been in this
profession and knowing the pros and cons, ups and downs in this progression, following
parameters are appended below as advice to the young professionals to succeed and progress
steadily and surely.
· Be ambitious but not extra aggressive: Being ambitious is good but it does not mean to
be aggressive to the extent that fellow workers become jealous to destroy you.
· Be patient: Joining the advertising profession straightaway after completing your
education generally the advertising agencies will hire you assistant advertising account
executive. This is where you should learn with passions and with experience get matured
to represent your agency with conviction and impression.
· Learn to make good presentations: With creativity at its top and being used extensively
it is essential that a young professional should learn how make good presentations to win
over clients and thereby getting business their agency.
· Make friends with the clients: This implies good rapport with the clients at all levels to
ensure new business of retain the existing.
· Always take notes of your meetings with clients: It will often happen that an account
executive in a working day will be meeting different clients of different category and
type. Therefore it is advised that notes of the meetings with all clients should be written
down to avoid mix up and confusion.
SHOULD ADVERTISING BE ABOLISHED?
There have been different views and opinions about advertising, importance, utility and role in
society. There have been calls to abolish advertising as:
Mr Bevan called advertising be "an evil service".
Professor of Galbraith of Harvard held It tempts people to spend on "unneeded" possessions.
Arnold Toynbee of Winchester said:
"Cannot think of any circumstances in which advertising would not be an evil"
However, despite the above rigid opinion the moderates thought differently & disagreed with
American President Franklin Roosevelt:
"If I was to start life all over again I will go in Advertising business in preference to almost
Sir Winston Churchill agreed with Roosevelt and said:
Advertising and Promotion (MKT621)
"Advertising nourishes the consuming power of men. It sets up before a man the goal of better
home, better clothing, better food for himself & his family."
While discussing and reviewing the role of advertising in politics the famous advertising
professional and the founder of Ogilvy & Mather David Ogilvy as an advertising agency
refused political advertisement because of following reasons:-
1. If you advertise one party, you will be unfair to the others.
2. The next important point that advertising should be used for good causes as it helps in
spreading the "good word / deed" to many people, thereby improving society.
In order to reach a conclusion whether advertising should be abolished or not it is
important to answer following questions.
· Does Advertising raise prices?
· Does Advertising encourage monopoly?
· Does Advertising corrupt Editors?
· Can Advertising force an inferior product on customer?
· Is Advertising a pack of lies?
· Can advertising force people to buy things they don't need?
According to Hill & Knowlton report:
"The vast majority of thought leaders now believe that advertising promotes values that are too
materialistic". However, advertising business people think this philosophy to be a danger to
their profession. SO they believe & profess that "ADVERTISING SHOULD NOT BE
ABOLISHED -- BUT IT MUST BE REFORMED".
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