Advertising can express the value of a brand among consumers. A dollar value may be placed against the customer “goodwill” for a brand and be made part of the calculation for how much the parent company is worth financially on Wall Street. The $167 million that Gillette spends on advertising its health and beauty aids reflects the value that consumers place on its products. Read the rest of this entry »
As ads are being developed or concepts are tested with consumers, the people working in the media department determine where and when those messages should be placed. In the past, with relatively few media options available (radio, TV, magazines, and newspapers), media’s role was fairly straightforward: Find the most appropriate medium in which to deliver the message, and then choose from the limited number of programs or titles within that medium to find the one(s) most appropriate for the target audience. Read the rest of this entry »
Ethics are the moral principles and values that govern an individual or group. Critics of advertising claim that the industry overall does not adhere to clear ethical standards. They say it lacks a strong code of professional conduct and does not always distinguish correctly between what is morally right and wrong, instead focusing solely on making money. Read the rest of this entry »
From the standpoint of advertising as information, sometimes known as the “market competition” model, the economic role of advertising is to provide information to the marketplace. Read the rest of this entry »
