‘Though advertising is one of the most frequently used medium of promotion of goods and services, yet it attracts lot of objections. Explain any four such objections.
Though advertising is one of the most frequently used medium of promotion of goods and services, it attracts lot of criticism. In contrast to all the benefits of advertising, following are the criticisms on advertising.
1. Adds to Cost: Advertising unnecessarily adds to the cost of product, which is ultimately passed on to the buyers in the form of high prices. Giving advertisement is a very costly affair whether in visual or print medium. The money spent on advertisements add on to the cost of product and become an important factor while fixing the price of the product.
2. Undermines Social Values: Another important criticism of advertising is that it undermines social values and promotes materialism. It creates discontent among people when they come to know about a new product feel dissatisfied with their present state of affairs.
3 Confuses the Buyers: Another criticism against advertisement is that so many products are being advertised which makes similar claims that the buyer gets confused as to which one is true and which one should be relied upon. Thus it puts customers in a dilemma.
4. Encourages Sale of Inferior Products: Another criticism against advertisement is that it does not distinguish between superior and inferior products and persuade people to purchase even the inferior products.
'Though branding adds to the cost, it provides several advantages to the consumers'. In the light of the statement, state any three advantages of branding to customers.
Explain ‘Price’ as an element of marketing– mix. Also, explain any four factors that affect the fixation of price of a product.
Explain the following functions of marketing:
(i) Gathering and analysing market information;
(ii) Marketing planning;
(iii) Customer support services and
(iv) Physical distribution.
Nisha, a school bag manufacturer decided to improve the product for the profit maximisation and thus added a water bottle holder to the existing design.
i. Identify the marketing management philosophy adopted by Nisha.
ii. Main focus and means and end.
