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Consider this scenario: A
family is engrossed in
watching a very interesting musical program on
television. Suddenly, everything `blows off' and one can only see the
line, "remaining part of the program after the break." With
this announcement starts the unending sequence of advertisements
of various products and services.
Everyday, we continue to absorb the messages put out by
numerous advertisements, whether we like them or not. As aptly put by
the Time magazine, "Advertising works, but without our knowing, that it
is working on us. Good advertising works with still greater care
and quietness." Today's advertisers have the capacity to be all-invasive.
Kim Rotzoll, Professor of Advertising, at University of Illinois,
says: "Advertisers do not have the power to compel, no matter how vast
their promotional efforts are. But, however, they do have the power
to prevail—prevail in our magazines, newspapers, prevail on our radio
and television sets, in store windows and, above all, to prevail on
our priorities."
Modern advertising is not merely a vehicle for
promoting purchases and stimulating consumption. It also
guides, educates and protects buyers, so that they can buy intelligently and
raise their standard of living. Advertising is an indispensable tool that
helps to introduce a new product. It helps an established product retain
its position and provides information and creates options or choices.
In today's society, advertising has a profound impact on how
people understand life, the world and themselves, especially their
values and their choices and behavior.
Advertisement is considered to be effective, only if it serves a set
of goals. The knowledge of consumer reaction to advertisements is
of immense importance, especially for the marketers. A large number
of researches have been conducted in India and abroad by
advertisers, consumer organizations and many institutions to examine the
impact of advertisements. |
