DISADVANTAGES OF ADVERTISING
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- Costly FunctionsThe strong objection and arguments against the advertising is that it is a costly function. It is generally criticized that the cost of advertising to too high and that such high cost is covered by the selling price of the advertising goods. Advertisement is considered as an indirect cost which is added in the distribution expenses. When expenses are to be increased, the selling price of the products will also be enhanced. It is true factor because large advertisers spend thousand of Rupees for advertising in a week. In one study it is found that advertising cost exceeded 6% of sales. It means that consumers will have to pay higher prices of the advertised products. But if the goods were not advertised the cost of advertisement cannot become burden on the consumer. Thus the unbalanced advertising may cause certain goods to cost the consumers more than they should. So it is regarded as an economic waste.
- Misleading claims
Some advertisers cleverly create a misleading impressions of their goods. They present a very rosy picture of their products, before the consumers with the object of increasing their sales.
- Encourage monopoly
Advertisement restricts the competition among the products. Big industrialists and manufacturers may exercise their monopolistic control over the market with the help of advertisement technique which is always against the public interest.
- High prices
It is undoubtedly true that effective advertising increase the sales volume. This increased sale will require more products. Thus the large scale production brings down the cost of goods per unit due to economies in various sectors which reduces the consumes selling prices. But the producers do not lower the prices and the burden of advertising remains on the shoulders of consumers.
- Disconnection of business
Small firms cannot properly advertise their products due to limited resources. But on the other side entire market is controlled over by great advertisers. It becomes impossible for small firms to continue their business in the business field so small firms disappear form the market.
- Influences purchasing power
Advertising goods are generally available in the market at high prices which influence the purchasing power of the consumers. So some people use foul means to increase their income for the purpose of meeting their necessities of life. Thus unnecessary advertising creates the corruption in the society.
- Misuse of advertising
Some beautiful switch lights hoardings, posters and moving pictures are fixed generally in front of some important road for places which have been harmed by the misuse of advertising. Glaring red neon lights have actually been hazards at certain cross roads.
- Creating unrequited desire
Another objection is that advertising influences the mind of public. It creates the desire and taste for new products which are not actually necessities of life and income of consumers will not let them enjoy. Advertising may thus be regarded as the cause of unrequited desire which may result in unhappiness.
- Promotion of social evil
Some firms present immoral program and features and crime stories in Television and Radio for advertising their products which have a very bad influence upon new generation. So advertising results in creating social evils in the society and wasting of economy.
- Buying problems
There are numerous similar types of products which are advertised in the market. But producers lay great emphasis on minor differences in the formula or technique of advertised goods. For example there are many brands of advertised Shaving Creams which perform the same function. But is has become impossible for the average buyer to judge with any certainly the quality of the hundreds of articles he buys.
Miscellaneous objection
(a) Inferior quality of goods are introduced in the market to deceive the consumers.
(b) The new firm having limited resources cannot compete with a already established big firms, with the help of advertising.
(c) A large firm can divert demand from one product to another with the help of advertisement.
(d) Consumer's choice is greatly injured by the advertisement.
(e) As advertising is a comparatively new art so certain media of advertisement is ineffective and inefficient than it could be.
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examples of advertising results in creating social evils
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the iformation about advertising is good to the small extent and bad the large extent b'se although it was not there still p'ple w'd have desires and demand for products
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ADVERTISE IS VERY IMPORTANT FOR PEOPELS.
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lxxy 24 months ago
It's interesting you mention monopolistic practices as a disadvantage of advertising. Sadly, with the web today--and even now iPhone and Android, research has given way to new forms of it.
I think advertising can be a fine art, maybe not so much like an Apple ad, but perhaps as a alternate reality game. It's been done before, (like with the ad campaign of NIN's album Year Zero. It was awesome) and creates such a much more effective interaction between the demographic and the producer of wares.