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1. To differentiate the product from their competitors 2. To communicate product information 3. To urge product used 4. To expand the product distribution 5. Too increase brand preference and loyalty 6. To reduce overall sales cost 7. Creates new demands To differentiate the product from their competitors An important function of advertising is the identification function, that is, to identify a product and differentiate it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products. The identification function of advertising includes the ability of advertising to differentiate a product so that it has its own unique identity or personality. There are four additional ways to differentiate your offering from the competition and increase your differentiation: leveraging the brand, innovating your service offering, as well as designing product and packaging in a way that creates an aesthetic beyond the functional. None of these methods are expensive. All are ways that can increase your perceived value to the customer and increase your market share. Example: GARNIER FRUTICS (shampoo) the shampoo bottle have the different color from all other shampoo available in the shelf. The bottle of the shampoo is unique from all others. Example: apple laptops make them different from others as the WHITE color and logo of APPLE on back of the screen. To communicate product information Another function of advertising is to communicate information about the product, its attributes, and its location of sale; this is the information function. Product information communicated to the customers in manner that meets their information needs. Most consumers tend to discount the information in advertising because they understand that the purpose of the advertising is to persuade. Making an advertising message believable is not easy; though often it is sufficient to make the consumer curious enough to try the product. Such curiosity is often referred to as interested disbelief. Advertisers use a variety of devices to increase the believability of their advertising: celebrities or experts who are the spokespersons for the product, user testimonials, product demonstrations, research results, and endorsements. Example: Ponds age miracle, in that ad the celebrity HADIQA KAYANI is informing the consumers about the benefits of it. That how the old women can look younger by using it continuously. It will make you fair cream plus it reduces freckles plus it can be used as a sun block as well it will make you look young. To urge product used The third function of advertising is to induce consumers to try new products and to suggest reuse of the product as well as new uses; this is the persuasion function. The basic function of advertising is to provide constant reminders and reinforcements to generate the desired behavior the advertiser wants from them. This is a particularly effective function in the long run as reminders and reinforcements register in the consumers' minds, becoming the base on which they shape their future decisions. Sampling in the way to urge the product using. Example: Fair and lovely as we know that it will make a girl look fair and prettier in 4 weeks. Example: Neutrogena acne treatment cream will remove your pimple is 24 hours. NEUTROGENAsay no to pimples!! To expand the product distribution When the consumer comes to know about the particular product from the advertisement he/she wants to try that new product. They go to shops to buy the product; if the new product is not available in a shop then the shopkeeper consults the distributor to make that product available in his shop. It is basically to provide the product all over market. It is necessary to make sure that product should be accessible to everyone. Availability of product effect the distribution. Example: Wateen telecom and Motorola Partner to Expand Distribution of Videoconferencing Product Line in Pakistan. So as many people are getting to know about this facility they are running towards the franchises to avail it. So for that Wateen should expand their distribution all around the cities.
Example: Wateen telecom is offering wireless internet chips.Accessibility is major factor for successful product To increase brand preference and loyalty Marketing is a moving thing. Example: Coke targets their consumers on a very large scale through mass media whereas Makka cola advertise on smaller scale or go door to door to advertise their product. Objectives of Advertising Four main Objectives of advertising are: i. broachers and internet. each product features and uses are written on the product. As your needs are changed your preferences are changed. Example: 99% girls who are not married will not look at the ad of pampers or any milk powder for children but when they will get married their interest will automatically move towards such ad' Brand loyalty Brand loyalty is a long-term customer preference for a particular product or service. ii. one will not have to spend any valuable time on looking for other toothpaste brands. Here. It can be encouraged by advertising. Creates new demands Advertising have to create new demands they should educate the people about more and more new things coming up in the market. TV. Here. Like if we would advertise through newspapers. 2. To reduce overall sales cost When a product is selling you have to teach the people about the product. Satisfied customers also develop brand preference. video conferencing and WIMAX services as they are introducing new services in market its creating new demands. he'll buy Nike. the advertisers try to convince the customers to switch from the existing brand they are using to their product. Brand loyalty can be produced by factors such as customer satisfaction with the performance or price of a specific product or service. service and value. When the product delivers the promised quality. young and old. with different techniques and methods most suited. Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. The trial objective is the one which involves convincing the customers to buy the new product introduced in the market. 1. it creates satisfied customers who become instrumental in spreading a favorable word-of-mouth. the advertisers use flashy and attractive ads to make customers take a look on the products and purchase for trials. it would cater huge sum of masses and if you do individually it would be more costly and time consuming. iv. Trial Continuity Brand switch Switching back Let’s take a look on these various types of objectives. ……. It is done using various media types. . Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products. Let us take a look on the main objectives and importance of advertising. Advertising is for everybody including kids. when one buys a tube of Colgate toothpaste and finds it ok. or through identifying with a brand image. Example: For instance. People often make purchasing decisions based on how a brand makes them feel emotionally rather than based on quality or other objective evaluations. If "Just Do it" strikes a chord with an athlete. iii. Advertising helps informs the customers about the brands available in the market and the variety of products useful to them. Advertising is the best way to communicate to the customers. the decision may have little to do with quality. Trial: the companies which are in their introduction stage generally work for this objective. Each year new products. 3. including line extensions and new brands are introduced into groceries and drugstores.
Advertising helps creating goodwill for the company and gains customer loyalty after reaching a mature age. production. Advertising is an important part. who have switched to their competitors. 3. Advertising is important for the seller and companies producing the products Yes. Advertising plays a very important role in customers life. smoking. governments. For the non-conventional and conventional advertising approach. Lets have a look on how and where is advertising important: 1. advertising plays very important role for the producers and the sellers of the products. no customer will come to know what products are available and will not buy the product even if the product was for their benefit. advertising is important for the customers. and their family. offering positions in the fields of creative departments. thus. some reworking done on packaging. If the product is not advertised. etc. advertising goes beyond its conventional approach. ………. The main characteristics one should have to get on their objectives are great communication skills and very good convincing power. If any company wants to introduce or launch a new product in the market. The demand for the product keeps on coming with the help of advertising and demand and supply become a never ending process. Students of an advertising school may choose to pursue a career as a: . advertising is a very artistic way of communicating with the customers.4. Customers are the people who buy the product only after they are made aware of the products available in the market. or the customer. and institutions and can help them make effective decisions. advertising plays a very important role in society. liquor consumption. and research. Advertising is one thing which has become a necessity for everybody in today’s day to day life. Flexibility and competence is must for the industry as the Ad World is highly creative as well as dynamic. Basically. advertising will make a ground for the product. the traders. One more thing is that advertising helps people find the best products for themselves. because Advertising helps increasing sales Advertising helps producers or the companies to know their competitors and plan accordingly to meet up the level of competition. they are able to compare the products and buy so that they get what they desire after spending their valuable money. no one can any day imagine this. When they come to know about the range of products. In the new edge of ad world. CAREER SCOPE IN ADVERTISING INDUSTRY Advertising world has led to the emergence of many new roles within the advertising profession. Thus. Industry requires well groomed people who can develop innovative and creative new idea. new advertise. The advertisers use different ways to attract the customers back like discount sale. Advertising is important for the customers Just imagine television or a newspaper or a radio channel without an advertisement! No. etc. 2. girl child killing. Advertising helps making people aware of the new product so that the consumers come and try the product. Public relations services are often involved with businesses. Importance of Advertising Advertising plays a very important role in today’s age of competition. Switching back: this objective is for the companies who want their previous customers back. be it the producer. media. family planning education. Advertising careers are diverse and can run across a variety of departments. There are some social issues also which advertising deals with like child labour. The ultimate goal is to meet the client’s goals of increasing sales as much as possible. Advertising is important for the society Advertising helps educating people. their kids.
Computer skills and the ability to communicate in a foreign language prove very useful in these fields. A public relation professional is responsible to initiate positive publicity for their customer. Many PR people switched to marketing and advertising field. public relations. they turne to get admission in Public Realtion in univeristies. These managers may travel to the offices of various dealers and distributors. a bachelor’s degree in advertising or journalism is preferred. product development. Nature and working environment Professionals working in the field of Advertising. a bachelor’s or master’s degree in public relations or journalism is preferred. strategy. For advertising management positions. Characteristics of the professionals: . promotions. Advertising. and sales. Advertising Media Planner Media Researcher Copywriter/Illustrator Account Planning Creative Department Production Manager Director of Advertising Director of Public Relations Public Relations Specialist Artists … Public Relation A public relations professional build and shape the image of an Organization. When Public relations people work for a company in the private sector. promotion. including evenings and weekends are common. Students if find no admission in business related subject. Long hours. There is a great demand in a career in public relation in Pakistan. a bachelor’s or master’s degree in business administration with an emphasis on marketing is preferred. pricing. Public relations managers travel to meet with special-interest groups or government officials. Advertising and promotions managers may travel to meet with clients. For public relations management positions. harmonize their companies’ market research. and public relations managers have to work for more than 40 hours a week at times. Qualifications and Experienced Employers prefer a wide range of educational backgrounds with experience in related occupations. For marketing and sales management positions. marketing. They work in pressure and are expected to meet the deadlines and goals. department or corporation. sales. If the client is a government the PR people are called press secretaries or public relation officers. marketing. they handle consumer relations. advertising. and public relations activities. These professionals work in offices near to those of top executives.
a high level of creativity. The first and key factor of advertising is that it will draw an audience's attention to a product or service offered by a company. and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms. The distinct adverts in both TV and print form are instantly recognisable as the company's own and give it an identity as a clean. public relations. resistant to stress. Advertising. public relations. and sales as career. good judgment. Public Relation Courses and Degree programmes Universities / colleges in Pakistan offered bachelor and Master degree programmes for those who want to choose Advertising. to build a connection with their audience and to create competition with their rival firms. and this spending supports thousands of companies and millions of jobs. marketing. …………. public relations. flexible. Should be mature. If an advertisement succeeds at both it can help draw an audience to the product or service and build a relationship between the consumer and company. . marketing. creative. Advertising is a marketing tool that is becoming impossible to avoid in everyday life and can range from subtleword of mouth strategies to full blowmillion dollar media campaigns. promotions. A recent example of this having great success is with the Apple brand. What Is The Importance Of Advertising? So many companies rely on advertising these days to boost sales of their products or services. highly motivated. Advertising is also important to connect to current customers and remind them why they have chosen the right company. and strong communication skills should have the best job opportunities. Current consumers can also be kept up to date with the latest products and services available to them.Advertising is crucial to a company's success and it is becoming more and more important to be backed by a creative and unique campaign. ……. Certification and advancement Some associations offer certification programs for these managers. marketing. Graduates with related experience. modern and reputable brand. Potential customers are made aware of the product can benefit them and will give them a reason to invest in it. It has been suggested that over $400 billion has been spent worldwide on advertising this year. promotions. Establishing this connection should lead to a boost in sales for the business. promotions. Advertisements need to relate to current trends and sell both a product individually as well as the company as a whole. and sales managers are projected to be increases in the future. and sales managers often are key candidates for advancement to the highest ranks. Certification—an indication of competence and achievement—is particularly important in a competitive job market. Advertising gives companies and businesses the opportunity to build up a brand and an identity. Job prospects of advertising. Public Relations jobs opportunities Average job growth but keen competition is projected for these highly in demand jobs.
these are sales promotion. to consumers and general public. complimenting and positively favorable presentation of goods and services to a group of people by an identified sponsor. their goods and services. Media of Advertising Means communication by which advertising message conveyed to the audience is called ‘Media of Advertising’. we would have an introduction to advertising first. products and services available under a brand. But real aim of advertising is to make general public and potential buyers. . It includes both electronic and non-electronic means of communication. Importance of Advertising In a successful business. Advertising can be defined as a paid form of non – professional but encouraging. Though advertising does not mean selling of products and services but it helps in increasing your sales. of services and goods.Importance Of Advertising Advertising is a favorable representation of product to make consumers. It does not include distribution of free samples or offering bonuses. advertising play an essential and important role. Many people think that advertising a product means to sell it. customers and general public aware of the product. general public and end users to be aware and familiar with the brands. Advertising creates awareness in people. aware of goods. It lets the potential buyers. Before going on to the importance of advertising. In simplest words advertising is introduction.
Importance of Electronic Advertising Advertising by means of electronic means of communication is most the popular way of advertising. in a straight line. Advertising on internet is getting more popular with time. Advertising on print media is comparatively cheaper than advertising on television. One can cover a wide range of audiences of all ages. It is the most viable platform available till date. services and goods under the brands. increases profit of the companies by escalating its revenue.When general public becomes conscious to the products. Non – electronic media is in reach of every locality. brochures. journals and books. who are connected directly and indirectly with non – electronic media. know about their supplies. Advertising. You can get your advertising reached to every corner of the world. By this means of advertising. Television viewers are in every home. sharing news and creating awareness. If one is advertising on TV the brand would be introduced in almost every house. pamphlets. Importance of Non – Electronic Advertising This mode of advertising advertises brands via newspaper. brands can let people. they persuade people towards these brands and make them buy better brands. color and gender by using this mean. magazines. . Advertising can be used to create brand awareness in general public and to make business more popular within the circle of potential buyers. The expenditure made on advertisement can turn as good boost in earnings. for advertising. It also includes banners and posters.
on the other hand. in fact. by appropriate means and at suitable time for apt duration. is proper promotion of the products not selling of item. Potential buyers are more interested in buying those brands which are advertised in an attractive manner. help and make most of your advertising cost by promoting your brand on right place.Importance of Advertising Agencies Many of the firms have their own department of advertising whose aim is to advertise the company’s merchandise and services to the potential buyers and make general consumers aware of different aspects of their brand. While. They are always there to suggest. It facilitates general people to buy advertised brands. By means of it organizations can give proper information about their brands to the costumers and consumers. . Good advertising helps to increase sale and assist salesman to sale goods and services. many organizations depends upon advertising agencies for promoting their brands and services which are available under their roof for the consumers’ disposal. Organizations are supposed to pay a certain amount to these agencies for the promotion of their brand name. Advertising agencies have expert consultants and executives to make proper strategies to promote your brands. Advertising.
What is the importance of advertising to an organisation? Importance of advertising We live in an age of competition where advertising has gained a great importance. Still its benefits overcome its demerits. Without advertisement we shall not know the range of products available in the market. The advertiser makes his product popular and attractive by means of regular propaganda. there are advertising agencies in big cities. In past. Attractive advertising increases the demands of public which directly boost sales of the brand. We can say that advertising is a means to communicate to public the merits of different products and goods. the advertisement was done by the beating of drums. The products displayed on TV conquer our senses of sight and hearing. the means of advertising have changed. it produces an urge for better standard of living. handbills. It has also some disadvantages. He appeals to our senses of hearing. ………. Only those goods are accepted as popular which put up a brave show. Market research values a wide spectrum of indicators which gradually narrow a targeted audience. placards. An advertiser is adept in human psychology. TV is the most modern means of advertisement. It sets up before a person the goal of a better home. But in the modern age. It is a preliminary strategy providing various indicators regarding the most efficient way to approach the advertising process and to consider selling and developing strategies within private or public companies. a TV commercial or an online campaign cannot be truly efficient if the audience has no interest in the advertised product or service. Some of the advertisements mislead people and they are captivated to buy substandard products. taste and sight by putting up the loud show of his product. It brings the producer and the consumer closer. The advertisement is a very difficult art. It won’t be wrong in calling advertising a means of communication between companies and their customers. Now it can be done by using mass media. Thirdly. ……… What is the importance of research in advertising? Market research should forecast the impact of an eventual advertising campaign. the newspapers also advertise products. radio and television. Regardless of the quality and creativity standards in advertising. Secondly. better clothing and better food. Some critics call it a competitive fraud. Advertisement has many advantages. It is done by means of newspapers. By means of advertisement. The process has its starting point in generalized information such as demographic information and . It boosts up businesses and promotes business activity. the manufacturer of a product introduces it in the market. The business activity in the country mainly depends on advertisements..Advertising can form a connection between company and customers. Advertising does not give a proper awareness of brands but a nice introduction of companies as well. posters. He knows human psychology and goes on introducing one modern product after the other.
We can easily notice that primary research focuses on prediction.can identify and interpret even financial data for a particular category of prospective consumers. Only those shows which attract a lot of viewers will be shown. The stimulation for the demand of products and services helps the economy grow stronger and stronger. which is not very differentiated and put minorities like older people at a disadvantage.articledashboard. especially in the United States. society. which enables advertisers and managers to reduce the failure risks and to prioritize lucratively the major assets of a business in a particular context. If there are more people buying these products the overall costs will drop and the product will become cheaper for the customer which raises his willingness to buy even more. and the political system. However. secondary research focuses on interpretation. Secondary research interprets data that has already been gathered such as statistics on demographic indicators or authorities’ financial reports. especially in the United States are portrait in a subordinate position. New inventions become known much faster and can establish their spot in the sales figures of the economy. and if the ratings aren’t good enough the show will be stopped. and interpretation. that minority groups. Primary research is considered a very dynamic process because marketers are required to collect information. It tells the consumers that only purchasing products makes you happy and therefore people compare each other on their belongings. This sometimes results in eating disorders and a low self-esteem of women who don’t look like these models. Women also compare themselves with the beautiful and very skinny models they see on commercials and ads. Critics argue that advertising can also have a huge influence on society. primary and secondary research. Depending on the outcomes of market research. Commercials are also an important part of the income of a TV station which leads to the suspicion that a news channel might not report on an incident about a company they depend on.. On the other hand advertisements are very expensive and some economists believe that these costs are put on top of the actual price paid by the customer. whereas. which should later lead professionals to identify consumers' behavior and profile.com ……. . analysis. The Impact of Advertising The advertising business has become such an important factor in the economy in many countries. A lot of TV shows are also based on these commercials. Market research is definitely a laborious process because it involves complex procedures such as collecting information. Source(s): http://www. Another bad effect is. an adequate completion of the entire path results in valid and effective information. culture. Market research comprises 2 fundamental components. advertisers will be able to create proficient advertising concepts and to develop them in outstanding ad campaigns. that it also changes the economy itself. which settles in the minds of people.
And all these credits goes to proper advertising. But since this is very expensive only very rich people have to chance to run for a political position or at least depend on the donation of wealthier people who could have a huge impact on democracy this way. $ 467 million were spent on advertisements and TV commercials in the elections of 1998. viral diseases. Social organizations and NGOs can use the mean of advertisement for promoting their campaigns. It gives the opponents the chance to respond to charges very quickly reaching a few million viewers. products can be known to public easily. Advertising-its impact on society Every time you switch on the TV and you will see some products being pushed on you with some assurance. Through advertising. which leads to a break down in the differences of these societies. It plays with the emotions of general public and encourages them to think that buying and depleting are the . Assorted techniques are used for advertising which persuades the consumers that why they need the product which is being advertised. Thus increasing the consumption and as a result also increasing the demand of the product. Advertising is the promotion of product or services.AIDS. Like every other thing it has also some positive as well some negative points. The political issues talked about in an election are also very much simplified because the spots are only about 30 seconds long. Your mind is being sold to these advertisers. Seeking help through advertisement during epidemics or natural calamities can help a lot. If it has some positive aspect of social and economical impact on society then it do have some negative impact also. With out advertisement not a single farm or company can grow in this world of competition. This is advertising. Charities can use media to advertise about the illnesses and encourage people for donations. It can also be used to educate people about certain diseases or danger (example: . Advertising is the mostly debated topic now. Diseases like Polio could never been controlled if the timings for polio drops aren’t advertised regularly. They focus more on the benefits. There is finally the impact advertising can have on the culture of a country. which consumer will get from that product. it can be ruled out that is has bad impact also. Advertising is a mass marketing technique. There are also various blames that advertising is causing negative social impact on lives. Advertising a public welfare program has positive social impact whereas exposing woman in an advertisement has negative impact on society. Even the backward people are now aware of many diseases and their problems. rather than the product itself. TB. Even if advertising has a vast good impacts on society. Advertising can also be used to generate awareness among public that which product they use and to which product they can say no.Advertising can also have an impact in politics. It can also lead to a lot of discussion about moral values if we just think about the very controversial ads of Benetton we have discussed. They can decide which product they need and why. Children will grow up not knowing how their culture has been before in their country.). and you can’t really discuss a lot in such a short period of time. The globalized economy uses the same commercials in a lot of different countries. …. This gives companies a way to expose their products to people and hence maximize their sales. Advertising can also be used to inform public about social events like concerts and performances. etc.
activities of life. They argue that advertising creates a consumer culture in which buying exciting new products becomes the foundation of the society’s values. or business people. One can judge from them that which one have positive and which one can have negative impact on society. However. but with different forms. We want to earn more and more money so that we can buy happiness in forms of products. we can say that advertising has positive as well as negative impact on society. that is ice-cream. many ads today still emphasize a woman’s sexuality. Ads in the 1950s depicted women primarily as decoration or sex objects. including Hispanics. Materialism is being much glorified through advertisements. to the public. and free entertainment might no longer be widely available. and goals. Native Americans. African Americans were usually shown in a subordinate position. but its also true that the more we consume. It is true that advertising increases consumption. pleasures. In-depth news programs. because if demand increases production also increases. The way advertising has depicted racial minorities has also been harmful. ………… SOCIAL IMPACT OF ADVERTOSING he Social Impact of Advertising can be summed up as one that has significant impact on a given society. radio. . Our society and the marketing of products depend so badly on advertisement that even its negative impact on society can’t outweigh the many positive social and economical effects. Some critics suggest that advertising promotes a materialistic way of life by leading people to believe that happiness is achieved by purchasing products. advertisers by the 1980s had begun to depict African Americans as students. Although millions of women worked outside the home in the 1960s. magazines. Both of them are of same products. a diversity of magazines. of what is necessary and what really not needed should be focused more. Due to the influence of the civil rights movement. can divert the society a lot. So. ads continued to focus on their role as homemakers. where sexuality is shown much than the actual theme of the movie. because we always just want to have more. However. or they might be considerably more expensive. Other critics express concern over the way advertising has affected women and racial minority groups. There is still considerable debate over how advertising influences public perception of gender and of particular ethnic groups. Advertisement can create contentment but can also simultaneously create discontentment. The balance. As ads have begun to more fully reflect the lives of women and African Americans in the United States. and Eastern Europeans. We are starving for material goals. being advertised as they can bring all the happiness in our lives. Products which are heavily advertised are expensive due to the cost spent on advertising. offer less variety. Prior to 1960. and broadcast television all receive their primary income from advertising. Advertising has a major social impact by helping sustain mass communications media and making them relatively inexpensive. Advertising can have wide-ranging repercussions on a society. if not free. increasing attention has been paid to the way in which advertising shows other ethnic groups. or even be subject to government control through subsidies. Advertising posters of modern films. Asians. which can again have dangerous consequences Society is becoming ignorant towards social or world issues because we are too obsessed to satisfy our newly created needs. many African American organizations and community activists continue to object to the way that alcohol and tobacco companies have seemingly targeted low-income minority communities with a heavy preponderance of outdoor advertising for their products. Thus the need of raw materials also increases. Without advertising. after the 1960s it became more common to see women depicted in professional roles. the more we destroy the environment. however. Whether owing to the feminist movement or to women’s increasing economic power. Newspapers. shown below. There are two advertisements. many of these forms of mass communication might not exist to the extent that they do today. professionals.
Those over the age of 60 are thought to be less influenced by advertising. If the ratings show that a program is not attracting large audiences.At the same time. Most members of the news media deny that pressure from an advertiser prevents them from pursuing news stories involving that advertiser. society might not be alerted to harmful or potentially harmful conduct by the advertiser. for example. The impact of television on young children has received much attention. and may develop eating disorders in pursuit of a thin figure. The Social Impact of Advertising can shape the way and manner a particular society reacts to certain product and services. noncontroversial programming to avoid offending a mass audience. thin models. become dissatisfied with their own bodies. which makes them especially vulnerable to advertising. it may exercise undue influence on the news media and thereby curtail the free flow of information in a free society. but some elderly people no longer process messages as easily as younger people. As a result. particularly among 18 to 34 year olds. making them more susceptible to questionable advertising claims. Advertisers may affect media programming in other ways. many become dissatisfied with their own body image. Reporters and editors. but some members of the media acknowledge that they might not be inclined to investigate an issue aggressively if it threatened to offend a major advertiser. . For example. This preference causes TV networks to emphasize this type of programming. companies that sponsor TV programs prefer relatively wholesome. buffed bodies. New research suggests that adolescent boys are also being influenced by advertising images of bulked-up. television shows are often developed with this audience in mind. Because advertisers are especially interested in attracting the 18 to 34 year olds who account for most consumers spending. devote large amounts of time to weightlifting. however. Research suggests that children see television advertising as just another form of programming and react uncritically to its messages. As a result. The result is that society may be denied the benefits of being able to view challenging or highly original entertainment programs or news programs on controversial issues. too. As a result. shows that are more likely to interest and to be of value to older audiences are not produced. and may even take drugs that have harmful side effects in order to develop more muscle. advertisers often withdraw support. may be hesitant to develop a news story that criticizes a major advertiser. There is also concern about the way in which adolescent girls respond to advertising that features beautiful. which causes a program to be canceled. critics charge. some critics warn that because advertising plays such a major economic role. Research indicates that many adolescent girls are unduly influenced by this standard of beauty.
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