Essay: Advertisement 

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Essay: Advertising

Advertisement plays a vital role in the economic system of a country .It helps to sell ideas ,goods and and services .Advertisement both reflects and affects our lifestyles and thus plays a substantial social role :It has become so close to our life ,therefore ,it serves multidimentional  communication needs of society .Buisness firms labour unions ,government agencies and political leaders ,among others ,are successfully employing advertisement to inform and persuade people about their purpose .

According to warren k.agee ,phillip H Ault and edwin emery ," Harvard study in the late 1960s indicated " that the average adult was potentially exposed to 500 advertisements per day from television ,radio newspapers ,and magazines .Add to that billboards ,direct mail,such special items as book matches and ball-point pens, and other types of advertising, and the amount to which one is exposed is increased. The figure currently quoted in advertising circles is much higher, viz about 1,800 potential exposures each day." 

These figures relate to the American society. The situation in Pakistan is also very ^encouraging. An average person in our society is exposed to a greater number of TV, Radio, Newspapers, Magazines outdoor t and direct mail advertisements.

 The role of advertisement in I Pakistan indicatedally by the fact, that there isccoAdvertisement is a communication tool |which influences our attitudes towards, products, companies, I lifestyles, and public issues. Advertising helps to determine that [which styles are fashionable and which public figures are our I next folk heroes.

The proponents of advertising would like to have “economists agree,on at least four points: 

1- First, because of advertising, the country’s gross national product is greater and the standard of living is higher. Advertising creates generic demand, as well as, demand for individual brands and thus assists in the marketing of more and better products.

2-A second argument put forth by advertisers is that advertisement plays a major role in informing the consumer so that more intelligent choices are made in the marketplace. Thus, advertising aids are the competitive process.

3-A third rationale for advertisement is that the firm’s cost of production per unit of output is lower because advertising increases demand for the firm’s output.

4-Fourth, advertisement’s proponents ask economists to recognize that because of advertisement, new firms have an easier time entering the market.