Some people believe that advertising serves as a tool of ...

[Jipu 123]

Some people believe that advertising serves as a tool of education. Others believe it serves only to confuse and entice. Choose an advertisement that you have seen recently and use it to make a convincing argument for the pro-advertising position. Be sure to explain how the advertisement can affect an individual consumer. Choose another advertisement that you have seen recently and use it to make a convincing argument for the con-advertising position. Again, be sure to explain how the advertisement can affect an individual consumer.

Question 2

The objective of marketing communications is to enhance brand equity as a means of moving customers to favorable action toward the brand.
 
 Indicate whether the statement is true or false

[dawsa925]

Answer to Question 1

The pro-advertising argument should include the concept that advertising equips consumers to make informed purchase decisions. Better-educated consumers enhance their lifestyles and economic well-being through smart marketplace decision making. In addition, advertising can reduce search time for desired products. The argument may also make the point that the emotional benefits that the product offers are as important as functional benefits.

The con-advertising argument should include the concept that much of what tries to pass as information in advertising is shallow and meaningless. The argument should focus on the lack of discussion of functional benefits. It may also include the concept that advertising creates needs for unnecessary products.

Answer to Question 2

T