It is a matter of low contention that advertising money does go to some waste. Larger packaging, more appealing billboards and fancy and creative television ads with contracted models take a large chunk of the money from companies and can be wasteful.
However, it has to be recognized that advertising does work. In mature markets with competing firms, a common role for advertising is to shift consumer preferences towards the advertiser in a tug-of-war, with no effect on category demand. This has been apparently at work for the big and well established global brands which seem to find a way into any market. It has also been the tool of choice for smaller manufacturers however in combating bigger rivals by creating product differentiation through creative ads. The very success of these companies in this regard is testament to the fact that advertisements do have some level of effect on today’s consumers.
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