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Consumerism

and AdvertisReporter: Methuselah M. Danggod 

 BSED ENG 3B

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Rights of the

consumer and twoperspectives of

advertising:

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Rights of the consumer and twperspectives of advertising:

The consumers Right to be infor

has the right to seek out accurate informaproducts and services and should thereforeadvertisements and product performancarefully.

The consumers Right to Choose

practice comparative shopping and in  judgement he should carefully select afrom whom to buy.

The consumers Right to Heard:know where to go for help when seeking respeak up when errors occur or when the

the product or service is inferior.

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LABELS

1. Brand ame!. "dentifying Statement

#. et $eight or Content

%. &Arti'cia( Co(oring

). ame * Address of +anufacturer,. &"ngredients -Largest amt. to

Sma((est

/. &A 0icture of ood is ot Re2uire

Right to be informed

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  "he consumer must be aware thadeception and misrepresentation canthe market. Consider the products bein a telemarketing campaigns.

Can we really lose weight by strappwaist belt or wearing a special type ofapplying a special type of cream# really enhance our body $gure anfeatures if we wear some type of gel

some lotion#%hile there are government agencies

to look after the welfare of cogovernment alone cannot solve the

 "he consumer must learn to be&'arman and (ckert )*+*,.

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The Economics of Ad3ert

There are t4o 3ie4s of ad3er

-ne view thinks that advertisinredundant and economically expenditure since it generates

concentration and monopoly powe "he other view sees it as an ec

for providing information to consumenhancing competition &/cConell a)**1,.

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A23(R"4546' 5"RA"('4(5

4mpulse buying 7 most pro$table items at eye level to encoubuying 7 end isle displays.

/ultiple 8ricing 9;).<< or =;> encourage buying more.

5pecials 7 buy one get one free.

Celebrity (ndorsement 7 -ften do not use the product.

0rand Recognition 7 shop for brand instead of product

exp. ?leenex vs. @acial "issue

8am vs. 3egetable 5pray.

8ositive 4mages 7 Associate 8roduct with image.

Coupons 7 se when $nal cost is less than comparable bran

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Traditiona( 5ie4 and e0erspecti3e of Ad3ertisi

Traditional View- sees the main purpose of as inBuencing consumer preferences. 4t is a mthrough which $rm can increase its share of by manipulating consumer preferences in fadvertisers product.

New perspective – contends that itinformation about the product characteristic and therefore helps the consumer make decision. 0y providing the consumer with inadvertising reduces search time and costs.