Concept of Advertising

“Examining Advertising Practitioners' Ethical Considerations and Its Implications for Consumer Welfare” by Linda Tuncay and Catherine Coleman
Summary
Tuncay and Coleman (2008) state that insufficient consumer research has been done regarding the beliefs of advertising specialists on how advertising affects consumers. Few exceptions to these are the works by Hunt and Chonko 1987; Drumwright and Murphy 2004; Moon and Frank 2000. While investigating this, Tuncay and Coleman performed a qualitative research in which 20 individuals who were employees in an American advertising company participated. Unlike previous research, their discoveries show that specialists are generally concerned about how advertising affects women. Nonetheless, in spite of the fact that recent studies have shown that advertising might have a negative impact on men, men were proved to be unaffected by media influence.
According to Tuncay and Coleman (2008), a specific issue which has gained the attention of popular and academic deliberation is the issue of gender stereotype in advertising and particularly how it affects women. These dialogues, which broadly represents women as an “at risk” audience is based on previous history of gendered representations of the market. Inside the system of consumer theory, susceptibility isn’t related with the male consumer category. These discourses, which focus on the susceptibility of females but disregards male responses, have influenced not just the ways the advertising industry operates but also the moral implications of these operations. Current research has proved that men weigh themselves against the basics of advertising and this might cause them to feel inadequate or vulnerable. Regardless, no research, even till today, particularly studies how or whether advertising specialists pinpoints ethical dilemmas which concern male consumers.
From their findings of their study, Tuncay and Coleman gave proof of ethical shortsightedness or twisting of ethical objectives which stops ethical issues from being prioritized. Drumwright and Murphy (2004) stated that several people have problems identifying ethical problems or identifying them clearly. Though a number of people do not understand the ethical undertone of problems generally, others have wrong ethical objectives which are majorly developed by rationalization or an unreadiness to pay attention to the issue so that it can be clearly seen. These rationalizations add to and expands the perceived problem. Women are equally referred to as a specific audience which needs to be protected while the men were believed to be unaffected by the negative effects of advertising. These findings proves wider gender and cultural dialogues within the American society. The societal beliefs regarding gender are that the men are strong, they show little or no emotion and they should be able to endure pain while the women are inactive. Nonetheless, a favourable deduction from these results is that advertisers show responsiveness, even though not rapidly, to popular as well as academic dialogue the effect of advertising images. Drumwright and Murphy (2004) discovered that advertisers could achieve success and be morally cognizant concurrently. This responsiveness provides an opportunity to consumer researchers which enables them occupy an active function in tackling the development of audience susceptibility and impacting consumer wellbeing.
Advertising and Integrated Marketing Communication (IMC)
Integrated Marketing Communications refers to a concept which makes sure that every kind of communication as well as messages are properly interlinked. This is an inclusive plan which studies the crucial roles a number of communication fields play and then brings these fields together to give consistency, clarity and full communication impact (Linton, 2017).
In the normal method of marketing communications, businesses, corporations and agencies make separate efforts regarding direct marketing, advertising, sales promotion and press relations. Integrated campaigns apply identical communication tools so as to reinforce one another and increase marketing effectiveness. For example, within an integrated campaign, it is allowed to employ advertising to increase product awareness and provide leads which the sales department would work with. When this information is communicated via feature articles and press releases, it backs the messages passed via the advertisements. Then, direct email can be used to answer follow up questions from either of the advertising or the press campaigns. This will enable more information to be provided to the prospects. In order to help promote these prospects to profitable customers, telemarketing can be applied to directly sell or fix sales appointments with them. From this, it is clear that advertising improves the general concept of integrated marketing communication as it involves providing facts of a service or product in such a manner that people are finally convinced to purchase or apply the promoted product (Linton, 2017).


REFERENCES

Tuncay, L., & Coleman, C. (2008). Examining Advertising Practitioners' Ethical Considerations and Its Implications For Consumer Welfare. Advances in Consumer Research, 35, 967-968. Retrieved from http://primo.unilinc.edu.au/primo_library/libweb/action/search.do;jsessionid=4DD674A7DF53A5A354D03B1031854C8B?
Linton, I. (2017). The Importance of Integrated Marketing Communications. Retrieved August 10, 2017, from Houston Chronicle: http://smallbusiness.chron.com/importance-integrated-marketing-communications-73248.html
Drumwright, M. E., & Murphy, P. E. (2004). How Advertising Practitioners View Ethics: Moral Muteness, Moral Myopia, and Moral Imagination. Journal of Advertising, 33 (2), 7-24. Retrieved from JSTOR: https://www.jstor.org/stable/4189254