Importance of Advertising to Society
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Importance of Advertising to Society

Importance of Advertising to Society Advertising serves the society in the following ways. (i) Employment generation ; Advertising provides direct employment to a large number of people engaged in designing, writing and issuing advertisements. Indirectly, advertising increases employment opportunities by increasing the volume of production and distribution.

Importance of Advertising to Society

Advertising serves the society in the following ways.

(i) Employment generation ; Advertising provides direct employment to a large number of people engaged in designing, writing and issuing advertisements. Indirectly, advertising increases employment opportunities by increasing the volume of production and distribution. By promoting exports advertising helps the country in earning valuable foreign exchange.

(ii) Higher standard of living : Advertising improves the standard of living of the people by promoting variety and quality in consumption. It educates people about new uses of products and provides information for developing better ways of life. To quote Franklin D. Roosevelt, the late President of America, "advertising brings to the greatest number of people actual knowledge concerning useful things, it is essentially a form of education and the progress of civilization depends on education."

(iii) Sustains the press ; Advertising provides an important source of revenue to newspapers, magazines, radio and television. As a result public gets news at lower rates and the circulation of newspapers and magazines increases. Press is the guardian of public opinion and by helping it to remain independent, advertising promotes liberty and democracy in the country. By subsidizing the press, advertising serves as a bright symbol of freedom of choice.

(iv) Stimulates research and development: Advertising can be successful only when it is backed by new and better products. To derive maximum benefit from advertising in the competitive market, every producer tries to differentiate his products from the competitive products. Big business firms have research and development departments to develop new products and new uses. Research and development becomes necessary also to maximize efficiency and to minimize cost of production. In the absence of advertising and mass distribution, many products would remain confined to the laboratory. By promoting research and development, advertising helps in the process of rapid industrialization.

(v) Incentive to progress : Advertising is a great motivating force. People are induced to work hard and earn more to buy new products brought to their knowledge through advertising.

(vi) Art and culture : Advertising promotes the creative energies of people required in designing and developing advertisements. Commercial art is largely the creation of advertising. Advertising provides a glimpse of national life, a running commentary on the way people live and work. Advertising also provides entertainment to the public. Many sponsored programs on radio and television have become very popular due to their entertainment and aesthetic value.

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