Advertising And Its Impact On Advertising Essay

Advertising And Its Impact On Advertising Essay

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Companies rely on advertising to sell their product and the lengths they will go in order to make a profit include via targeting demographics, spending millions on advertising campaigns, researching how to most appeal to buyers with the shape and design of their products, sponsoring public events such as the Olympics that imply health or pride by association, and establishing or stealing a namesake to gain revenue through brand recognition. A corporation only looking out for their bottom line will not always benefit the customer as shown by overcharging for products, causing unnecessary sickness and hospital bills, giving misleading information, and using data from flawed or biased studies in order to highlight health benefits that do not exist in a foodstuff or an ingredient. There are several cases such as a few within the Kellogg’s franchise in which companies are put on trial as a result of their actions. Deceptive advertising is can be shortsighted but is often profitable to the major companies, so it is unlikely it will stop unless people speak up more about it.
Research, planning, creative development, and distribution of advertisements cost companies a lot of money, but still it is surprising how a company can pay 9% of its profits to ads, like how Kellogg’s is willing to shell out over $1 billion on advertising for their products (Goetzl 2010). Research done by Jabir, Janakiraman, and Sanjeev (2010) shows how influential a product’s packaging is on how well it sells. The way the product is designed and shown can be just as important as the product itself in a consumer’s choice to buy the item, because people are very reliant on their vision to categorize and judge things (Mu-Chien, Wang 2011). That is seen in the study...


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...Cola, Kraft, and McDonald’s are many things, but nutritionally sound diet choices would not be included in the list. Yet they all are or have previously been sponsors to The Academy of Nutrition and Dietetics run by registered dieticians and/or the Olympics a celebration of the world’s fittest athletes(Garde, Rigby 2012). Recently people have been pushing back against this. Marion Nestle (2015) described how Kraft managed to get registered dieticians to put a label on their Kraft Singles to claim they are a “Kids Eat Right” choice, and Kellogg’s had registered dieticians also label Froot Loops with a “Smart Choice” label. In both instances the products had those labels removed after many complaints from parents and the general public (Nestle 2015). It shows how influential large corporations can be, because they have the power and funds to sway people to their side.

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