Supasiri Soithongpong 5406643386 Do you agree or disagree that spending budget on advertising is a waste? Advertising is a single component of the marketing process. It is the part that involves getting the word out concerning your business, product, or the services you are offering. It includes in such mediums as newspapers, direct mail, billboards, television, radio, and the Internet. 1 Joseph Levine, legendary film producer and advertising guru, said, “You can fool all the people all the time if the advertising is right and the budget is big enough. 2 This quote shows that advertising plays an important role in influencing consumer-purchasing decisions and of course, the budget of a company is very important as well. Marketing managers debate weather spending budget on advertising might not be worth to invest; however, other advertisers and companies feel that advertising gives them such benefits in the business world. Opponents of spending budget on advertising claim that it is a waste to advertise via the arrival of new technologies, notably the internet, because it is not seen as being particular good at building brand by consumers.
However, such an argument completely ignores the fact that advertising via the internet such as, social media, creates brand awareness. As you know that Twitter and Facebook, work with the ‘friend’ concept. People can give you positive reviews, recommend your product and tweet about your company. This whole social community allows your company’s name and brand to be viewed by a significant amount of people. According to one of Twitter clients, for example, PeachorLemon, a car review website, gained over one hundred followers on Twitter within a week.
This is a hundred more people who know about promotions and offers, may tell their friends, visit the website or use other social media outlets to mention PeachorLemon. All this creates brand awareness and thus increasing its value. 3 Opponents also maintain that placing advertisings on an advertising medium especially, television is waste because it is costly. There is no guarantee that the cost of making an advertisement will be recouped by increased sales that result from the advertising. However, it can also be argued that advertising via television saves more money. Comparing with other methods of generating sales, advertising could save more money for a company. By advertising, you don’t have to employ a lot of sales people to market your products because consumers come to you after seeing the advertising. In other words, you could spread your words to a large mass in a short time. You also save yourself the hassle and costs of maintaining a marketing team and other associated costs, such as free product samples. The final argument advanced by opponents of spending budget on advertising is that it is waste to keep advertising the product because it could not make consumers remember the brand. However, the argument is not true. There is an evidence shows that advertising creates brand recognition. Continuous advertising enables a company to develop a strong brand in the market. While advertising generates more consumers and sales, it also creates brand recognition in the market.
Brand recognition is one of the most important factors when making a purchasing decision. 5 It should be evident that the arguments against, spending budget on advertising is a waste, are not valid. I have argued that the money spending on advertising is not a waste as the following reasons, it increases brand awareness, it saves more money, and it creates brand recognition for a company. Therefore, in my opinion, spending budget on advertising is worth to invest and marketing managers should not stop advertising in order to grow.
As Thomas Jefferson said that, “The man who stops advertising to save money is like the man who stops the clock to save time. ”
References 1 Laura Lake, About. com Guide. “Marketing vs. Advertising: What’s the Difference? ” | About. com Marketing < http://marketing. about. com/cs/advertising/a/marketvsad. htm> 2 Jillian Shaw, eHow Contributor. “Advantages & Disadvantages of Using Advertising Agencies” | eHow. com <http://www. ehow. com/list_7233124_advantages-disadvantages-using-adver