How do marketers respond to charges of "commercial noise"?
What will be an ideal response?
Marketers answer the charges of "commercial noise" with these arguments. First, they hope that their ads reach primarily the target audience. But because of mass-communication channels, some ads are bound to reach people who have no interest in the product and are therefore bored or annoyed. People who buy magazines addressed to their interests—such as Vogue or Fortune—rarely complain about the ads because the magazines advertise products of interest. Second, ads make much of television and radio free to users and keep down the costs of magazines and newspapers. Many people think commercials are a small price to pay for these benefits. Consumers find many television commercials entertaining and seek them out—for example, ad viewership during the Super Bowl usually equals game viewership. Finally, today's consumers have alternatives. For example, they can zip or zap TV commercials on recorded programs or avoid them altogether on many paid cable or satellite channels. Thus, to hold consumer attention, advertisers are making their ads more entertaining and informative.
You might also like to view...
In Baker v. Carr, the U.S. Supreme Court held that the creation of voting districts violates the First Amendment if the voting districts are created without any reasonable or logical formula that results in discrimination against any group
a. True b. False
If 100 resumes were obtained from an employment agency and 19 of the applicants submitting those resumes were invited for an on-site interview, the yield ratio for that agency would be
A. 100 percent. B. 81 percent. C. 38 percent. D. 19 percent.
When Randy accepted a job with Buren Construction, Randy signed the following agreement, "Upon termination of my employment with Buren Construction, I agree never to work for another employer as an electrician." If Randy resigns from Buren Construction, this agreement would be upheld under the theory of freedom of contract
a. True b. False Indicate whether the statement is true or false
In the context of retail store categories, an outlet store is a producer-owned store that sells directly to the public at a huge discount.
Answer the following statement true (T) or false (F)