Does Marketing really make people buy things they don’t really need? It has long been debated over whether Marketing is good or bad. Critics said that today’s generation of Marketing and Advertising is unethical and deceitful. Is it true that having our favorite celebrities on commercials, creative and scandalous posters, and humorous ads are Marketing’s tricks to lure us and buy things we don’t need? This article will seek to critically determine contradicting views on how Marketing Communication is truly used.
As consumers, we often believe on advertisements we see on TV especially when products are being introduced by a famous personality. Another is when packaging of a brand gets our attention and attracts us because of its originality and uniqueness. And then by the time we were about to consume it reactions were like, “It is not what it looks like it the picture.”, “My hair is still looks frizzy even though it states here total repair damage.” Consumers often get disappointed and have bad feelings that they got fooled by Advertising.
Marketing is designed to influence a person’s buying criteria. In very short explanation, its goal is to make people buy the product. Marketing avoid risks that will have negative implication to the products and only provide customers information that will be beneficial for them. This describes why is Marketing being accused by critics as misleading and demanding false claims. So it is being argued whether Marketing is really influential or just manipulative.
On the other hand, Marketing is essential for one business to grow and compete in the market. It is the backbone of the company and without it determining the need of the market, developing a product, and satisfying the customers will never be possible. One company is very dependent on Marketing’s capability to have basis on pricing and how to counter competitors move. Despite all negative implications, Marketing is still beneficial for a business to gain profitability, market share, and sales.
Marketing Communication is a strategic process used to plan, develop and execute, and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects, employees and other external audiences. This is how people are going to hear about a product and largely they will decide whether or not they are interested in it based on advertising. People tend to fail to recall another goal of Marketing which is to inform. If we don’t rely on advertisement, how can we know about the product; the way it is used and what it is for? Clearly nobody is going to walk into one’s office and ask for whatever it is that they are selling unless they know about what products they offered. It is like randomly pick something on grocery stalls with our eyes closed.
We need also to take in consideration to overlook that Marketing values its customers. It creates, delivers, and communicates value to enhance customer relationship. Marketing professionals have always basis on determining if the product is worth the price to establish healthy competition in the market. In addition, Marketing aims to know how to locate the best segment of the market that really needs the product which can only be done through intensive research. Marketing professionals don’t guess. They have basis.
Consumers have their insights on what they had experience and had feel about the product sometimes on what they heard through word-of-mouth. They lack reliable information on how Marketing does it job and underestimate the relevance of market research. The issue here is not about how bad or good Marketing Communication is but to figure out how effective it has captured our minds and if we don’t believe its products’ claims, we, customers still have the ultimate power to buy or not things whether it is a need or want.
REFERENCES:
Coon, J. (2012) Playing the Advocate, Retrieved from
http://geniusbusiness.com/redding-california-marketing-2./
Lorette, K. (2012) The Importance of Marketing for the Success of a Business, Retrieved from
http://smallbusiness.chron.com/importance-marketing-success-business-589.html
NBM Communications (2013) Why Marketing is Important to Businesses?, Retrieved from
http://www.nbmcommunications.com/why-is-marketing-important-to-businesses.php
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