Essays on Why Marketing and Advertising Are Fundamentally Exploitative Coursework

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The paper "Why Marketing and Advertising Are Fundamentally Exploitative" is a good example of marketing coursework. Marketing refers to activities that are concerned with the buying and selling of services and or products. The activities that are involved in marketing are the ones such as sales, advertisement as well as the delivery of goods and services to the consumers. Advertising is a way of marketing through communication that is aimed at persuading, encouraging or manipulating listeners, viewers, readers or a specific group in order for then to proceed with or engage in new actions.

Exploitative refers to that which has the tendency to treat unfairly or victimize someone. It is believed that for marketing as well as advertising to be effective, they have got to be exploitative in one way or another (Thorson and Duffy, 2012). This is especially the case due to the result of their strategies. The formulation of marketing and advertising strategies that are consistent in not an easy task and it is even much more problematic to ensure that the strategies are successfully implemented. Conflicts arise when the targeted party or clients discover that they are actually being exploited rather than being offered the services that they would call advertising or marketing.

As a result of this, it necessary for those involved in marketing and advertising to ensure the enforcement between advertising and marketing strategies and exploitation (Jorgensen, 2002). Marketing and Advertising are fundamentally exploitative Advertising and marketing, particularly marketing, basically operate in a manner that is exploitative and deceptive as well. This either takes place partially where the kind of ideas and techniques that are employed in advertising and marketing strategies are either partially or wholly exploitative.

The fact that advertising as a form of marketing leads to the undermining or weakening of the customer’ s or targeted buyer’ s autonomy of choice is just an indication that marketing, as well as advertising, have the fundamental role of being exploitative. This exploitative nature is usually targeting the most vulnerable customers who have little or no information at all regarding a certain brand that is being advertised (Applegate and Johnsen, 2007). The strategies that are employed in advertising are to some extent below the expected moral standards, where the sales and marketing management and personnel employ means that in some cases are perceived to be sexually attractive and appealing like using the women boding in the advertising of a product that mainly focuses on men as the main target market.

This is a clear indication that advertising is essentially meant to be exploitative (Thorson and Duffy, 2012). This is so because advertising aims at playing about with human desires to guarantee its success and security in the marketing industry. It is agreeably true that to a greater extent advertising and marketing strategies are exploitative to those whom they target. This can very well be explained by the fact that there is always competition from other marketers and therefore it is no longer about benefiting the targeted party but it is about ensuring that a business venture that is aimed at selling goods and services survives the competition and the prevailing market forces.

Whenever advertising is directed towards the targeted market or individuals, it interferes to a larger extent with that person’ s decision making capability in the sense that their self-esteem in making choices actually goes down.

The issue of marketing brings about and largely contributes to the fact that most of the wants in human life are just resulting from influences that are mainly propagated through adverting measures (Callen, 2010).

References

Applegate, E., & Johnsen, A. (2007). Cases in advertising and marketing management: Real

situations for tomorrow's managers. Lanham: Rowman & Littlefield.

Callen, B. (2010). Manager's guide to marketing, advertising, and publicity. New York:

McGraw Hill.

Jorgensen, A. S. (2002). The food service professionals guide to: 365 secrets revealed.

Lauderhill, FL: Atlantic Publishing Group.

Mooij, M. K. (2010). Global marketing and advertising: Understanding cultural paradoxes. Thorson, E., & Duffy, M. (2012). Advertising age: The principles of advertising and

marketing communication at work. Mason, OH: South-Western Cengage Learning.

Los Angeles: SAGE.

Vollmer, C., & Precourt, G. (2008). Always on: Advertising, marketing and media in an era

of consumer control. New York: McGraw-Hill.

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