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Culture is learned as a part of social experiences. Language, traditions, norms and values of society are those characteristics which make culture and give it a shape. Today companies conduct extensive research to study every aspect of consumer’s life and design such advertising campaigns to enhance consumer’s formal learning by reinforcing desired modes of behaviour and expectations. Companies use advertising mode to communicate the culture to members of society by using their native common language and shared symbols of society. A company uses all elements of marketing mix to communicate effectively to promote both tangible and intangible aspects, and the related concepts to consumers through media.
Tea is very popular hot beverage that is served at both professional and social gathering especially in Sub continent. In Pakistan tea is considered as a staple food item and important part of culture and heritage. Tapal is famous in Pakistan for its tea top brands, this company have strong Brand activation activities, these activities making Tapal more attractive, exciting and interactive for its consumers. Tapal family mixture”Qabool Hai” (2012) advertising campaign was in one of their marketing activities.
Point of Discussion:
How the use of different cultural themes by the companies in their ads attracts their customers towards their product and creates a desire of usage or preference in them? Discuss at least five points of how the use of cultural themes could be beneficial for companies in creating patronage for their brands or products keeping in view the cases of TAPAL. (20 Marks)
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Benefits of Advertising
Economic: useful tool for sustaining honest and ethically responsible competition by informing people of the availability of rationally desirable new products and services and improvements in existing ones
Political: helps counteract tendencies toward the monopolization of power by informing people of the ideas and policy proposals of parties and candidates
Cultural: can exert a positive influence on decisions about media content; contribute the betterment of society by uplifting and inspiring people and motivating them to act in ways that benefit themselves and others. Importance of witty, tasteful and entertaining advertising, even to the point of becoming art.1
Moral and Religious: communicate messages of faith, patriotism, tolerance, compassion and neighborly service, charity, health, education
Harms of Advertising
Economic: misrepresent and without relevant facts; subvert the media by pressure not to treat of questions that are embarrassing and inconvenient; tout harmful or useless goods; move people based on non-rational decisions; become a tool of "consumerism"; particularly harmful in economically less developed countries
Political: costs of advertising can limit political competition to wealthy candidates or to those willing to compromise their integrity; distorts the views and records of opponents
Cultural: corrupt culture and cultural values by contradicting sound traditional values; can create superficiality, tawdriness, and moral squalor; ignore educational and social needs of certain segments of the audience; contributes to stereotyping of particular groups
Moral and religious harms: deliberate appeals to motives of envy, status seeking, and lust creates vulgar and morally degrading advertising; treat of religion in obnoxious and offensive manners; can promote morally suspect or perverse products and practices