How advertising may shift purchases between firms and industries Dissertation

How advertising may shift purchases between firms and industries - Dissertation Example persuasive advertising was conceptualised to modify, alter and twist consumers’ tastes. It warps the information that consumers receive, sometimes confusing them or worse, misleading them, making it very hard for them to make informed choices. As it is, basic consumer theory is founded on utility functions, and utility itself is characterised as the satisfaction drawn from the ownership of consumption goods and services. These goods are essential as they gratify the needs and wants of the individual. These physical and psychological needs are known as â€Å"preferences,† and these are believed to be given and to change slowly over time. Persuasive advertising is aimed at affecting and modifying consumers’ preferences. Economic literature is equally divided on the informative or persuasive nature of advertising. Marshall calls it, constructive advertising that is, these are â€Å"measures designed to draw attention to opportunities for buying and selling† and combative advertising which, according to Marshall, involves social wastes. The conventional notion of advertising exemplified in the writings of Kaldor, Bain, Galbraith, and Comanor and Wilson is predisposed to a negative stance of its expediency. The whole contention is that advertising plays a role in bending consumer preferences, whereby consumers are convinced and influenced to buy products that are heavily promoted, in consequence, there exist the exploitation of market power by charging higher prices for branded products.

Marking dissertation proposla Essay Example | Topics and Well Written Essays - 1750 words

Telemarketing in the Hong Kong Insurance Industry - Essay Example Due to the market liberalization that was engulfing the insurance sector in the region during the 1990s, many foreigners have ventured into insurance and the reinsurance business. It is imperative to note that many of the companies that moved into Hong Kong were mainly from the West, especially from the UK as well as the United States of America. As it was expected, this created an environment within this market or sector that was largely characterized by heightened competition as presented by Clutterbuck. As a result, it became apparent that companies within this industry needed to explore other marketing modes if they were to remain in the business and competitively impact on it. Hence, it is against this backdrop that telemarketing should be construed as a feasible option to help in the option of market amongst the various players within this industry. Telemarketing is a form of reaching the ‘would be’ clients by telephone according to Rosenzweig, and Boone and David. Why is it important? – Why is it the important topic to investigate from a theoretical and/or practical perspective? State how the dissertation will help your personal development objectives; career development objectives; your organization’s objectives (where appropriate) and meet the Henley objectives.   It is every business entity’s drive to increase its profit earnings. To achieve this, a business organization needs to conduct an exhaustive study of its surrounding environment and get information on how operations are executed. On the other hand, the business environment is quite dynamic. In this regard, operating businesses, irrespective of their line of operation, need to take into account these aspects.