Global Communication Management
Table of Content
2.1 Development of advertising industry. 3
2.2 United States advertising governing and regulatory bodies. 6
2.2.1 Self-regulatory organizations. 6
2.2.2 Regulation at federal level 8
2.2.3 Regulation at the state and locals. 9
3 Evaluation of advertising industry case studies. 9
3.1 The positive impacts of the advertising industry based on United States Samsung case study 10
3.2 Negative impact of advertising industry based on United States Samsung case study. 12
1 Introduction
Promotional culture is the culture around us, and it is pervasive and inescapable. The twenty-first-century culture of the world is capitalist. Capitalism comprises of political ideology and a socio-economic oriented to production with the objective of increased profit, expansion of the organization, and establishment of the more comprehensive and global market for brands. In addition, commodification, which consists of the designation of the price of a product and the value to all things for the means of profit, pipes a way to capitalism. The primary component that activates and supports the global culture of capitalism is the promotion. Promotion takes many shapes and forms in its existence and occurrence.
I agree with Professor Aeron Davis that the world has become promotionally saturated and that people do not bother on how excess promotional shapes the world. The promotional arms race has seeped into all fields, powerfully re-shaping organizations, individuals, and our dispersed Society as a whole. Examples of promotional media industries include advertising, content marketing, public relations, and lobbying. The promotion has been done day today globally. The promotion has been excess in the world such that the people do not even think of the impact on the Society since it has become apparent. The promotion has both positive and negative effects on the Society and the entire countries, which experience the force of promotion industries. In this study, I will talk about adverting as one form of promotion and its effects, both positive and negative, on the United States of America. Don't use plagiarised sources.Get your custom essay just from $11/page
2 Development of the advertising industry and the key organizations representing the industry in the USA
2.1 Development of advertising industry
Since early 1920, the United States’ advertisement has grown immensely. The current advertising spending is more than seven times higher than that in the past decades. The new media of communication, like radio, television, and commercial internet messages, was, in a way, unimagined almost like seventy years ago. The harmony of advertiser, agency, and the medium applied remains the basis and foundation of the business relations to advertising. In advertising, men and women are still fighting on the uphill challenge to establish their professional prominence and win proper veneration and recognition. The most outstanding growth and development in the advertising industry and advertising styles has been the shift from attempting to market much-manufactured goods to an inversed consuming public to ever more subtle efforts to section and target specific groups for a particular sound, brands, and services.
Advertising agencies in the United States, initially in the organizations and business of peddling, advertising space in the local newspapers and are a limited range of magazines, befitted servants of the fresh national advertisers, designing copy and sculpture and positioning promotions in the point’s utmost probable to attract buyer or customer attention. The employees in the developing and growing advertising industry required validity and public approval. In the United States antiquity, the development of the advertising industry has responded to the changing business demands, technologies in the media fields, and cultural contexts. During the colonization period, a significant number of American colonists enjoyed imported British consumer goods. They also worried about dependence on imported manufactured goods. They resolved to start the demotic production of these goods and start selling those markets. This led to the growth of the advertisement industry in the country as there was a need to inform the citizens of the state that the goods that have been imported for a long time during the colonial period are now available and produced in the country.
The adverting industry started developing and expanding drastically in the United States as industrialization was taking its mantle and as a result of increased production activities in the country. Due to the increased production activities in the country, there were enhanced products from the industries. The need for the establishment of the market of the products both in the domestic market and international market arose. The developing organization saw that it was possible to establish a non-existing market for its products and to expand the already established markets. This was done by informing and sensitizing the people in different geographical areas on the existence and availability of a particular brand from an individual company or an organization. And as a result, there was the development of the advertising industry in the country which is growing to date in the country.
The United States was facing steep competition in the market with countries such as Japan and China, especially in the line dealing with electronic goods. The country faced competition both in its very domestic market and mainly in the international market. With increased market competition, the country had to look for ways that will make the organizations gain marketing advantage that will be used as a tool of grabbing the significant proportion of the market they offer to supply their products. The country, in particular, the companies and organizations, decided to invest mainly in the adverting industry, which will aid in the promotion of their products in the market. The advertising industry started growing and developing in the country. The proportion through adverting has now become excess, and the country has become promotionally saturated.
With modern technology, there is the development of the advertising industry in the United States. The technology has helped in designing improved media of communication. These media include televisions, radios, and the internet. Through these media, the organizations and companies would pass the information regarding their products across the significant population nationally and internationally. Through the internet, the advertisement has become dull as the information on a specific brand can be passed through mobile phones, and the buying of the products can be done through online buying and selling. This was one of the critical improvements in the advertising industry in the United States.
2.2 United States advertising governing and regulatory bodies
There are several governing bodies and regulatory bodies responsible for the promotional industry. The advertising industry in the United States. Here, I will give a brief history of them, the key individuals responsible for the development of the advertising industry governing and regulatory bodies. In the United States, freedom of speech and expression is viewed as a paramount aspect of human rights and liberties. Freedom of speech is considered to be strictly democratic in the United States. However, in promotional industries, there is a slight restriction on how countries should engage in promotional advertisement activities. The governing and regulatory bodies of the advertising industry in the United States are tasked with the responsibility of controlling the dissemination of disingenuous advertisements, straightforward marketing if the wellbeing of the nation is in interrogation to act as a cover and PrefermentPreferment of illicit goods and services. Both state authorities and self-regulation control the advertisement activities in the United States. The three state authorities and self-regulation bodies controlling advertisements in the United States include self-regulation organizations, regulation of state and locals, and directive at the federal level.
2.2.1 Self-regulatory organizations
The most active directory of advertising industrial practices international is the presence of well-established non-governmental officialdoms. These bodies ensure that all the organizations globally adhere to the ethical issues formulated by the national and international promotional industry ethics and standard.
AAF is the most influential and primogenital advertising business association in America. The organization represents forty thousand puffs, media industries, interventions, native publicity publics, and institutions. This body protects the advertising industry within and at all levels of regimes through the engagement of proletarian undertakings. Also, the organization organizes meetings with its associates and persuasive lawmakers to discuss advertising legislation at federal, state, and local to come up with diversified knowledge and understanding on how to avoid engaging themselves in unethical advertising malpractices. Also, the organization is responsible for filling the contentious and fundamental issues affecting the United States advertising industry and present them United State government for more discussion and implementation as well as making necessary adjustments favoring advertisement industry
Better Business Bureau regulatory organization sanctions businesses. It ensures that industries adhere to national and international corporation’s certification morals. The accreditation standards include a code of commercial practices, is committed to solving customer complaints, building trust, and hope in the advertisement. The better business bureau acts as an additional method for resolving customer complaints together with the corporation’s disputes. It operates a reconciliation mediator between organizations and customers in solving related malpractices to ensure the ethics of advertisement practices are observed.
The other regulatory body of the advertising industry is the Association of National Advertisers. The agency monitors the organization’s practices, the executive’s corporation’s affairs, and safeguards promoter’s jurisdictive privileges. It advances and protects potential customer marketing businesses. Notably, the association plays a vital role in protecting the desires of marketing communities by interactively participating in legal spheres, legislative, and regulatory meetings targeting shaping and controlling the performance of the advertising industry. The body mainly aims at protecting advertisers from exploitation from governments and competitors.
Audit Bureau of Circulations regulatory body was commenced by a group of publishers, advertisers, and advertising agencies with a common goal of eradicating illusive practices. The circulation frequently publishes audits reports for purchasers and buyers to use when making business decisions. The body majorly focuses on availing independent, audits circulations, niche, and websites. The most influential and successful advertising agencies Audits Berea Circulations reports to make viable buying and advertising decisions. Also, this circulation is used by advertising media is designing and formulating the right marketing strategies. The body sets standards for its members to engage themselves in truthful advertisements through automated vending association and unswerving marketing overtone.
2.2.2 Regulation at the federal level
The main directory body for the advertising market in the United States is the Federal Trade Commission. The central authorities adopt authoritative laws and permit monitoring agencies to enforce them as well as formulating policies to the rheostat advertising industry. The body protects unfair methods of engaging in market competition. Conversely, the organization plays an integral part by actively being involved in consumer protection. The Federal trade commission represents customers’ comforts; stakes its proficiency with national and state-owned senates, and international government. The Bureau of consumer protection performs most FTC works.
Federal communications commission legalizes advertising by social media. The authoritative body resolves customer complaints on the right timing and contents of the advertisements. Also, it manages dogmatic indoctrination rubrics and guidelines about scrap facsimile marketing. It has sub-organizations that control the advertising market like food and drug administration, which formulates the PrefermentPreferment of drugs and supplements. The body also inaugurates edification agendas and tenacities purchaser prerogatives by use of dissection of remedy Publicising and Marketing.
2.2.3 Regulation at the state and locals
The state, nation, and city legislators are also actively involving protecting and controlling the advertisement industry in the United States. For example, municipal organizational and courteous cryptograms, commercial and proficient ciphers, offer the basis for bearing in mind of advertisement misleading and duplicitous. The state laws are drafted based on uniform deceptive trade practices act. The act clearly illustrated ethical advertisement issues that cannot be neglected in the advertising industry, such as quality, price, benefits of products and services, and originality. In case of violation of this law, the consumers are advertised to file a complaint to either state, city, or national attorney general in the United States for immediate actions to be taken. The consumer affairs departments are responsible for issuing licenses to individuals and corporations intending to start a business in the United States. In case the consumers have a question on the advertising of a licensed company, it needs to file a complaint through the respective. If the department found guilty of engaging in advertising malpractices possible, a fine is either paying money or cessation of the license contract.
3 Evaluation of advertising industry case studies
The impacts of advertising industry practices in the United States have been explained deeply by a wide range of case studies. The researchers have done in-depth and critical analyses of several case studies to illustrate the importance of relying on advertisement industries to develop its marketing diversity to create a positive impression about the whole company and narrowly to its products. The advertising industry acts as an aid in building good customer relationships. The consumer protection bodies governing advertisement industries have substantially relied on case studies to understand and have a vast knowledge of the impacts of advertising industries and how these impacts can lead to the success or failure of an organization. To illustrate the societal positive and negative effects of the advertising industry in the United States, I will use the Samsung phone case study.
The societal impact of promotional media on your country/region of choice.
3.1 The positive impacts of the advertising industry based on United States Samsung case study
The advertising industry plays an indispensable role in creating a world saturated of promotional activities, which boosts the performance of an individual or entire organization. The Samsung electronics phone industry has relied majorly on the advertisement to create mass awareness of its products, especially Samsung. Through publication, the company has been able to equip its customers and potential clients with the correct and right information about the qualities and better services associated with the Samsung phones. This marketing strategy has helped Samsung company sell more phones in the United States as most of the people know the essential and impressive qualities Samsung phones come with.
The Samsung advertising marketing case study has led to good public perception and reputation management to the existence and development of the vast marketing advantage of Samsung cell phones in the United States. The case study analysis has helped the company determine low prices for its products, excising fair and open deals in the market, and creating a pleasant customer relationship environment. Also, the company has been able to employ highly skilled employees with advanced expertise and professionalism. This has helped the company produce high-quality products that are self-marketable hence reducing the number of financial resources used to advertise the product. The advertisement industry also has proposed out on how the Samsung company can produce high-quality phones without engaging in unethical market practices.
Further, the advertising industry has aided Samsung to differentiate itself from competitors, making it stand out in a competitive market.
The promotional industry leads to increased sales benefits. The Samsung industry has experienced a high volume of sales and profits as a result of the advertising industry. In general, the United States has benefited mainly from promotional media, as most of its revenues come from entrepreneurship business practices. Most of the businesses in the United States, for example, the Samsung company is increasing its sales through content marketing and advertising promotion. This has led to expansion efforts, the emergence of new business products and host roles, and licensing. The Samsung company has attracted more skilled customers globally after it established its high unrestricted silhouette. The promotional media cuts the expenses of hiring marketing firms to draft marketing strategies for you. Companies and commercial organizations need to rely mostly on promotional press if they want to realize better performance and increased sales that lead to high profits. Even though the promotional media plays a crucial role in expanding the firm’s sales, few companies view it as an extra expense that belief they thrive without. However, there is an importance of engaging in promotional media to increase your industries’ sales.
Promotional media has immensely targeted the eradication of consumer exploitation through the formation of consumer protection agencies. The rights of consumers are aired through social, which is televisions and broadcasting radios. The consumers are educated and enlightened on their rights and role they play in the advertising industry and consumption of products, for example, Samsung products. Besides, through social media, consumers are already aware of the positive and side effects of a product before using it. Practically, the Samsung case study has enlightened its potential consumers on the quality characteristics of its products and how these products can be used to ensure they satisfy customer’s needs.
Promotional media encourages environmental protection, as evidenced by the Samsung case study campaign in the United States. The people are educated on the importance of conserving the environment to avoid environmental degradation that might have adverse effects. For example, poor disposal of chemicals from manufacturing industries cause either soil air and water pollution. Only through engagement in promotional media, all people can realize the importance of taking care of our beautiful landscape.
The creations pf national interest is done through promotional media. The national interests’ promotions include compliance with legislations, perfecting disseminate goals, political awareness, advertising the nature of countries’ wildlife beauty, and securing monuments. Promotion media helps in distributing public information to all targeted people within a short period.
Promotion media also triggers creativity and innovation in the production and marketing industry. This occurs as organizational management teams are continually finding new ideas to improve their production process to compete ethically and scare away competitors. Improvement in technological production processes aiming at producing better and quality products and services as compared to your close competitors.
3.2 The negative impact of advertising industry based on United States Samsung case study
The advertising industry harms Samsung advertising in the United States. The advertising industry on Samsung encouraged monopoly in the market of electronics. Advertising does not happen, cheaply and straightforwardly. Advertising has been considered the domain of big companies and organizations which are financially stable. Samsung is one of the electronic companies that are financially stable and established structures. This company is capable of using the costly media of advertisement that would cover a wide geographical area. The company used these rich media to lure the customers in the United States market. It enjoyed the advantage of financial stability, which may the other electronic companies were not able to due to the scarcity of the resources. This creates monopoly power in the market as the other company finds it hard to compete with a well-established Samsung Company. The company can advertise its brands regularly. This makes the small electronic organizations in the United States stand a little chance to compete in the marketplace or Society.
Sometimes the advertising of Samsung products is deceptive. Some advertisements made by the Samsung Company seem to be manipulative, misleading, and even untruthful. During the time of the advertisements, the company has much exaggeration of its products. Exaggeration works well when using televisions as the media of publicity, which is mainly used by the Samsung Company in advertising its products in the United States. Some of the features that are displayed to be contained in the brand in precise the Samsung mobile phones sometimes are far from the real highlights of the same phone. For example, the advertisement of the Samsung mobile phones by dipping it in water to show that the phone is waterproof and in the real sense sometimes the phone gets into the water and stop functioning regularly. This lures the customers to buy the phones, thinking that what they see is what they will find in mobile phones. This leads to consumer exploitation in Society through untruthful advertisements.
Advertising of Samsung products adds to the products’ cost, which is passed to the customers and consumers in the United States market as the company uses the costly methods of promoting their products. The fee is added to the cost of production. The setting of the price of the product is done in consideration of the total cost of production of the product. The increase in the value of the output of a product is directly proportional to the rise in the price of the product in the market. The Samsung Company invests many funds in the promotion knowing that the price level of the product will cut down the cost of production. This makes the company unfair to its customers in the United States in the market as it passes some of the parts of the value of the products to customers in the Society.
Advertisement of the Samsung company brands makes people in the United States that every electronic product is only bought. This feeds the people with the wrong impression and also makes people that the money is the chief goal, and that is needed to prosper in life. Without going for the shopping of the products, the advertisements convey to the people in the Society that they cannot find satisfaction. This fueled the people’s craving to work as a slave to get money and spent the money earned a hard way in buying the products brought to them through advertising. Advertisement stops innovation and creativity in the United States society as they think that everything they need in the electronic line is only bought. An organization with less innovation and creativity is the Society that lacks the future and the chances of being struck by poverty and low living standards or undeveloped economy. The advertisement makes people think they can be made happy by buying and spending money on luxurious products like Televisions and expensive mobile phones and making people materialistic by replacing inner happiness and intrinsic motivation with the drive to be productive in the Society only to consume and buy happiness.
The advertising of Samsung products reduces job opportunities in the United States. There is no need for intermediaries in the company when it employs the usage of advertisement. The Society gets the benefits from the company by getting job opportunities and working with the company in any stage of production. This encourages development in Society as the human resources it utilized and earning income, which increases the circulation of the money in the Society. The advertising replaces intermediaries resulting in unemployment in the Society. This makes the people in the United States fail to enjoy or benefits from the company and remains with only one advantage of buying the products in which they spend money.
4 Summary and conclusions
Promotional culture is the culture around us, and it is pervasive and inescapable. The twenty-first-century culture of the world is capitalist. The world has become promotionally saturated. People do not bother with the impact that promotional industries pose on the Society. The promotional media industries have numerous implications for the political, social, and economic growth of the United States. Due to healthy competition in the United States, the entrepreneurship sector will grow at a high rate as American citizens are aware of what is required to thrive in a competitive market and come out as a winner. The existence of governing and regularity bodies in the field of promotional media will aid in encouraging people to engage in business activities without fear. These bodies protect both advertising agencies and customers. The consumers through promotional media are enlightened on their rights and whom they should report to if such rights are violated. Also, advertising agencies are safeguarded by state, city, and international, federal laws from engaging in illegal advertisement activities such as advertisement of illicit goods and services or conveying false information about products. Though there are benefits of advertising industries, the organization should view the negative side of it to make that the trades are not having many negative implications of the Society. The advertising should be done cautiously.