How Advertisement Manipulates Customers Choices and Spending Habits Essay - 11

How Advertisement Manipulates Customers Choices and Spending Habits - Essay Example We know advertisement is an investment only when it is not a false advertisement. It should not manipulate the customer’s desires and spending. Advertisement can actually modify the spending habits and customer choices by convincing its audience in a manner that may be ethically unacceptable. These days companies tend to use manipulative advertisements. Some ads are very informative; e.g TV ads about the yellow pages, information about supermarkets etc. These ads may be a little bit manipulative but customers end up purchasing a good because of the information provided by these ads (Phillips 14). For example, there are some ads like Mountain Dew (beverage), which portray the ability of humans to act in ways that are beyond ordinary. Now this is just a false manipulation that can literally affect the perception of viewers. But some authors argue that manipulative advertisement is the second name of persuasive advertisement which is a big source of forcing the customers to purchase the product. In other words here the marketer is hitting/targeting the customers emotionally. Once you persuade a person emotionally, selling the product becomes easy. In manipulative advertising the marketers are doing the same. Seeing this idea, manipulative advertisement becomes objectionable . It cannot be termed as the ethical one because it is persuading the customers in unacceptable manner. Some manipulative advertisements can be in the form of celebrity marketing especially female model. This makes the product so special to the customers, when they think of it they say this celebrity uses it, I must use this (Dachis n.p.). Here again the customers are being hit emotionally by getting the celebrity in to the product. This motivates the general public especially the youth to a great extent. In this case they are inventing the feelings which you as a customer never had before. They make you feel like that hero/model who uses that product.  The purpose of all this is to make the consumer feel like being the person that is being used as a character in the advertisement.  

Service Product Marketing Essay Example | Topics and Well Written Essays - 2750 words

Service Product Marketing - Essay Example Greece does receive both tourists and business travellers who face such inconveniences. A Spa at the airport would be able to capture this segment through the right marketing approach. This would be a mass marketing approach through the right mix of the seven element of service marketing. It is strongly recommended that the tourism venture should be an airport spa in Greece and the promotion of this spa can be done through innovative strategies such as tie upasana with the airlines and tour operators. Local people can also be attracted to the day spa which would tale care of business during the lean tourist season. Tourism in the 20th century has grown as the world’s largest industry surpassing autos, steel, electronics, and agriculture (Sirgy & Su, 2000). It is undoubtedly a large source of foreign exchange, employment and income and has grown as the business of attracting visitors and catering to their needs The economy of a nation depends on the travel and tourism industry and this is further endorsed by the fact that post September 11, the industry lost $1.36 billion in business because of a dramatic drop in bookings for flights, hotel rooms, car rentals and cruise. However, tourism is a service sector and the success of any tourism product depends on the service delivery. The process of globalization and social changes has transformed the service economy (Lovelock, Wirtz & Chew, 2009). Innovation in the service products stimulated by technology allows the service provider to offer a wider choice to the consumers. In addition, the disposable income in the hands of the people has gone up while their lifestyles have changed as well. This report aims to explore the strategy for marketing day spas in Greece. Greece continues to have the image of the 1960s as ‘island-hopping backpackers and package tourists’ (Mjourney, 1998). To attract the upmarket clients it is very important for Greece